As a B2B marketing organization that promotes market-leading business analytics software and services, we at SAS have encountered the challenges that stem from our customer’s changing buy-cycle habits, as more and more turn to online channels for their research, evaluation, and consideration phases. We talk about these challenges in the
Recently, my friend and colleague Will Waugh published Lead Management Automation – How We Did It and What we Learned, the first in this series of Lead Management Automation posts. While Will focused on outlining the digital marketing challenges we faced at SAS, I focused on solving those challenges. Here
I recently had the pleasure to attend the keynote panel for NCDM, which began with introductory statements by Larry Kimmel, CEO of the Direct Marketing Association. One of his statements really set the tone for the panel and actually for the rest of the show: “Data, customer centricity and accountability
This is a continuation of my last post, Lunchtime Reading—4 Steps to Getting Started with a Lead Nurturing System. SAS’ recently implemented Lead Nurturing System is a calculated means to better serve our prospects and customers, while moving us along a continuum of turning our marketing data into more of
I was recently asked where to start once you have decided you want to implement a lead nurturing system. I thought it was a worthy question to write an answer to in a quick blog post. Here is what you need to begin: Educate yourself on the topic. Here are
Here is a chain of events I’m sure many of you can relate to: You work hard to acquire an object of value. At some future date you abandon the object. Later, you stumble upon it and ask yourself, How could I have forgotten about this great thing?! I do
Rewind to the summer of 2009. Kings of Leon’s Use Somebody was burning up the charts, Pixar’s Up was collecting a fistful of Academy Award nominations, and SAS’ marketing organization was committing to take our digital marketing efforts to another level. SAS, deeply interested with the challenge of nurturing sas.com
Like many people, I prioritize tasks based on expected results; specifically by evaluating the impact of each likely outcome on the future of SAS’ marketing efforts. Ensuring deliberate actions have purpose and meaning—today and tomorrow—is important, because a forward thinking mind-set keeps one moving in the right direction. There’s a
