Category Archives: Digital Marketing

Content Marketing at Convergys 2007-2010

Content Marketing has been an area of significant focus in my roles since 2005. At ADP, Convergys, and Vantiv I developed successful thought leadership campaigns centered around primary research on customer experience within each industry.  A thought leadership program positions … Continue reading

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Forbes Has It Right

Jayson DeMers’ recent contribution to Forbes, “The Top 7 Online Marketing Trends Dominating 2014,” covers a lot of the themes I’ve been writing about.  If you like what Jayson has to say about Content Marketing, Image-Centric Content, and Simplicity, then take a look at “Be a … Continue reading

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Measure, Test, Analyze, Rinse and Repeat

Step Eight of Ten Steps To Marketing Relevance Learn from experience, and share the lessons In our last installment, we discussed steps to integrate a Marketing Automation System (MAS) with the Sales process.  To get your company to see the value … Continue reading

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Integrating With the Sales Process

Step Seven of Ten Steps To Marketing Relevance Your MAS must be linked to your CRM and other sales tools – and your sales force must understand how it all works In our last discussion, we discussed the value of implementing … Continue reading

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Implementing a Marketing Automation System

Step Six of Ten Steps To Marketing Relevance MAS are critical for generating leads, measuring productivity, and demonstrating value In the first five installments of this series, we covered structure, content and channels.  Now let’s talk technology…. specifically marketing automation systems … Continue reading

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The Age of the Customer

I recently listened to a Forrester webinar, and wanted to share these two slides from it… First, we’ve all heard this, but the landscape has changed shape with the digital revolution.  Now it really is all about the customer. Second, … Continue reading

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Remember: It’s About Revenue

Step Five of Ten Steps To Marketing Relevance Don’t Get Caught Up in Making Nice Marketing…It’s About Making Money How many of you know marketing managers who get lost in the weeds?  Every team I’ve seen has members who get so … Continue reading

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Think Omni-channel

Step Four of Ten Steps To Marketing Relevance Be There With Relevant Content When & Where Your Clients Are Looking For It Even if you create relevant content, customers aren’t going to just appear.  You have to put that content where … Continue reading

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Be A Thought Leader

Step Two of Ten Steps To Marketing Relevance: Know Your Customers and Be Their Trusted Partner In my last post on Structuring For Success, we talked about new roles in the modern marketing organization.  Many companies are recognizing that content is … Continue reading

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Structure For Success

Step One of Ten Steps To Marketing Relevance: Building a strong team with modern marketing capabilities Several months ago I wrote a blog called, “Ten Steps To Marketing Relevance,” which listed priorities for anyone working to build or renovate a … Continue reading

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