Are You on Message, or on Another Planet?

Are You on Message, or on Another Planet?

These days, the measure of your success can be as simple as the MQLs you develop, so it’s pretty important to know ahead of time whether your message is mighty, or mighty weak. The best performance predictor is, predictably, also the best way of insuring that your rollout doesn’t flame out.

How Well Do You Know Tactical Conversion Rates?

How Well Do You Know Tactical Conversion Rates?

Your prospects have preferences. You already know that. But knowing which prospects like which forms of media—that’s knowledge with value. Because believe it or not, the majority of leads from companies with over $1 billion in revenue come from one form of media—and probably not one you’d expect.

Data: A Marketer’s Best Friend or Worst Nightmare?

Data: A Marketer’s Best Friend or Worst Nightmare?

Trying to figure out the right combination of systems and data sets for your organization is daunting. But more often, that’s the easy part. I’ve seen numerous clients who have implemented all the latest and greatest marketing and sales technology and are no better off because they are now drowning in data. Or the data is so disparate they don’t have access to the right information. And because of that, organizations lose insight into the progress of performance against goals.

A Sound Strategy that Marketers Could Learn from Colin Powell.

A Sound Strategy that Marketers Could Learn from Colin Powell.

In his professional life, Colin Powell has been a lot of things, but chief among them is disciplined. In fact, if anybody has ever been “in the zone,” it’s him. Literally. Powell believes that leaders have an “information zone” of 40%-70% to make decisions: If you make a decision with less than 40 percent of the information you need to know, your chances of being right aren’t very good. But if you wait for more than 70 percent of the information, your window of opportunity closes.

eBlasts: Why They’re Better than Banners.

eBlasts: Why They’re Better than Banners.

Like everyone else in the world, you want to spend more for everything you buy. Wait—you mean you don’t? Then why are you buying banners instead of eBlasts? Sure, banners are a cheaper way to buy leads. But they’re actually more expensive. The confusion is in the conversion.

How to Generate Engaging Content (and Separate Yourself from Those Who Just Engage in Generating Content).

How to Generate Engaging Content (and Separate Yourself from Those Who Just Engage in Generating Content).

We talked about the guardrails of good content last month, so today we’ll address the architecture of buyer engagement.

I like to follow a proven ideal framework:
Objective: Which area of the buying cycle are we influencing?
Strategy: From which angle are we most likely to interest readers/viewers?
Structure: How do we tell the most compelling story?
Style: What is the appropriate voice and tone?

What Makes Good Content? (or, Why Howard Gossage Was an Absolute Master of the Obvious).

What Makes Good Content? (or, Why Howard Gossage Was an Absolute Master of the Obvious).

To understand what makes good content today, all we have to do is look back to the ’50s and ’60s—when it was called copy. Back then, advertising’s primary focus was copy. Copy, it turns out, sold—and sells—products.

And while it has evolved into this thing we now call content, the principles that drive its creation haven’t changed:

People read what interests them, and sometimes it’s an ad.
—Howard Luck Gossage, advertising icon