Demand Creation

Event Marketing – How to Plan an Event

Event Marketing – How to Plan an Event

This post, Event Marketing – How to Plan an Event, reveals a managed, repeatable process for selecting, designing, developing and executing successful marketing events. A recent study by Forrester Research reveals that B2B marketing budgets will rise 6% in 2014 and represent 4% of company revenue. Prior to 2008, Forrester notes that marketing budgets ranged between [...]

Checklist For a Marketing Programs Manager

Checklist For a Marketing Programs Manager

Anywhere from 1-10% of a company’s revenues may be allocated to the marketing budget and in most cases the people to programs ranges from 70:30 to 30:70.  A key role in Marketing is the Marketing Programs Manager who can effectively manage about $250-$350K but most companies don’t have a checklist for a Marketing Programs Manager. [...]

Cost Per Lead is Not a Performance Metric

Cost Per Lead is Not a Performance Metric

Unfortunately, those that do not understand the marketing function try to simplify it and, in the process, set the function up to fail – cost per lead is not a performance metric.  Specifically, the term cost per lead (CPL) is thrown around a lot. It has caught on with the financial community because it is [...]

Marketing Strategy

Onboarding is the Most Critical Step in Go-to-Market Strategy

Onboarding is the Most Critical Step in Go-to-Market Strategy

For organizations with subscription-based offerings, onboarding is the most critical step in the go-to-market strategy.  The impact of customer onboarding on the market is similar to that of a 7.0 earthquake in a major metropolitan city–the ripple effects are still being felt by marketers with the force of a tsunami.  However, many companies have not [...]

Go-to-Market Strategy: Outcome-Based Marketing

Go-to-Market Strategy: Outcome-Based Marketing

Best-in-class marketers have evolved from stuffing the Sales Funnel with leads to Outcome-Based Marketing.  This change has served as a driving force to align and integrate sales and marketing, strengthening an organization’s go-to-market execution. Conventional Marketing Conventional marketers have traditionally focused on leads, and specifically focused on lead quantity over lead quality.  Unfortunately, there are [...]

Content Types Are a Key Aspect of a Content Marketing Plan

Content Types Are a Key Aspect of a Content Marketing Plan

Content Types are a key aspect to consider when creating a content marketing plan to support your go-to-market efforts.  Creating a content marketing plan does not have to be painful but it will be painful if you do not spend time documenting content types, content format and content platforms, before tactical execution commences. Content Types [...]