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Integrated Marketing Association

Lead Generation

By Shawn Elledge

How Custom Content Can Boost Your Demand Gen Efforts

There is no doubt that the advent of the Internet, and the subsequent growth of digital marketing, has leveled the playing field for businesses of all sizes, allowing even the smallest to get a toehold in the market against larger and more established competitors.A digital presence alone, however, will never be enough to remain competitive. […]

By Marco Marini

Is Your Lead Capture Form Getting in the Way of Your Leads?

We might not all be physics savvy, but we probably all understand that friction slows down objects in motion. If you’ve had a Cub Scout participate in the Pinewood Derby, waxed your skis, or sharpened your skate blades, you’re fully aware of the negative effect of friction. But did you know this physics law applies […]

By Shawn Elledge

Lead Generation

The definition of a marketing “lead” varies for each company. In general, leads are defined as a qualified sales target.Regardless, a lead is a person or account that sits somewhere in the consideration phase of the customer or buyer journey. Lead generation, therefore, refers to all marketing activities that support transforming strangers into prospect then […]

By Shawn Elledge

Targeting social media contacts with email campaigns

Three years ago I was marketing a B2B event called Demandcon in San Francisco and registrations were down for what I had expected at that time. So I decided to test an email campaign against three different segments in our database. The first email went to approximately 10,000 opt-in records. The second outbound email went […]

By Shawn Elledge

Mapping Demand Gen & Lead Gen Programs to the Buyer Journey

Marketers often confuse demand generation (demand gen) for lead generation (lead gen), but they’re not the same strategies. I suspect a lot of the confusion comes from using the same staff or team for demand gen as we do for lead gen. Personally, I like to think of these strategies as it relates to the […]

By Shawn Elledge

Thirteen Tips for Event Marketers

As founder of the Integrated Marketing Summit and Demandcon, I have been producing educational marketing events all over the United States since 2009. I have had the great pleasure of working with hundreds of thought leaders, speakers and sponsors over the years. Many of our sponsors did very well at our events, collecting tons of […]

By Shawn Elledge

Outbound Marketing vs. Inbound Marketing

I’d like to start this post with a shocking and controversial claim: outbound marketing is not dead. Nor, as some might assert, should it be. When I hear everyone raving about inbound marketing and how it’s the only way to go these days, it makes me cringe. I don’t know of many small companies that can […]

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