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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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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Wow has the world of marketing changed with the introduction of social media, marketing automation and other digital capabilities. Not only is the way we “do” marketing different but the…
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When it comes to marketing in the digital era, content is king. You need content for your website, inbound landing pages, social channels, advertising campaigns, email outreach campaigns, shows and…
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I don’t know who came up with this analogy but I’d love to thank them, because it’s a perfect way to think about your offering and its value proposition. Is…
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Thanks to HubSpot for this valuable explanation of what co-marketing is and what some of the common forms are (article here). One of my blog categories is devoted to business development (BD). BD…
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I have a lot of pet peeves with business development, having run the function for multiple companies. This one in particular relates to how, too often, a PR-related effort is…
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Many of us that sell products have learned about value-based pricing and the benefits from pricing our product based on the value the customer actually receives. But I’m still amazed…
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If you’ve seen my bio or LinkedIn profile, you’ll know I’ve served three stints as a CMO and roughly half of my professional career has been spent in a marketing…
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The field of marketing has dramatically changed over the past 15 years due to the advent and dramatic proliferation of the Internet. Roles like social media marketing, activities like search…
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Market leaders almost never compare themselves to competitors publicly because it gives their competitors legitimacy and potentially shows nervousness about them. But what if you’re #3, #5 or lower in…
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Imagine this scenario. You decide to pay $2,500 for the cheapest exhibit option at your industry’s big annual trade show. You know you’ll spend another $2,500 on cheap travel, lodging…
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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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The PR industry that is focused on high tech has been going through a continual transformation since the early 2000’s when the Internet started taking center stage for publicity. I find a…
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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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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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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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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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Anyone that took a marketing class in college was taught about the 4 P’s of marketing (product, price, place, promotion). And although the fundamental concepts are still valid, they just seem…
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