What’s That Buzzing Sound?
Could it be prospects making a beeline to your ads? The noise those ads are making? Or the sound of more MQLs ringing in your ears? To increase all of these sounds, snag better prospects, and get more of them, you need to clear a path from click to conversion. There’s a simple way to do it.
Looking to the Year Ahead: Or, Why We’re Going Back to Basics.
For the past three years, I’ve seen an unmatched focus on marketing technology adoption, integration and implementation across the Red House client base. So it’s no surprise that in our 2016-2017 Red House Marketing Survey, the number one focus for marketing...
No Marketing Automation Strategy?
Even though you know that marketing automation is the cornerstone of today’s marketing success, it’s still difficult to get your world-conquering marketing automation initiative off the ground. But why? One reason stands out, and knowing how to conquer it can turn the...
Are You on Message, or on Another Planet?
These days, the measure of your success can be as simple as the MQLs you develop, so it’s pretty important to know ahead of time whether your message is mighty, or mighty weak. The best performance predictor is, predictably, also the best way of insuring that your rollout doesn’t flame out.
How Well Do You Know Tactical Conversion Rates?
Your prospects have preferences. You already know that. But knowing which prospects like which forms of media—that’s knowledge with value. Because believe it or not, the majority of leads from companies with over $1 billion in revenue come from one form of media—and probably not one you’d expect.
Data: A Marketer’s Best Friend or Worst Nightmare?
Trying to figure out the right combination of systems and data sets for your organization is daunting. But more often, that’s the easy part. I’ve seen numerous clients who have implemented all the latest and greatest marketing and sales technology and are no better off because they are now drowning in data. Or the data is so disparate they don’t have access to the right information. And because of that, organizations lose insight into the progress of performance against goals.
Why Your Research Isn’t Always Reality (or, When You Begin to Believe the Lies).
Last month we discussed how Colin Powell’s 40–70 rule applies to research. What we didn’t say is that results are only half the story and should not be taken as law-like truth.
Many research programs with obvious results fail when applied to marketing. Why didn’t they work? There was an ’80s rumor that went something like this:
What Makes Healthcare IT Decision Makers Say Buy, or Bye?
Healthcare marketers, listen up: the people who make the buying decisions—i.e., the IT folks who buy solutions, or not—have a couple of reasons why they buy. You should probably check them out before you structure your account-based marketing.
A Sound Strategy that Healthcare Marketers Could Learn from Colin Powell.
In his professional life, Colin Powell has been a lot of things, but chief among them is disciplined. In fact, if anybody has ever been “in the zone,” it’s him. Literally. Powell believes that leaders have an “information zone” of 40%-70% to make decisions: If you make a decision with less than 40 percent of the information you need to know, your chances of being right aren’t very good. But if you wait for more than 70 percent of the information, your window of opportunity closes.