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Wendy Covey

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Recent Posts

Introduction to Message Mapping for Effective Communication

A message map is a framework used to create compelling, relevant messages for various audience segments. It also serves as an organizational alignment tool to ensure message consistency. Whether you are launching your company, introducing the next big product, or preparing for other major marketing campaigns, messaging mapping is an important step in communicating effectively.

Your Audience Personas, Revisited

Personas help you attract the right people to your website by offering tailored content crafted with that perfect next customer in mind. They also help you weed out people you DON'T want as customers (you know the ones I’m talking about!), which is just as important. As your company grows and offers new solutions, your personas should also grow and develop. There may be times when you’re struggling to attract and convert qualified leads on your website, which is a sign that your personas need work. Whether in response to business changes, performance issues, or simply out of need for annual realignment, revisit your audience personas annually and hone their profiles.

Evaluate and Improve Your Email Marketing

Chances are you are actively nurturing your database through some form of email marketing. Do you know whether or not your enewsletters and emails are performing well, and what to do if they are not? In part three of our email blog series we’ll walk through the top 4 email marketing metrics and how to troubleshoot each area when you need to improve performance. If you missed parts one and two of the series, start here first:

Q&A from Webinar: Getting Started with Content Marketing, Year One

Thank you to all who joined our recent webinar: Getting Started with Content Marketing, Year One. Over 150 marketing and engineering professionals registered to learn how to better reach technical audiences, underscoring the importance of creating content to engage and attract new prospective buyers of your products and services.

In a Rut? 6 Ways for Brainstorming New Content Topics

Whether you’ve been a content marketer for years or are just getting started, sometimes you need a little inspiration to uncover new, fresh content topics. Gather your colleagues and clear off the white board.  It’s time get to brainstorming!

Engage More, Stand Out with Sales Videos

Video is an interesting, memorable and inexpensive way for salespeople to personalize and humanize their messages, particularly for companies conducting some or all of their sales processes by phone or online. It can also have a profound effect on your connect success rate. One study I ran across found a 5X increase in email open rate and 8X increase in click-through rate for companies that incorporated videos into their sales processes.

7 Steps to Starting a B2B Podcast

With podcasting, B2B companies can serve up content human-to-human that showcases your culture, your expertise, and ultimately expands your reach and deepens existing relationships. 

Shifting Your Sales Approach While Grounded, and How Marketing Can Help

With rapid industry shifts in manufacturing paired with COVID-19 travel restrictions, not to mention internal company struggles, B2B salespeople are faced with many challenging dynamics. The standard company offerings may not be applicable, canned messaging may seem tone-deaf and off the mark, and certainly in-person visits are not an option.

Get Me the $*&% Outta Here! 8 Tips for Working from Home Without Going Crazy

Hello my fellow remote workers! Whether on purpose or under duress, many of us find ourselves working from our homes during these unprecedented times. I’ve actually been at this for twelve years now, fifteen for my husband (and can you believe we’ve managed to share home office space together all this time and are still happily married???).

What is a Lead Conversion Funnel?

  To understand what a lead conversion funnel is, you should know what a regular ol’ funnel is. According to “The Google”… So for our purposes, a Lead Conversion Funnel at the most basic level is a visualization of how prospects or leads interact with your company from an unknown website visitor to a new, first-time customer. The only difference with a Lead Conversion Funnel and your run of the mill kitchen funnel is that 100% of the contents poured in do not come out as customers.  This is where the conversion portion comes into play. There are imaginary holes in your funnel where leads leak out for various reasons, including disqualification, lack of interest, unsubscribes etc. In order to predict this loss with a reasonable amount of certainty, you use conversion rates to calculate the various lead stages. Each company’s conversion rates will vary but typically are fairly consistent from industry to industry.

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