Campaigns Fail.  Shocking, right? It can be devastating when something you put days of work, and thousands of dollars into, has doesn’t perform. So, what do you do when you have a failure? First, try your best to diagnose what happened. This isn’t always possible but below are some steps that might help you narrow in on the cause. Once you have an idea of what went wrong, you can figure out how to handle it. Check all the campaign mechanics.  Ensure it really was a failure.  1-Was tracking setup correctly? Could the leads be there, just not identified as being from this campaign. 2-Double check all the links, landing…

While email testing is one of the easiest and most effective ways to improve your email results, it is a step many marketers skip. Why? Either the marketer doesn’t know enough about testing to try it, they don’t have enough time to think about it,  or there is so much pressure to push things out, they don’t have a few days to let a test play out. All answers are bad answer because if they stop, breath and take a few minutes to plan ahead, there is no logical reason to skip testing. So, what what is an email test? A well executed test allows you to send out two…

Webinars are one of the best tools for B2B marketers to gather and nurture leads. Having produced well over 50 sessions, I have learned a few tricks to get the more leads out of each one. First, the most important thing you need to do to maximize your number of leads is create your own registration form instead of using the one provided by your webinar provider. You’ll see why in a minute.  Most marketing automation solutions have a build in integration with the major webinar providers. There are also a number of form providers that offer integration.   Tip 1. Ask qualifying questions on the registration form. Add a…

Last week I attended and presented at the Healthcare IT Marketing and PR Conference (HITMC) in Las Vegas and walked away with a number of new things to try. 1. To build the “wow” factor during presentations, schedule tweets to post out as you are presenting. It makes it easier for your audience to share your message and is a great way to share the links and resources you are talking about. The effectiveness is dependent on having perfect timing so practice your presentation at least a few times. 2. Treat your content like Thanksgiving turkey. Create it and then carve it up into smaller pieces you can use in other venues.…