Frontline Perspectives

You know why twitter can be useful to your business. You understand the basics of how to use it. Now how do you really develop a following? Read more »

Sometimes results have little to do with your message or who’s listening.

If you’ve ever worked with me, or even read my last few posts (When not losing is better than winning and Need to be Creative?), you’ve probably picked up that I measure the value of our work on one scale: behavior modification. Read more »

There’s an old saying that says you should never “assume” anything because it makes an “@$$ out of you and me.” While trite, this is particularly important for us marketing folks to remember. The best copy or the most powerful visuals won’t take the place of really understanding what your target market’s pain points are, and offering the solutions they need. And the best way to know this is to ask. Read more »

The B2B marketplace tends to slow down during the holiday season, but that doesn’t mean you have to postpone your marketing efforts till 2011. Just be sure your communications are purposeful. Here are a few ways to get in front of your prospect or customer one last time this calendar year: Read more »

As a consumer, there are days when I wish it was. As a marketer, I know that it’s not.  In fact, I know that e-mail can be highly effective and have seen it create powerful lead and sales results for clients.  But many of us can think of e-mails that are textbook examples of what NOT to do — and these are the ones creating a high level of frustration for consumers.

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A smart, fast and fun viral campaign can do wonders for a product or a brand — if it can really turn viral and pull your target audience into action. But how many viral campaigns are actually successful?

Right now, a Facebook viral campaign for Breast Cancer Awareness Month is putting innuendos in the forefront and the cause on the backburner. It hides the tie to breast cancer itself, which is questionable in my mind. Read more »

As global sales continue to rise for most of our clients, the need to translate (and localize) has become increasingly important. It seems like a daunting and expensive venture. As with most marketing efforts, walking before you run will help you make the right decisions and keep information about your company’s solutions from getting lost in translation.

First, what do your international customers look like? It is not uncommon to find that the size of the company, the titles and functional responsibilities of decision maker(s), and the buying cycles are different from your customers in the U.S. You can’t effectively target new business without understanding who’s buying.

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Recently I shared the good news with a client that some of their work won an industry award.   “Great!” he said to all of us assembled.  Then without missing a beat he asked, “Did it get us any leads?”   Now this client was making a tongue-in-cheek comment that was all in good fun, but it has stuck with me for a few days because I think it’s a great reminder how important it is to focus on the things that really matter. 

There are no shortage of distractions–especially in sales and marketing–but nothing should get in the way of delivering a steady stream of prospects to the pipeline.   With few exceptions, any marketing effort that does not in some way contribute to that goal is quite simply missing the mark.   (And yes, this award winner had strong lead generation ROI).  

So I have to thank my client for giving me the perfect quotable litmus test I’m sure I will ask myself and others for years to come… “Great, but does it get us any leads?”

Test different messages in ads to ensure a strong response.

Sponsoring an industry trade publication e-newsletter is an effective lead generation opportunity for many of our clients. In addition to being a good source of quality leads, this type of advertising opportunity can provide a lower cost method of reaching target niche markets.

First, look at the key industry publications that represent target markets. What online media options are available for the publication? Review the editorial calendar to understand the best timing options for the type of message that you are considering. What placement opportunities are available (header, side or in-line)? Read more »

Speeding prevention promotion.

I got a speeding ticket on my way back from visiting my daughter at Indiana University. I was more than a little ticked when the officer pulled me over- as I was convinced that the “other” cars on the road were going faster than I was (which they were).

Before the officer handed me my ticket, he handed me the paper shown at left and waited for me to read it. “In the United States alone, there is a death related to a traffic crash every 12 minutes. That adds up to nearly 44,000 deaths a year.” I made the connection to my speeding – what if I had caused one of those fatalities? As I looked back at the officer, he handed me my ticket ($125). Read more »