The concept of <b>Anything Goes Marketing</b> is simple: Don't let theories or best practices restrict you when it comes to marketing - specifically B2B marketing. <b>We all know that in marketing, anything goes and if you don't, it's time that you did.</b> Expect to find tips and tricks to improve your online marketing skills and some harsh comments for poor campaigns, articles and posts that I come across - beware!noreply@blogger.com (Chad)Tue, 10 Mar 2026 16:57:08 -0500Blogger http://www.blogger.com258125http://anythinggoesmarketing.blogspot.com/en-usnoThe concept of Anything Goes Marketing is simple: Don't let theories or best practices restrict you when it comes to marketing - specifically B2B marketing. We all know that in marketing, anything goes and if you don't, it's time that you did. Expect to find tips and tricks to improve your online marketing skills and some harsh comments for poor campaigns, articles and posts that I come across - beware!The concept of Anything Goes Marketing is simple: Don't let theories or best practices restrict you when it comes to marketing - specifically B2B marketing. We all know that in marketing, anything goes and if you don't, it's time that you did. Expect to fnoreply@blogger.comhttp://anythinggoesmarketing.blogspot.com/2014/03/transformation-to-advocacy-summit-on.htmlAdvocate Marketingnoreply@blogger.com (Chad)Wed, 5 Mar 2014 00:24:00 -0500tag:blogger.com,1999:blog-25332113.post-8636345403806412612 This past week I joined more than 100 customer reference and advocacy professionals at the Summit on Customer Engagement in the Bay Area. I was there to learn as well as share what I've experienced with our customers at Influitive.&nbsp;The theme of the conference was to go broader when it comes to reference management and advocacy - to get to "the other 90%". While I came away from the 0http://anythinggoesmarketing.blogspot.com/2014/02/customer-nurturing-its-not-lead.htmlAdvocate Marketinglead nurturingnoreply@blogger.com (Chad)Tue, 25 Feb 2014 04:34:00 -0500tag:blogger.com,1999:blog-25332113.post-6027512391751638523 You know, I really want to do X with your product. Can you get on a call to chat? This is a typical message that customer success managers or any customer facing person hears from their customers almost on a daily basis. In many of these situations there is in fact a solution. The problem is that the customer wasn’t aware of it. This can happen for many reasons. The trick is to try and get in 0http://anythinggoesmarketing.blogspot.com/2014/02/the-modern-marketers-field-guide-have.htmlAdvocate MarketingB2Bbloggingcontent marketinglead generationlead managementlead nurturinglead scoringmarketing automationmarketing metricssocial medianoreply@blogger.com (Chad)Tue, 11 Feb 2014 10:59:00 -0500tag:blogger.com,1999:blog-25332113.post-7487459623479234108 When it comes to B2B marketing, there are not a lot of great books out there. For the most part, the books that do exist focus on the novice marketer or focus on high level approaches. Matt Heinz has brought us probably the most practical book out there for the more advanced B2B marketer - the modern marketer. The Modern Marketer's Field Guide is a must read for any marketer that is looking to 2http://anythinggoesmarketing.blogspot.com/2013/12/the-slow-death-of-email-and-what-you.htmlAdvocate Marketingcontent marketingemail marketingintegrated marketingsocial medianoreply@blogger.com (Chad)Fri, 27 Dec 2013 16:40:00 -0500tag:blogger.com,1999:blog-25332113.post-7408996274083151840Being in the world of marketing automation for as long as I was, I was a bit jaded and defended email as a marketing tool like it was the be all and end all of marketing. Since moving to another part of B2B marketing and executing different types of email campaigns I now have a completely different perspective. Email is in fact losing its touch. In this fantastic Slideshare by Gary Vanderchuck "0http://anythinggoesmarketing.blogspot.com/2013/10/marketing-automation-and-advocate.htmlAdvocate Marketingcontent marketinglead nurturinglead qualificationlead scoringmarketing automationuser-generated contentnoreply@blogger.com (Chad)Wed, 30 Oct 2013 14:32:00 -0500tag:blogger.com,1999:blog-25332113.post-1444605670691903955 Marketing automation + advocate marketing = delicious! This post was originally posted here. 2013 has been a year