Displaying their marketing blueprints in the corporate hallways have created a tighter bond between marketing and sales. “This is real enterprise marketing,” says the company’s president.
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Posts Tagged ‘marketing blueprints’
Marketing Blueprints in Action — put them on display
Monday, March 5th, 2012The confusion regarding the word “campaign”
Monday, July 19th, 2010I often ask marketers to tell me about the integrated marketing campaigns they are running. Here are a few common responses:
- We’ve been running a Google Adwords campaign for the past 2 years.
- We’ve got a new PR campaign kicking off next week.
- Our print advertising campaign has been reduced to 3 insertions due to budge cuts.
These answers highlight a common misunderstanding of the word “campaign.” Is the “campaign” a singular tactic? Or, is it something more? Are there lots of campaigns, or only a few? When it comes to integrated marketing, there are strategic as well as tactical connotations concerning this key word. When the context of the word “campaign” is misunderstood, it can lead to some heartburn.
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Mapping the marcom mix to the lead funnel
Tuesday, June 2nd, 2009It’s common to get caught up in the “ready, fire, aim!” approach to lead generation. Executives and marketers scramble for action. But when the action is mis-directed to producing the wrong kind of leads, everybody loses.
With the help of a colleague, we’ve created a helpful graphic that illustrates the mapping of marcom mix activities and content to the appropriate stage in the lead funnel. Check out this blog post on the Marketing Campaign Development blog for more details.
