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…
Accelerate Your Lead Generation with Content Pre-Order
You are behind on your quarterly lead generation targets. The sales team is screaming that they need more prospects! You expected this would happen. And that is why you started working on a killer piece of content that is sure to be rocket fuel for your pipeline. But, this killer eBook, is behind schedule. It is still 6-8 weeks away…
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…
Why Software Vendors Should “Open Source” IP in Content Marketing Programs
In my last post, I introduced a strategy that software companies can use to differentiate their ideas in the increasingly commoditized and crowded landscape of content marketing. I suggested a rather bold strategy of “open sourcing” some of your Intellectual Property (IP). By IP, I am not talking about the secret sauce that makes your algorithms work. Instead, I am…
The Growing Commoditization of Content Marketing Strategies
As content marketing goes mainstream, it is growing more and more challenging for marketing organizations to differentiate their downloads from the competition. Next generation agencies that specialize purely in content development are leveling the playing field in many of the software subsectors. As a result, even the “dinosaur,” old-tech companies are putting out decent content on a regular basis. Everyone…
Digital Marketing versus Field Marketing – Six Questions to Consider
Over the past five years, I’ve heard lots of Chief Marketing Officers, analyst firms and marketing consultants advocating for a centralized digital marketing team. At first this sounds like a great idea. Everything is shifting to digital marketing. So why not build a “Center of Excellence” staffed with your most skilled marketers? You could assemble all the experts in online…
Is Data Becoming More Important than Budget for Marketing Departments?
For decades, Chief Marketing Officers have measured their self-worth and stature by the size of their budgets and the number of people who work for them. In 20th century marketing, a bigger budget meant you could buy more advertising; you could buy a bigger trade show booth; and you could buy more leads. But times are changing. In the 21st…
Over 80% of Marketing Spend is Wasted
There is an old adage that is often repeated by business owners – “I know half of my advertising is working. I just don’t know which half.” CEOs have been repeating this expression for over 100 years without much disagreement. But I would disagree with one aspect of the statement – that the percentage that of most company’s marketing investments…
Outsourced Demand Generation – 10 Sticking Points to Negotiate with Your Agency
Outside demand generation firms (sometimes called appointment scheduling) can be a critical component of your marketing strategy. They bring a level of data science and technology to cold calling that is difficult to replicate in-house. But the logistics of managing these outsourced sales processes are more complicated than you might think. Below are ten sticking points that often cause friction…
