December 20, 2011
Last week Carlos Hidalgo, CEO of the Annuitas Group, shared on the Software Advice bloga nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management.
Demand Generation vs. Lead Management
According to Carlos, Demand Generation has two goals:
- Filling the funnel
- Engaging with prospect throughout the funnel
And Lead management is the process used to ensure there is a link between marketing and sales to prevent leads leaking out, falling out of the funnel.
How About Marketing Automation?
On a second video, Carlos then explains that Marketing Automation will not be the only solution for your demand genreation and lead management, but it can support both processes. It is the technology behind your demand / lead processes.
Marketing Automation basically enables your content to reach your buyer at the right time in the buying cycle.
Nice job, Carlos!
December 13, 2011
Despite the fact that trade show attendance is going down and there is less money in your marketing budget for attending physical events, if you do have to go to one you’d better make it worth it.
I like how Vanessa Nornberg described in an Inc.com article a few tips to make your trade show profitable:
- Buy a booth you can afford
- Strategically organize your booth
- No chairs
- Eliminate distractions
- No smart phones
- Leave laptops at the hotel
- Choose the booth staff wisely
Add those to my previous 12+ tips for trade show success and you’ve got yourself a great checklist for planning your next event!
December 8, 2011
A nice post by Nick Westergaard on the “12 Most Underutilized Brand Touchpoints“ talks about the stuff many people relegate to second plan when thinking about their company’s brand.
You have your logo, your tagline, your website… but how about product packaging, brochures, and holiday cards? Yup, holiday cards deserve some branding love too. It’s all about how you present yourself and your company to customers and prospects in every single touchpoint. This means every place where someone will see your company (or read about it) should have the same consistent message, look and feel.
So what are the 12 touchpoints? They are:
- Packing Slips
- Price change letters/ renewal notices
- User guides
- New business proposals
- Search ads
- Holiday cards
- Inter-office / company newsletters
- The back of the fence (this is a Steve Jobs analogy, about what goes inside your product or at the back of the fence where people usually don’t even look)
What is your list of touchpoints?