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We’ve all been there. The copy is winding its way through the marketing group and is now on its fourth revision. The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise. The marcom director wants to change the headline so… Read More
Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. As co-founder and CEO of Captora, Paul is now channeling his expertise into a new generation of marketing technology that captures and converts new buyers across… Read More
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but… Read More
SiriusDecisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.” The point being made by the article’s… Read More
The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate. What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing…. Read More
In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a… Read More
Dave Brock wrote an excellent post recently (“I’ve Never Ever Sold a Computer or Piece of Software”) on what technology buyers really buy. His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more… Read More