1. 35 Days to Great First Sales Meetings

      35 Days to First Conversation — do the math For prospects who actively engage your content, assuming a two day lag in viewing, here is a possible sequence to your first call appointment (elapse time not work days) (“your mileage may vary”): Day 1 – send initial invitation touch with vmail call Day 3 – prospect views email content Day 5 – send Touch #2 automatically, no call Day 7 – prospect views content Day 14 – send Touch #3 mail, vmail call Day 16 – prospect views content Day 23 – send Touch #4 mail, vmail call Day 25 – prospect views content Days 25, 26, 27 – email & call to request introduction conversation Day 35 – have first introduction call For a detailed, comprehensive explanation of each step, download this document.  
  2. Content Marketing Best Practices from Joe Pulizzi

    Hubspot Inbound Now Video Interview also a Case Study In How to Create Content Like a Publisher Whether you are new to content marketing or an advanced practitioner you can learn something from the recent Hubspot Inbound Now interview with Joe Pulizzi of Junta42 and founder of the Content Marketing Institute. Anytime I can hear or read Joe’s insights it’s a worthwhile time investment. The Hubspot process is an excellent example of thinking and creating content like a publisher: Be a resource for new ideas and insights Acquire content by interviewing subject experts Use audio and video as acquisition methods (more than just interview) Transcribe the audio Offer the content in multiple formats for consumption convenience: text, audio and video Amplify — in this case they blogged about the interview for another distribution method Promote — others will help you do this   Inbound Now #16 – Content Marketing Best Practices...
  3. How to Think Like a Publisher

    In 1982 I joined Ziff Davis publishing company in a special group that Bill Ziff set up to figure out how to migrate his print publishing empire into electronic publishing. This experience fundamentally changed my thinking and my life path. It taught me how to think like a publisher. Content marketing thought leaders today are regularly instructing us to think like a publisher. When I ask people to explain what this really means and, more importantly, how they would create content like publishers, they typically respond with blank stares. Those familiar with the way many websites are supported by content management systems have some familiarity with this concept. But this doesn’t inform the creation process. How does the CMS analogy help our understanding of creating like publishers? Publishers separate the major tasks involved in producing finished work products. The database is key to this approach. A content management system is...
  4. Implement a content marketing program – not random acts of marketing

    The potential payoff for content marketing and lead nurturing has been well documented by marketing research firms, analysts, marketing automation vendors and (most importantly!) businesses that have successfully implemented lead management. However in the marketplace we see a wide gap in the success businesses have in implementing lead management; we see time and again the difference in results can be predicted based on the answer to a simple question – are you implementing a lead management program, or are you implementing “random acts” of marketing? Said another way, are you relying on your marketing automation software as your solution, or is your software enabling a well-managed program? Here are some ways to determine if you are taking the program-driven approach required to generate the desired revenue growth from lead management. Are the following items documented and understood by your internal teams and vendors/partners involved in managing your marketing? Clear goals...

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Resolving the number one unconsidered cause of low B2B sales and marketing performance, and revenue growth …
… the inability to deliver effective knowledge, conversations, and situation-specific information (content), in context, at scale
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