The Best Role for Marketing During a Crisis
Read moreThe Best Role for Marketing During a Crisis As each day unfolds, new measures are being introduced to protect the health and safety of the general public. This is clearly the highest priority for the nation, and we should all heed the call and do our part as best...
Driving Down the Cost of Marketing During in Turbulent Times
Read moreDriving Down the Cost of Marketing in Turbulent Times The current health crisis has technology executives scrambling. The predictions are dire. The length of the downturn is likely to be protracted. Revenue will be curtailed. Investment capital will dry up. At this point, it’s all about survival. I’d like...
Why Revenue Marketing is Critical for Every Business
Read moreWhy Revenue Marketing is Critical for Every Business Every business shares three goals that translate directly to the revenue line: Driving new customer acquisition Maximizing average sales value Building lifetime customer value In recent years, the role of marketing in achieving these goals has evolved. We’re now in the...
SMB Marketing Challenge: Understanding Website Vital Signs
Read moreSMB Marketing Challenge: Understanding Website Vital Signs While working with a new client this past week, I did a routine examination of their website’s Google Analytics. We were looking to understand how to improve monthly lead production. A number of underlying factors contribute to this common complaint, so we...
Is Your Website Your Best Sales Rep?
Read moreBuild a High-Performance Website for Your Business Your website is the cornerstone of all marketing activities. It embodies your messaging strategy and facilitates the customer journey taken by potential buyers. It’s the centerpiece for your inbound digital marketing campaigns and a key reference point for buyers who are engaged...
What’s Your Marketing Contribution to Sales?
Read moreWhat’s Your Marketing Contribution to Sales? How much should you budget for marketing during the coming year? Unless you have a measurable and predictable marketing ROI, it’s a hard question to answer. Most senior executives take a conservative approach by allocating the bare minimum. While this approach saves money,...
3-Minutes to a Bulletproof Value Proposition
Read more3-Minutes to a Bulletproof Value Proposition Is your value proposition bulletproof? If not, your 2020 revenue is at risk. That’s not hyperbole, it’s a fact. You need a winning value proposition to take mindshare and wallet-share from your competition. I’ve boiled down the textbook strategies for formulating a winning...
How to Drive More Revenue with Digital Outbound Marketing
Read moreOutbound marketing has been cast in both a positive and negative light depending on how it’s used. During the rise of inbound marketing, it was pejoratively referred to as interrupt marketing. Unsolicited email (spam), telemarketing, junk mail, and advertising are considered to be an outdated approach for generating leads. This is...
Building a Messaging Framework
Read moreMarketing is Messaging Quite simply, the essence of effective marketing is the value of your messaging. It’s the style and substance of how you communicate with your target buyers. Everything you do in marketing is simply a vehicle for packaging and delivering tailored messages to targeted buyers. Your messaging strategy...
Where are the Friction Points in Your Sales Funnel?
Read moreThis is my favorite question to ask prospective clients and it always becomes the focal point for developing accelerated growth strategies. It’s the sales and marketing equivalent to your doctor asking, “where does it hurt”? Friction points are stages of the sales process where deals get stalled. More accurately,...
A Marketing Roadmap for Business Leaders
Read moreAs a marketing professional for the past 3 decades (20 years as a senior executive), I have seen a total transformation of the discipline from misunderstood art form to data-driven science. The impact of digital has been profound, enabling meaningful engagement with buyers on a grand scale. The science...
How to Convert More Leads into Sales-Ready Opportunities
Read moreCustomer development transforms a digital customer experience into a personal relationship with your brand. This requires a different mindset from digital marketing and a dedicated function for outreach, engagement, education and qualification.
Performance Metrics for Your Marketing RADAR Screen
Read moreWhat key performance metrics are on your inbound marketing RADAR screen? I find that visualizing them this way helps to simplify the question of how to analyze the overall effectiveness of your inbound marketing initiatives. Are they helping your business to grow … or not. Here is the essential...
How to Leverage Social Media to Drive Traffic to Your High Tech Website
Read moreAs the saying goes… What if you threw a party and nobody came? Launching a new website for a high-tech startup that generates low traffic is kind of like that. If you are investing valuable time and resources into designing or re-designing your website, be sure to follow these important steps...
The Secret to High Performance Channel Partner Productivity
Read moreIf you are a technology vendor that relies on channel partners for a sizeable percentage of your revenue, then partner productivity is the single most important factor affecting the growth of your business. Unfortunately, the dynamics of the marketplace make it difficult for channel partners to stay focused on...
A Look Under the Hood of a Digital Marketing Engine
Read moreWe are all familiar with the legacy model of sales and marketing. An expensive outside sales rep with a rolex and a rolodex promises to waltz you into every blue chip account you can imagine. But the deals are few and far between. Or… You attend trade show after trade...
A Marketing Primer for Emerging Technology Companies
Read moreWhat’s the hardest part of launching a cloud services startup? Developing new technology is challenging, but it’s a process you can control. Securing investment capital takes hard work and perseverance, but there are plenty of investors ready to fund a promising business. Without a doubt, the hardest part of...
Thought Leaders: Here is your content marketing strategy
Read moreAccording to Wikipedia, a thought leader is an individual or firm recognized as an authority in a specialized field and whose expertise is sought and often rewarded. If your company offers an innovative approach that is unique and important to your target audience AND you have the ability to articulate...
Quality Content is the Secret Sauce in Your Social Media Recipe
Read moreBy now, marketers pretty much agree that social media should be incorporated into the traditional B2B marketing mix. And most of us agree that inbound marketing – an integrated, managed and extended implementation of social media marketing – represents a new and more effective way to generate sales leads...