“Richard is a marketing leader who can easily enter a new situation, assess what’s needed and rally the team to start moving in the right direction. He joined Emergn shortly after I had started, and quickly brought on a PR firm and paid media partner, as well as new team members. We tackled GDPR compliance, CRM governance, and he built some of the first large-scale lead generating campaigns for the company. I’m so glad I had the opportunity to work on his team and learn so much!”
Contributions
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How can you create a demand generation campaign that targets a specific industry?
Here’s a high level 5-step breakdown. Scope, resources, & time constraints will prescribe different campaign approaches. 1- RESEARCH: Understand buyer language, needs, and industry trends (demo/psycho and firmographics). Where do your buyers consume content? 2- STORYTELLING: Create brand awareness with relevant content, using social proof and offers to move buyers along the purchase continuum from “aware” to “interested.” 3- CREDIBILITY: Feature your SMEs through bylines, blogs, podcasts, and speaking engagements. 4- SEARCH MARKETING: Capture existing demand that may already be presenting itself. 5- SALES PIPELINE OPTIMIZATION: Share content strategically through your chosen channels. Test, measure, optimize, and repeat.
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How can you use game theory to predict competitors' behavior?
Focus on the Fundamentals! Most contributors to this discussion are suggesting just that. Although game theory is a fascinating academic exercise, it should be treated as such. 99.9% of marketing teams work hard just getting the fundamentals in place. Some fundamentals include customer research, buyer behaviors, competitive analysis, market trends, and the good ol' fashioned SWOT analysis.
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What are the common mistakes to avoid when targeting customer segments for lead generation?
In addition to the other excellent comments, I'll add that often, especially at technology startups, the CEO can be too aggressive (too broad) in his/her understanding of the target market. Often, they are wired to pitch to investors a TAM that hasn't been properly vetted by primary or secondary research. This mistake is far too familiar, and good marketing leaders can help steer organizations in the right direction.j
Activity
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Marketing Leadership: Is Chief Marketing Officer the Right Title? 🤷♂️ [credit @cmswire] Jennifer Griffin Smith is not a fan of the "ing" in "chief…
Marketing Leadership: Is Chief Marketing Officer the Right Title? 🤷♂️ [credit @cmswire] Jennifer Griffin Smith is not a fan of the "ing" in "chief…
Liked by Richard Turcott
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Getting a fresh look for Norbella. Thank You Colossus!
Getting a fresh look for Norbella. Thank You Colossus!
Liked by Richard Turcott
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Thanks for sharing this article, Chris Selland. An interesting read, as were the comments following the article. The notion--completely…
Thanks for sharing this article, Chris Selland. An interesting read, as were the comments following the article. The notion--completely…
Liked by Richard Turcott
Experience
Education
Volunteer Experience
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Volunteer Marketing Director
Volunteer Marketing Director
Baystate Marathon
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Board Member
Board Member
The Open Pantry of Greater Lowell
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Mentor
Mentor
IDEA: Northeastern University's Venture Accelerator
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Guest Lecturer
Babson College, Boston University, Assumption College, Northeastern University
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Advisory Board Member
Advisory Board Member
SlapFive
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Advisory Board Member
Advisory Board Member
VenueGen
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Advisor, Acting VP Marketing
Beantown Beacons
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Advisor
Shrooble, Inc.
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Judge
Judge
DECA Inc.
Licenses & Certifications
Projects
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Produced KinderSystems NoHo Software Merger Video
- Present
Produced this video to help support KinderSystems' merger with NoHo Software in 2022
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Produced Baystate Marathon & Half Marathon Highlight Video (2016)
As volunteer marketing director and board member for the Baystate Marathon & Half Marathon in Lowell, MA I produce a promotional video each year.
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Getting Vocal About Local Sponsorships
Small and medium-sized business can leverage the same muscle of big brand sports sponsorships with local sports sponsorships in their own communities. Sports sponsorships are not just for big brands anymore.
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Baystate Marathon & Half Marathon Highlight Video (2014)
Produced the 2014 Baystate Marathon & Half Marathon highlights video.
https://youtu.be/7xLygHmB3Bk -
Website Magazine Byline - Email Segmentation for Retailers
Email segmentation is clearly one of the most powerful tactics available to marketers today. For retailers however, it's proving an absolutely essential practice - those that do, perform well, And those that avoid the practice, simply don't. Website Magazine asked Richard Turcott, CEO of Mill33 about the role that segmentation plays in the success of email marketing campaigns for merchants in the competitive e-commerce landscape today.
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Produced Baystate Marathon & Half Marathon Highlights Video (2013)
Produced the 2013 Baystate Marathon & Half Marathon Highlights Video
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What If You Built It – and They Didn’t Come?
You’ve worked months (maybe years) building a startup around your big idea. You’ve put your reputation on the line with friends, relatives and angel investors. You may have even depleted your own bank account. You’ve nailed your value proposition and your financial model and now you are ready to go to market. Think again my entrepreneurial friend, you also need to consider your customer acquisition plan.
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2012 Content Curation Adoption Survey
In March 2012, we surveyed over 400 marketing professionals from a variety of industries to determine how content curation has grown over the past year. The overall findings made one thing very clear - content curation is now central to a marketers' strategy that it is no longer considered a standalone tactic.
Other creatorsSee project -
2011 Content Curation Adoption Survey
In August 2011, Curata surveyed nearly 400 marketing professionals to better understand the state of the B2B marketing landscape including common challenges, preferred tactics and emerging opportunities. One major theme surfaced from the results: Content marketing is changing the way B2B marketers work. In fact, it is now the most-used marketing strategy and has paved the way for the growth of practices such as content curation - the practice of finding, organizing and sharing online…
In August 2011, Curata surveyed nearly 400 marketing professionals to better understand the state of the B2B marketing landscape including common challenges, preferred tactics and emerging opportunities. One major theme surfaced from the results: Content marketing is changing the way B2B marketers work. In fact, it is now the most-used marketing strategy and has paved the way for the growth of practices such as content curation - the practice of finding, organizing and sharing online content.
What is causing such a dramatic shift? This findings report explores the why, where, who and how of
Content marketing in quantitative and qualitative terms, drawn from marketers.Other creatorsSee project -
5 Simple Steps to Becoming a Content Curation Rockstar
A step-by-step guide for marketers to employ content curation best practices in their marketing mix.
Other creatorsSee project -
The Open and Shut Case for Content Curation
Each brief chapter coaches marketers on a different benefit of content curation, including supporting SEO, generating and nurturing leads, and reducing costs. The e-book also features content curators discussing the value their content curation programs have delivered, as well as experts who address the future of the industry.
Other creatorsSee project
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