Marketing

Lack of Lead Gen is a Symptom, Not a Disease

You're interviewing for a VP Marketing gig, and you're asked the question "Do You Do Lead Gen"?  And you begin to suspect that 1)this job is more low-level than it sounds and 2)yikes!this company does not value branding or marketing strategy.Content Messaging 
The suspicion may well be false.  Because in the overall scheme of marketing life, lack of lead gen is just a headache.  It's not a disease, it's a symptom of something much bigger.

 
The roundabout route that many Lead Gen discussions take is that there are little/no marketing programs in place, the sales team isn't armed and there's no way to measure the marketing to sales cycle.  Which can also mean: No clear, compelling value proposition, and no educational (vs. promotional) content. 

So there's no need to run when the lead gen question comes up.  It's part of a much bigger story and a much meatier assignment. 

And if Lead Gen is not part of your repertoire, you may miss the strategic conversation all together.


Small Company Marketing = Self-Reliance

Running Marketing for a large company couldn't be more different than marketing at a start-up (a.k.a a small company with big ambitions).  I've done both, but I must admit that start-up marketing is more energizing and rewarding. 

Why?  Is it the long hours, frantic page, lack of funds and fast-disappearing runway? 

Mktg bag2 

I'd like to think that it's the feel for the road.  Marketing for a start-up forces you to act less like a general contractor and more like a can-do tradesperson.  By doing almost every job in marketing, you may not get to flex your muscles, but you get to build them.  

 
As a result, you've got more marketing tools in your bag, so you can choose whether to delegate well or Do-It-Yourself as the need arises.  With the average CMO tenure at less than 18 months, self-reliance is more valuable than ever.  More valuable than a windowed office with a scenic view. The only thing I miss is a huge whiteboard...


55% of Power Point Users Like Pie Charts (aka the power of the survey)

I recently ran a couple of webinars for a client on very short notice.  I ran out of time to write a white paper (since I was developing the content and the promotional copy at the same time), so I worked with the hosting company to include a few brief survey questions in the registration form and during the event.  

Power point chart 
The result?  Enough data (10 questions, 150+ respondents) to publish a "survey" (not statistically significant) of what executives in the industry were thinking.  Created in Power Point, saved to a .PDF, the charts and graphs provided enough eye candy (and benchmarking data) to make the call-to-action even more compelling than the white paper we originally envisioned.