[Video Series] Part 1 of 3: Defining Marketing Automation

Companies are in a race to establish Marketing Automation for their organization. Before you can do that, you must first understand what it is.

Hi my name is James Pellizzi and I help companies set up Marketing Automation.

Companies first need to understand what that phrase means. It’s important to remember it’s not Marketing Automation. It’s Marketing AND Automation.

The components are as follows: e-mail marketing, personalized webpages, social media & search engine marketing, scoring models and CRM integration. These are nothing new and you likely know what they consist of. The first points generate and qualify a lead while the latter ones deliver it to sales.

The first mode of operation includes a contact database.. So if a CMO or CEO asks you to pull up everyone in a state or industry, you should be able to do so within minutes. Second, it’s an engagement engine to have relevant conversations. The third is a Smarter Marketing Department. Marketing Automation is not replacing Marketing Departments. It is taking them to the next level. This is important. It will make your department less tactical and more strategic.

For the Marketing aspects, think of the show Mad Men. It’s about a brand that can tell a story that resonates with their audiences. For the Automation aspects, think of the show Silicon Valley. People who are behind the scenes setting up the actual paths, html and code. Most company’s have one or the other and it is imperative that you have both.

Now that you know the definition of Marketing Automation, you can chart the digital landscape.

Free Digital Marketing Guide

Download my Free 40+ Digital Marketing Guide!

What I’m Thinking after my First Q1 as a Small Business Owner

It’s Q2 of 2017 and it’s the first time I’m looking back on the previous quarter and wondering, “Am I moving forward?  Does my business have a pulse?”

Don’t worry too much about me, as the answer to both of those questions is yes.  In the last three months, I’ve  been fortunate enough to engage with four clients, have had countless cups of coffee/lunches with people and kept momentum on all my marketing efforts (no easy feat).

Lately, though, I’ve been wondering why I am in business.  After a few long drives and too many jogs to count, I think I’ve figured it out and I wanted to share.

One of the most appealing things about being my own boss is just that.  I can do what I want.  I can also not do what I want.  After three plus years of 60+ hour work weeks in the consulting and agency world, I found myself tired and questioning the path I was on.  What were my goals? What was my drive for getting out of bed each day?  What started as a mix between wanting some time off and wondering if I had what it took to be in business for myself, quickly turned into a new full time challenge… and a theme kept emerging.  I no longer want to do anything for the sake of just making a lot of money.  I think it’s poison for the soul.  It’s not that I don’t want to make money.  To do the things I’ve listed below, I’ll need a healthy revenue stream…and I want a fair price for my services.  If I am going to work harder and longer than my peers, I want to make more of it than them.  I just don’t want that to be the reason for my existence or let greed take me over.

If you’ve ever taken a Myer’s – Briggs personality assessment, it assigns you four letters that describe you.  While I’m not as extroverted as some people think, there is no denying that I am a strong N (Intuition),  F (Feeler) and J (Judger).  In my mind, Intuition means I am abstract.  I find the thought of the unknown or what’s possible as very appealing and I plunge in head first with little regard to whether or not someone else thinks something can or can’t be done.  Being a feeler means I make decisions based on how I think it will make other people feel… and usually I want to make them happy.  As for Judging, it’s not judging other people, it’s how you go about your business.  Do you keep your options open?  Or do you consistently make decisions and get things done?  For me, it’s always been a very methodical version of the latter.

The reason I write about that is because people poke fun at the meaning of life and trying to figure that out before it’s all too late.  I think you need to understand yourself before you can answer that question.

For me, it’s not about getting rich on paper.  It’s simply doing something great.

…something that moves the needle for organizations and other people in a forward fashion.  I’ve come across too many people or professionals who just want to make as much money as possible or be viewed a certain way by people or their community.  There’s an episode of Mad Men where Don Draper is pondering a boxing match.  One of the boxers constantly brags about how he is the greatest…and Don Draper says to himself, “Not if you have to say it.”  I always liked that quote.  Other people have to assign you labels if they are to really mean anything.  It’s not how you feel inside, but what you do that defines you.

