The number of people who search for information online by using their cell phones has become huge. It’s so huge that on Tuesday, April 21, 2015 Google started giving websites that are mobile-friendly priority in search results displayed on mobile devices. In other words, if your website isn’t mobile-friendly, it likely won’t show up in the Google search results displayed on a cell phone.
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Sales and revenue miracles need optimized marketing technology and clear strategy, process and marketing assets. If your company adopted marketing technology, but leads remain insufficient and the talented marketing team says they are doing their best, it may be a strong sign your company is missing key steps necessary to deliver the improvements. First in a series.
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In my last post, "Turn Buyer's Worry into Marketing Leads", I explained some of the benefits of taking a needs-based approach to campaigns. I pointed out that it's neither feasible nor effective to produce campaigns for all your products and services. A best practice approach is to build fewer campaigns around the shared needs of your target audience and connect buyers to your products using valuable content. In this post I will describe a simple process for mapping a portfolio of products to three or four hot buyer needs you can leverage for the greatest impact on campaign performance.
Many marketers express to me their need for more leads and the concern that their resources are stretched too thin to drive sufficient demand generation and engagement. For many of them a great deal of relief can be found through a different approach to campaign planning.
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