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Targeted Marketing: It Works When Prospects Are In Pain

8 May

PainTargeted Marketing + Pain = Sales

I just got an email from, Mint pulls together all your financial accounts into one place. The subject line read, “Are you paying more than average for health insurance? Shopping around could help you save.” How did they know? Oh yes, I have a separate category for my personal health insurance on my Mint account.

They have now partnered with to offer customers the opportunity to compare health insurance providers- pure genius!  Whether Mint knows it or not, my rates are about to increase by over 14% in the upcoming months. I was infuriated when I got the letter telling me this, but just haven’t taken the time to research other providers. Mint just made this easier and encouraged me to work with their partner as a first step. I’ll own up to it, I wanted someone to hand feed me the steps I needed to take to compare providers because looking for a new one sounds about as much fun as having teeth pulled.

Good job Mint, you hit me when I was in pain and I took action. How can you hit your customers and prospects when they’re in pain and get them to take action?


  • People in pain will listen, don’t promote feature benefits- bring the pain to surface
  • Provide the facts- mint showed me in my email how much I’m spending. That number was painful to look at. Provide facts and figures about the pain your prospects are feeling.
  • Sometimes the perfect storm hits. Marketers can get lucky and hit someone with a message at exactly the right time. Mint did that!

What Confuses Sales? “Marketing-Qualified Leads”

24 Jan

I read a great blog post by J. David Green that emphasizes the importance of marketing and sales creating what he calls, “sales-validated leads.” Instead of marketing asking sales if the leads they passed along were qualified, they should be asking sales to “validate whether the lead is really a lead, per the definition agreed to by sales and marketing.”

He suggest that for most marketing organizations, this small change in funnel focus can make a huge difference in plugging funnel leaks.

Check out “Why the Term Marketing-Qualified Lead” Creates Serious Confusion – Part 2” to read more.

Digital Marketing Infographic

17 Jan

I’m not sure if it’s my love of journalism or fascination with graphic design but I absolutely cannot get enough of Infographics. They sum things up with few words and strong visuals. I found myself reading this digital marketing Infographic from Webmarketing123 a couple of times, so I figured you might find it of interest.

Digital Marketing Infographic

Source: Webmarketing123

Content Generation: How Hard Is It?

12 Jan

Conflict Kitchen- Venezuela

Thanks again to my friends at Ranch Road for sharing a great blog post by Andrew Davis of the Content Marketing Institue. A lot of my clients struggle with content creation and figuring out how to talk about things that affect their space/industry that aren’t necessarily related to selling their products or services.

In, “What if You Sold Waffles With a Side of Content?,” Davis covers two unique businesses, both restaurants, that are deliverying more than food but amazing content to their customers. He first covers the Waffle Shop, in Pittsburgh, and their live talk show that takes place in the middle of their shop during business hours. It’s this show that helps the Waffle Shop drive traffic into the store and then introduces people to the items they sell- waffles!

Here’s a video produced by the Waffle Wopp crew.

Davis also highlights The Conflict Kitchen, a take-out restaurant that only serves cuisine from countries that the United States is in conflict with. Every four months, the restaurant changes it’s theme and uses its food wrappers  to help  educate consumers about the details of the conflict.

Davis concludes with, “Both the Waffle Shop and the Conflict Kitchen are wild, content-based experiments that marry the generation of content with the retail experience. Without the live streaming show, there’s no Waffle Shop. Without a conflict that needs to be understood, there’s no Conflict Kitchen.”

Read: What if You Sold Waffles With a Side of Content?

Small Businesses: Make Your Collateral Work Harder

10 Jan
MarketingProfs- Veronica Maria Jarski

MarketingProfs- Veronica Maria Jarski

A lot of my clients are working with limited time and budgets. Here are some suggestions on how to take one collateral piece and make it work harder.

1. Monthly Topic- Select one piece of collateral and make that the focal point for the month. Select a piece that focuses more on the business problem or industry instead of something that is company or product specific.

2. Blog- write a blog on this piece and introduce it to your readers.

3. Events- Look to see if any events/trade shows are looking for speakers/topics and submit the collateral topic as an option.

4. Business Colleagues/Partners- Shop the topic with close friends/colleagues/partners and see if any of them would be interested in:

  • Using it in an upcoming newsletter/blog post. Offer in exchange to use some thought leadership piece of their’s in a blog post
  • Co-presentng the topic at an event or a Webinar
  • Using the piece/topic as an introduction to any of their clients/friends they may have that you’d be interested in doing work with.

5. Clients- reach out to your current and previous clients. Let them know you wanted to pass along some of your latest insights on a the topic.

6. Prospects- send out a short nurturing email to your house list and let them know about the piece.

7. Linkedin- See if anyone on Linkedin is asking questions about the topic addressed in the collateral. Share the piece with groups talking about the topic.

8. Other Online Resources- see if there are other communities online talking about the topic and share the piece.

The steps above give you a mini marketing strategy for each piece you create. I hope this helps you think of ways to get more milage out of your collateral. Let me know if you have additional ideas!

Related articles

Content Creation Is Easier Than You Think

18 Oct

Inbound Marketing Content Ideas

HubSpot has a great eBook they’re offering called “100 Inbound Marketing Content Ideas.” I took a glimpse at this eBook because it promised to help with:

* Positioning your company as a thought leader

* Analyzing the effect of your content

* Creating content that resonates with your audience

* Repackaging existing content

This fun read is definitely worth the download. A lot of the content in here you know about but have a tendency to forgot. Others are great nuggets to share with your clients or executive team to help them understand the importance of the content they contribute. Here were my “Top 10 Content Creation” takeaways:

Content creation how-to’s and tips

1. Point out common mistakes in your industry and offer solutions on how to fix or avoid them.

2. Offer a list of benefits for doing something.

Use existing content

3. Take the contrarian position. Find someone else’s article that you agree or disagree with. Introduce your blog post with what you specifically agree or disagree with it, and support your argument with a few concise points.

4. Do a weekly or daily links-roundup of relevant news for your community.

5. Share an excerpt from an eBook or white paper with a call to action to download it for the rest of the information.

6. Do a round-up of last year’s/last month’s/last week’s most popular posts.

Incorporate other platforms

7. Create a Slideshare presentation of new statistics related to your space and share that in a blog post. Tag the Slideshare presentation with relevant keywords for your company to leverage SEO benefits of the platform.

Thought Leadership

8. Get experts to offer a tip and do a round-up of their recommendations.

9. Feature guest posts from industry experts.

10. Do a review of other non-competitive products or services that your community cares about.

There are many more great tips and tricks in this eBook. Download “100 Inbound Marketing Content Ideas” to find your top 10!

My Week in Marketing

14 Oct
SEO Page Optimization

SEO Page Optimization- SEOmoz

Here’s what I checked out this week:

  • I always find myself referencing SEOmoz’s “The Beginners Guide to SEO“: I shared an image from Chapter 4 with a client to show them SEO best practices when creating a new web page.
  • HubSpot’s “100 Inbound Marketing Content Ideas“: I learned that my clients have more content lying around than they think and that new content doesn’t require a large investment.
  • I attended MarketingExperiments free clinic on SEO landing pages: My take away is that your organic search results, email campaigns, and PPC don’t have to point to the same page. Each of these can have unique pages and should address different items.