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Launch Team Blog

John Veckerelli

Recent Posts

Lead Generation: How One Blog Post Drives 27% of Total Web Traffic, Over 50% of Leads

You’ve probably heard that quality content will serve as a magnet to attract visitors to your website. Once on your site, the visitor will (ideally) provide minimal information in order to download your valuable content.

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Topics: Inbound Marketing, Lead Generation, Marketing Metrics

Top 3 Signs You Should Rethink Your Tradeshow Strategy

Tradeshows present a great opportunity to gain brand exposure, meet with customers and partners, and learn what’s new in the industry. Unfortunately, people often take for granted or are unaware of these benefits and therefore don’t follow tradeshow best practices. Three signs you might want to reconsider your tradeshow strategy are:

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Topics: Trade Show Strategy

Improve Marketing and Sales Alignment with Metrics

Keep It Simple with Key Metrics

In our previous post, we discussed some ways that your marketing and sales teams can work together to improve lead generation and lead follow-up. In this post we'll talk about how a few key metrics and the right automation tools can keep these activities on track. 

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Topics: Business Insights, Lead Generation, Marketing Metrics, Inbound Marketing, Sales, Marketing and Sales Alignment

Confidence Growing in Tradeshow Prep & Follow-up - Survey Results

As we've previously done for Photonics West and other major tradeshows our clients attend, we asked Photonics West 2014 attendees about their lead generation success, as well as preparation and follow-up habits.

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Topics: Trade Show Strategy

Misconceptions that can derail your marketing strategy

Recognizing your own false perceptions

The way you think about your business might actually be creating barriers to your success. When talking to business leaders about their marketing strategy, we are sometimes surprised by the justifications we hear for why certain marketing tactics are and aren't working, as these statements often reveal deeper misunderstandings.

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Topics: Marketing Strategy, Business Insights

'Eye Contact' in Social Media: Preserving The Human Element

Growing up my parents instilled (forced) their kids into social situations to teach us how to interact with adults. I remember a lot of firm handshakes with eye contact. You could tell a lot about a person just from that brief moment.

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Topics: Social Media, Marketing Mix, Inbound Marketing

SPIE Optics + Photonics Sales Lead Survey Results

Generating Qualified Sales Leads at Trade Shows

In a our recent blog post, Michele Nichols shared her observations of Optics + Photonics 2013 in terms of our clients' booth traffic and sales lead counts. Many of you have weighed in on your impressions by taking our O+P sales lead survey. And the results are in!

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Topics: Optics, Lead Generation, Trade Show Strategy

18 Months with HubSpot Inbound Marketing: Lessons Learned

Since becoming a HubSpot certified partner 18 months ago, a lot has changed. We’veHubSpot certified partner migrated our site to the HubSpot Content Management System (CMS), started a blog, and gotten a lot more serious about social media. We’ve created several content offers and downloads, implemented Calls to Action (CTA) throughout our site, built landing pages for each offer or CTA, integrated our email marketing with HubSpot, and set up lead nurturing emails (HubSpot calls them workflows because you can automate other things beyond triggering an email). We’ve also gotten used to looking at analytics more frequently and using the results to guide content development, SEO, and in many ways overall company strategy.

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Topics: Inbound Marketing, Marketing Mix, Social Media, Content Development, SEO, HubSpot

Launch Solutions to Attend SPIE Optics & Photonics

PLS Launch Solutions to Attend SPIE O&P

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Topics: Optics, Company News, Trade Show Strategy

Product Launch Plan & Communication: A Guide


Controlled Chaos

Whether you're a newby or a veteran of product launches, there's no denying the anticipation of opportunity along with the stress of accomplishing all of the tasks the launch team faces. As the launch date approaches, the flurry of activity increases, making it easy to overlook something or cut corners. Keeping track of who is responsible for what and when challenges even the most organized. Many business leaders find it is in their best interest to seek external support to help organize and execute key activities.

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Topics: Business Insights, Marketing Strategy, Internal Communication, Product Launch