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Andrew Erickson

An Introduction to Lead Scoring and Segmentation

An Introduction to Lead Scoring and Segmentation
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. As marketers, a major part of our job is to generate leads for our company. Leads represent opportunities. Opportunities convert into customers. And more customers means more revenue. Mission accomplished! Ironically--as we get more and more effective at generating leads--new complications arise. If we’re not set up correctly from the gate, that old saying “too much of a good thing” definitely starts to ring true. Consider this: You are the marketing director for a mid-sized company with a small but highly effective sales team. You’ve been...
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How to Write Blog Content that Goes Viral

How to Write Blog Content that Goes Viral
There is no better feeling in marketing than to watch your creation take on a life of its own. An idea sparks, smolders, and ignites - then the next thing you know you have a full-blown wildfire. If only every blog we wrote did that! The fact is, the viral blog is the outlier. Most individual blog articles produce a modest amount of traffic. Multiple blogs end up working together to produce something measurable and significant, which makes it worth it.  But any one “average” blog might easily be considered a flop if not taken in long-term group context. We...
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How to Measure Marketing ROI: Downloadable CEO Marketing Dashboard

How to Measure Marketing ROI: Downloadable CEO Marketing Dashboard
As marketers, we're used to complex campaigns that cross multiple marketing channels and have a ton of moving parts. We manage websites, blogs, design assets, content production, social media, advertising, paid search, SEO, public relations and the list goes on. All of the reports, metrics, and analytics that we have access to just adds another layer to the story and can make reporting results to the higher-ups a challenge. As we go up the flagpole from marketer to marketing director to CEO, the data needs to be presented at an increasingly higher level and must show results that interests the...
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Sales Gets All the Credit and Marketing is the Red Headed Stepchild

marketing is redheaded stepchild
I've worked with many sales-driven organizations where the marketing department is the red-headed stepchild. After all, it's sales that drives the revenue, right? Marketing just eats through budgets and promotes the brand (whatever that means). Meanwhile sales is doing all of the heavy lifting. The fundamental flaw in this scenario is that there is no connection between marketing activities and sales. Without a closed-loop marketing strategy (ability to track customer interactions that lead to a sale) that's geared to produce measurable sales results, it's easy for marketing departments to feel left-out and underappreciated. Despite all of the great campaigns you devise and execute,...
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5 Ways to Improve Clinical Trial Patient Recruitment

5 Ways to Improve Clinical Trial Patient Recruitment
Over the course of the last several years, it has become more and more difficult to fill clinical research studies.  Several factors are at play here: Traditional advertising doesn't yield the same results as it used to.  Sponsors are tighter with their advertising budgets.  IRB regulations limit the ability to build effective commercials.  Studies have very limiting inclusion/exclusion criteria.  And volunteers can be unreliable. Our marketing agency works with medical offices, clinical research centers, and pharmaceutical sponsors to help recruit patients for clinical research studies. Based on our experience, here are a few things that sponsors and sites can do to...
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4 Ways to Get Started with Digital Advertising

4 Ways to Get Started with Digital Advertising
Feeling a little perplexed about digital advertising?   Here are a few easy ways to get started! We all know that times have changed.  The effectiveness of traditional advertising has been on the decline for a while now.   When I look at my life it’s easy to see why: 1.  I almost never watch TV commercials, thanks to TiVo. 2.  I haven’t listened to the radio in my car since I got Sirius Satellite Radio. 3.  I tune in to Spotify and Pandora at work, again, in lieu of the radio. 4.  I don’t answer my phone if I...
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Vocus Vs. Meltwater: PR Database Features We Couldn’t Live Without

Vocus Vs. Meltwater: PR Database Features We Couldn't Live Without
Vocus Vs. Meltwater: The abridged story of our agency's switch to Vocus and rapid return to Meltwater After two years with Meltwater, I decided to give Vocus a shot for our agency’s PR database and media-monitoring platform. We’ve been happy with Meltwater, but Vocus seemed to offer some additional features and functionality that would be useful to our agency. Despite my due diligence during the sales process, by the time it came to setting up my first campaign, it was evident that something was very wrong. There were several key features and functionalities missing from Vocus that made it a...
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Hubspot Review: Is Hubspot Worth the Money?

hubspot review: is it worth the money
This blog post is part of “The Ultimate Guide to Lead Generation” blog series. I stumbled on to Hubspot a few years ago while doing research for our agency.  I must have gone back to their website 20 times to download their e-books and read their blog before it occurred to me that I didn’t even know what they did.  It’s a perfect inbound marketing case study, really.  I got in touch and learned as much as I could about the platform.  It was great.  But then there was the price.  At the time it was just shy of $10,000...
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Search for the Best Press Release Wire Service

This blog post is part of “The Ultimate Guide to Public Relations” blog series. Wire Releases are a great way to get word out to the masses. Distributing a press release via wire generally includes a posting on the wire site itself, distribution via newsfeeds on authoritative news websites, and direct distribution to the top newsrooms in the country. Wire services vary greatly in terms of features and pricing, so make sure to find the best fit for your company.  In terms of price, wire services can range anywhere from free to around $1500, with a nice range of services...
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