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.
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).
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.
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.
