Regular readers of this blog, and people who have worked with me, know that I’m a proponent of a process-oriented, metrics-based, and technology-enabled approach to demand generation. And I typically encourage B2B vendors to take the long view in developing their demand generation funnel, treating it like a high-value business operating inside their business. I believe that a well-designed demand generation system shamelessly imitates the [read more...]
Jul 152010
There are several ways lead nurturing can drive performance gains in your sales and marketing function. I’ll provide a few examples below as oversimplified and linear “cause -> effect” cases, with the obvious caveat that, in practice, there’s a fair amount of interplay between these causes and effects.
Mar 252010
For anyone who is just starting to spend their company’s money buying demand, this list is a very handy set of lessons learned from people who’ve seen — and yes, sometimes have been the cause of — 90% of the misfires you can expect to encounter.
Jan 162010
Over the past year, I’ve had the good fortune to speak with 80+ B2B marketers at leading U.S. companies. I’ve taken extensive notes during each of these discussions and have learned some interesting things. Here’s a few highlights: 1) In nearly all of those conversations, the topic of marketing automation and lead nurturing has come up. 2) About 50% of the marketers I’ve spoken with have already [read more...]
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