Bypass Lead Generation Roadblocks

We all know how difficult generating leads can be, especially quality leads.
RoadblocksThe more troublesome question is, “What obstacles are blocking our lead machines?” Most of our obstacles result directly from things done within our own businesses.

Ascend2 surveyed over 400 marketing professionals and found that four primary obstacles prevented them from successful lead generation: lack of quality datalack of an effective strategylimited content creation abilities, and an inadequate marketing budget.

(If you’re unsure what’s obstacles impede your lead machine, analyze your lead machine with Mythology’s FREE Lead Machine Analysis)

You need data on what’s ailing your customers and how you can use that to turn them into leads. Finding that quality data depends on two important factors. The first is your definition of quality. Your marketing and sales teams often express different opinions on what defines “quality data” or a quality lead. How can one acquire quality data when they’re unsure of what data they seek and how it will help them reach their end goal?

Your lack of data may result from your lack of an effective marketing strategy. You can’t get the data you need using the wrong messaging and targeting the wrong people. You may need to re-assess your marketing at a foundational level. What do your customers believe? What do you want them to believe? You need to find the customers most likely to choose you and address their pain points. If you don’t have the tools to do so, find someone who does.

Kill ‘em with Content

Whether you use an outbound or an inbound approach, you can hook new leads with great content. Once you are established as a thought leader for their specific pain point, they’ll keep coming back for your content, after which you earn the right propose solutions to them

You need to continually push new content to your customers to garner new leads and be their thought leader. Your marketing budget doesn’t allow it? Consider that $185 billion is wasted each year on marketing, and with your new strategy, you won’t be contributing to that. There are plenty of tools at your disposal, especially if you haven’t tried marketing automation (see 10 Laws of Marketing Automation Success for more on this.) Once you’ve found the detours around your biggest marketing pains, you can optimize your processes for the most efficient lead generation and avoid the roadblocks.

Some obstacles are more evident than others. However, none of these are unnavigable if you’re willing to alter your marketing approach. Tweaking your marketing to fit your brand and targeting the right customers at the right time and place could put you on the highway to success.

Want to turbo-charge your marketing in 2015? Join Mythology and your sales/marketing leader peers at the next informative Lead Machine Event and gain a better understanding of how to turbo-charge your own Lead Machine.



Success Awaits the Patient Marketer


Human nature compels us to want results as quickly as possible.   More and more companies are opting out of their marketing plans because they’re not getting industry leading numbers within their first few months. However, data suggests success awaits the patient marketer.


HubSpot studies show that marketers who use their marketing automation software saw greater increases in visitors the longer they used the platform.   While the number of beginning visitors varied, companies saw an average increase of 1.8x more visitors in 6 months. Their visitors continued to rise over time with 2.4x more visitors after a years and 3.4x more after two years.


What’s more astounding was the increase in leads, the single metric that causes dissention between your marketing and sales teams. Companies experienced a lead increase of 2.69x in just six months, and that number more than doubles to 5.99x more leads in one year. And - get this – companies who used HubSpot for two years increased leads an astonishing 24.69x from when they began!

Why did these companies see such success? PATIENCE! They took the time to let their strategies develop and work for them. Marketers have to combat their egos and fight the temptation to panic and immediately scrap their plans when instant results don’t come. As a marketer, it’s hard not to keep trying new things until you find the one that solves all your boss’ biggest problems, just as it's extremely hard for an entrepreneur to not strive to be the person on top as quickly as possible.[1]

It takes time to build relationships and trust. Customers take their time in deciding whether or not you can solve their problems. Once you get the initial customers, it’s much easier to get follow-up customers because you have an established history of success. Building a better “mousetrap” entails strengthening relationships, improving your communication techniques, and using trial and error to see what works and what doesn’t.[2]


PatiencePatience remains a supreme virtue today for those seeking results. If you’ve properly identified who your customers are and how you solve their pain points, then you may need to give your marketing strategy adequate time to yield results.

Want to build a lead machine and that solves your customers’ pain points?   Turbo-charge your marketing in 2015, and join Mythology and your sales/marketing leader peers at the next informative Lead Machine Event to gain a better understanding of how to turbo-charge your own Lead Machine.

[1] Maddox, J. (2014, September 12). Do good things come to those who wait?. Retrieved from

[2] McCaffrey, J. (2014, October 24). Real-time marketing requires patience and learning. Retrieved from



Six Questions Every Marketer Must Answer for Customers

It’s easy to get lost in the day-to-day busy-work of marketing and forget the big picture goals and objectives required to be successful.

The following list of questions is a great guide to print out and hang on the wall of every marketing team member (and, really, most everyone in your organization to help them “live” the brand). How closely do your marketing investments trigger prospective customers to consider these critical marketing questions and how well do they provide compelling, convincing, easily understood answers?

