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Profile: John McTigue
Articles by John McTigue
Recipe for a Wildly Successful Multichannel Campaign
We recently released the results from one of our customer campaigns, in which our client saw a dramatic increase in new qualified sales leads (more than 600%) in one month.... read more
Why Some Marketing Campaigns Click and Others Fizzle
If there were a magic formula for devising marketing campaigns that always drive lots of new leads and sales, the inventor would be rich and famous. I don’t have that... read more
How Fresh Are Your Buyer Personas?
Take a good look at your customers. No, really. Not their “personas,” them. Who are they? Why did they choose you, and how happy are they with what you’ve done... read more
10 Advantages of Hiring a Sales and Marketing Hybrid
5Everybody’s talking about sales and marketing alignment these days because it’s still a big problem in many companies. Sales and marketing people aren’t on the same page when it comes... read more
Profit-Driven Digital Marketing: Planning
In this series, we have tried to show you some different scenarios for financial growth and profitability using digital marketing as the primary vehicle for success. We introduced the concept... read more
Profit-Driven Digital Marketing: Equity
What’s the bottom line on any financial statement? Equity. Equity is what’s left after you subtract liabilities from assets. Accumulation of equity is why we are in business—unless you just... read more
Profit-Driven Digital Marketing: Liabilities
In case you missed my previous posts in this series, we’ve been talking about making your Digital Marketing Department or Agency profitable by treating it like a business. First, we... read more
Profit-Driven Digital Marketing: Assets
If we’re going to analyze the future profitability of our marketing efforts, let’s do it like any business would—by building a Pro Forma Balance Sheet. We can break down digital-marketing-driven... read more
Profit-Driven Digital Marketing: Setting Goals
According to a Gartner report, digital marketing budgets now average about 2.5 percent of revenues and are growing 9 percent this year, but as the report concludes, “Increased funding is... read more
Content Marketing Job No. 1: Getting Their Attention
If a tree falls in the forest, does anyone care? If your content has no consumers, what’s the point? The first step in content marketing and demand generation is getting... read more
In Defense of Workshifting and the Yahoo Debacle
I’ve been working from my home office for 15 years now, and I’ve never looked back. It’s not like I could actually jump in the car and commute to work... read more
Qualifying Leads Via Content Marketing: 4 Top Qualifiers
How do you qualify leads? Most B2B sales and marketing people would answer that the only tried-and-true way is through a sales call by an inside sales rep. Hard to... read more
Enterprise Inbound Marketing Process: Demand Generation
Digital marketing started with demand generation. Marketers found this new frontier called the Internet in the late 1990s and before long learned how to harness it for brand awareness, facilitating... read more
Enterprise Inbound Marketing Process: Revenue Performance Management
Revenue Performance Management (RPM – yes, there’s another acronym) is not just a buzz word, nor is it just another tool to tack onto your marketing automation and CRM platform.... read more
Enterprise Inbound Marketing Process: KPIs and Analytics
Enterprise inbound marketing is all about data. We are collecting data constantly, from every visit, every lead and every customer. We are tracking everything from blog post subscribers to Facebook... read more
