Tweet. SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. The concept is useful for any B2B industry with complex sales. Part of the beauty of the demand waterfall vernacular is that it added descriptive language to the word “lead.” The problem with the SiriusDecisions model is one of language. . MORE >>

Last week I was part of the panel for the Marketing Superhero webinar hosted by OnPath where we discussed how to create demand generation strategies for 2012. chose to make my tip about Content Hubs. Content Hub is a content marketing program that takes full advantage of a bigger content asset to combine lead generation with lead nurturing and gain optimal value from your investment in content development. Content Hub serves to: Generate leads and/or engage prospects by providing a valuable, extended experience. You can also use a white paper or other "big" content asset. MORE >>

For years I’ve admired the real-world insights and experienced perspectives of Steve Goldner, perhaps better know as @Social Steve.  I’m pleased that Steve has agreed to be the newest Contributing Columonist to {grow} and I know you’ll enjoy his work! By Steve Goldner, Contributing {grow} Columnist. head up social media at a performance marketing agency in New York City and I will tell you, everyone is interested in social media! But getting people to buy in and commit to social media takes MUCH more than having a shiny object. So how do you even go about this?  MORE >>

Each year, MLC surveys our members about their top challenges looking ahead.  As we read the tea leaves in the survey results, here are our thoughts on what’s creeping into (or storming) the B2B marketing consciousness for 2012. Voice-of-Customer 2.0. Marketers are grappling with what kinds of customer data are most important to collect and how to make hay out of the data.  This topic received the most “top priority” votes by a big margin, so we’re making it the subject of MLC’s primary research initiative in 2012. Skillset Reset. Disruption. Going Global. Mobile! Just kidding.  Maybe 2013…. MORE >>

I presented my Seven Deadly Sins of Marketing Automation Software Selection during last week’s Webinar with Neolane. To replay the Webinar, click here.) If you’re wondering how many companies actually commit those sins, the sad answer is: a lot. Here are some statistics. About half of buyers consider only one system , I’m told by various vendors. Some may have known exactly what they needed in advance, but the great majority are just buying the first system that seems to do what they need. And it’s a safe bet they haven’t done a very detailed requirements analysis either. But they’re not. MORE >>