Category: Product Marketing

The Mid-Career BDR – An Alternative Hiring Model for B2B Demand Generation

A recent Bridge Group study on Sales Development found that the average new BDR hire at tech companies had only 1.5 years of experience. The industry seems to have converged around an ideal profile for BDRs. They are typically young, located in major metropolitan areas, and motivated to grow their career into a field sales role. But just because most…

Landing Pages Should Offer Downloads to the Cloud (Not Just Your Hard Drive)

Cloud Storage services such as Dropbox, Box.net, Google Drive and Microsoft OneDrive are growing quickly in popularity as more and more users prefer to have their content accessible on multiple devices rather than tethered to their hard drive.  As the usage of these services grow cloud storage providers have an opportunity to leverage their identity models and security credentials on…

There Has Never Been a Better Time to Be in Marketing

There’s never been a better time for marketing professionals to be able to engage directly with customers.  B2B buyers are collecting up to 60% of the information they need to make a purchasing decision before they are even willing to talk to a sales rep.  Instead they are conducting research online.  The implication of this shift in buying behavior is…

The Broken Windows Theory of Marketing

A few years ago I read Malcolm Gladwell’s book the Tipping Point.  One of the most fascination chapters in the book focused on the Broken Windows Theory of criminal psychology.  The theory espouses that the probability that a crime will occur in a given area is proportional to the number of broken windows on its blocks.  If a broken window…

Ten Outputs of Your Visual Content Factory

In my last post I made the case for why your company should consider building a visual content factory to support your content marketing strategy.  To stand out from the noise these days, you need not only an attention-grabbing headline, but also an eye-catching visual.  Readers can infer a lot about the content behind a link from the associated photo. …

The Fantasy Content League

One of the top priorities marketing leaders face in 2013 is producing a consistent stream of high value content.  Today’s B2B technology buyers are conducting 60% of their research online before they are even willing to speak to a sales representative.  As a result having killer content that engages users during this online research process is essential.  But generating strong…

The Marketing Hackathon

If engineers and programmers can have hackathons, why can’t marketing professionals?   Today’s social media tools make it very easy for even the least technical individuals to experiment with new technologies.  Instead of programming in HTML5 or Ruby on Rails, marketers can use WordPress and TypePad to quickly mockup new concepts.  Self-service tools on the Internet enable anyone to quickly design,…