Go "Behind the Scenes" and Reduce Your Zoinks! Moments

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July 2009, Issue 65

Featured Article
Go "Behind the Scenes" and Reduce Your Zoinks! Moments
By Amy Bills, Director of Field Marketing, Bulldog Solutions

The gap between a compelling marketing idea and its execution can be daunting. Who among us hasn't returned from a trade show, workshop or brainstorm session and had a cartoonish Zoinks! reaction as we realized the concept we got fired up about is more complicated to execute than the speaker or our manager let on?

As marketers ourselves, at Bulldog Solutions we're well aware of the need for continuous improvement. Analysts and thought leaders in BtoB marketing, including SiriusDecisions, have recognized Bulldog's unique strategies for building effective demand generation engines. And we've always been committed to sharing that knowledge as thought leaders in BtoB demand generation.

Introducing Behind the Scenes

With all of this in mind we introduce our new Behind the Scenes series. We created Behind the Scenes in order to share our online marketing expertise, showing how and why we make decisions about strategy and execute the specifics of demand generation campaigns. This highly detailed process is not always easy. So we're inviting you to look Behind the Scenes at a demand generation campaign to see how the moving parts fit together.

It's our hope that by exposing what goes on "Behind the Scenes," we'll educate the marketing community...and yes, pique your interest in learning more about our people and processes. Whether or not you ever work with Bulldog, you'll get some very relevant insight into making your own programs better.

Some of you may already have visited our Behind the Scenes microsite or seen video describing the program before and after recent Webinars.

Coming up in the next few months, we'll be sharing stories on:

Our creative process, including message testing (see this month's article from marcom specialist Tom Pearson, "Let the Results Speak for Themselves"), as well as our Bulldog Blog.
The development of new tools such as our Executive Benchmark Assessment. You can get an overview of the assessment tool here, in a recent Webinar Reach the Decision Maker: Building Calls to Action That Drive Sales Engagements. Later, we'll explain how it was conceived and executed.
How to create a content strategy, with examples of a content audit from our own efforts as well as those on behalf of our clients.
Building a nurturing campaign...the hard way.

Look for the Behind the Scenes logo throughout our site, or visit the Behind the Scenes microsite for more.

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Amy Bills is director of field marketing at Bulldog Solutions, the lead-generation optimization and management company. Visit www.bulldogsolutions.com to learn more.

Marketing Watchdog Journal is a monthly newsletter from Bulldog Solutions, a lead optimization and lead management company dedicated to helping our clients generate more, better leads and turn them into revenue. We welcome your feedback on this newsletter's content and design, and encourage you to share your ideas for topics you would like us to cover in future issues. Please send your comments or questions about Bulldog Solutions to Amy Bills, Director of Field Marketing.