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5 Pieces of an Effective Conversational Marketing Strategy

Posted by Doug Davidoff

Mar 8, 2019 7:09:12 PM

Conversational-MarketingConversational Marketing is a hot topic today. Whether you’re in a book store,  in Times Square, following a bunch of marketers in a Twitter feed, or discussing with forward-leaning demand generation teams about where they’re focused today, conversational is sure to come up early.

I will freely admit that I’m still a bit cynical about whether “conversational” is truly an emerging strategy or just another buzzword designed to make something simple and natural seem complex and difficult so the companies spreading the message can more easily sell their products and/or services (see branding).

I am increasingly being won over that conversation is a worthy topic of focus for growth-focused executives. I believe this for 3 reasons:

  • Demand generation, sales, and marketing are losing their plot and seem to be forgetting their fundamental purpose

  • Buyers continue to change their expectations and desires, and sellers must keep up and create alignment with the buyer

  • The growing focus and capabilities of technology seem to be having the unintended effect of disconnecting

To be clear, (capital C) Conversational Marketing must be viewed through a larger context than “chat,” chat applications, and chatbots. It must be viewed through the holistic prism of corporate strategy. Simply put, the time has come for your company to become a Conversational Company.

This blog post is focused on the key elements necessary to develop and execute such a strategy. It is not focused on the tactical/execution elements. If you’re looking for a great guide to implementing some of the tactics of around Conversational Marketing, I encourage you to download the resource that Drift just released designing The Conversational Blueprint. It’s a great resource and thinking document to guide how you approach conversations in your DemandGen process.

Serendipitously, as I began writing this post, Mark Kilens, Drift’s VP of Content & Community (and before that the leader of HubSpot Academy) tweeted this about conversations:

Conversational marketing The job of a Conversational Strategy is to design and execute the structure to generate “friendly games of catch” purposefully, predictably and repeatably.

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Topics: Demand Generation, Content, Strategic Planning

Just Say No To Shitty Emails: 5 Tips To Revitalize Your Emails

Posted by Doug Davidoff

Jan 25, 2019 11:00:00 AM

jsn-emailsWelcome to the first in our series of Just Say No to Shitty Sales & Marketing videos. Today, we're tackling shitty emails. There's probably no tactic that creates more anxiety among marketers, salespeople, and sales executives alike than the topic of email.

Email is a critical linchpin to managing relationships. If we don't have access to our target prospects’ or leads’ inbox, then we're going to be at a significant disadvantage to be able to connect, influence, or generate any type of action. We have to remember that email is a push communication tactic in a pull communication world. We can't do email the way we've always done it.

We have to realize how our target prospects and leads engage with email. How do they manage things so that we can position ourselves to be successful with our email communications?

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Topics: Content, Strategic Planning, Email, Just Say No To Shitty Sales & Marketing

The Five Must-Have Elements of Revenue-Producing Content

Posted by Fiona Taylor

Apr 19, 2018 4:00:00 PM

 revenue-producing-contentA good rule of thumb for a blog post is to always lead with an introduction. So, while this may not be the kind of introduction you were expecting, I’m Fiona, Imagine’s new Director of Content. I’m thrilled to be here! Since I’ll be sharing my thoughts on content from time to time, here’s a little of background: I’m a writer and editor with extensive experience developing content and marketing strategies for Fortune 500 companies. On that note, let’s kick off my first bog post by talking about what makes content great!

We’re all barraged with content every day. If you’re like me, you have twenty browser tabs open because you truly intend to read all those articles and blog posts. You know, the ones that promise to make you a giant in your field. The problem is, there’s just so much noise.

There’s content constantly coming in from every direction—via email, social media, and the interwebz. 

This means you have to have some mental filtering system in place. Your time is limited and precious, so you need to know that you’re not wasting it by reading a piece that over-promises and under-delivers. You can only choose content that you reasonably believe will make your life better.

Which brings us to the question….

How do you make someone read your content?

As we all probably already know, engaging content results in reads and shares. It builds a relationship. It offers the reader something of value, which creates trust and increases your credibility. All of this moves a potential customer further down the path to purchase – moving them from indifference to emotional engagement.

So how does this mysterious and magical process happen? Every piece of content is different, but you can’t go wrong if you incorporate the following five elements:

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Topics: Inbound Marketing, Content