On the flip side, though, I talk often about modes of operation and how they shouldn’t be a secret.  I don’t see anything wrong with stating what your intentions are and what you are striving for.  I’ve found that people will actually get excited about that and want to share in your journey.  If you say, “I want to the greatest” instead of “I am the greatest” it makes all the difference.

For me, I want the Midwest to become a hub of information for Digital Marketing…and I want it to rival San Francisco and New York.  I want my clients to know that I am doing business from Milwaukee, WI. I want their engagements with me to be rewarding, informative and increase their bottom line.  I want to grow slowly, but surely and find like minded individuals.  I want to rent an office in downtown Milwaukee with a view of Lake Michigan.  When I’m in a position to, I want to donate some of my earnings to a great cause in Southeastern Wisconsin.  I want to continue to share my experience as a first year small business owner.  I want to be excited about other small business owners and what they are doing.  I want to succeed by helping my clients succeed.

Stay tuned for a similar update in Q3, where hopefully.. I write about these wants being a reality 🙂


Spam Words to Avoid

Here is a list of Spam words to avoid.

4U Claims you are a winner For instant access
Accept credit cards Claims you registered with Some Kind of Partner For just $ (some amt)
Act now! Don’t hesitate! Click below Free access
Additional income Click here link Free cell phone
Addresses on CD Click to remove Free consultation
All natural Click to remove mailto Free DVD
Amazing Compare rates Free grant money
Apply Online Compete for your business Free hosting
As seen on Confidentially on all orders Free installation
Auto email removal Congratulations Free investment
Avoid bankruptcy Consolidate debt and credit Free leads
Be amazed Copy accurately Free membership
Be your own boss Copy DVDs Free money
Being a member Credit bureaus Free offer
Big bucks Credit card offers Free preview
Bill 1618 Cures baldness Free priority mail
Billing address Dear email Free quote
Billion dollars Dear friend Free sample
Brand new pager Dear somebody Free trial
Bulk email Different reply to Free website
Buy direct Dig up dirt on friends Full refund
Buying judgments Direct email Get It Now
Cable converter Direct marketing Get paid
Call free Discusses search engine listings Get started now
Call now Do it today Gift certificate
Calling creditors Don’t delete Great offer
Can’t live without Drastically reduced Guarantee
Cancel at any time Earn per week Have you been turned down?
Cannot be combined with any other offer Easy terms Hidden assets
Cash bonus Eliminate bad credit Home employment
Cashcashcash Email harvest Human growth hormone
Casino Email marketing If only it were that easy
Cell phone cancer scam Expect to earn In accordance with laws
Cents on the dollar Fantastic deal Increase sales
Check or money order Fast Viagra delivery Increase traffic
Claims not to be selling anything Financial freedom Insurance
Claims to be in accordance with some spam law Find out anything Investment decision
Claims to be legal For free It’s effective
Join millions of Americans No questions asked Reverses aging
Laser printer No selling Risk free
Limited time only No strings attached Round the world
Long distance phone offer Not intended S 1618
Lose weight spam Off shore Safeguard notice
Lower interest rates Offer expires Satisfaction guaranteed
Lower monthly payment Offers coupon Save $
Lowest price Offers extra cash Save big money
Luxury car Offers free (often stolen) passwords Save up to
Mail in order form Once in lifetime Score with babes
Marketing solutions One hundred percent free Section 301
Mass email One hundred percent guaranteed See for yourself
Meet singles One time mailing Sent in compliance
Member stuff Online biz opportunity Serious cash
Message contains disclaimer Online pharmacy Serious only
MLM Only $ Shopping spree
Money back Opportunity Sign up free today
Money making Opt in Social security number
Month trial offer Order now Special promotion
More Internet traffic Order status Stainless steel
Mortgage rates Orders shipped by priority mail Stock alert
Multi level marketing Outstanding values Stock disclaimer statement
Name brand Pennies a day Stock pick
New customers only People just leave money laying around Stop snoring
New domain extensions Please read Strong buy
Nigerian Potential earnings Stuff on sale
No age restrictions Print form signature Subject to credit
No catch Print out and fax Supplies are limited
No claim forms Produced and sent out Take action now
No cost Profits Talks about hidden charges
No credit check Promise you …! Talks about prizes
No disappointment Pure profit Tells you it’s an ad
No experience Real thing Terms and conditions
No fees Refinance home The best rates
No gimmick Removal instructions The following form
No inventory Remove in quotes They keep your money — no refund!
No investment Remove subject They’re just giving it away
No medical exams Removes wrinkles This isn’t junk
No middleman Reply remove subject This isn’t spam
No obligation Requires initial investment University diplomas
No purchase necessary Reserves the right Unlimited
Unsecured credit/debt We honor all Will not believe your eyes
Urgent Weekend getaway Winner
US dollars What are you waiting for? Winning
Vacation offers While supplies last Work at home
Viagra and other drugs While you sleep You have been selected
Wants credit card Who really wins? Your income
We hate spam Why pay more?

