Missing the Mark

One of the most memorable meetings I ever had during my tenure with the first software company I worked for was with my boss, the president of our division.  I remember walking into his office, and before I could sit down, he handed me a brochure and asked somewhat accusingly, “Did your team produce this?”  Luckily, I was able to answer, “No”, to which he replied, “Good, because if you had I was going to fire you.  This brochure is ugly and even if it wasn’t, it’s a waste of money because it’s not delivering leads or having an impact […]

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An Interview with Jonathan Block from SiriusDecisions

This week, we are pleased to have Jonathan Block from SiriusDecisions joining us to discuss marketing automation, lead management and B2B marketing. Jonathan in his role as Vice President and Service Director of SiriusDecisions is no stranger those of us in B2B marketing. He has worked for more than 20 years in a variety of marketing roles and as an industry analyst. While at SiriusDecisions, he has helped many B2B organizations expand their traditional reputation management initiatives with the integration of social media strategies and tactics into the communications mix, as well as advised clients on evaluating and choosing appropriate […]

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The Benefits of Data Management

Last month, DemandGen Report ran a cover story titled “Data Tops List of Tactics & Technologies that Marketers Can’t Afford to Live Without.” The article went onto discuss the importance of having reliable data in order to ensure campaigns are successfully executed via marketing automation platforms. This issue of data management is not new.  For years, marketers have wrestled with keeping their data clean.   However, with the rise of marketing automation, keeping data clean is now at the top of marketers’ list of challenges.  This view of data underscores how valuable clean and relevant data is to marketing and sales success.  […]

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Metrics – Tying it all Together

When speaking to our clients on issues of lead management, the one topic that seems to get the most attention is metrics.  As marketers, it seems that we are programmed to measure.  We want to know the return on our marketing spends. We want to quantify the impact of our lead generation programs. We want to prove numerically that we are having a significant contribution to the bottom line.  Some of us measure clicks, opens, conversions, leads, and almost anything else we can think of. Measurement is in our DNA. It’s inherent in what we do. So, it’s no wonder […]

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Data in the Lead Management Equation

A few weeks ago we began the discussion about lead management, what it is and what it is not (See “Much More to It” – October 15th). This is the second post in the series about defining lead management. In this post, we’ll look at the data process that’s needed for successful lead management.  It should be no secret that the success of any marketing campaign starts with good data.  However many marketers are still struggling with keeping their data up to date.  Two questions that come up over and over again are “Where should I keep my data?” and […]

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