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Two licensing models are taking the software industry by storm at present: one is Open Source, the other is SaaS (Software As A Service). From a marketing perspective, both share similar challenges, the most prominent of which is converting users of free software to paying customers. Many commercial open source… Read More
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. If I can buy a lead from this vendor for $40, the argument goes, why would… Read More
No-one is a bigger fan than me of Marketing Sherpa: their content, newsletters and events are some of the best around. Furthermore, their emails and other outbound communications are always highly professional and reflective of a company whose reputation is one of trust, credibility, and authority. So imagine my surprise… Read More
A board member was on Google last night and he e-mailed your boss to complain that none of your company’s search ads are showing up. Your West Coast sales rep is complaining that she’s getting fewer leads than her East Coast counterpart because Google ads go dark after 4:00 PM… Read More
Excuse me while I rant for a minute, but what is it about buying media that makes it seems so benign? Here’s what I mean: companies spend tens or hundreds of thousands of dollars on media, often with little purpose or strategy behind it, because buying media – and media… Read More
Here at CDI, we’re fierce proponents of “blended marketing”: the idea that every good marketing plan is a broad combination of tactics, vehicles, media, and vendors. Not only does this minimize risk (by limiting the exposure from any one lead source), it makes vendors work harder (more competition), you reach… Read More
Making even modest changes to landing pages can be the quickest and easiest way to increase online response rates and decrease cost per lead, yet in more cases than not, far more attention, scrutiny, and investment is dedicated to the front end of demand generation campaigns. Case in point: not… Read More