of transition for me. My wife and I will be adding a new addition to our family, which will require me to paint a room pink and have tea parties (it’s a big transition after having two boys), and I moved from a behemoth of a technology company to a fast moving startup. I have0http://anythinggoesmarketing.blogspot.com/2013/09/improve-your-writing-style-solve-their.htmlnoreply@blogger.com (Chad)Wed, 18 Sep 2013 12:59:00 -0500tag:blogger.com,1999:blog-25332113.post-3281776182020638600I was recently inspired by this simple yet insightful post&nbsp;by Jonathan Greene from MarketingSherpa on how a small change in how you phrase items can mean the difference in the response you get on social media. Too many companies are too focused on what they want when they post updates on their social channels and don't focus enough on how their message will help the people that they are 0http://anythinggoesmarketing.blogspot.com/2013/09/rethink-your-approach-to-customer.htmlnoreply@blogger.com (Chad)Wed, 11 Sep 2013 12:06:00 -0500tag:blogger.com,1999:blog-25332113.post-9071836814733768871This was a post I originally created for Kapost's Content Marketeer Blog. “I’m too busy.” “I’m travelling." “It’s end of quarter.” “I never got your email.” How many excuses like these have you seen when you’re asking your customers for a testimonial? How many letters, emails, calls, texts, tweets etc… do you normally have to send before you hear back from your customers? It’s been proven that&0http://anythinggoesmarketing.blogspot.com/2013/05/the-rules-of-lead-generation-defined.htmlAdvocate Marketingclosed loopemail marketingintegrated marketinglead conversionlead generationlead managementmarketing metricssocial medianoreply@blogger.com (Chad)Tue, 28 May 2013 23:19:00 -0500tag:blogger.com,1999:blog-25332113.post-5693277114481555789For years I’ve been helping B2B marketers execute on their marketing strategies and at times I felt like I was working from scraps of information here and there that I have learned over the years. The issue was that there really wasn’t a guide for B2B marketers. We now have one: The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI by David T. Scott. David was kind enough 1http://anythinggoesmarketing.blogspot.com/2013/04/advocate-marketing-introuction.htmlAdvocate Marketingnoreply@blogger.com (Chad)Thu, 11 Apr 2013 08:30:00 -0500tag:blogger.com,1999:blog-25332113.post-6892911850535811926Very recently I made the decision to shift to a different aspect of marketing that involves mobilizing your biggest fans or your advocates. This was a bigger shift then I thought it would be after specializing in marketing automation for almost eight years. But it's been extremely exciting to be part of building a new frontier in marketing. To summarize this concept of advocate marketing, it 1http://anythinggoesmarketing.blogspot.com/2013/01/survey-shows-b2b-marketers-will.htmlnoreply@blogger.com (Chad)Sun, 20 Jan 2013 21:14:00 -0500tag:blogger.com,1999:blog-25332113.post-492720034057253359This is a guest post from CRM Analyst Ashley Verrill. This is the first ever guest post on this blog in its seven year existence so you know the content is going to be good. Much of this verifies what I've been saying for years but it's always good to see this data for yourself for a sanity check. For example, before you go upload that list of emails that you just bought, read the data below... 1http://anythinggoesmarketing.blogspot.com/2012/10/managing-your-social-network-top-tools.htmlcustomer serviceonline communitiesRSSsocial bookmarkingsocial mediasocial networksTwitternoreply@blogger.com (Chad)Mon, 22 Oct 2012 09:30:00 -0500tag:blogger.com,1999:blog-25332113.post-5331402275763003230After having my kids I took a step away from social media except for posting adorable pics of my kids on Facebook. That's about all I had time for - so I thought. My thought process was driven by a severe lack of sleep (which still exists) and a desire to focus on my core tasks which included leading my team. Here's the problem: my role is all about helping out customers and providing the best 0http://anythinggoesmarketing.blogspot.com/2012/09/marketing-automation-not-just-about.htmlclosed looplead managementmarketing automationmarketing metricsnoreply@blogger.com (Chad)Tue, 25 Sep 2012 11:39:00 -0500tag:blogger.com,1999:blog-25332113.post-970835001689670812 