Generating a Lead vs. Buying a Lead

I get calls occasionally from people who want to know what I charge for a sales lead.

For a while, I was confused by this … because, frankly, I didn’t have an answer for them.

I never know what it will cost to generate a lead for a particular client until after we’ve run some […]

A clever way to generate more tweets - and expand your audience

Even if you have no experience or interest in Twitter, this technique could work for you.


Thanks to John Jantsch’s blog at Duct Tape Marketing, I discovered a new tool yesterday called DashThis.

It’s a marketing app that allows you to create your own dashboards using data from various marketing platforms like Google Analytics, […]

An introduction to the 3 different types of search marketing

What’s not to love about search engine marketing?

As a direct response marketer, I spend a lot of time worrying about my target audience – trying to find the right list or the right media for my outreach campaigns. It’s an uphill battle because no matter how well I do my job, I know that […]

How to measure Lead Quality

You hear a lot about lead quality these days. That’s encouraging news.

It used to be that when you talked about sales leads, the focus was always on lead quantity – getting more leads. High response rates always seem to rule the day.

But at some point, marketers began to realize lead quantity isn’t enough.


How to build a Sales Lead Funnel

As marketers, most of us spend a lot of time worrying about of the “front end” of our marketing efforts.

Advertising campaigns … direct mail campaigns … email campaigns … search campaigns … PR campaigns … content marketing campaigns … trade show campaigns … etc., etc.

These are all important parts of your marketing and […]

The nuances of the Free Trial Offer

The free trial offer is one of the most common types of direct response offers.

You see it everywhere – online, in print, on TV and radio.

The free trial offer has been around forever. And for certain products or services, the free trial will always have great appeal. Here’s why:

For consumers, […]

Small business SEO: What finally turned me on to SEO

You may have thought SEO was only achievable by the most sophisticated online marketers. But in fact, small business SEO is very much a possibility.


Like many small business owners, I never took search engine optimization (SEO) very seriously.

It wasn’t that I didn’t think SEO was important. I knew it was.

SEO has […]

Getting started with Content Marketing

Content marketing can be very intimidating.

It’s such a broad topic that covers a range of activities like web content, blog content, gated content, search engine optimization, keywords, lead capture, email follow up and social media.

There’s too much to know and too much to do.

You can see why many businesses never get around […]

Thank you, online marketers, for preaching our gospel

Whether they know it or not, online marketers are introducing direct marketing fundamentals to a much wider audience.

Rodney Dangerfield built an entire comedy career around a simple idea: “I don’t get no respect.”

Sometimes I wonder if the direct marketing industry shouldn’t be following the same mantra.

When I broke into the field […]

What I don’t understand about this failed email campaign

I just finished reading an article in B2B Online that provided insight on a failed email campaign by Level 3 Communications, a multi-national telecommunications company.

Over a five-month period at the end of 2012, the company created and executed an email campaign to promote an unspecified product or service.

During that time, 77,972 emails were […]