Extensible, relatable, shareable, demonstrable: Why the case study is a perfect marketing tool.

Several months ago, a client contacted me to write a long-form case study on a major project she’d just completed with great success. I hadn’t written too many case studies before—I’m guessing because it’s a labor-intensive marketing tool that takes a bit more effort than shorter pieces of content like e-mail campaigns, social media posts or website landing pages.

After completing Stephanie’s case study, however, I’m convinced case studies are something all of my clients should be doing.  Continue reading

How do you measure up?

we marketers are a critical bunch.

With our industry evolving at a breakneck pace, being a marketer is tougher than ever before. And we’re hard on ourselves about it.

A survey conducted by e-mail marketing company Emma asked marketing professionals how often they meet work expectations:

88 percent say they meet expectations “occasionally”, “rarely” or “never.”

Now, it’s unclear whether these expectations are set by the marketers themselves or they’re sent down from above—but from where I sit it doesn’t matter. Regardless of who holds the measuring stick, when you’re a “pleaser” like me, it’s a big morale buster to go home each night feeling like you’re falling shy of the mark. Continue reading

Big Ideas from Mirren Live: the Top 3 Takeaways for Agencies

I learned so much from my first trip to Mirren Live–”the agency conference”–in NYC this May that I was inspired to distill my notes and share my top three takeaways. Download them here in an easily printable and shareable PDF, and find out more on:

  • How agencies can defend their turf from increasing encroachment by consultancies, Martech, and in-house teams;
  • What’s important to clients right now; and,
  • Common-sense tips for pitching your agency (this advice can actually be applied to any B2B).

Thanks much, and happy marketing!

Keeping your client when your contact disappears

Phone receiver

“i’m just calling to let you know that I’ll be leaving…”

We’ve all received that call—the one from your primary contact inside a client company. The contact you’ve worked hard to develop a relationship with over months or even years of service. Then one day—poof! They’re leaving the company next month, next week, or maybe even tomorrow, and you realize your relationship with the company may be over.

It doesn’t have to be that way.  Continue reading

Win more customers with these six tips that make your website content stand out from the crowd

content is just as important as design

When people are searching online to buy a product or service, they’re looking just as much at which companies to consider, as which ones to eliminate. They’re trying to narrow their options, and dig more deeply into a few possibilities instead of several. If your website content doesn’t tell them what they need to know, guess what? Another company’s content WILL, and yours will be out of the running.

All too often, companies focus so much attention on a website’s design that their messaging strategy and content suffer. Don’t get me wrong, it’s important for a site to have great design. But if it’s all style and no substance, all you’re left with is a pretty site. And that’s just not enough to make the sale.  Continue reading

Automated marketing means auto-delivery, not autopilot

The term “marketing automation” is a bit misleading, because the only thing that’s actually automated is the delivery of content. Automation systems can send messages at a scheduled time, respond to customer requests, or trigger an e-mail in response to certain conditions (such as a prospect signing up for an event, subscribing to an email list, downloading a report, or making a purchase).

But all of this doesn’t happen as magically as “automation” might suggest. Implementing marketing automation requires you to develop buyer personas, know where to find the right prospects, and create lots and lots of content that’s tailored to each persona and what they want from you at various points in their customer journey. Continue reading

Get more bang from your conference buck with social media

As I make final preparations for my annual spring conferences, I’m thinking about how social media has changed the entire conference-going experience—and how what’s happening online at the event can be as valuable as what’s happening face-to-face.

Case in point: a single LinkedIn connection after a five-minute face-to-face conversation at an industry conference led to a new client who spends five figures annually with me. Had I not taken those few minutes to connect, I likely would have ended up as just another business card at the bottom of his computer bag.

Continue reading

When you don’t have all the answers

I’ve had more than one client come to me in a state of overwhelm about a big project. “I’m not even sure yet what I need you to do for me. I just know I need help,” they said. We could have gone ‘round and ‘round trying to define a very specific scope of work, but the reality is that we couldn’t, because we didn’t know what we didn’t know. 

guess what? you can still take the first step.

Here are two ways you can move your project forward, even when you’re not sure exactly what that final product should look like. They worked for me, and got two new projects (with two new clients) up and running in no time.  Continue reading