Archive for Email Marketing

Sociography, influencer marketing and ABM – for full-on targeted engagement.

Sociography, influencer marketing and ABM – for full-on targeted engagement.

A few decades back (yes, I’ve been in this business a while) the sales execs at SAP (where I worked) talked about their “golf course lead” – which usually arrived on Monday morning. Way before the days of social media and internet marketing, one of…

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Personas – a third dimension brings buyers to life!

Personas – a third dimension brings buyers to life!

A while ago I ran a marketing program for a disaster recovery solution provider. These are the people who ensure your servers are up and running and your data remains secure. It was a multi-channel marketing strategy launched with a publication and promotion of an…

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Email Marketing – Lessons from a Japanese Garden

Email Marketing – Lessons from a Japanese Garden

Thinking about a Japanese garden brings images of simplicity, order and calm – a well-placed rock, a pool, a small grove of bamboo focuses the mind. To quote one authority on Japanese gardens, “The minimalist approach applies to all aspects of gardening. The overall design…

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Why “THE WHY” matters when building go-to-market messages

Why “THE WHY” matters when building go-to-market messages

“All the great inspiring leaders and organizations in the world … all think, act and communicate in the exact same way, and it’s the complete opposite to everyone else.” So, starts a remarkable and thought-provoking TED talk given by Simon Sinek. As Sinek points out,…

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What signals are you sending in your marketing content?

What signals are you sending in your marketing content?

We craft ourselves a nice piece of content, do proof reading, add graphics, and we’re ready to go – perhaps not knowing that inside every piece of content are little “bombs” waiting to explode.  Well, not bombs exactly, but “signals” that directly impact the ways…

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Email Marketing Strategies: Don’t Call ’em “Email Blasts”

Email Marketing Strategies: Don’t Call ’em “Email Blasts”

A few days ago, I was reading a blog where the term “email blast” was used – without irony! I’ve heard the expression many times in my career and shudder each time. To me a blast recalls an uncoordinated explosion – or to quote one…

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Lead Generation. It’s not just a run around the block.

Lead Generation. It’s not just a run around the block.

People often tell me they’re disappointed with a marketing program they’ve run – a telemarketing campaign, an email blast, or a booth at a trade show, for example. They’ve launched a single activity and hoped for an inflow of fresh, new leads. Unfortunately, it doesn’t…

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Lead nurturing campaign tips and flashbacks to Glengarry Glen Ross

Lead nurturing campaign tips and flashbacks to Glengarry Glen Ross

Did the leads come in yet? I used to work in sales for one of the world’s largest consulting companies. Every year we participated in several large trade shows, such as Oracle World, SAP Sapphire, and NRF. Preparing for these events took incredible time and…

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“Frame” your go-to-market message for a rich dialogue

“Frame” your go-to-market message for a rich dialogue

In her book, ‘eMarketing Strategies for the Complex Sale’, Ardath Albee describes a persona as: “a composite sketch representative of the customer you serve”. It’s a method of focusing on a prospect or client – bringing them into the mind’s eye – when creating content…

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