A Dynamic Search Ad (DSA) Strategy
I love DSA (Dynamic Search Ads). I’ll explain how I use them and the value I they drive but first, what are they (for people who don’t know)? Basically you load up a bunch of “Dynamic ad targets” e.g. content categories, exact urls, url rules (contains “keyword of some type”) or all your web pages […]
An Early-Stage Start-up Marketing Playbook
For early stage start-ups that haven’t done much marketing yet, there’s a “simple” and relatively inexpensive start-up digital marketing playbook you can run to test messaging and drive some initial interest. First you need a small content library, both long-form articles and short-form videos. Ideally, add interactive demos to this mix. Create 8-10 articles that […]
6 Ways to Show Prospects Your Product
There are few software solutions where you can get away with not showing your product to the buyer before they speak with someone. It’s basically a requirement today to give your potential customers a taste of your product. Here are 6 ways to do that: – Create a professional demo video(s). This is best if […]
Account-Based Marketing Experiences
A piece to the ABM puzzle using Mutiny, Clearbit and Salesforce. For one approach I had for ABM, I launched a few initiatives: For outbound, our BD and AE team members would mark a field in Salesforce called “Target Account”. From here, we used the Salesforce/Mutiny integration to pull in this target account list. Then, we built a landing […]
Using Third-Parties Lead Generation Companies
Almost every business wants more leads – I’ve yet to meet one that didn’t. It’s a major piece of the work I do as a marketing advisor to software companies, service businesses and even ecommerce. Aside from your own internal lead generation programs where you’re managing the channels directly and leveraging your website to convert, […]