The Scholes Knows Marketing Blog

Jeff Scholes

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Top Stories by Jeff Scholes

New Media on Ulitzer Many B2B companies know that they should be incorporating an ongoing social media campaign into their arsenal of tactics to generate leads and sales. But, as a business owner or marketing professional, half the battle is trying to get your head around the social media wave, the crushing amount of information about it, where to even begin, and how to make it all fit into your marketing plans. The great news is that being successful at Internet marketing does not need to be as complicated as others may sometimes make it out to be. It will, however, require some start-up time and dedication to get a solid working plan in place. Here's the thing. The key to effective and profitable Internet and online marketing requires an integrated approach, utilizing the right tools and applying them with consistent effort. This 4-part series brings you up-to-spe... (more)

Blogging For Your Business Is Easier Than Driving a Car

When I speak with small business owners and marketers, one of the persistent obstacles to creating a blog presence often are expressed as two key points: 1)      We don't have time to write regularly. 2)      We don't have the ability to write regularly. That seems like a non-starter, right?  If you find this is your situation, please think again, as you are missing a key opportunity - since, as mentioned in an earlier business blogging article, YOU are the expert in your field.  Vehicles, Blog sites and Web sites Think about what you do every day.  And bare with the drama but... y... (more)

Four Key Ways to Create a Closed-Loop Marketing Analytics System

Unless you’ve been living under a rock, you may have noticed that there is a huge amount of “free advice” out there on how to best take advantage of various online tools in order to achieve your marketing analytics goals.  Because many people have been born and bred with a traditional marketing model, this advice takes advantage of the huge amount of fear, uncertainty and doubt in order to “plug” the latest-greatest solution.    It’s actually just not that complicated.  What we find “works” in today’s landscape, as dynamic as... (more)

Adding Google+ to Your Social Media Marketing Plan

Back in June 2011, Google officially joined the social networking world and launched Google+, yet another social media platform for businesses to get involved in. Until a few months ago, we were pretty much letting it play out some before going full-bore with recommending that our B2B customers dive into it. Social media strategies and successful execution and management of it already pose some internal bandwidth issues and perceived value to B2B companies. Throwing another account into the mix wasn't something we were keen on. Especially with the uncertainty around the lead gene... (more)

Lead Scoring – It’s about Quality, not Quantity

Lead scoring (aka lead measuring, lead ranking) has come quite a long way. Marketing automation packages that integrate with CRM systems, like Salesforce, have sort of led the charge in this regard. Often, lead scoring can conger up icky feelings like “oh boy, do we really want to go there?” That’s due in large part to marketing and sales teams overthinking the process, the scoring criteria, and making it too complicated for major primetime. But the climate has changed, as has lead scoring adoption, and it’s largely to do with marketing automation packages evolving and making it ... (more)