Phil Lauterjung

Archive for the ‘Marketing’ Category

Introduction:

It’s clearly no secret that many businesses have struggled mightily over the past 1 – 2 years through one of the worst recessions we have seen in a very long time.  Now, we have the economic smart guys saying that the recession if over.  Wishful thinking?  Perhaps.

However, those with a business to run still have to develop a plan for 2010 – if you haven’t already done so.  To get your businesses to grow you will need more sales (altogether now – duh!?!), and to get more sales you will need more leads (double duh).  So, how do you spend your lead generation budget in 2010 to do that?  Over the next few posts we will offer some ideas.  Read more... (529 words, 1 image, estimated 2:07 mins reading time)

In the previous post – Why Should You Care About Data Driven Marketing – I gave you data from a study done by the Aberdeen Group showing a very significant difference in performance between Best-in-Class companies and Laggards in the use of data driven marketing.  I promised to not leave you hanging with just data, but to furnish some steps to success from the report for the Laggard companies.

The number one thing to remember is that any improvements that you hope to attain will require you to develop a plan.  The findings in the study showed that laggard companies lacked formal processes to actually use the data they collect.  Data without insight on how to use it is still just data.  Read more... (436 words, 1 image, estimated 1:45 mins reading time)

Whenever I come across a new study or research report the first question I usually ask myself is why should I care?  Is there something I can learn or use that will help me?  I think most people have the same attitude.  At least I hope so, otherwise I’m not as normal as I think I am.

So when I came across a new white paper by the Aberdeen Group called Data Driven Marketing I approached it with the same level of skepticism.  I already know that marketing is important and that data can help make intelligent decisions.  Right away I’m thinking that this looks like another wonkish rendering of what should really be common knowledge.  Quality data drives effective marketing – end of story.  Read more... (513 words, 1 image, estimated 2:03 mins reading time)

That question seems to pop up like a defective toy that my kids used to play with – over and over the little bugger would keep popping up no matter what.

I really don’t understand why it has to be an either/or question.  If you really stop and give the issue some thought that exceeds a couple of nano seconds, then you realize that maybe both can be used effectively.  Which is exactly what was shown in a number of recent studies.  Read more... (463 words, 1 image, estimated 1:51 mins reading time)

Some consider marketing to be part art and part science.  That may be true, and has been debated frequently.  What is clear is that marketing, done well, helps a business grow.  In order to be done well it requires the support of the President/CEO/Owner – whatever title the head person carries – and for sales and marketing to be aligned.  Provided your company separates those two functions.  If not, that becomes a little easier – you just have to agree with the boss and yourself.  Read more... (649 words, 1 image, estimated 2:36 mins reading time)

I don’t claim to be an SEO (Search Engine Optimization) expert or guru; however, I have spent a lot of time learning about it and I intend to continue.  One thing I have found is that there are way too many who do claim to be experts or gurus on the subject.  Some of you may have hired one and lived to regret it.  But SEO, as I explained in the series on Integrated Lead Generation, is an integral piece of the process.  Read more... (587 words, 1 image, estimated 2:21 mins reading time)