Learning how to use lead-generation marketing to your advantage requires planning and forethought. You need to think through your management strategy before improving lead generation in your company. By setting goals, creating a plan to adopt new tactics and testing the results, you can measure how the company’s investment helps increase the number of leads […]

Many people think search engine optimization (SEO) is the key to attracting customers to your website. The goal of SEO is to convince the search engines—the algorithms that index all websites—that your webpage is the most relevant one for a given searched keyword. However, search engine marketing (SEM)—placing ads that appear above search results—is more […]

I’m going to be honest here. I, like many, have yet to find an airtight ROI for social media spending. But, trust me, it’s from a lack of trying. As CMOs we find ourselves in quite the conundrum when it comes to social media. While we’re allocating budget for it, we’re at the same time […]

Is your lead generation budget big enough? Probably not. But then again, I’ve never met chief marketing officers (CMO) who’ve felt they had enough dollars to do all of the things they wanted. But is your lead-generation budget competitive? Ahhh, well, this is a completely different question, and the answer may surprise you. As it […]

By now, I’ve convinced you that making the chief financial officer an ally is an important—if not the most important—part of a chief marketing officer’s job description. (If not, reread Part 1 of “The Marketer’s Top C-Suite Ally.”) To help you get the relationship started, here are five ways to befriend your CFO: 1. Take a “Finance […]