Demand Generation and Marketing Operations
For B2B SaaS, Cloud, and Technology Providers
High growth companies don’t just generate leads – they engineer revenue! The best marketing organizations are building marketing machines that deliver and predictable and consistent flow of new opportunities into the sales pipeline with factory-like precision. Today’s B2B Tech marketers have more options than ever at their disposal to build their assembly lines.
Emerging Technologies and Strategies
- Intent Data – Highlighting upstream demand from 3rd party media, technology, and online review sites.
- Account Based Marketing – Techniques such as predictive analytics, targeted advertising, and personalized content.
- Conversational Marketing – Virtual assistants as an alternative to forms to engage prospects.
Established Best Practices
- Search Engines – Organic SEO for first page ranking on keywords as well as paid search campaigns.
- Content Marketing – Blog posts, white papers, live webinars, buyer’s guides, and industry research.
- Dimensional Mail – Creative gifts and interactive electronics delivered to key decision makers.
Recent Articles about Demand Generation
Is Google is Killing Organic Search?
Since their introduction some 25 years ago, search engines have presented one of the greatest opportunities for small businesses to level the playing field with their larger rivals. A startup that could figure out…
Zero Clicks and the New Search Landscape
Over the past few years Google has been introducing various “SERP features” like knowledge panels that appear intermixed with its ads and organic search results. These SERP features include rich media like images, videos,…
How Google is uSERPing Traffic with its Knowledge Panels
For the first 15 years of Google Search, its primary goal has been to get users off its Search Engine Results Page (SERP) as quickly as possible. The Google.com page enabled users to enter…
Cord Cutting Complicates Corporate Webinars
As marketers, we always remind webinar presenters to use a landline phone to deliver their presentation. Using a traditional phone usually improves the quality of the audio broadcast and the recording. Traditional phone lines…
Four Examples of Why You Should Market to Prospects in Your Pipeline
Many sales leaders do not understand the advantage marketing can provide during a deal cycle. They tell the marketing team to stop sending communications to prospects that are in the pipeline. And they ignore…
Marketing Can Prospect More Broadly than Sales
“Marketing can prospect more broadly than sales in key accounts.” I love making that statement in a room full of sales leaders. You can just feel the tension in the room as the hair…
Six Best Practices for Marketing to Get “the Glen Garry Leads”
In an earlier post, I discussed the challenges of focusing on calling high to obtain C-Level appointments (what I refer to as the Glen Garry leads). Most CMOs have seen this movie before. They…
Do Leads with C-Level Executives Outperform Other Leads?
In my last post, I discussed the common challenge that CMOs face with sales leaders who become obsessively focused on getting “premium leads” with C-Level executives. See my post on “Glen Garry Leads.” Your…
The ABCs of the Glen Garry Leads
There comes a point during every CMO’s tenure where the Head of Sales comes under pressure for missing sales targets then starts complaining about the quality of the leads being generated by marketing. The…
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