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Note: Updated with edits and new information. I’ve been speaking at a number of conferences recently where marketers and sales people are quite interested in adopting a demand generation discipline within their organization. Frequently, a marketing manager or director will... Continue reading
Posted Oct 19, 2011 at The Innovative Marketer
Over the past three weeks, I've had a couple of in-depth conversations with business leaders about whether it's better to get a jump start on your marketing automation initiatives by outsourcing to an agency or to develop the organizational capacity... Continue reading
Posted Oct 10, 2011 at The Innovative Marketer
Thanks, David. One of the ongoing learnings from this experience has been that the brain is still a great mystery to medical science. While great strides have been made in the past 50 years in understanding the interrelationships and pathologies, there are are still vast areas yet to explore. Also, it's been an amazing exercise in realizing the delicate balance between the physiology of the brain and the constructed reality of the mind.
The following is not a post about marketing, but since a lot of you have picked up on Twitter, LinkedIn and Facebook that something is going on in my family now, I share this post with you. Two weeks ago,... Continue reading
Posted Oct 3, 2011 at The Innovative Marketer
If you do a search for "sales and marketing alignment" on Google, you'll see we've been talking about this elusive concept for more than 20 years. So if some of the brightest minds in management and systems thinking have been... Continue reading
Posted Aug 29, 2011 at The Innovative Marketer
What a great point. Nostradamus would have been right at home in many Powerpoint fueled hand-waving sessions in corporate America today. Talk about obfuscation. Foresight is a great luxury to have in business and it would be great to see more useful examples of marketing forecasts so that marketers can adopt that practice. A necessary skill, though, is thoughtful hindsight. Many marketers still suffer from an astigmatism when it comes to seeing and interpreting what has already happened, don't you think?
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Consider this job description on LinkedIn: Pre-IPO startup looking for a marketer with experience in advertising, trade shows, long-cycle product management, public and analyst relations and big-budget campaigns. Must be able to create 18-to-24-month marketing plans and adhere to them... Continue reading
Posted Aug 23, 2011 at The Innovative Marketer
Thanks, Jeff. We should all be on the lookout for the waving freak flags. - Steve
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Content marketing is a gaping maw, endlessly begging for a variety of words and pictures and videos, insatiable in its need for the new and better and more attractive. Some of the hottest trends in B2B marketing this year --... Continue reading
Posted Aug 11, 2011 at The Innovative Marketer
Recently, I was introduced to Sharon Drew Morgen, an Austin-based, marketing veteran and NY Times best-selling author who created a buyer-centric sales and marketing model long before those of us in the demand generation discipline started teaching the process. Sharon... Continue reading
Posted Aug 8, 2011 at The Innovative Marketer
This is an all-time favorite of The Innovative Marketer radio show listeners. And the principles are even more releveant in today's content marketing-obsessed B2B circles. Enjoy. A lot of authors have written books on copywriting, but Chip and Dan Heath... Continue reading
Posted Aug 2, 2011 at The Innovative Marketer
Yesterday on a Focus roundtable, I asked the panelists to make a prediction about what, if any, Salesforce.com would announce in the area of marketing automation at their big Dreamforce conference in San Francisco next month. Their consensus: nothing. I... Continue reading
Posted Jul 28, 2011 at The Innovative Marketer
While the summer might be seeing its dog days, the world of demand ten is just heating up. The Marketing Automation Institute launched this month and demand gen marketers are commanding significant salary premiums for their expertise. Is the industry... Continue reading
Posted Jul 26, 2011 at The Innovative Marketer
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A few months ago, I wrote a blog post for the Post Click Marketing Blog called, It's a Good Time to be a Demand Generation Marketer. In it, I wrote about the tremendous opportunity and near-zero unemployment a talented demand... Continue reading
Posted Jul 19, 2011 at The Innovative Marketer
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Last month, the New York Times printed an article in collaboration with the Chronicle of Higher Education, entitled “The Default Major: Skating Through B-School.” In the article, Times writer David Glenn reported on the concern that business spend less time... Continue reading
Posted May 23, 2011 at The Innovative Marketer
Wham! It's a beautiful thing -- when a prospective customer's need briefly crosspollenates with something you are providing. Maybe it's a captivating trade show exhibit. Or an online advertisement. Or a compelling piece of video. Or a Tweet. You have... Continue reading
Posted Apr 8, 2011 at The Innovative Marketer
HubSpot's been in the news this week after a gargantuan investment by Sequoia, Google and Salesforce.com, among others, with a D round that totaled $32 million. Compare HubSpot's web site with any B2B publication and you'd be hard pressed to... Continue reading
Posted Mar 10, 2011 at The Innovative Marketer
I've been fortunate in my career to often work with people much smarter than I. I'm constantly learning from social media experts, PR pros, demand generation leaders and general marketing smarties. It's a privilege to be part of such a... Continue reading
Posted Mar 7, 2011 at The Innovative Marketer
Thanks for the comment, Jeff. It's an interesting perspective to think of scoring as answering the question, "what is a good lead?" I think that scoring frameworks can help a company hone in on how they will rank and prioritize incoming responses. But without that critical feedback loop from sales, a scoring system is just a theory, proposed by marketing.
Steve Gershik added a favorite at The Innovative Marketer
Mar 2, 2011
Ardath Albee is someone all marketers should be paying attention to. Not only because she's a superb writer about B2B marketing, and not only because she's author of the indespensible book eMarketing for the Complex Sale, but also because she... Continue reading
Posted Mar 2, 2011 at The Innovative Marketer
A lot of attention is being paid to lead scoring these days. Lead scoring is simply prioritizing and ranking incoming or existing leads according to some criteria. After helping a few dozen companies set up their own lead scoring systems,... Continue reading
Posted Feb 24, 2011 at The Innovative Marketer
Don't do these things: - Increase your Google ad spend - Sign up for another trade show - Go out and purchase lists - Fire your agency - Hire a new agency - Tell yourself "this was a bad week... Continue reading
Posted Feb 10, 2011 at The Innovative Marketer
Steve Gershik added a favorite at The Innovative Marketer
Feb 9, 2011
When you say one of the top networkers, you really don't get the shade and color of what that means. It means that when you've lost your job in the demand gen space, you call Jill. When you have a role to fill for a demand gen professional, you call Jill, No, Jill isn't a headhunter and doesn't get commission on either side of the deal. What she is is a consummate pro, always aware of the changing dynamics of the industry, and either knows or knows who can get any piece of industry information you might ever need.