Sat.Feb 28, 2009 - Fri.Mar 06, 2009

The Effective Marketer

13 Top Books for CMOs - Recommended by The CMO Club

Smashmouth Marketing

Pete Krainik of the CMO Club posted thirteen books that members of the CMO club have recommended. Great list : Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Business Stripped Bare: Adventures of a Global Entrepreneur. Clued In: How to Keep Customers Coming Back Again and Again. Crucial Conversations: Tools for Talking When Stakes are High. Leading Change.

CMO 49

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

Trending Sources

Benchmarking shows B-to-B marketing budgets have been cut by roughly 44 percent, but spending on pipeline acceleration programs has doubled

Sales Lead Insights

Live Blogging Sales 2.0 Event With Twitter - INTENSE Experience

Smashmouth Marketing

I survived the first day of doing live twitter coverage of the Sales 2.0 event in San Francisco. If you want to follow it on twitter, use hashtag #sales20.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts.

Marketing-for-Leads Guide: Step 9 – Who are your best prospects?

Sales Lead Insights

Step 9: Target the best companies and contacts with your lead-generation efforts. Determine who has the business problem your products and services address, both at the level of companies and at the level of contacts within those companies.

SIC 2

Marketing-for-Leads Guide: Step 9 - Who are your best prospects?

Sales Lead Insights

Step 9: Target the best companies and contacts with your lead-generation efforts. Determine who has the business problem your products and services address, both at the level of companies and at the level of contacts within those companies.

SIC 2

Live Blogging Sales 2.0 Event With Twitter - INTENSE Experience

Smashmouth Marketing

I survived the first day of doing live twitter coverage of the Sales 2.0 event in San Francisco. If you want to follow it on twitter, use hashtag #sales20.

Top 20 Tweets from Sales 2.0 Conference

Smashmouth Marketing

The following are what I thought were the top 20 take home tweets from the Sales 2.0 conference. Ok, 22 of them, but they are all worthy. Thanks to all that contributed, there were hundreds of tweets each day of the conference and it became all the buzz. Even to the point on the second day where a whole panel discussion was dominated by twitter talk. annekeseley : " sales 2.0 is not the answer. It is a question." sales20.

Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them.

Demand Generation Usability Scores - Part 4

Customer Experience Matrix

I spent a good part of yesterday talking with demand generation vendors about the usability scores I've been publishing all week. As a result, I've made a number of small adjustments which have been retroactively edited into the previous posts. There might still be some others: two of the vendors haven't spoken with me, which could mean they agree with my ratings but, more likely, means they just haven't been paying attention.

The Flaw in Calculating Inbound Marketing vs. Outbound Marketing Cost Per Lead?

Smashmouth Marketing

This past week I was reading HubSpot's study on the state of inbound marketing , and understandably, with HubSpot being in the inbound marketing business, the study showed that the marketing spend on inbound marketing is rising. It also determines that the price of an inbound generated lead is 3x less than the price of an outbound generated lead, $84 versus $220. Inbound: SEO, SEM, Blogs. Outbound: Telemarketing, Email, Events).

Demand Generation Usability Scores - Part 3

Customer Experience Matrix

Usability Items for Complex Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) This post will complete the demand generation vendor usability scores by looking at items that contribute to usability for complex marketing programs. Explicitly direct leads from one campaign to another. Users can directly send leads from one stage in a campaign to a different campaign.

Demand Generation Usability Scores - Part 2

Customer Experience Matrix

Usability Items for Simple Marketing Programs (note: this is a slightly revised version of the original post, reflecting vendor feedback.) Yesterday's post described the background of this usability scoring project and gave scores for several items that apply to both simple and complex marketing programs. This post will continue with the scores for items that apply to usability for simple campaigns. Build a campaign as a list of stages.

Demand Generation Usability Scores - Part 1

Customer Experience Matrix

(note: this is a slightly revised version of the original post, reflecting vendor feedback.) For better or worse, I've taken my usability scoring project as far as I can. So, having run out of reasons to delay, let me present the results. To start back at the beginning, the objective has been to find a practical, objective way to evaluate the usability of different demand generation systems.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Sales and marketing alignment: tips for getting it right with lead generation

B2B Lead Generation Blog

According to the 2008 Miller Heiman Sales Best Practices Study, only 37% of respondents agreed that their sales and marketing organizations are aligned in what their customers want and need. I discussed this disconnect with Bill Golder in the February issue of Sales & Marketing Management. You can check out the interview online: Chronicles of a Sales Leader: The Lack of Sales and Marketing Alignment in Organizations Today.

Best of 2008: Website Design

WebMarketCentral

What are the current best practices in website design? What common design mistakes should you avoid? Where can you find creative new design ideas?

The 4 C's of Social Media

WebMarketCentral

Social media is a bit like art—most of us are pretty sure we know what it is, but articulating a common definition can be challenging. There are many definitions of social media floating about of course, they just aren't consistent.

Marketo Releases Marketo Lead Management 3.0

WebMarketCentral

Marketing automation software vendor Marketo today announced the launch of its Marketo Lead Management 3.0 software suite. With more than 200 new features, the release is the most significant since the product's initial launch in early 2008.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

Best of 2008: SEO Link Building

WebMarketCentral

Unless you are optimizing only for some extremely niche keywords, off-page optimization—building links from other websites to yours—is a critical and significant factor for SEO success.

Announcing Marketo Lead Management 3.0

Modern B2B Marketing

A quick post to share the news that Marketo Lead Management 3.0 is now available! This is our largest release since we first launched the product last year. It delivers a comprehensive upgrade to our user interface as well as a great new design, plus a ton of significant new functionality in every part of the application. Be one of the first to check it out: All new Marketo demos. Read the press release: Marketo Reinvents Marketing Automation (Again) with Launch of Marketo Lead Management 3.0.

Customers and Sellers: The knowledge divide

The ROI Guy

A recent newsletter from sales and marketing best practices analysts at SiriusDecisions ( www.siriusdecisions.com February 2009; Knowledge Inflection Points) highlights that today’s buyers are more savvy, and gather more information than ever from public sources before they engage sales professionals.

More Resources to Define Lead Management Requirements

Modern B2B Marketing

A few days ago I posted a link to the new IDC Workbook: Optimizing Marketing and Sales Lead Management with Marketing Automation. This is a great tool, but there are quite a few other resources out there to help you define what you are looking for in a demand generation system. Here are some links to help you out; please let me know if you write about this topic and I’ll be happy to add you! Jep Castelein writes about vendors and evaluation criteria at LeadSloth on Demand Generation.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

5 Reasons Why Lead Management is more than Lead Nurturing and Scoring

Modern B2B Marketing

I think one mistake many marketers make is to think of their lead management requirements too narrowly — and to be honest, quite a few demand generation vendors make this mistake as well. As I wrote back in December, 2006, the fact that today's buyers take control of their buying processes using search, social media, and other online tools means that marketers need to move away from a mindset of "generating leads" and towards a model of " managing leads ".