Free Digital Marketing Guide

Download my Free 40+ Digital Marketing Guide!

I like to Score

It’s true. I’ve hooked up with Pardot, Eloqua, Marketo and many other Marketing Automation platforms.

The hallmark trait of all these is their ability to score their contact database.

Prospecting doesn’t have to be a numbers game. Sure, if you call or e-mail enough people with the same offer, a small percentage will engage with you. You’re bound to get something.

… but why? The platform will tell you who is checking you out, what their interests are and if they want to connect. This isn’t a numbers game, it’s a relevant courtship.

People will tell you who they are and what they want. You have to listen and reach out when the timing is right. This will result in a much more rewarding relationship with your client, anyways. Why waste your time when someone isn’t ready or want what you have to offer?

A good scoring model will help your company do this and more. Check out what some of the below platforms offer in this regard:

  • Pardot: http://www.pardot.com/scoring-grading-lab/
  • Marketo: https://www.marketo.com/resources/lead-scoring/
  • Eloqua: https://www.oracle.com/marketingcloud/resources/lead-scoring.html

Don’t see your platform or looking for help on how to get started? Let’s talk.


Personality Quizzes for B2B Marketplaces

As B2B company’s continue to tackle Digital Marketing they will continue to look at what works in a B2C space. This includes Personality or Assessment Quizzes.

I’m sure you’ve taken one or two (or maybe a lot more). They have titles like, “What US President are you?” or “What vacation spot is perfect for you?” or “What kind of dessert are you?”

Digital Marketing is the Wild West for B2B company’s right now and Marketing departments are in flux. Not to relinquish their role to support sales activities, but to go beyond the normal.

.. and creating a personality/assessment like type of activity is something they can do. Imagine you are a buyer or engineer. Before they know about your company or service, they don’t want a newsletter or promo blast from you. They want something of value that will help them do their job.

First, get them on a landing page that explains the assessment they are about to take. Explain how it will help them benefit their job. Ask them to submit a form that only includes their first name and e-mail address. Upon submital, have a new page load that asks the first question. Every time they click next, have another page load with a new question. It’s imperative you have new pages load, otherwise they are only filling out a long contact us form.

Behind the scenes, assign scores to their answers. Also assign a grade based on their activities. Upon submitting their final question, have their grade show up. At this point, ask them to give you a little more information and ask them if it’s okay to have sales contact them. Below is an example for a company that distributes safety equipment.

When was the last time you replaced your safety equipment?

  1. Last Year (Assign 25 points)
  2. 1-3 Years ago (Assign 20 Points)
  3. 3-5 Years Ago (Assign 15 Points)
  4. Over 5 Years Ago (Assign 10 Points)

In the past five years, have you ever failed an OSHA evaluation?

  1. Never (Assign 25 Points)
  2. Once (Assign 20 Points)
  3. A few times (Assign 15 Points)
  4. We’ve never been evaluated (Assign 10 Points)

In the past five years, have you ever had an onsite injury in your warehouse?

  1. Never (Assign 25 Points)
  2. Once (Assign 20 Points)
  3. A few times (Assign 15 Points)
  4. It’s a regular occurrence (Assign 10 Points)

Does your company have a safety policy in place that employees review?

