I don’t know if you have seen this video yet – it’s a 14 year old girl from the Caribbean covering the Adele hit “Hello”. Please watch, I will explain why it’s important later:
Today’s guest post is from Carlos Hidalgo, demand generation expert and author of the book, Driving Demand.
With marketing now playing a more strategic role in organizations as they seek to align closer to their buyers, there seems to be this notion that sales has now become less important and that marketing is now poised to unseat sales as the preeminent department. [Read more…]
One of the biggest trends in b2b sales and marketing is the transition from inbound marketing only (wide net) to outbound sales and marketing (tight targeting). This trend has resulted in a sharp increase in outbound sales development. Outbound sales development is working but imagine if marketing and the entire organization supported these targeted efforts. That is Account Based Marketing (ABM). Here is an opportunity to learn more. The video below is from an eCornell video panel on Account Based Marketing with myself, Jon Miller (Founder of Engagio) and Maria Pergolino (VP of Marketing from Apttus). I think that it turned out great. I hope you enjoy.
I’m trying to channel my inner Billy Beane. No, I don’t imagine that Brad Pitt will play my role in a made-for-Hollywood true story. You see, I’m a marketer at a mid-sized software company (DNN). In Marketing, we’re like the front office of a ball club. We make moves and stay on the look-out for interesting opportunities. But like Billy Beane’s Oakland A’s in the late 90’s and early 2000’s, we have limited resources, compared to the New York Yankees of the software world. Despite that, management expects us to contend for a championship. This means that we have expectations comparable to the Yankees, but far less resources available. You know what else? The “Moneyball” tactics employed by Billy Beane (i.e. using analytics to derive unfair gains against statistically-averse competitors) are now commonplace in Marketing. That means that “test, measure, adapt, interate” is part and parcel of being a marketer today. Beating the Yankees requires far more than that.
Marketing Got Complicated
But wait, there’s more. According to a research report commissioned by DNN, marketers at mid-sized companies are faced with an increasing degree of complexity in the tools and systems they use.
[Download a copy of the report, “Marketing Got Complicated: Challenges (and Opportunities) for Marketers at Mid-Sized Companies.] [Read more…]