Breaking the ice with Marketing content

Marketers typically understand how to break the ice with prospects using content.  Many however fall into a trap; myopically focusing on the first big offer; a webcast, event, or promotion.  They fail to focus on longer term cultivation content that offers a fair exchange of value.   Close your eyes…

Steps for Building an Effective Marketing Budget

Marketing has become a challenging mission as teams look to make each dollar in their budget stretch further. The task is made even more daunting by the fact that there is a wide range of tactics to choose from when determining where to invest funds. Online marketing strategies that rely…

Simple gets results: how to simplify your marketing strategy

In the 1950s, Charles Mingus was one of the most progressive jazz musicians around. On the heels of the bebop era that crested in the late 1940s, Mingus became a leading figure in avant-garde jazz. He blazed a unique path: to this day, Mingus is one of the only well-known…

Social Media Instrumentation

Social media instrumentation includes objectives, performance benchmarks and even points of integration.  For the past few weeks I have been revisiting much of what we accomplished during 2014, and how we might measure differently in 2015.  Coming out these planning exercises, I am left with some larger questions.  I decided…

Events, the rising phoenix of marketing?

Early in my career I was introduced to the conference and tradeshow world through the lens of COMDEX in Las Vegas.   At the time, COMDEX was one of the world’s largest conferences, with over 200,000 attendees.  Taxi cab lines to get anywhere were over an hour.  I remember a…