  1. Yes. It’s reviewed at least monthly (Assign 25 Points)
  2. Yes. It’s reviewed once a year (Assign 20 Points)
  3. Yes, but it’s not taken seriously (Assign 15 Points)
  4. No or I’m not sure (Assign 10 Points)

If I answer all questions perfectly, I get a score of 100, which could correlate to an A grade. If I score this, sales doesn’t need to contact me and will not raise my hand. If I answer all questions poorly, I get a score of 40, which could relate to an F grade. In this case, I will raise my hand for help and sales has all the information they need to help this person/company. Sounds like true lead generation/qualification activities to me..

Consider this if you have Pardot, Marketo, Eloqua, Hubspot or something similar.




Six Things to Consider when Implementing a CRM Tool.

Customer Relationship Management (CRM) tools are a must have for organizations of all sizes.  They tend to garner a love or hate relationship … and it can be pretty black and white.

CRM, broken down to it’s simplest form, is a reporting tool.  It allows an organization to forecast sales and manage pipeline.

When a CRM is first implemented, it changes a sales person’s life.  Whereas they may be used to being a rock star in their organization and largely on their own, now they might feel like they have a tracking device on them…and you don’t want your best sales people to feel that way.  I’m referring to the individuals who make things happen.  Who handle rejection on a regular basis.  Who cultivate relationships.  Who take notes they jotted down on a napkin at a cocktail party and turn it into a million dollar account.

The best sales people are largely responsible for the financial success of the company’s they work for.  How do you preserve that mode of operation while implementing a CRM?

Suddenly, sales now has to report everything they are doing.  Every call they make.  Every win.  Every loss (rejection).  Every visit.  This gives a Sales Manager or Director direct insight into their activities and an opportunity to potentially micromanage them.  In this case, sales will likely begin whispering that this tool is Big Brother and hampering them to do their jobs effectively.  When this happens, it’s a signal your CRM implementation is failing.

…so how do you avoid this?

If set up properly, CRM should save time and money.  Here’s a few things to consider:

1 – Set up a pipeline report for Sales.  Give them a graphic report that shows their sales activities at various stages in real time.  This makes planning their update meetings much easier and will save them time and stress.

2 – Set up Task Management.  Sales doesn’t want to be on the phone with marketing asking for materials or with inside sales detailing out what a quote should look like.  Make it possible for them to send simple and easy tasks that show real time progress right in CRM.  Time not spent hounding marketing and inside sales is time now spent on direct sales activities.

3 – Influence your Sales Leadership to focus on the reporting aspect or only opportunities that have a certain dollar or partnership amount.  This will prevent the micromanagement perception.

4 – Integrate a social feed.  This allows the company to follow people, opportunities, etc.  It fosters competition, camaraderie and enjoyment. Individuals can post messages to each other, congratulate big wins, offer advice on losses, etc.

5 – Plan for mobile.  Consider giving your sales teams tablets with a cellular network.  This encourages them to make a note or update an opportunity in real time.  Perhaps this is them sitting in their car in the parking lot after a call, rather than spending a Friday afternoon digging through the past week’s notes trying to remember all the details..

6 – Integrate Marketing Automation.  You want sales to live in CRM?  Generate quality leads for them and make them only available in CRM.

Finally, communicate early and often what the CRM’s intention is.  If you don’t want it to be Big Brother..say so.  Good intentions don’t mean much, though. Including some of these points will back up your talk with good actions.

+ Digital Marketing Transformation and Marketing

What should I spend on Digital Marketing?

Digital Marketing pricing can vary.  Your Marketing Department has bodies. Able bodies. Smart bodies. Can they handle the strategic vision and technical execution of Digital Marketing? All the while executing their other tasks? You may need to bring in some outside expertise, added horsepower or sounding boards.

Depending on your selections, the total could be as low as $30,000 or closer to $500,000+ on the high end over one year.

You have options when it comes to the type of service provider you select:

Independent Consultant and Small Shop: This includes 1 or 2 people working on your account. You’ll get well rounded individuals with a wide range of expertise. Expect very personal service. Expect a more relaxed build with your internal team being very hands on.

