When it comes to acquiring customers, many businesses aren't sure which marketing tactics they should use to fill the sales funnel. A successful lead-generation tactic has to meet several criteria:

• It generates large numbers of qualified leads for your company;

• It helps you reach a specific audience of your target customers;

• It tracks the number of leads you get; and
• It measures the costs and ROI.


In November, I gave a lecture in Professor Peter Fader’s Marketing 775 course and participated in the fascinating classroom discussion on the discipline of managing the value of customer relationships. I’m a big believer that you can’t manage what you don’t measure. When it comes to customer relationships, it’s paramount for brands to measure satisfaction across all […]

When it comes to lead generation, many marketers aren’t sure which tactics they should use to provide their company with qualified leads. In fact, many marketers aren’t even sure which marketing tactics should be used as lead generation tactics. There are seven marketing tactics—I call them the “Magnificent 7″—that are the best tactics for providing […]

Email’s come a long way since the CAN-SPAM Act of 2003. We marketers have learned to emphasize targeting, working with permission-based data sources and intelligently using email to build strong customer relationships. Despite these best efforts, a recent study from email intelligence service Return Path shows that 70 percent of all spam stems from legitimate marketers. This […]