There is a difference between demand generation and demand capture. The two terms are often used interchangeably, but that leads to confusion about the buyer journey stage and the content required for moving it along. 1. Demand generation involves the passive acquisition of new names for the organization’s database (i.e. event attendee lists) nurturing leads, and accelerating their progression to “qualified”—when they can be handed off to sales. 2. Demand capture, on the other hand, identifies active demand. That means people who are ready to talk about the organization’s products and solutions (i.e. they filled out a contact form). These two require different content approaches. Demand ge
There’s a maxim in business (and in life) that in order to be successful, you have to do more than others are willing to do (in the case of business—your competitors). The interesting (and encouraging) thing is that you don’t have to do a lot more. Just a little more consistently. James Clear explains this idea and how to implement it in his excellent article “The 1 Percent Rule.” In the article, he writes: “T he margin between good and great is narrower than it seems. What begins as a slight edge over the competition compounds with each additional contest.” And later: “Over time, those that are slightly better end up with the majority of the rewards. Those that are slightly worse end up w
The goals of traditional media releases--increasing an organization’s visibility and credibility and announcing news are now equally as important as newer goals that traditional media releases cannot accomplish. These goals include: Reaching prospects directly Search engine optimization Maximizing content distribution online As opposed to traditional media releases, which are a channel for communicating only with the media; online media releases reach both the media and the public directly. There is currently no more cost-effective tool for quickly building and maintaining the online visibility that is critical for success in today’s market than strategically written, optimized, and distribu
The following is based on an excellent white paper by Trew Marketing: Lead Generation for B2B Technical Audiences. With the shift to online research as a part of the purchasing process, there is increasing emphasis on inbound marketing--the process of attracting traffic to your company’s website, converting visitors into leads, and converting leads into qualified opportunities with maximum efficiency and minimal wasted effort. Work smarter, not harder. This is our mantra. At Smart PR Communications we keep our retainer low and almost never raise it. This is only possible because of an inbound marketing strategy that we continually hone. Strong, well-executed inbound marketing– makes every d