Mid Size Agency: This includes 3-5 people working on your account. You will get a regimented plan and specific experts in each topic, such as Search Engine Marketing, E-mail Marketing, Content Strategy, etc. Prices are a higher because you’re paying for more people and their associated knowledge.

Consulting Partner: You’re paying for perfection and you will get it. The consulting companies have smart and sometimes endless resources. You will have access to any topic you can think of. You will get a turnkey solution setup and running from day one that WILL yield results. Expect intensity. Training doesn’t come until after the build and could last a little longer.


  • Independent Consultant or Small Shop: $5,000 – $10,000
  • Mid Size Agency: $10,000 – $50,000
  • Consulting Partner: $50,001 +

Why you need it: Most processes fail because the organization as a whole doesn’t understand it’s benefits. Define what this will do for your organization. Chart out Objectives, Foundational Activities that identify the people/processes/technologies needed for success, chart out Quick Wins and what Full Maturity looks like. The company’s that are most successful get buy in on this road map from their Executive Team and communicate it through their entire organization. The last part can be fun.


  • Independent Consultant or Small Shop: $5,000
  • Mid Size Agency: $5,000 – $20,000
  • Consulting Partner: $20,001 +

Why you need it: All platforms sell hard. An independent party will give you their unbiased opinion on what is best for your organization. They can coordinate demo’s and feature/benefit presentations from vendors.

PLATFORM COST: $2,000 – $30,000 +

What are you goals? Are you sending a newsletter to 100 people? MailChimp will do that at a low cost. Are you planning to connect social media, search engine marketing, e-mail marketing and personalizing websites to generate brand awareness? You’ll need a bigger, more expensive platform like Pardot, Marketo or Eloqua..to name a few. Another determining factor is the size of your contact database. If you’re going to have over 10,000 contacts right off the bat, add on another one or two dollars per extra contact.

Why you need it: True Marketing Automation is just that…automated. You need a platform that can do that with ease.


  • Independent Consultant or Small Shop: $5,000 – $10,000
  • Mid Size Agency: $10,000 – $20,000
  • Consulting Partner: $20,001 +

Why you need it: Once you select the platform, they all come with a checklist to get started. Keep momentum. The hard part isn’t setting up the platform, it’s using it. Protect your Administrator’s time and energy.


  • Independent Consultant or Small Shop: $10,000
  • Mid Size Agency: $10,000 – $30,000
  • Consulting Partner: $30,001 +

This is the most critical step. As soon as the platform is setup, pivot to creating campaigns as outlined in the Quick Win section of the roadmap. Companies that use the platform right away have a better chance at realizing true Marketing Automation. Professional branding, content strategy and technical execution gaurentee this. One’s that wait or putz around with sending out a newsletter four times a year lose momentum.

Why you need it: Added Horsepower. Your Administrator’s will become directly involved, but you need immediate results to keep credibility in your organization. Pay for the execution to ensure momentum.


  • Independent Consultant or Small Shop: $5,000
  • Mid Size Agency: $5,000 – $10,000
  • Consulting Partner: $10,000 +

Why you need it: The first year should see the process implemented and executed by a third party with expertise and experience in doing so. As the year progresses, plan to transition over to the internal team. This includes training and documentation. Sometimes an administrator needs a like minded individual to use as a sounding board.

As with anything, you get what you pay for.


Free Digital Marketing Guide

Download my Free 40+ Digital Marketing Guide!


Empathy is the current buzzword.  It’s everywhere.  In marketing & business.  In dating & friendships.  In entertainment and all of the media.

It’s defined as the ability to understand and share the feelings of others… and it’s important and relevant.  This post is not bashing empathy and those who strive to put themselves in other people’s shoes. To view things from different angles and be accommodating of other people is incredibly admirable.

As it relates to marketing and business, I have some thoughts that I can’t stop ruminating over.  In my mind, there are three ways to primarily win in marketplaces.

1 – Be first

2 – Be smarter

3 – Be less expensive

Where does empathy fit into those?…and is it useful in all cases?  Let’s dig deeper.

