Everyone's coming up with them. Thought I'd ring in the New Year with my own marketing resolutions. What are yours?
1. I will not describe lead development or generation as dating, a relationship or seduction.
No more "dance of the marketer." It's hackneyed, overused, and worst of all, boring. Come up with something new. If I do this, you have permission to point and laugh at me and call me bad names. If you see anyone else doing this, let me know and I'll join you in chuckling at them.
2. I resolve to lose the wait.
The forms we use are too long. They ask for things we don't use (like zip or postal code, when we can easily look them up) or things people don't want to tell us (like annual revenue). People hate to fill out forms (I do. Don't you?) and we should make them as short as possible to get them to what they are looking for as quickly as we can.
One of the reasons I bought Eloqua marketing automation was because I didn't want to penalize my most loyal visitors for desiring to access our white papers over and over. So we set it up so that once they downloaded one, they could save their information and bypass the registration form in the future.
3. I will not produce a boring corporate video and call it "viral" just because it's posted to YouTube.
Viral is a euphemism for word-of-mouth message reach. It does not mean "available on the Internet." Just because it's hard and expensive to make a good video doesn't mean the message isn't lousy or uninteresting. The stuff that sticks is stuff that's unexpected, emotional, etc. (see this post for the authoritative word on making stories that stick).
4. I pledge to do a better job of marketing the marketing department inside my company.
Focused on customer, channel and prospect demand generation, I've done a crummy job of talking about all the successes we've had as a marketing department to the company itself. Often, you hear more about our great programs if you're not an employee, than if you share the lunch room with us every day. I will do a better job of sharing our victories (and setbacks).
5. I will never, never, ever buy or rent a list of email addresses and load them into my email system.
I learned this from a (former) customer of ours who managed to get blacklisted by some of the major filtering services within hours of sending out a poorly targeted message to a badly managed list. The effects of doing this are swift and unmerciful. If I ever get tempted to take the "easy" route and try to buy or harvest lists of names of people, please unplug my laptop and tell me to go make a viral video.