Three (very different) books we’re recommending today.

Posted on Sep 23, 2014

Books we recommend to thoughtful readers. 1. Next-Level Content Marketing by Ted Box. New and essential for CMOs who crave better results and shorter sales cycles. 2. Orfeo by Richard Powers. Long-listed for the National Book Award, this brilliant page turner explores the intersection of contemporary composition and genetic engineering, with an added dash of […]

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Four smart steps to shorten your B2B sales cycle and identify real leads in real time.

Posted on Sep 15, 2014

Every considered purchase means a prospect needs time to consider. (Duh!) But what can you do to shorten that sales cycle? Four practical steps: #1. Don’t make them read. The technology exists to put your content into kinetic motion to engage “readers” who won’t read. #2. Don’t just sit there. Auto-respond to warmer prospects who […]

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Auto-responder. The hottest item in a marketer’s toolbox.

Posted on Jul 30, 2014

Auto-responder triggered by user activity? Marketing automation just grew up. Marketing automation always showed great promise. In theory. But so much was based on “strategic assessments” of “personae” with “predicted tendencies” … that is to say, guesswork. Assumptions. A/B testing, then passive waiting for results. Using tools like PDFs that do not and can not report […]

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Catalogs are still alive. (Just not made of trees.)

Posted on Jul 30, 2014

Catalogs are not dead. Or even dying. They’re evolving. The concept “catalog” has been given last rites a number of times, but it rallies back. It climbed off its deathbed when the big omnibus printed catalogs started keeling over. Remember Monkey Ward’s? Specialized catalogs aimed at carefully crafted segments, however, survived. Printed catalogs were decimated […]

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Coffee is for closers. Leads in the post-PDF era.

Posted on Jul 30, 2014

Sales needs leads. Hot, juicy, ripe, low-hanging-fruit, make-your-quota leads. So, how well is Marketing supplying them? In many organizations, not so well. Generating leads is challenging, and generating great make-your-quota-early hot leads is a struggle. A source of friction. (Feel free to inject any number of quotes here from Glengarry Glen Ross.) Peter Drucker famously said, […]

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The cure for the common brochure. Interactive content.

Posted on Jul 27, 2014

You’ve probably seen the YouTube. That baby looking at a magazine, swiping at the “interactive” pages. She’s puzzled why they aren’t moving the way they do on Mommy’s iPad. She’s impatient with static information. She demands kinetic energy, now. Annnnnnnd … so does her Mommy. Not to mention all the prospects in your pipeline. You […]

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New technology measures the engagement of your content

Posted on Jul 26, 2014

So you sent out 1000 PDFs to your pipeline. 43 people downloaded it. Would you like to know if those 43 actually read something? Or if the other 957 actually read something? Or which page was the most popular? Or most ignored? You don’t know any of this. You can’t know any of this. PDFs […]

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Is your brand nimble?

Posted on Jul 26, 2014

It’s a three-screen, digital, interactive global (and impatient) world. Is your content nimble enough? You have prospects who will discard you if your content doesn’t work flawlessly on their phone or tablet. They’ll bounce you out of the selection set if your story doesn’t download in 12 seconds. You may even have a global audience […]

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Let your prospects segment themselves!

Posted on Jul 20, 2014

Today, a powerful new way to segment the people in your pipeline can make your marketing much more effective. By their own actions, in fact, they will segment themselves for you! Using a KinetiZine for content marketing delivers these insights. Take off the blindfold. You can send out 10,000 PDFs, but you have no idea […]

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Shorten the sales cycle with two kinds of insight

Posted on Jul 20, 2014

Is a long sales cycle a fact of life for you? Nobody makes an impulsive decision to buy from you. You must nurture the people in your pipeline: from suspect to prospect to lead to hot lead to customer to brand evangelist. (Don’t neglect that last one; it delivers great ROI.) The Buyer’s Journey can […]

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