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Recently, I was interviewed by Andrew Gaffney, Editor & Publisher of Demand Gen Report, for an upcoming article on the TCO (Total Cost of Ownership) of marketing automation solutions. With Andrew’s permission, his questions (and my answers) are reproduced below. AG: Do you think marketing execs are aware of the… Read More
Two licensing models are taking the software industry by storm at present: one is Open Source, the other is SaaS (Software As A Service). From a marketing perspective, both share similar challenges, the most prominent of which is converting users of free software to paying customers. Many commercial open source… Read More
Competition in the content syndication marketplace is becoming so fierce that, as a demand generation vehicle, white paper syndication is in danger of becoming a commodity, a program that advertisers evaluate on price alone. If I can buy a lead from this vendor for $40, the argument goes, why would… Read More
Interesting article (and not just because this writer is quoted heavily) in this month’s issue of the Demand Gen Report newsletter on the challenge of measuring ROI from integrated campaigns. Integrated, multi-channel campaigns are here to stay. Even something as simple as a content syndication program can involve a significant… Read More
Here’s another Web resource to add to your bookmarks: the Sales Lead Management Association. The site and the organization behind it is the brainchild of sales consultant and demand gen veteran James Obermayer, and features a myriad of articles, reports, and general information about how to manage sales inquiries more… Read More
That was the question posted earlier today on LinkedIn. It continued: “So, those leads from conferences aren’t that great, and the leads from contests are the absolute worst. What about good leads? How do you get good B2B leads to your sales team (or to yourself)? How does email help… Read More
At CDI, we’ve been preaching the virtues of lead nurturing since we first published our white paper on “Lead Recycling” back in 2002. Back then, lead nurturing was more a philosophy, a way of marketing, than it was a defined tactic. Now lead nurturing is a hot topic, primarily because… Read More