3 Reports That Show Marketing Where to Invest
WHERE SHOULD MARKETING INVEST ITS MONEY AND TIME? This is the third post in a series on reporting. The first post focused on performance metrics worthy of board reporting. The second post revealed the reports that highlight points of revenue leakage. With performance...
4 Marketing Reports That Show What’s Broken
WHICH REVENUE LEAKS SHOULD WE FIX? In our first post we covered the four marketing performance reports that every board, CEO and CMO should track. To improve their performance metrics, marketers often throw money at the problem, hoping that an increase in marketing...
4 Reports CEO’s Should be Getting from Marketing
As the saying goes “you can’t manage what you don’t measure”. An effective marketing dashboard keeps your team focused on what matters most, business outcomes. Often B2B marketers report on program statistics, activity metrics and so-called "vanity metrics". While...
New Product Success: Improvements to the Lean Start-up Approach
This post shares an approach that applies lean principals to marketing in a way that can dramatically change the trajectory of a start-up from failure to success. The "traditional“ lean start-up approach espoused by Eric Ries and others is “Build => Measure=>...
How To Develop Lead Scoring That Works
An effective lead scoring program can literally double a sales rep's productivity. An ineffective program, at best, is ignored by the sales team and, at worst, can send reps down the wrong path, pursuing bad prospects. When done correctly, lead scoring helps...
Aligning Sales & Marketing
Recently I was asked to participate on a panel discussion on Sales and Marketing alignment. Here are some of the highlights from the Q&A… Q) Why is alignment important? Companies spend between 20-30% of revenues on Sales & Marketing. Here are some percentages...
Driving Revenues Throughout Your Funnel: Best Practices & Case Studies
Here's a one hour presentation that I gave recently to marketing executives from the insurance industry sharing some valuable lessons I've learned in B2B tech marketing. The presentation offers a framework for determining which marketing methods should be used at...
Should You Rush Out to Hire a Chief Digital Officer (CDO)?
Forrester says "no". If you're from the technology sector you can skip this blog post. A CDO is irrelevant to tech companies...like bringing sand to the beach. This rebuttal is for all of the other industries out there. While I did not hold the title of "Chief...
Marketo vs. Hubspot
What are the differences between Marketo and Hubspot? Marketing Automation Marketo and Hubspot are two leading solutions for “marketing automation”. Which one should you choose? First, what is “marketing automation”? One would expect it to mean the automation...
Linkedin Nails Data Collection Problem with Addictive Widget
For years Linkedin has been pushing people to endorse one another on Linkedin. Why? It differentiates their data set from the hordes of resumes already available in databases across the web. It also provides more color and context to profiles beyond one’s...
PR Tip: Beating The Herd
Ask most PR agencies and they'll tell you the best time to drop a release is at 9am EST on Monday morning. Why? They'll tell you that journalists arrive at their desk fresh from the weekend ready to hit the ground running. So what better time to share your earth...
What are the top things 3 things that buyers should know about marketing automation?
1) Content - more often than not, development of high quality content becomes your critical path item once you've committed to doing marketing automation. Content creation can be time consuming. Don't commit to marketing automation unless you've got the resources to...
Twitter Marketing Funnel and Key Metrics To Track
I was doing some research recently on how to measure the ROI of one's marketing efforts on Twitter and I was surprised at the dearth of information on the subject. So I decided to create a framework that others could use. Whether you're engaging in organic Tweeting or...
The Role of Marketing Automation in Revenue Generation
Here's a 20 minute presentation I gave on Marketing Automation at Salesforce.com's Dreamforce. Content includes blueprint for creating a demand generation funnel and key dashboard metrics. This was originally a link to Salesforce.com's YouTube video. Unfortunately...