Today’s Marketing Master is Larry Stein, Director of Marketing at KACE.
How did you get where you are today?
I have always been interested in the intersection of technology and business. I have held positions in marketing, network planning, technology consulting, management consulting and technical/sales training before settling into outbound marketing for early stage, enterprise-focused startups.
Best practice tells us to ensure alignment between marketing and sales for lead scoring programs. After all, the sales team is the beneficiary of what marketing implements for lead scoring. If you have the sales teams’ buy-in, it will make your life as a marketer much easier.
So how can I make sure there is buy-in
Many marketers wear multiple hats during the course of a quarter (or even a week!): event coordinator, copywriter, collateral order-er, website content refresh-er, data analyzer, and many more. Here’s a new one for your collection: Content Publisher.
With the advent of social media some of the boundaries of marketing are shifting. It’s not all about features
We spend a lot of time in B2B marketing talking about email segmentation, but I recently came across a great example of website segmentation that I’d like to share: www.rallydev.com.
The folks at Rally Software help organizations develop software using Agile practices, so they have several possible purchasers at a company all the way from a
You’re probably familiar with the little text at the top of email messages directing people to “Click here to view this email as a web page”. Here are common phrases that I’ve seen lately:
Trouble viewing this message? Click here to see it as a web page.
If you’re having trouble reading this message, read the online
At three recent user group events I’ve attended for my company, the topic of social media has been a hot one, with Twitter being the hottest topic of all. The Big Question is: Would it be valuable for my company to be on Twitter? My colleague Chad Horenfeldt recently wrote a great post on social
Reduce. Reuse. Recycle. We’re all familiar with that phrase from an environmental standpoint, but have you thought about it from a marketing point of view?
As marketers we spend a lot of time and effort creating campaigns. We have to prepare our target list, write our messages, design our landing pages, alert the sales team on
If you have autoresponders set up on your website forms (and I sincerely hope you do!) you may want to spend a few minutes making sure they’re up to date. Does the call to action still make sense? Is all of the contact information correct? Does the design reflect your latest branding?
You can check on
This is my tried and true method for determining if the call to action is easily discernable in an email: squint. That’s right…open your email, roll your chair back from your desk, and squint. Is it clear where you should click? Can you see it without scrolling? This certainly isn’t scientific, but it gets the
I have a client whose company attends about 25 trade shows per year and up till now the follow-up for these events has been a little haphazard. We’ve begun working on ways to provide a series of automated post-show emails for these events. We want to come up with something scalable that can work for
