Marketing Automation at Scale: Defined

Marketing Automation at Scale: Defined

Marketing automation is a straightforward way to increase a company’s efficiency and effectiveness in demand generation. It helps increase lead conversion rates while decreasing the overall cost per lead. It also helps marketing become a more predictable and measurable revenue producing function. When using marketing automation at scale, several platform attributes become critical. It’s similar […]

Company Culture Must Be Intentionally Created

Company Culture Must Be Intentionally Created

In most B2B companies corporate culture develops organically; this is a mistake. Company culture should be intentionally created. If you aren’t intentional and purposeful in building your company culture, you risk high employee turnover, unhappy customers, and a failing business. Culture is important and there’s no reason to leave it to chance. Here are the […]

Don’t Build a Customer Success Function

Don’t Build a Customer Success Function

When you search on Google for “customer success” you’ll quickly realize two things: Each article ultimately defines “customer success” as a function within a B2B organization. The majority of these blogs are written by customer success vendors, such as Totango, Gainsight, and ClientSuccess which help organizations manage customer relationships, contract renewals, and contract expansion. And, by the way, these vendor are […]

Making the Case for Not Using Leads in Your CRM

Making the Case for Not Using Leads in Your CRM

Okay, you bought in. You’ve read the post on the benefits of taking a contacts only approach to CRM, the one on challenges you’ll need to work through if you don’t use leads, and my last post on mechanizing a contacts-only CRM strategy. This post is about how to assess your current lead management process and how to […]

How to Take a Contacts-Only Approach to CRM

How to Take a Contacts-Only Approach to CRM

How do you actually mechanize a contacts-only approach to CRM? Ideally, it’s from the start on the first day you activate your CRM. Most of us, all right, pretty much 99.8% of us, don’t have an opportunity to set up a new CRM from scratch without legacy data. This post brings you through my experiences […]

Marketing Acronyms Crossword Puzzle

Marketing Acronyms Crossword Puzzle

“Kids today—who can understand them? ­Of course, this is a timeless sentiment, but one that’s no less true today, with young ones constantly nose-to-the-glass with smartphones and tablets, chatting with their friends. If you dare to peek at their tweets and posts, other than a near hieroglyphic scroll of emoji, you’ll find a language of […]

Marketing Automation Interview Questions

Marketing Automation Interview Questions

Marketing automation is just a glorified (and really expensive) email delivery tool without a power user. In the hands of a chump it drives pretty good results, but nothing amazing. In the hands of a superhero-esque power user it drives results – huge results. In trying to find a solid power user to join your […]

Partnership Agreement Questions to Ask

Partnership Agreement Questions to Ask

The Chris Gethard Show is AMAZING; it’s a comedy talk show that is NOT for everyone (and that’s an understatement). Really? Is it raunchy? Eh, it’s not like Howard Stern, but its topics can be. For example, in its 2014 Halloween show it took up the topic of “Who’s Your Favorite Serial Killer?” Chris starts […]

Marketing Needs Project Management Software

Marketing Needs Project Management Software

About the photo: Shocking? Yes. Click bait? Yep, you caught me there. An accurate reflection of who I feel I’m talking to when a marketing team says they don’t use project management software? Absolutely. One of my degrees is an MS in project management and I have a PMP. Throughout the years I’ve used LeanKit, Trello, Jira, and Smartsheet for […]

Challenges in Not Using Leads in Your CRM

Challenges in Not Using Leads in Your CRM

Last week I professed my love for only using contacts and accounts in CRM (and my disdain for using leads). It’s the right approach for B2B SaaS companies to take and it brings with it tremendous benefits (especially for those that are taking an ABM approach). But, to be fair, taking this approach isn’t 100% amazing with […]

Don’t Use Leads (Only Use Contacts) in Your CRM

Don’t Use Leads (Only Use Contacts) in Your CRM

In B2B marketing and sales you aren’t engaging one person, you’re engaging a buying center. That’s B2B Marketing and Sales 101 and the concept of what comprises a buying center is thoroughly explained in hundreds of college text books and thousands of articles and blogs. The dynamics of buying centers and why they’re critical in […]

The Five (and a half) Pillars of Data Usability

The Five (and a half) Pillars of Data Usability

Articles on data are typically about how to enhance, improve, or manage data accuracy. Data accuracy is important, it is critical, but it’s only one facet of the broader theme of data usability. The data you have might be 100% accurate, but it still might not be worth much at all if it isn’t usable. […]

Crowdsourcing in Marketing Automation

Crowdsourcing in Marketing Automation

The Eye of Providence (or the all-seeing eye of God) is the symbol of an eye surrounded by rays of light inside a triangle. It represents the eye of God looking over humanity. Never seen it before? I think you have. A common depiction of it is on the United States one dollar bill. In demand marketing, that […]

Lead Thresholding: Don’t Do It

Lead Thresholding: Don’t Do It

Mulch volcanoes (mulch piled up 6”, 8”, 10” up the side of a tree) is a common sight in gardens and lawns across the country. And, while it keeps weeds from coming up and looks good, people not in the know mimic this practice. It turns out this is a bad practice to follow (unless […]

Using Multiple Marketing Automation Platforms Pros/Cons

Using Multiple Marketing Automation Platforms Pros/Cons

A surprising number of companies in B2B have multiple marketing automation platforms. In fact, I’ve personally worked with several companies which have more than a dozen marketing automation platforms, and one that’s using seventeen! This can often be traced back to a handful of reasons including mergers and acquisitions, division or country level purchases, outsourced […]

Lead Management: Lead Status Values

Lead Management: Lead Status Values

Our clients (just like all other organizations in B2B) use a lead/contact status field to trigger sales to call a contact and track and measure funnel performance. A client just asked me for a list of lead status values it should consider and why. Below are the lead status values we provided. Note that this […]