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How To Measure Marketing Attribution: Revenue Marketers Rise To The Challenge Print E-mail
Tuesday, 15 April 2014 12:16

Pedowitz Joyce Duo HeadshotBy Jeff Pedowitz and Kevin Joyce, The Pedowitz Group

In the latter part of the 19th century John Wanamaker, the father of modern advertising, is reputed to have said “Half the money I spend on advertising is wasted; the trouble is I don't know which half.”  Imagine you could demonstrate and manage the impact of marketing on revenue? Imagine you knew which half of your budget was well spent?

For a B2B company with sales cycles of more than six months this may still not be easy. Notice we are not talking about a labor of Sisyphus, pursuing marketing ROI on a single marketing initiative.

Is Poor Sales Content Driving Up Your Selling Costs? Print E-mail
Tuesday, 08 April 2014 10:09

Steve Diorio Profitable ChannelsBy Stephen Diorio, Founder, Profitable Channels


B2B leaders are constantly searching for ways to improve sales productivity and battle rising selling costs. What most don’t realize is that the quality and effectiveness of their sales content are critical to addressing these issues. If you’re selling costs are rising faster than your sales, the effectiveness and utilization of your selling content could be a big part of the problem.

Big Data Marketing Is No Longer A Gamble Print E-mail
Wednesday, 02 April 2014 06:14

YouMon TsangBy You Mon Tsang, CMO, Vocus

In the gambling world, handicapping is a science. The best prognosticators compile endless results, statistics and outside factors to determine the outcome of a game that is yet to take place.

But despite meticulous care and understanding, even the best predictions often fall short of expectations. Hence the fact that no one had a perfect March Madness bracket. Marketing campaigns, despite the same level of research, are also subject to this fate.

What Account-Based Marketing Approach Should You Take? Print E-mail
Tuesday, 25 March 2014 10:01

Dan Ziman  smallBy Dan Ziman, CMO, LeanData

Marketers are once again in the hot seat — this time to show how they can align with sales on a target account selling approach. Just how well are your sales and marketing organizations aligned at the account level?

Marketing automation has brought out an entirely new level of sophistication in terms of scaling demand generation efforts for B2B organizations, but it seems to be coming full circle. The promise of marketing automation has been to get the right message, to the right person, at the right time. While it has gotten us a lot closer to that reality, it still falls short. Because at the end of the day, there are simply too many variables, and in our attempt to be relevant to everyone we end up relevant to no one.

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