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It’s a tricky one. You want their details because it’s all about getting leads. Once you’ve got their details, bam - you can reel them in on a dedicated marketing automation path. Or so goes the theory.

But the question is – will you put them off by asking them to ‘commit’ too early?

It’s a big day when a household name, a superbrand no less, THE marketing giant, who pumps in excess of $2.6 billion pounds a year (see here and here for proof) into the advertising machine says....”you know what, times have changed. ”

So I was racking my brains – what can I do to thank our followers for their fabulous support in 2011?

"Eureka"… the ‘super helpful round-up’ of some of the most valuable and helpful resources we’ve used in 2011. Well, the best gifts take the legwork out don’t they!

You wouldn’t ask a violinist to conduct an orchestra.  He may be an extraordinary musician, but what does he know about conducting or about how each section comes across to the audience?  Will the audience come back? Chances are, probably not.

Similarly, your typical copywriter, while highly skilled in his area, won’t necessarily have an understanding of writing content for integrated digital marketing campaigns.