Each holiday season I express my appreciation to family and friends for the many joyous and wonderful aspects of my life – personal and professional.
This year I’m particularly thankful for three things: 1) the improving basketball skills of my two sons; 2) toasted peanut butter and jelly sandwiches (seriously, give one a try); and 3) The Pulse Network.
Simply put, they are an exceptional corporate partner of ours. Strategic Communications Group (Strategic) sponsored Pulse’s Inbound Marketing Summit in San Francisco and Boston which delivered visibility to a group of senior corporate marketers and technology vendors.
As part of this sponsorship, I was afforded an opportunity to present on stage at both events. Here’s a 10 minute clip of my keynote in Boston entitled “Be Heard in a Crowd: How the Right Content and Social Strategy Will Drive Sales.”
Earlier today I was the featured guest on The Pulse Network’s Web-based news program called Content Marketing 360. Themed “Revving Up Your Lead Generation Programs in 2014,” I shared five best practices a marketer can employ to drive more success from their investment in demand generation.
1. Target prospects based on propensity and profitability. Many organizations squander resources by pursuing business with prospects who have no intention of ever buying or (worse) represent unprofitable business.
2. Follow the rule of three when it comes to messaging. Keep your company’s value proposition clear and concise, and limited to three core messages.
3. Focus on content distribution, as much as creation. Exceptional content is irrelevant if you don’t put it in the hands of customers and prospects. That’s why it is imperative to fund a multi-channel content distribution program.
4. Collaborate with sales from day one. Sales reps are in frequent dialogue with prospects and can help you more quickly identify the needs and requirements of the market.
5. Cherish the data. Analytics serve as a barometer of interest and opportunity because prospects tell us what they think by how they engage with content.
My stand up comedy experience served me well at IMS San Francisco.