May 16th, 2013 by Dan Metzger

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

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 18th, 2013 by Patrick Dunn

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

April 12th, 2013 by Bill Lepsche

[Feeling hungry for more information about strategically using data to get after your target accounts? Join us for a webinar on April 24 and learn the secret sauce of account-based pursuit. Register now!] After reading DemandGen’s recent post about marketers’ focus on cleaning up their data to achieve better ROI, it got me thinking about the processes we use here at OppSource and what best Read More

April 2nd, 2013 by Laura Monn Ginsburg

In today’s digital age, it is next to impossible to ignore the fact that our world is social, your customers are social, and your business efforts should be, too. But you knew this already. You have some obligatory social platforms setup and there you are, being social! However, is having a social media presence enough? For many business professionals I encounter, one of the greatest Read More

March 15th, 2013 by Laura Monn Ginsburg

Cut to the chase and download the infographic here. In thinking about St. Patrick’s Day this weekend, I started thinking about how we all rely on luck every day. Luck to hit that green light, luck that the weather will comply with our weekend plans, and, in this line of work, luck that our marketing gambles will pay off. Some of marketing does come down Read More

March 8th, 2013 by Laura Monn Ginsburg

Can’t get enough of this topic? Check out the webinar recording that discusses it in-depth. Data from Google/Compete Tech B2B Customer Study, U.S. Sept 2012 As B2B buyers bring more and more of their consumer habits to their B2B purchasing efforts, winning at the critical moment–the Zero Moment of Truth as Google calls it–is all the more crucial to producing (and measuring) marketing’s ROI. Where Read More

February 14th, 2013 by Laura Monn Ginsburg

Show your email recipients some love. (Image via Sodahead.com) As someone who has written a ton (I don’t think I’m exaggerating–I bet if you printed them all off they’d weigh about a ton) of B2B emails, I know how hard it can be to come up with consistently compelling messages. After you’ve segmented your lists, narrowed your offer, and setup all necessary tracking and distribution Read More

January 4th, 2013 by Bill Lepsche

One of the first, and most important things, we do with our customers is work to define their Total Addressable Market (TAM): the accounts that make up the desired audience. Although this sounds incredibly simple and obvious, many fall down on actually defining and leveraging the right TAM (leading to lots of finger-pointing between the marketing and technology groups about the database). It’s important to Read More

December 4th, 2012 by Laura Monn Ginsburg

Deciding to try something new for Thanksgiving this year, my husband and I spent ten days in Tokyo visiting family. This was my first time in Asia and I was completely taken with the city and culture I found in Japan. One of the things that impressed me the most was the graciousness of the Japanese people. They were unfailingly courteous and attentive, especially in Read More