thoroughly enjoyed chatting with Jeff while writing Digital Body Language , and hopefully you'll enjoy this case study as much: Terracotta: Lead Scoring A Buyer’s Journey in Open Source As a leading open-source software company, Terracotta has a challenge that most marketers would gladly choose to manage: too many leads. Those leads were generated from interest in a very strong, full-featured, open-source version of its software – but which were ideal prospects to target for commercial service offerings? The buyers are in control, we all realize that. MORE >>

Here is a simple test that you can ask any of the marketing automation software vendors you are interested in evaluating to try during your demo with them. Each one has basic information you would expect; name, address, company, email address. Evaluating the various claims in the marketing automation space is an interesting challenge. There are a variety of players, and many of the claims overlap quite a lot. It can be daunting to tell truth from fiction. In light of that, I wanted to provide a series of actual tests that you can do when evaluating marketing automation systems. MORE >>

would be lying to call it an interesting read; detailed descriptions of our process controls, policies, and operations as a software company. This is an audit that larger organizations (especially public companies) are seeking, whereas smaller organizations often do not have the same requirements. So, we're at an interesting cross-roads as an industry, because although I have bucketed each of these needs by size of company, both groups benefit from each other's investment. But, it did get me thinking about the ongoing evolution of the Demand Generation space. MORE >>

Enjoy the case study: National Instruments: Exchange of Value for Digital Body Language National Instruments is a worldwide leader in software and hardware for scientists and engineers, with a very broad set of products and solutions serving nearly all industries and project types. The company’s marketing strategy fully revolves around its Web site. I wrote about equitable exchange of information in a previous post, and it is a concept I believe in strongly. Those products carry price tags anywhere between $100 and several million dollars. was appropriate. MORE >>

The effort resulted in traffic to the Kadient site and an increase in credibility for their products and company. Here's the case study from Digital Body Language: Kadient: Blogging About Internal Processes Connects With Buyers Kadient’s move into Software as a Service (SaaS) brought with it a fundamental shift in their marketing to connect more deeply with their buyer and user audience. Transparency is a great approach to marketing, even when you might think that the internal workings of your organization might not be of any interest to your audience. MORE >>