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Will Davis - Right Source Marketing Principal

Will Davis

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Top Stories by Will Davis

Having lived through the unprecedented growth of the CRM software category, I never thought I’d see another category of marketing software reach similar levels of such frenzied adoption, but just this one time, maybe I was wrong. I spend my days advising companies on marketing strategy, and in particular, on the use of marketing technology platforms to drive business growth. Based on that experience, I can say that I’ve seen more companies evaluate and deploy marketing automation in the past 12 months than in the previous five years combined. In fact, Sirius Decisions predicts that 50 percent of B2B organizations will use marketing automation by 2015, up from just 20 percent in 2012. Why the sudden, rapid growth?  I believe there are a few factors at play, and a few feature sets that have become more accessible and vital, making now the time for marketing automation ... (more)

Using Your Blog to Skip the First Meeting

I was speaking with a few colleagues the other day about the different benefits of social media as a whole, and blogging in particular.  The folks in the room had varying levels of social media involvement, from no involvement at all to heavy involvement.  Each of us discussed what we hope to get out of social media, why we blog or might consider it, and how businesses can benefit from blogging.  The discussion went on for some time, covering the wide ranging benefits from SEO opportunities to more frequent customer touch points and everything in between.  After a while, it quiet... (more)

SEO for Professional Services Firms

About two months ago, I put together a post on the five ways professional services firms should use Twitter.  From a readership standpoint, that post represents one of the all-time top five posts on Marketing Trenches.  More importantly, we received a number of emails from professional services types praising the content and asking for more. If it’s more you want, it’s more we’ll give.  This time, we’ll address search engine optimization, also known as SEO, and the common mistakes that professional services firms make in an attempt to address this area. One quick note: While th... (more)

What the Food Network Taught Me About Content Marketing

My grandmother would be rolling over in her grave. What used to be one of the greatest, most cherished family secrets, passed down carefully from generation to generation, is now out there for anyone. I’m not talking about why my cousin, Joe, looks completely different from the rest of the family (but oddly like the mailman). I’m talking about this: Heat 1 tablespoon olive oil in a pot over medium heat. Add ½ red onion, diced, and 4 tablespoons minced garlic and cook for about 5 to 7 minutes… If you haven’t already guessed, it’s the secret family recipe. It’s cherished and close... (more)

Demand Generation and Content Marketing: A Match Made in B2B Heaven

Content marketing is indisputably hot. Over the last few months, I’ve presented to a wide variety of groups about content marketing — Content Marketing World attendees, marketing directors, Salesforce.com users, and college students, to name a few. In all of these sessions, one thing stands out: We’re finally turning the corner on the way marketers approach content marketing. As opposed to treating it like just another tactic, most people now recognize that content marketing represents an approach that touches every facet of marketing. While this may seem intuitive, I’ve been p... (more)