Marketing
I work with Dave Newcorn, who is one of the most creative thnkers in business to business new media I've run across. Here's a note from his blog. Interesting timing in that I've just been batting e-mails back and forth with Jim Pinto about marketing in the automation industry. I should also say that I work in publishing and that advertising pays my salary. From a business perspective, I'm also interested in advertising that works.
Dave points out that companies often hold media to blame for lack of response to their ads when often it's simple things like lack of brand awareness that attracts response. I suggested to Jim that perhaps there's some complacency among automation suppliers that's leading to less than cutting edge marketing. Jim suggests that the real culprit is marketing myopia. He will be addressing that in his column in the April issue of Automation World.
Lead generation: Combination of tactics. Brian Carroll's blog on B2B lead generation has this map of all the different tactics a marketer must use in order to generate leads for the complex sale (click image to expand).
As publishers, we're certainly doing our part to try to help our advertisers generate leads.
But after looking at this map, I'm struck with two thoughts:
- it's unfair for advertisers to hang the lack of leads on publishers when there are clearly so many other levers that marketers must work in order to generate leads.
- Print branding is a such crucial part of the lead generation strategy. It occupies a mere branch on this rather big tree in the diagram above, but if they've never heard of you, it makes it that much harder for the rest of the lead generation marketing machinery to work right.
6:32:19 AM 
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