Let's take a look: 

Do I need what you offer? (Pain)

Seems simple, but many customers do not “feel” the pain, and therefore see no need for your product/service. This could be because they are not aware of their pain, or maybe they’re in denial.

The “hottest” leads always begin with a “yes” to this question, of course. But there are creative ways to amplify the prospects’ awareness and understanding of pains they didn’t realize they had.

Do I want what you offer? (Aspiration)

Some customers are aware of pain, but lack the motivation to change. How is your marketing weeding out unmotivated customers and reaching those ready to improve based on your value proposition? Or, how is your marketing sparking desire and ambition that will ultimately lead to a purchase?

Why should I choose you? (Differentiation)

If you’ve identified a customer with a clear pain or goal to improve, you’re just isn’t over. Now it’s time to quickly, powerfully establish why you are the best choice. If you’re a low-consideration consumer product, this might be answered through the convenience/cost equation. If you’re a high-end or B2B product or service, you have a bit more work to do.

Very few companies do a compelling job on this step. A great way to evaluate how you’re doing on this: Look at your competitors’ web sites side by side with yours. Are you saying the same things? Making the same promises? Showing the same happy visuals?

Why shouldn’t I worry? (Confidence)

The customer is making split second decisions in her mind: What’s the risk of me investing my limited time, money and emotional energy into this decision? Will I look stupid? Will I waste time? Will it cost me more later? Who else has made this decision, and are they happy? 

What is the cost/benefit equation? (Return on Investment)

What must the customer invest of themselves in order to realize the benefits? Has marketing made these tradeoffs easy to understand? Have you reduced the perceived pain and enhanced the perceived and trusted benefits of the transaction?

How do I get started? (Call to Action)

How is marketing making it easy to learn, experiment, consume and share? Can you get more qualified potential buyers to try your product or service with minimal risk of time, emotion or money?

Here is a brief PDF tool explaining these questions that might be worth sharing with your marketing team, company executives and partners. Here is how we answered these questions for ourselves: Should you hire us


Polishing Your Brand Resume

As CEO of Mythology, I often receive resumes from pending or recent college graduates, as well as seasonedBlog_Resume professionals. I’m often struck by how poorly crafted they are and ineffective in getting their message across in a way that will stand out and influence me as a potential employer.

A resume or CV, of course, is really a marketing piece for an individual. Many resumes are designed well from an aesthetic perspective (although many are not), and most of them cover the expected categories: personal mission statement, work experiences, academic attainment.

And that’s the problem; they are 99.5% what you’d expect.

To catch the eye of an employer, you’d better be in that .5% that deliver something unexpected.

What would be unexpected on a resume?

How about a bold statement of exactly how your passions and successful track record of achievement specifically line up to what our firm actually does? What about a creative listing of relevant previous achievements that jump off the page?

I don’t care where you worked or where you went to school, really. I only care about seeing anything amazing you delivered that led to real results for companies similar to mine. Because if you did it before, you can probably do it again for our firm.

Sometimes I’ll write back to someone who’s taken the time to reach out to me with a resume (unless it comes with that lazy-of-all-laziness “To Whom it May Concern” greeting) and give them some coaching. But the experience of glancing at hundreds of resumes got me thinking; how does our company’s brand resume come across?

Our web site, printed materials, e-newsletters, and social media sites all add up to serve as our “hire us!” brand resume. Does our brand resume smack potential clients in the face (in a pleasant way!) with an eye-opening “wow” statement of relevance and benefit?

As we enter into a process of rebuilding our web site, this exercise has been very beneficial in helping us clarify and prioritize our brand messaging to answer the questions:

  • For which industries or other organization categories do we want to be most relevant?
  • What is our list of most impressive and differentiated achievements?

Here’s a sneak preview:

Relevance: Mythology helps growth-minded organizations develop a meaningful, measurable marketing system (i.e., a holistic, end-to-end method of marketing) that grows brand, revenue and relationships.

Accomplishments: So far, here are some of our proudest and most measurable achievements that we hope will give future clients confidence in choosing us:

