Exploring what makes marketing deliver results.
Publishing three blog posts a week won’t help if none of them answer a question your customers actually have. “We need more content” gives you a production target. You still need a reason for each piece to exist. Here’s a fictional example you can adapt. The bookkeeping firm, audience, questions, and plan are hypothetical. They […]
“We need to post more” is a request for activity. So are “Let’s try LinkedIn,” “We should run ads,” and “Can you make the website pop?” Activity can fill a calendar and empty a budget without answering a fairly important question: did marketing help the business? A strategy connects spending to the customers you want, […]
A campaign launched in January. The leads look promising. In March, someone asks whether it worked.…
Demand generation versus lead generation. The “versus” makes it sound like someone has to win, and marketing can stop doing the loser’s job. That’s a tidy debate for a slide. It’s a strange way to describe how buyers actually behave. What are we asking marketing to do? Demand generation helps an audience understand a problem, […]