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It’s a truism in B2B marketing that every buyer journey is unique and different, but, even then, and especially in the B2B tech space, almost every buyer progresses through 3 basic stages: 1. awareness – becomes aware of the category, solution, or the problem it solves2. consideration – defines a… Read More
In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. In “The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000,”… Read More
After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation… Read More
A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?” My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. For example, if you offer prospects… Read More
I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Highlighted by the launch of Salesforce’s own analytics cloud, the current trend in marketing technology is… 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
In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. And though recent studies suggest that a large chunk of the sales cycle may already be over by the time many prospects talk to a live salesperson, the reality is that inbound sales leads will… Read More