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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)

Bigfoot, The Loch Ness Monster and Content Planning

The impact of magnetic content – content that pulls people to you – cannot be understated, and is a key to a well-executed content marketing program. Earlier this week, Mike wrote about our recent webinar What if You Build It and They Still Don’t Come? in his post  Making Content Magnetic.  In particular, Mike addressed how “well-conceptualized, well-written, well-formatted, well-optimized and well-distributed content can truly become magnetic.” While each stage of the content marketing process is critical, all too often the program stalls before it really even gets started. The... (more)

The Corporate Website: Reports of Its Death Have Been Greatly Exaggerated

“Company websites will be gone in the next two years.” I heard this statement uttered at an event not too long ago by a marketer I know well, and I was taken aback. Sure, I thought, maybe she was just rabble-rousing a bit—trying to get a rise out of people on a shuttle ride to our next event. But whether she believed it or not, it struck me as amazing that we would even consider the topic. While much has changed since the early days of “brochureware,” the corporate website is still, and should remain, the linchpin in the arsenal of most B2B and B2C marketers. In fact, a Gartner ... (more)

5 Marketing Technology Must-Haves for the Modern Marketer

When I was 17 and trying to figure out what I wanted to be when I grew up, chief marketing technology officer was 334th on my list, only 333 spots removed from my top choice, game show host. Nonetheless, I was surprised when, after Sajak, Dawson and Trebek turned down the gig, Right Source Marketing put me in charge of marketing technology a few weeks ago. I’ve never considered myself a techie, but here I sit, with the rise of technology and data having forever shifted the role of the modern marketer. Just when marketing had become cool again, we’ve gone ahead and crashed the t... (more)