Consumer-Focused Client Resume

Business-Focused Client Resume

  • Launched a digital customer community with over 11,000+ loyal, active participants.
  • Developed an ecommerce merchandising plan for branded gear that grew revenue 50%+ for a tourism client.
  • Created and launched a social media growth plan that has led to over 60,000 followers.
  • Provided consumer research insight which guided a major regional brand advertising campaign for a health system that led to increased consumer awareness and belief every key brand messaging point.
  • Created and managed a multi-campus student engagement program that lead to 10,000+ new contacts for a Fortune 500 health insurance company.
  • Developed and managed a comprehensive digital marketing program that led to over 5,000 social followers and 3,000 promotion entries in 3 months for a regional retail chain.
  • Planned, tested and executed a multi-year student recruitment campaign for a community college that helped grow enrollment by 25%.
  • Delivered a student recruitment strategy and brand positioning for a private liberal arts university that helped achieve record-setting undergraduate enrollment.
  • Developed, tested and helped launch a new mobile game product line that lead to international Top 10 download rankings.
  • Developed and managed a comprehensive lead generation program generating 300% increase in measurable, managed leads for an IT solutions firm.
  • Increased a technology solutions firm's social media engagement and web site traffic over 30% with a comprehensive content marketing program.
  • Shaped and managed social media, content marketing, video and sales materials that launched a Gartner "magic quadrant" recognized Fortune 500 cloud services division.
  • Crafted a market position, social media and content marketing plan that lead to a Top 5 CNET utility product.
  • Developed, tested and managed a brand repositioning and go-to-market lead generation program which engaged over 100+ senior executive decision-makers for a Fortune 500 health insurance company.
  • Developed a comprehensive digital relationship marketing strategy for a multi-national nonprofit, leading to donor and advocate growth.
  • Trained multi-national channel partners for a Fortune 500 technology brand that improved social media and search effectiveness on four continents.  







Next, the trick is to package these accomplishments into even more relevancy by categorizing them by industry and marketing goal. But so far, we’re pretty excited about our resume.

If you would like to polish your brand resume, consider a brand strategy workshop from Mythology.


10 Marketing Automation Laws of Success 


Too often, the pressure of converting leads and driving sales encourages marketing departments to take shortcuts or harass their prospects into a conversion. Tools like marketing automation can lead us to communicate using the very same methods that drive us crazy in our lives as customers.

It’s time to change that. There are three principles that should guide your marketing automation program:

  1. Marketing automation should reflect the changing and evolving customer;
  2. Marketing automation should enable you to run the type of marketing programs that won’t make you feel slimy; and
  3. Marketing automation should enhance personal attention, not replace it.

The question becomes, is marketing automation a fad or the real deal? 

  • 93% of B2B buyers use search to begin the buying process, and 37% post questions on social networking sites when looking for suggestions. (iMedia Connection)
  • Gartner Research projects that “by 2020 customers will manage 85% of their relationships without talking to a human.

Based off the two statistics above, marketing automation is “the real deal” and here are ten steps to ensure you enjoy marketing automation success.

  1. Marketing automations should be customer-serving. It is the central concept of inbound marketing that we should always keep in mind helpful, valuable content will always win out over sales pitches. It is recommended you leverage smart form options and closely monitor who is downloading what in order to offer visitors the best experience possible. 
  2. Do not pressure customers to buy via marketing automation.  Gleanster reports that 50% of qualified leads are not ready to purchase immediately. Send them resources and useful tips that help them decide.  Trust your engagement funnel!
  3. For B2B companies, aid the internal sales champion.  Your job is not only to work with your individual lead, but also to provide him or her with information to help them get internal approval to purchase your product or service.
  4. Remember that marketing automation is only a piece of the puzzle.  A comprehensive inbound marketing strategy should closely reflect the customer lifecycle. It should enable prospects to control how and when they navigate the buying process and reframe marketing as a source of information and support rather than a pushy sales pitch.
  5. Marketing automation should support customers and drive repeat purchases, beyond the first point of sale. Continue to trigger tailored communications after the point of sale to help the customer get the most out of his or her purchase, encourage brand advocates, and offer help to those struggling with your product.
  6. Content is KING! The success or failure of a lead nurturing campaign will still rest on the quality of the content you are delivering. Content, therefore, must be the backbone of any marketing automation strategy.
  7. Marketing automation should be multichannel.  To truly be relevant, lead nurturing and email campaigns need to take into account buyers’ experiences across multiple channels and platforms. For example, if an individual has downloaded a whitepaper, that’s one thing; but what if they tweet about it too? That indicates an additional level of interest.
  8. Marketing automation should reflect interest, not just action.  You should be triggering communications based on all the types of content a lead has viewed and not just the forms he or she has submitted.
  9. Marketing automation should be accessible. Make sure that anyone receiving your communications can view them, no matter what browser or application they are using.
  10. Marketing automation should be cross-platform.  Most marketing automated programs have yet to embrace the fact that there is a large percentage of their population checking email on their phones. Did you know that 86% of C-level executives use a Smartphone as their primary communication tool?

The buzz around marketing automation is increasing and becoming harder to ignore. This should come as no surprise, since the industry is expected to grow 50% by 2015 (SiriusDecisions). More and more top-performing companies are adopting marketing automation solutions, and for good reason: DemandGen Report says that nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.  In the midst of all this hype, remember the basics and you will succeed!