I help businesses adopt fresh digital marketing strategies.

Archives for May 2018

Choice-Driven Conversational Marketing in Early Lead Nurturing Stages.

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I’ll call this one the Consent-Creep Correlation, but basically it’s this:

The earlier you are in a lead nurturing process, the creepier it is to get personal, individualized attention.

There’s good information on this from InMoment available here, but we can condense the relevant data into a few bullets:

  1. It’s becoming increasingly common for businesses to put personalization too early in their lead nurturing processes.
  2. There’s actually an error in judgement at play – not just a calculated risk.
  3. Personal attention still needs to be based on consent, even if our tech works without it.

[Read more…] about Choice-Driven Conversational Marketing in Early Lead Nurturing Stages.

The Business of Expertise: A Book Review

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Remember that movie, Stranger Than Fiction, where Will Farrel’s character believes he’s going crazy because he’s hearing someone narrate his life? That was my experience with The Business of Expertise by David C. Baker.

Admittedly, I tend to dismiss even the best business and personal development books by authors who seem more like out-of-this-world superheros than merely very successful. And if I were to follow that rule here, I wouldn’t even bother with a review. David C. Baker spent his growing up years (until age 18) living in a remote village in Guatemala with a tribe of Mayan Indians. He is an airplane and helicopter pilot, a former high-performance motorcycle racing instructor, and a fine woodworker. He travels and speaks all over the world on the business of being an entrepreneurial expert. If there were ever a man to dismiss as being out-of-this-world, it would be David.

Yet, I will read this book again. Probably within a month. Probably at least once per year. And aside from this review, I will never recommend this book to anyone ever again — not because it’s bad, but because I want it to be a source of secret knowledge that propels me forward. I see this book as an advantage.
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HubSpot’s job is to sell software, not think for you.

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This blog of mine is an exercise in insight, and mostly reserved for things I can’t say on the company blog, so let me be clear about 2 things:

  1. My opinions are my own and don’t necessarily reflect the views of my employer (even though I don’t think there’s an issue here).
  2. I love the HubSpot platform, and I think they do a good job of staying relevant and educating their target demographic.

Right. Moving on. . . [Read more…] about HubSpot’s job is to sell software, not think for you.

Identifying Expertise in a Digital Marketing Professional

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The digital marketing industry has exploded. In a city like Greenville, SC, it can seem like there is a new agency opening its doors every week. Freelancers and consultants are getting in on the action as well. Business owners who want to execute a forward-thinking digital marketing strategy have dozens of seemingly qualified candidates to choose from. How do you separate the digital marketing expert from the rest? [Read more…] about Identifying Expertise in a Digital Marketing Professional