How to Kill Your Marketing Campaign in 5 Easy Steps

How to Kill Your Marketing Campaign in 5 Easy Steps

As marketers, we often pin our hopes and dreams on the fantastic (in our opinion) marketing campaigns we create to add new customers and drive more revenue. However, hidden in our closets, there are more campaigns that crashed and burned because a step was missed, a trend was ignored, or a shortcut was taken. Here

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5 Ways to Tell It’s Time to Outsource Your Marketing

5 Ways to Tell It’s Time to Outsource Your Marketing

As part of my investment strategy, I own a number of rental properties that are managed by a professional property management company. Although they do a great job of managing the day-to-day needs of the tenants and they provide owner’s statements monthly, I still have to track the income and the expenses.
Is outsourcing the

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How and Why You Should Now Write Compound Blog Posts

How and Why You Should Now Write Compound Blog Posts

Gloom, despair and agony (a nod to a classic Hee Haw skit) is often the reaction when I ask our clients—primarily our ERP and CRM resellers, ISVs and accounting professionals—about their blogging strategy. Most struggle with producing enough content to meet the schedule on the editorial calendar (if they even have one), much less think

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3 Reasons to Outsource Your Marketing

3 Reasons to Outsource Your Marketing

Do you change your own oil? No doubt we could all learn how. When I checked “how to change oil in car” on YouTube, I got 2,780,000 results. But is it a good use of my time? Sure, I could save the $20 bucks Jiffy Lube would charge me but it would definitely take more

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3 Takeaways from Intacct Advantage 2016

3 Takeaways from Intacct Advantage 2016

In October I had the opportunity to spend a few days in Florida at Intacct Advantage, the annual conference for partners and their customers. I must say it’s pretty great to be in Orlando in the fall, even if it is for work (and very pleasant work at that!).
Here are my 3 top takeaways

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Has lead conversion taken a backseat to lead generation?

Has lead conversion taken a backseat to lead generation?

In doing the research for my recent presentation—The Marketing Strategies, Tactics, and Tools That Will Help You Convert Leads—at Intacct’s strategic partner meeting, I was surprised by the numbers I found relative to lead conversion.
According to the report by Hubspot, The State of Inbound 2016, 74% rank “converting contacts/leads to customers” as their top

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Are You Fearless When Asking for a Referral?

Are You Fearless When Asking for a Referral?

For most people, the answer to that question is a resounding “No.” Although a referral should be the natural outcome of a job well done for a client, it never seems as simple or as easy as that.
We all LOVE referrals because…

The prospect is pre-disposed to work with you because of the

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A Marketing Checklist for the Summer Slowdown

A Marketing Checklist for the Summer Slowdown

Our clients often see a bit of a slowdown during summer. It’s just the cyclical nature of business when the search for new technology solutions gets a brief respite from the busier seasons. As you approach the halfway point of the calendar year, summer can be a great time to take stock of your marketing goals,

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5 Things About the ITA Spring Collaborative That Intrigued Me

5 Things About the ITA Spring Collaborative That Intrigued Me

In mid-April I attended the Information Technology Alliance (ITA) Spring Collaborative in Houston, TX — an educational meeting of resellers, consultants, and technology leaders. After dodging Winter Storm Vero (12+ inches of snow at the Denver airport) only to get to Houston to experience 12+ inches of rain, we were fortunately all safe and dry

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Why direct mail has become a guilty pleasure

Why direct mail has become a guilty pleasure

After my 85-year old father learned to text, the letters from my parents slowed down. I had always enjoyed spotting that one piece of personal mail. My father’s eloquent script on the envelope easily recognizable and loaded with newspaper clippings and other tidbits about the weather, the cat, my siblings, and friends of the family.

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Latest Posts
23 Jun 2017

How to Use a ‘Pain Chain’ to Add Customer Value

A ‘Pain Chain’ is a powerful visual map first introduced by Keith M. Eades in his book, The New Solution Selling: The Revolutionary Process That is Changing the Way People Sell. Software and technology providers can use the Pain Chain to help determine the source of pain for customers and discuss, with the right people,

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20 Jun 2017

Why B2B Marketing Isn’t Working

Businesses don’t talk to each other. They don’t form relationships. They don’t feel stress or long for more time with family. They can’t engage and, oh yeah, they don’t buy technology. Nope. No wonder why B2B marketing isn’t working for so many software and technology companies!
The lines are more blurred than ever in marketing

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02 Jun 2017

4 Lessons I Learned as a Managed IT Services Mystery Shopper

A Managed IT Services client of mine recently asked me to be their ‘mystery shopper’ and call all their competitors to ask for pricing and a formal proposal. They wanted to review their pricing and offers to ensure they aligned with current customer and market expectations in a relatively small geography. What an eye-opening experience

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01 Jun 2017

Thinking of Buying an Email List?

Almost everything you read by B2B marketing experts on buying an email list reaches the same conclusion: “Don’t do it.” The reasons range from compliance with anti-SPAM laws (such as CAN-SPAM and CASL) to results (most purchased lists simply don’t perform that well).
Is building a list organically ALWAYS a better option?
For the most

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22 May 2017

How Busy B2B Buyers Want Content

Being in the content business, we’re always keeping pulse on what buyers want from the content we create for our clients. I recently read a report that drove home one of the biggest considerations for today’s content strategies—B2B buyers want you to get to the point. And fast.
The report I’m referring to is, Time-Starved