Category: Customer Acquisition

demand generation campaign portfolio optimization

Optimizing Demand Generation Using Portfolio Theory

There is one question that haunts every experienced marketing executive as it relates to spending money on demand generation: what is the optimal mix of demand gen marketing campaigns and…

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website conversion rates

10 Ways to Improve Website Conversion Rates

Regardless of your ideal mix of demand generation programs, I’m willing to bet that most of them are designed to bring prospects to your website in the hopes of later…

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trial conversions

Optimize Free Trial Conversions via Nurturing

Are you a SaaS company that has an icon like this on your website to promote a free trial offer to interested prospects?  If so, once they start the free trial do…

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improving webinar attendance

Increasing Webinar Attendance

Business prospects are now accustomed to taking themselves through 60% of the sales journey (see related article titled “Prospects Take Themselves Through 60% of the Sales Journey“) but at some point…

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channel recruiting

Build Out a Channel By Swimming Upstream From Your Deals

You have a product that is ideally suited for a channel-based distribution strategy.  But every time you approach a prospective channel partner, they expect you to already have landed some…

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Consider Everything

Consider Everything Short of a “Yes” a “No”

I recently heard Dr. Robert Wiltbank from Willamette University use this analogy and loved it so much I had to share it with others.  Entrepreneurs are, by nature, very optimistic.  It’s one…

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Inbound Marketing Explained (Infographic)

You’ll hear phrases like inbound marketing, digital marketing and Internet marketing used somewhat interchangeably.  What is all this newfangled stuff?  Prospects commonly take themselves through 60% or more of the…

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Prospects Take Themselves Through 60% of the Sales Journey

Customers of all types have an unbelievable amount of information with which to use to decide if they want to buy your product – and all without ever having to…

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Applying Lean Startup Principles to Your Sales Model

Certain startups can only guess what type of sales model they will end up with once their ready-for-primetime product is released.  We are now conditioned to use the Lean Startup (order book here) concept…

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Is Your Website Enabling Sales?

Regardless of your sales model, your website should be the #1 asset when it comes to enabling sales.  It is commonly reported that prospects these days take themselves through 60%…

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vitamin versus aspirin

Vitamin or Aspirin – Which are You Offering?

I don’t know who came up with this analogy but I’d love to thank him/her because it’s a perfect way to think about your offering and its value proposition.  Is…

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