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 have less risk of being garbled or losing connectivity. But what happens when your webinar presenters don’t have a landline?

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 the behavioral intelligence being gathered by marketing software during the sales process.  But not using marketing as your wingman during big deals can be the critical…

The Software RFP Process is Broken

The process for responding to RFPs in the software industry has to be one of the most inefficient processes in today’s business world.  Software vendors spend days, if not weeks, preparing responses which require a virtual a scavenger hunt for answers to obscure questions.  The answers are packaged into 50-200 page long documents that are a nightmare to format and…

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 gut instinct might tell you that leads with more senior executives will result in a higher lead-to-opportunity conversion rate or faster deal cycles.  However, in my…

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 rant usually goes something like this:  “The people we are setting appointments with are too junior.  I need to talk to someone who is a decision…

15 Examples of Non-Traditional Content Marketing Pieces

In an earlier post, I discussed the rapid commoditization of content marketing that is occurring in the software industry.  These days everyone has the infographic-style e-books, the animated explainer videos and the interactive ROI tools.  Content marketing agencies have emerged to enable even the most handicapped, old-school marketing departments to create compelling content.  If you are experiencing this same level…