BE FIRST: Being first is all about innovation.  Introducing a new concept, a new product, a new service.  Putting yourself in other people’s shoes to determine what they need is still a must, but on what level?  The best innovators are a little out there.  They know something others do not.  They have different ideas.  They are different and they know it.  Henry Ford once said if he asked others what they wanted they would have told him a faster horse.  Most people thought he was nuts at the time and now owning an automobile is standard fare.  Did he understand others?  Did he feel the urgency of people wanting to travel miles at a time and not spend all day doing it?  Did he provide something they wanted or needed?  Or was he stuck in his own head on an idea that he knew could change the world for the better… ?

BE SMARTER: I think this is where empathy really comes into play for marketers. When products & services are understood by the masses, now it’s time to tailor them.  It’s about polish and perfection.. and this is where details come into play.  What better way to pick up on the nuances and desires of people then to wonder what it is they want and how they feel?  Continuing with the Henry Ford example, now that the automobile is being mass produced, Marketing executives at Ford can now think about younger demographics and introduce a Ford Mustang… or someone with back problems and introduce the lumbar mode on the drivers seat…the list is endless.  The more they understand their demographics, the more they can tailor their models..and the more they will sell and stay ahead of competition.

BE LESS EXPENSIVE: This one is fuzzy, too.  At first glance, you might think being cheaper is all about making a quick buck and there is zero empathy.  It could also be viewed as providing people with different means the same opportunities.  You might not be able to buy a GT500 with a supercharged V8…but you can get a Mustang V6 with basic trim.  In other types of examples, it forces the marketplace to continue to be smarter.  If everything was the same price and the same model, regardless, you wouldn’t have people/companies trying to outsmart each other or drive innovation.  How boring.

Separate from these three points, there’s something else.  Humans are complex and always changing.  As a species, they’ve proven time and time again they are resistant to change and can be reluctant to make firm decisions.  Can you blame them when there is an endless array of options in all of these cases?

You know what else?  They can also be strong, resilient and take care of themselves.  How often do you come across someone and say “I figured you out.  I know what you want and need.  I understand how you feel.”  Does that get a good reaction from them?  Do they appreciate that you dug into that level of detail?  Did you provide something worthwhile or just make them uncomfortable?

I’m not suggesting I am right or wrong with any of this, just pondering the questions.  Different situations call for different scenarios… but sometimes I wonder if this whole empathy thing should be people being more empathetic with themselves.  The information, services, products etc. are out there and indexed appropriately for people to engage when ready.

Empathy plays a very important role… but if you’re treating people with respect, I’m not sure its the end all, be all, in life or business.


If I were a Soda, I’d be a Can of Root Beer

Say what?

Before you write this post off as unprofessional or something like “not LinkedIn material” consider this: You opened this blog post based on the headline… and that’s the point of a headline. To intrigue someone enough to request additional information. In the case of Digital Marketing, this happens through a click, an e-mail open, a form submit, etc.

Most companies always have on their To Do List to increase open/click rates of e-mails, website hits and above all else, form submits. The good companies know this is done through a content strategy (A greater conversation).

Consider two things with your messaging:

1) Headlines that are out there. Headlines that will get a reaction. Headlines that will make someone feel something. Many advertising & marketing companies are pushing for what’s known as human marketing, based on emotions… and they are right to do so.

Take this with a grain of salt, but no one is going to read “ACME Widgets have Industry Leading Quality.”

2) Brands and value propositions that are straight forward. Not everything has to be witty or over the top. Take me for example. My LLC’s name is Strategic Digital Marketing. I’ve never had to explain to prospects what I do. It’s painfully obvious that I can help with their Digital Marketing Strategy.

When someone clicks your headline, is the follow-up information direct and easy to understand?

Back to reality, you likely can’t write about the types of soda your products would be and you don’t want to land in Spam Filters (another greater conversation), but you get my point.

Push the limits in your subjects & headlines and quickly direct them to a more obvious brand or product offering. I bet you’ll be pleasantly surprised by the results.

