June 18th, 2013 by Patrick Dunn
Where’s the skin in the MQL game?
There is not a day (or in some cases, an hour) that goes by where I don’t get an email or see an article talking about the latest way to develop demand, capture demand, create better copy, etc. In my opinion, all of this information is great – it speaks to the amount of money being spent, experience being used, and brainpower being expelled to Read More
June 10th, 2013 by Dan Metzger
B2B Go to Market Strategy – The Whole Product
In my previous post, I discussed the necessity of truly challenging yourself to define and understand your target market so that your go-to-market strategy is focused on the right potential customers. Next, it’s important to think about what you’re selling. Of course you’ve already put significant planning, resources, and time into creating your product or service, but that’s just the beginning. For many of us Read More
June 6th, 2013 by Lisa Cole
Wait, that’s not a lead!
As a marketer on the hook for providing Sales with the leads they need to drive pipeline growth and generate needed revenue to hit quota, are you going to make your goals this year? Are your Marketing Qualified Leads (MQLs) demonstrating a measurable impact on the pipeline or are they getting lost into the “SQL/SQO black hole” – that mystical place leads go to die? Read More
May 30th, 2013 by Bill Lepsche
A How-To for Marketers: Maintaining a Clean Marketing Database
As a follow-up from my last post about building a clean database, I thought I’d discuss how to keep it in usable condition. Databases deteriorate at an alarming rate. HubSpot estimates that email databases deteriorate by 25% each year. If you’re not taking care of your database investment in a consistent and ongoing manner, you might as well start burning two piles of money–one for Read More
May 22nd, 2013 by Mark Galloway
Do you know what your next customer looks like?
If you knew which companies were most likely to buy your products and services, would you continue to market to everyone, or just those that would buy from you? I know, it seems like a ridiculously rhetorical question, but you’d be surprised. To give you a better idea of what I’m talking about, let me walk you through how we typically address this challenge with Read More
May 16th, 2013 by Dan Metzger
B2B Go To Market Strategy – Choosing the Right Target Market
Although it may seem obvious, choosing the right target market is something that many organizations overlook in their haste and excitement to get their product or service out to potential buyers. Of course they know who their basic customer will be: Companies like X, with Pain Y, Net Revenue Z, etc.; but they haven’t taken the time to really challenge themselves to look beyond the Read More
May 8th, 2013 by Mark Galloway
A MAP ‘Gotcha’ to Avoid: Routing to Nowhere
Software of all types is bought and sold with the promise of being a cure for what ails your organization. An ERP system that makes manufacturing problem-free! Accounting systems that alleviate payment headaches forever! As we all know, however, no matter how good it sounds on the box, systems and platforms rarely do solve all our problems. This is especially true with Marketing Automation Platforms Read More
April 30th, 2013 by Becca Spring
Creative Quandary: Above or Below the Fold?
[Have a creative quandary of your own? Submit your questions in the comment field below!] Q: How do you know what to put above the digital ‘fold’? A: As long as the internet has existed, there has been discussion about how to best utilize the limited visual real estate of website. ‘Above the fold’ comes, of course, from the newspaper terminology about prioritizing top stories Read More
April 26th, 2013 by Laura Monn Ginsburg
Account Pursuit – A recipe for success
[Cut to the chase and download the webinar recording here] As you well know, B2B marketing isn’t easy, especially when you’re trying to sell complex solutions in a packed marketplace. It can be hard enough to get the right message out the door (you know, the one that conveys value clearly and succinctly without sounding too generic or vague). Unfortunately, with more and more organizations Read More
April 18th, 2013 by Patrick Dunn
ROI or MQL – Where’s your focus?
In reading the latest headlines and watching the trends in direct response marketing, it seems to me that the marketing world is, much to its own detriment, focused on a “More is Better” approach when it comes to Marketing Qualified Lead (MQL) production. I have talked with several marketers who have spent large amounts of capital on Marketing Automation Platform (MAP) investments and months perfecting Read More