Guest host Jeff Ogden and special guest M.H. (Mac) McIntosh, B2B lead generation and marketing automation expert, continue their discussion on how to create and use offers in this MadMarketing TV “After Party.

Listen in as Jeff and Mac continue their conversation on 2012 and what’s happening in the world of marketing. Mac presents his view on what’s changed for marketers and what companies will be concentrating on in the way of lead generation in the year ahead. Prospects are making buying decisions before they even make contact with a company and creating their short list before they engage. This shift puts companies in a position where they are no longer in control. Jeff and Mac also delve into the role of marketing automation and how it is now allowing even the little guy to have access to the same tools and resources as the enterprise.

View Jeff’s interview with Mac in it’s entirety in MadMarketing TV Episode 8. To learn more about our special guest Mac McIntosh, visit his website, follow him on Twitter, or send an email to

MadMarketingTV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit to learn more.


Join guest host Jeff Ogden and special guest Jim Burns – Founder and CEO of Avitage as they discuss:

  • What does it mean for marketers to “think like a publisher”?
  • The importance of continuously acquiring and indexing content
  • The role that thought leadership plays in content creation

Join Jeff and Jim as they continue the discussion started with Joe Pulizzi in MadMarketing TV Episode 3 and take content marketing to a deeper level. Jim discusses key practices that allow marketers to “think like a publisher” to proliferate and syndicate content, and position themselves as thought leaders in their space by contributing to the  universal conversation in a meaningful way. Jim digs into how publishing now goes beyond text into digital media and provides a new opportunity for a complete mind shift – allowing content marketers to look at everything differently.

To hear more from our special guest Jim Burns, visit his website, read the Avitage blog, and follow him on Twitter.

Don’t forget to join us for our 2012 Kick Off show on Thursday, January 12 with best selling author and former CMO of Kodak, Jeffrey Hayzlett. Also, look out for special “After Party” footage from this interview with Jim Burns, as well as others.

MadMarketingTV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit to learn more.

In our recent post we shared 5 Prerequisites for Marketing Automation. The second prerequisite on the list is to agree on a “universal lead definition”.

Brian Carroll, author of Lead Generation for the Complex Sale estimated that about 9 out of 10 companies lack a clear definition of what a sales lead really is. Undoubtedly many of our readers have the same problem. So let’s see if we can help.

In his post, Five Steps to Create Your Universal Lead Definition, Brian defines the following five steps:

1. Find a team leader.

Identify someone well respected by both sales and marketing. This will help ensure everyone is on the same team. And who has the power of their convictions to establish a policy and make it stick across multiple teams.

2. Ask relevant questions to your Sales team.

“To be certain that you will follow up on a lead we give you, act on it and provide feedback, what do you need to know?” Be quiet and listen. Ask questions to clarify. Keep digging. This is your chance to sell – so do what you’ve told to your sales reps thousands of times – don’t talk – listen!

3. Keep refining it.

You’re not finished until everyone agrees on the definition. Keep discussing until everyone is on the same page, satisfied that they’ve been heard, and that you are as close as possible to universal agreement.

4. Publish it.

We like to say nothing is official until it is documented. Write it down and post it where everyone can see it.

5. Test, test, test.

The Universal Lead Definition everyone just agreed on may or may not work. Follow some actual leads through the process and dig to make sure it was followed up on properly. More importantly, make sure that the necessary information was provided to ensure an effective follow-up was even possible.

A solid and agreed upon universal lead definition is one of the most important things you must do before you implement any kind of marketing automation system or process. Most importantly, all follow-on activity stems from having a common definition of what constitutes a Universal Sales lead. Without that definition there can be no scalable strategy for lead follow-up, lead nurturing or even effective new lead acquisition. So as you begin to embark on the marketing automation journey make sure your signposts are set and universally understandable or you’ll end up far from where you originally intended.

What do you think? We love comments and people who share our content.

During our first episode of MadMarketingTV, special guest, Adele Revella, President of the Buyer Persona Institute and author of The Buyer Persona Manifesto, discussed the importance of buyer personas and that information is necessary to create buyer personas.

This week, Adele joins us again to continue our discussion about buyer personas. Buyer personas can help B2B marketers better understand potential customers, however common mistakes can threaten buyer persona initiatives. These mistakes include:

  • Using made-up information about your buyers
  • Including irrelevant information
  • Building personas for far too many buyers

Adele provides insights regarding these pitfalls, as well as the steps you can take to avoid them and create better, more successful marketing campaigns.

Looking for more marketing insights? Don’t forget to join us for our next episode on December 8, when Joe Pulizzi, author of “Get Contnet, Get Customers” joins us to discuss content marketing.

MadMarketing TV is sponsored by Act-On Software: Marketing Automation for the Fortune 5 Million. Visit to learn more.