About the Author.

+ E-mail Marketing

The Three Components of the US Can Spam Act of 2003 you need to be Compliant.

First and foremost, I’d recommend a serious review of the US Can Spam Act of 2003 for companies that are about to embark on establishing e-mail marketing for their company.  Reading this post is not enough to make an individual or a company compliant with the law in question.

I’ve found that many people can be scared of the Can Spam act and have an inaccurate view of what it actually means.  The biggest misconception is that you have to ask permission to e-mail your contacts.  This is not true.  If you have an existing contact database that your company owns, you can e-mail them at will, as an existing relationship exists.  If other people inquire about your products (through a form fill or conversation), as long as you’re in compliance with the law, you can also e-mail the contacts as many times as you want.

Even if your existing contacts opt out, you can still send what’s known as operational e-mails if need be.  So if person opts out, but then submits a quote and you need to e-mail them an invoice or copy, you can still do that.  You just can’t send anymore Marketing or Promotional e-mails.

Before I get into those components, I’m not discussing best practice with this post … I’m only interpreting the law.  I’d welcome comments or a conversation on what best practices for segmentation and nurture paths are.

Here we go:

Unsubscribe compliance

  • A visible and operable unsubscribe mechanism is present in all e-mails. Contacts should quickly and easily be able to opt out of receiving future e-mails.
  • Consumer Opt-Out requests honored within 10 business days.

Content Compliance

  • An accurate “From” line. If you’re doing business as John Smith from ACME company, the from line should be just that, not someone or something else.
  • Relevant subject lines. If you’re selling apples, don’t put oranges in the subject line.
  • A physical address of  where your company does business listed in the e-mail. PO Boxes are acceptable.
  • A label announcing any adult content (What kind of e-mails are you sending?!)

Sending behavior compliance

  • A message cannot be sent through an open relay.  This is why you have to warm up IP addresses or assign a specific one to your e-mail server.
  • A message cannot be sent without the unsubscribe option.
  • A message cannot be sent to a harvested email address. This is commonly purchased lists.
  • A message cannot contain a false header. Same thing about apples and oranges..
  • A message should contain at least one sentence (again, what kind of e-mails are you sending?!).

The good news, is that if you’re using an e-mail service platform like MailChimp, Eloqua, Pardot or Marketo, etc.  all of these components are built into the templates and/or platforms.  You can’t send e-mails until you are compliant..and the platforms will walk you through it step by step.

Message me or comment with any questions!


How does Search Engine Marketing fit into Marketing Automation?

A question that I often get asked is “How does SEM” fit into Marketing Automation?

Well.. I will tell you, but first let’s review a few parts of Search Engine Marketing. It’s a form of Internet Marketing that involves the promotion of websites by increasing their visibility in search engine results pages. The listings for a website are displayed through either organic search or paid search.

Organic Search focuses on Search Engine Optimization. It is the process of affecting the visibility of a website based on how relevant it is to the key words or phrases that are searched for. If you want higher rankings for key words, your pages need to be more relevant for them.

Paid Search focuses on Pay Per Click advertising, which also uses key words. The difference is that it relies on a bidding system. The higher you are willing to pay per click, the higher you will list as an advertisement.. typically displayed above/separate from Organic.

In both situations, it’s imperative that the landing pages contain two components. 1) The information has to be incredibly relevant to the search term. 2) There must be a form that someone can fill out to receive more information

…and wha la..here is where we arrive at how you can involve Marketing Automation .

Most companies take a form fill and send it to sales, which is a mistake. Just because someone filled out a form doesn’t make them a qualified lead. It makes them an inquiry. They are at the very top of the sales funnel.

If your form is feeding a Marketing Automation platform, we can have that inquiry show up in the database. From there, we can qualify it and move it through the sales funnel. That could be extra scoring through personalized landing pages or a nurture e-mail campaign.


Digital Marketing…just get a couple of Quick Wins already

As companies continue the race to figure out how Digital Marketing can work for their organizations, don’t forget that it is indeed a race!

Continue reading “Digital Marketing…just get a couple of Quick Wins already”