Andy McCartney

Andy McCartney is an experienced and versatile marketing/services executive and tactician for hi tech and B2B organizations - 25 years with software vendors and service providers in Europe and North America. Broad knowledge of all marketing disciplines with a focus on digital technologies and practices relating to customer acquisition, retention, up/cross selling, marketing automation/efficiencies and analytics.

Currently engaging with SMBs/SMEs and implementing 'Digital Demand Generation' (DDG), which are fully customized lead generation and lead management solutions. Marketing automation tools are now affordable for small-midsize companies, but the analysis, strategy, implementation and ongoing content needed to make DDG solutions succeed needs to be precise.

Andy McCartney, founder of iMCCmarketing, has implemented demand generation & marketing automation for many companies large and small. His deep understanding of marketing technologies, as well as VP of marketing roles for two B2B companies & VP of Services at two marketing agencies provide a unique skillset available for creating custom demand generation solutions.

Content marketing in healthcare. Understanding role and maintaining credibility

Online healthcare portals and communities are critical sources for patients and caregivers who are seeking trusted information related to their condition.

Health related internet use has become one of the top three online activities in the world. In the US alone more than 100m Americans will visit the health related sites such as Web MD, CNN Health, Familydoctor.org, Healthfinder.gov, eHow Health, and Yahoo! Health.

Let’s drill down a little and focus on one of the top disease communities: diabetes.

With over 370 million sufferers worldwide, diabetes is an incredibly active online community. There are two primary sources of information for diabetes, doctors and the Internet. This opens up a wealth of marketing opportunities for big pharmaceutical companies, who are looking to present their brands, drugs, products and services to type 1 and 2 sufferers, caregivers and healthcare providers.

So the internet plays a significant role in that it enables many stakeholders within the healthcare ecosystem to access, review, interact and contribute content to the community.

Those individuals and organizations wishing to contribute to the healthcare information value chain must consider their role and the categories of content that can credibly be delivered from their position in the 'ecosystem'. This post explores and presents ideas for your content strategy in the healthcare space.

by Andy McCartney 06 March 2013 18:37pm 4 comments

Introducing the DBQ, perhaps the ultimate digital marketing performance metric

I overheard a CEO last week ask the marketing guy: “Hey, are we any good at generating business using digital?” Easy enough question right, but if you consider it for a while, holistic metrics like ROI and ROMI do not fully offer insight into whether a company is maximizing its digital business opportunity.

But how can we measure this? Enter the Digital Business Quotient (DBQ).

by Andy McCartney 19 November 2012 16:03pm 3 comments

The Digital Ocean: how to market to fishers and swimmers

More B2C and B2B marketers are shifting their focus towards increased digital in their tactical mix.

Understanding the digital locations of their target audiences is becoming a standard step in the creation of a digital plan, but many are overlooking the intentions of their online audiences, and adapting their tactics accordingly.

This blog introduces the concept of the digital ocean and the need to locate and market to both fishers (those actively researching products/services) and swimmers (those not looking and just ‘hanging out’ online).

by Andy McCartney 06 February 2012 13:01pm 1 comment

Create an 'Engagement Zone' to increase lead capture rates for your funnel

Organisations are employing a variety of digital sales and marketing tools, channels, content and practices to generate awareness and traffic to their web assets, but the percentage of that traffic converted to contacts, prospects, leads and actual business is woeful.

Why is that, and what can we do?

This post presents the idea of an 'Engagement Zone' that integrates content access, next steps, calls-to-action and marketing automation into a custom conversion solution.

by Andy McCartney 14 September 2011 09:48am 8 comments

Introduction to DDG and digital sales & marketing for SME/SMBs

This is an introductory article for small to medium businesses who are either behind the digital sales and marketing curve, or who are dabbling with digital tactics for either branding or lead generation purposes.

The focus of this article is 'Digital Demand Generation' (DDG), a discipline that combines a custom combination of digital tactics for lead generation (traffic), and an implementation of a marketing automation tool to manage lead progression through the funnel towards a closed sale.

This discipline is now emerging as Revenue Performance Management (RPM) and was originally termed Marketing Automation. Regardless of title, progressive organisations can make significant strides forward with DDG by increasing their number of leads, number of sales qualified conversions and reduction of the sales cycle in terms of time and expense.

Using digital marketing tactics, marketing automation tools and the latest best practices can result in a tremendous revenue growth opportunity for SMEs, but be sure to consider the suitability of DDG for your business.

by Andy McCartney 09 February 2011 19:22pm 8 comments