The Market Research and Product Management functions at many of today’s technology companies are spending hundreds of thousands, even millions, of dollars on big data and analytics to better understand customers and prospects. Yet, much of the data and answers they seek are already collected and synthesized by their own marketing program teams as they [...]
In a world that has gone absolutely berserk over futuristic MarTech – particularly solutions that leverage AI and big data – marketers must remain grounded to deliver tangible results today. Not that you should shun innovation, but recognize that your executive and sales stakeholders need you to continue delivering great results from the proven tools [...]
Marketers have little difficulty finding agencies that can generate leads, promote events, and deliver on other tactical programs. Yet, the ultimate success of many marketing campaigns often falls short of corporate goals and expectations. The cause – a disconnect between campaign stakeholders. Here’s an example: the marketing manager of a technology startup hires an agency [...]
It’s been an exciting 2019 so far, as B2B technology marketers are getting more strategic and creative in their use of microsites. For years, they have asked us to develop microsites as part of their lead generation campaigns. But this year, they are having us develop microsites to support targeted strategic initiatives that complement and [...]
For many technology marketers, lead generation campaigns meant to drive revenue through the channel frequently end with disappointing results. In most campaigns, marketers are quite adept at passing large quantities of leads (both MQLs and SQLs) to channel partners—only to see those partners fail to convert them into closed deals. In this post, we discuss [...]
For years, marketers shunned telemarketing in favor of email marketing, as cold-calling received a bad rap and powerful marketing automation tools made email easier to do, even in a self-serve manner. However, many marketers have come full circle and realized that nothing quite brings in the benefits associated with a well-performed and strategic telemarketing campaign. [...]
Marketing Automation may take many forms - from cloud-based email blasting tools, to CRM systems, to web capture forms and and lead-scoring. Each form of marketing automation has its place, but it is important to keep in mind that marketing automation can't correct for bad marketing alignment in the first place. If your target audience, [...]
Events can be effective ways for organizations to build pipeline. A well designed event featuring a topic that has educational interest with your target audience can draw important prospects into a dialog with you and ultimately into your pipeline. We've run hundreds of them in recent years and can offer this "recipe" for a successful [...]
