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Author: 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.
If designed and executed correctly, this agile approach to target market engagement could easily be regarded as the Holy Grail of digital marketing.
Bypass indirect prospecting and establish direct and compelling conversation with B2B prospects and customers via the creation of a Digital Industry Network (D.I.N.).
A D.I.N. is a peer group of professionals engaged around a compelling topic of interest.
This network is created from scratch, comprises a conversation zone (e.g. LinkedIn Group) and other communication feeds, and is designed to build mindshare and stimulate conversation with a highly targeted audience.
The result is branding, awareness, thought leadership, reputation, demand generation and lead nurturing.
This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.
The objective of this series is to share insights, experiences and ideas for passionate marketers who want to grasp what it takes to be in charge of marketing, especially in these amazingly progressive times where marketing has attained a more strategic role.
The series could be seen to be oriented towards B2B, but many marketers see the lines with B2C blurring. So grab a coffee, put your feet up and read on.
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.
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).
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).
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.
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.