I’ve been on a rant for the past three weeks about post-event lead follow up. I’m going to end this three-part posting with quotes from two of my favorite sources: “Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to… learn more >
BtoB Magazine recently published a study in conjunction with Marketo Inc. that found most companies don’t do a very good job of following up opportunities post-event. Specifically, the study found that over half of respondents have some form of marketing automation system but the… learn more >
“They just don’t get it.” How many times has marketing said that about sales? Organizations tend to put up walls between departments. The one between marketing and sales can be especially difficult to scale, particularly when the topic is following up leads generated by events. I’ve been… learn more >
“Showing up is 80% of success in life.” – Wood Allen Woody might have a point but, as legions of marketers have discovered, following his philosophy at a trade show produces little more than a pile of expenses. Look at it this way, showing up does nothing more than… learn more >
Media columnist Catharine P. Taylor posted an article last week with the attention getting title Hey, Social Media Experts: What You Do Is Worth Nothing! Catharine makes a point. In a world inspired by books like The Start Up of You, marketing is… learn more >
I’ve attended three industry conferences in the past four weeks. I’ve attended a handful of keynote addresses and sat through dozens of presentation sessions. Two were inspiring. A few were mediocre. Most were disappointing or downright annoying. Why? The speakers, all of whom were highly accomplished professionals… learn more >
The gold standard for lead generation has always been to identify the decision maker. That’s as true for events as it is for other marketing channels. In fact, the change in trade show attendance over the past few years has prompted a significant number of… learn more >
I just finished reading the eBook “Winning the Zero Moment of Truth” – Google’s definition of the critical moments that lead to an individual’s decision to purchase a product or service. Since Google is defining ZMOT (as it’s acronymed), it’s pretty much seen as… learn more >
Yesterday I wrote an eTip about the importance of relevancy in marketing. Today I came across a blog posting by Erik Hauser of the Experiential Forum. It’s a re-post of a piece he wrote in 2008. One of Erik’s points is that if we’re not… learn more >
For years now, trade show and event marketers have invested valuable budget dollars in media and technology only to see those investments routinely ignored by attendees and prospects that walk right by, unaware of the experiences created for them. This panacea of technology as the… learn more >