Management consultants have been making noise for years about the importance of treating internal organizations and other employees as customers. The basic premise is sound: If people and organizations don’t work together in a productive and respectful manner, overall results will inevitably be poor. You could do much worse than adopting an enterprise-wide goal of [...]
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Why Lead Scoring Is My O2?
May 1st, 2013
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I can’t survive one day without lead scoring, but a large section of B2B marketers still live in the Stone Age and refuse to take to lead scoring. As your business grows in popularity and expands, your online traffic grows uncontrollably. If you have just ten visitors a day, it’s easy to keep track of [...]
Suspects, Prospects, Leads & Opportunities: Tell Them Apart
April 25th, 2013
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Do you have universal definitions across your organization for what makes a suspect, a prospect, a lead and an opportunity? Everyone in marketing and sales should know the exact tipping point at which a suspect transforms into a prospect, a prospect progresses into a lead and a lead turns into an opportunity. You need to [...]
Best Practices for Global Marketing Campaigns
April 2nd, 2013
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As a practical matter, there are none beyond what you learned in Marketing 101. But we got your attention. When you go global, what you rely on ultimately are common sense and cultural sensitivity. Think segmentation on steroids: Your marketplace became more complex by orders of magnitude; and your approach to potential customers needs to [...]
How to Attack the Middle of the Funnel
March 6th, 2013
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So the top of your funnel is brimming with new leads. You want to convert as many of them as is possible. In this post let’s talk about how to create excitement so a large section of them migrate to the middle of the funnel. This is the second in a series of three funnel-oriented [...]
Does Marissa Mayer’s No-Work-From Home Policy Apply to Marketers?
March 4th, 2013
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Kara Swisher, who writes for AllThingsD, published the confidential memo that Yahoo CEO Marissa Mayer sent to her employees last week about the elimination of work-at-home employees by June. The media was rife with predictable backlash, stout rationalizations and the usual humorous sarcasm about remote workers. The turmoil coincided with the announcement of Sheryl Sandberg’s new book about [...]
The Psychology of Behavioral Marketing
February 26th, 2013
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Behavioral marketing is an inbound marketing technique that focuses on the behavior of website visitors. These behaviors include: number of visits to your site, time spent on website pages, clicked links, types of words that are clicked on, downloads and forms completed. Buying behavior can be noted and acted upon leading to greater sales velocity [...]
How to Plan for Lead Requirement
February 20th, 2013
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Today, we start a whole new blog series – The Demand Architect Blog. This is an experts’ corner where we will thrash out real everyday problems of demand generation. Being a demand architect, I’m best placed to help you tweak your demand generation programs for optimum results. In this post I help you answer the question [...]
How to Raise a Future Demand Generation Professional
February 19th, 2013
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There is a dearth of qualified professionals available to fill increasing numbers of demand generation openings in all types of businesses. Not everyone is suited to the rigors of the profession – it takes a personality with specific traits and a skill set that isn’t necessarily like that of a garden-variety marketer. The shortage of [...]
