Category: Demand Generation
-
9 Considerations for Becoming a Multi-Channel Revenue Machine
At some point in a company’s growth, the inbound only, USA only, inside sales only revenue model starts to run out of gas. I have seen this a few times, and it is a function of: size of the market growth rate of the market your revenue relative to the size and market growth market…
-
Hindsight is 20/20 – 15 Things Early Stage Companies Shouldn’t Overlook
I presented this morning at the Cambridge Innovation Center at a Growth Hacker Event sponsored by ChimaeraLabs. My PPT is attached – I will write up a longer blog post explaining the deck, but I wanted to get it posted for people looking to get a copy. The genesis of my presentation was basically,…
-
Is Anyone Measuring Response Rates on these Emails?
If I start posting really bad email solicitations that I get, will they stop? Each time I get a solicitation email that is just so bad from a reputable company, I have to ask myself, are they measuring the feedback? The click through rates? The unsubscribes? I have to conclude no. Someone inside the company…
-
Marketo Marketing Nation Summit Talk – Building a High Velocity Lead Generating Machine
Getting to bottom of my inbox taking the train to NYC for an Insight Venture Partners conference, I discovered that my presentation from Marketo Marketing Nation summit has been posted online. This was a roughly 45 minute talk titled “Building a High Performance Lead Generating B2B Machine” and loosely followed the outline of my book. …
-
Cape Cod Fishing Reports and Lead Quality Reports
I like to fish the waters off Cape Cod in the Summer for Striped Bass. If you read the fishing reports, theoretically, they should give you the required the information to catch the fish. This weekend, for example, the reports said the stripers were biting squid off the Monomoy Rips at the tide change. So,…
-
All Leads Are Crap
“These leads are no good” “Those PPC leads are terrible” “White paper leads, in general are good” “That last list is the best” This is many times the feedback that sales and marketing teams provide on lead quality. To simplify this discussion and move it beyond finger pointing about what is good or bad, it…
-
Clinton “Thinking About Running” vs. “High Velocity Lead Generation”
Yesterday I spoke at the Marketo Marketing Nation Summit on a topic entitled “Build a High Performance, High Velocity, Lead-Generating B2B Machine. The room was packed with 500+ people which surprised me, but made it fun. I uploaded the slide deck here, as some people wanted copies of the graphics.Marketo Presentation- SEMPLE Despite my best…
-
Why MQL (Marketing Qualified Lead) By Itself is Not a Useful Metric
I have come across many marketing organizations that use the metric of “Marketing Qualified Lead” or MQL as the goal that drives B2B marketing demand generation. Theoretically, if marketing supplies the required number of MQLs, then sales will hit their revenue goals. Neither part of this statement is accurate, but for this posting, we will…
-
Measuring Program Revenue (PR)
The last blog series discussed how using Marketing Contribution to Revenue (MCtR) was not necessarily a great idea. However, marketing must somehow be shown to be impacting revenue, otherwise, why bother? To answer this linkage question we proposed two linkage metrics. The first is Expected Revenue (ER) which was discussed in the last blog posting.…
StoryMetrix 