Marketing ROI is a mostly misunderstood, and highly misapplied strategy for ensuring marketing success. See why I think we should kill this term – and instead focus on new ways for marketers to work with finance and determine what’s worth investing in.
Lead Nurturing Has Jumped The Shark
June 27, 2010 By
The idealized promise of B2B Lead Nurturing and marketing automation comes down to the same thing. You take a well formulated content marketing strategy that presents your “thought leadership”. You combine it with a marketing/sales content delivery workflow that supports that strategy against your buyer’s purchasing process journey. And you use technology to automate the whole thing.
See why I think Lead Nurturing and Automated Drip Campaigns are on their way out…
Building The Business Case For Innovation
June 21, 2010 By
It seems counterintuitive, but yes we do need to build the business case for innovation. In this new blog post, I discuss how the formation of a business planning type process might be applied to building an innovation plan.
Is Your 60′ Time Right?
June 16, 2010 By
I’ve just added a new blog post on The Adaptive Marketer on the two phases of a new marketing program. The first is where we can really move the needle quickly and generate excitement. And the second is when that process becomes the long journey. Getting that first process right is just like that first second and a half of a drag race. Shave off a few tenths of a second – and you set yourself up for much better success…
Read more at The Adaptive Marketer