I've had the following conversation a few times with clients who have implemented marketing automation: "so now that we have marketing automation in place we want to do ROI reporting - TODAY". Jumping into ROI/closed loop reporting right away can be difficult. You need to have the right processes in place including a strong relationship between marketing and sales as well as a focus on revenue 0http://anythinggoesmarketing.blogspot.com/2012/09/when-lead-scoring-will-fail.htmldata managementlead managementlead qualificationnoreply@blogger.com (Chad)Wed, 12 Sep 2012 09:30:00 -0500tag:blogger.com,1999:blog-25332113.post-1167512691453223866 Having worked with B2B marketers for many years, it's typically a no-brainer when someone asks me "should we implement lead scoring?". Lead scoring, which is the process of automating the qualification of leads that you generate, is a key stepping stone to get marketers to the next level. Having said that, your company may not be fully ready for it and there are some steps to start moving in 3http://anythinggoesmarketing.blogspot.com/2012/09/improving-your-upsellcross-sell.htmllead conversionlead nurturingsegmentationnoreply@blogger.com (Chad)Mon, 3 Sep 2012 22:29:00 -0500tag:blogger.com,1999:blog-25332113.post-5360984873404198341 I was recently asked about approaches to take for creating a cross-sell nurturing program - what are the best practices? I could highlight a few examples of some well crafted emails and messaging but getting a good conversion rate goes well beyond a good email design and an engaging call to action. Amanda Hinkle wrote a great a simple yet powerful article over at MarketingProfs "Three 0http://anythinggoesmarketing.blogspot.com/2012/01/b2b-webinar-best-practices-from-vmware.htmlmarketing metricswebinars / webcastsnoreply@blogger.com (Chad)Tue, 3 Jan 2012 08:31:00 -0500tag:blogger.com,1999:blog-25332113.post-7692439613223668537As you’re gearing up for a great new year, I wanted to highlight some webinar/event best practices from the marketing team over at VMware. VMware has found that this marketing channel is one of their most successful when it comes to ROI so taking a few pointers and optimizing your own efforts could pay off big time this year.&nbsp;They achieved an ROI of 1324% in 2010 - not too bad! They were 0http://anythinggoesmarketing.blogspot.com/2011/08/measuring-impact-of-lead-nurturing-3.htmllead nurturingmarketing automationmarketing metricsnoreply@blogger.com (Chad)Mon, 8 Aug 2011 01:35:00 -0500tag:blogger.com,1999:blog-25332113.post-3272931263960876724 One of the things that I love most about my role is when I'm able to visit customers and participate in a customer user group. This past week I was down in Atlanta for the Eloqua All About Revenue Success Tour and I led a breakout session on the different ways that companies measure the success of lead nurturing. Why is this so important? If nurturing is improving the number of overall leads 0http://anythinggoesmarketing.blogspot.com/2011/05/5-tips-to-improve-email-response.htmldeliverabilityemail marketingnoreply@blogger.com (Chad)Fri, 6 May 2011 00:05:00 -0500tag:blogger.com,1999:blog-25332113.post-8512379329546515501Are your recipients not responding to your emails? This is a topic that I’m sure hits home with many of you. You work hard on getting an email campaign together, you send it out and then you find that the results were not what you were hoping they would be. I originally responded to a discussion on Focus called What strategies can you recommend for enhancing performance of email marketing 2http://anythinggoesmarketing.blogspot.com/2011/01/so-you-think-you-know-marketing.htmlmarketing automationnoreply@blogger.com (Chad)Sun, 16 Jan 2011 16:11:00 -0500tag:blogger.com,1999:blog-25332113.post-5335803744229101030If you've recently rolled out marketing automation or are considering it, have a look at this two part series that was orginally published on the "It's All About Revenue" blog: So You Think You Know Marketing Automation Part I Have you recently rolled out a marketing automation platform like&nbsp;Eloqua, have you&nbsp;been using one for awhile, or are&nbsp;you considering one in the near 0http://anythinggoesmarketing.blogspot.com/2010/11/how-email-deliverability-and-relevancy.htmlemail marketingpersonalizationsocial medianoreply@blogger.com (Chad)Mon, 22 Nov 2010 02:20:00 -0500tag:blogger.com,1999:blog-25332113.post-3063604216649399872It’s not too early to start planning for email campaigns you will be launching next year. To help you with this task, I’m going to share a number of takeaways from a recent MarketingSherpa webinar that I attended titled “Top Tactics to Improve Email Relevancy and Deliverability” and included experts from MarketingSherpa and Return Path. In this post, I’ll provide a summary on some interesting 3http://anythinggoesmarketing.blogspot.com/2010/10/5-corporate-b2b-blogs-that-you-should.htmlblogginglead generationsocial medianoreply@blogger.com (Chad)Mon, 18 Oct 2010 04:00:00 -0500tag:blogger.com,1999:blog-25332113.post-2301370831294058637The importance of blogs in your B2B marketing mix can't be overlooked. Blogs are too important in keeping customers and future customers informed about your industry, your products and your company, driving people to your website, and generating leads. A recent study by Hubspot found that those companies that use blogs generate 67% more leads than those that don't. However, anyone that can open a7http://anythinggoesmarketing.blogspot.com/2010/09/top-10-linkedin-tips-for-lead.htmlnoreply@blogger.com (Chad)Mon, 6 Sep 2010 11:54:00 -0500tag:blogger.com,1999:blog-25332113.post-2497396835502239527I had the pleasure of guest blogging on the “It’s all About Revenue Blog”. Here is a snippet from that post: If you haven’t logged into LinkedIn these days, it’s time to get back in there and see some of the cool stuff that is now available. This post will provide tips for sales professionals and marketers to get the most out of LinkedIn so you can stay on top of your customers and prospects and3http://anythinggoesmarketing.blogspot.com/2010/08/lead-scoring-has-drastically-changed.htmldata managementlead managementlead qualificationmarketing metricsnoreply@blogger.com (Chad)Thu, 26 Aug 2010 22:09:00 -0500tag:blogger.com,1999:blog-25332113.post-1913418294597901383With my son Matthew turning one this week, I’m feeling a bit nostalgic. I dug up and started contributing to a personal online journal that I hadn’t touched since 2004, reviewed pictures from past trips with my wife, and reflected on memories that I’ve had in my first year as a dad. Taking a look back and reliving great times in your life provides perspective and helps explain how things have 5http://anythinggoesmarketing.blogspot.com/2010/07/tips-to-improve-how-you-segment-your.htmlemail marketinglanding pageslead generationsegmentationnoreply@blogger.com (Chad)Sun, 4 Jul 2010 06:23:00 -0500tag:blogger.com,1999:blog-25332113.post-7405734876861411973Hi everyone. Between taking a nice vacation, recovering from the vacation and then work travel, the ‘old blog was collecting some dust. During my travels and discussions with customers, one of the items that keeps coming up is the need for clean, complete and accurate data. When you have the right data you can laser focus your marketing efforts and achieve a higher response from your marketing 1http://anythinggoesmarketing.blogspot.com/2010/04/customer-service-at-its-best-wind.htmlcustomer servicefacebookonline communitiessocial mediaTwitternoreply@blogger.com (Chad)Thu, 22 Apr 2010 01:35:00 -0500tag:blogger.com,1999:blog-25332113.post-8579091464681676516For someone who lives and breathes customer service as part of my profession I am very critical with companies I deal with as I have a high expectation on the type of service I should receive. I’ve finally found a company that does a fantastic job at servicing its customers across many channels and you know I have to blog about it. Up here in Canada we’ve had three main mobile providers for as 9http://anythinggoesmarketing.blogspot.com/2010/04/wake-up-and-send-more-email.htmlB2Bdata managementemail marketingmarketing automationsocial medianoreply@blogger.com (Chad)Wed, 7 Apr 2010 02:25:00 -0500tag:blogger.com,1999:blog-25332113.post-1209109310991837525Social media is all the rage these days and I’m in complete agreement that it should be part of your campaigns but let’s not overlook the power of email and how it’s being underutilized by many organizations today. From conversations that I have with marketers I sometimes sense this feeling of anxiety when I recommend that they should increase the frequency of emails that are sent to their 3