Increasing Productivity through Marketing Automation Platforms (MAPs) My experience in this post comes from implementing MAPs in 3 different companies – in one of those companies, the MAP providers (Eloqua, Marketo, Aprimo) were a channel of distribution for us, so I...
If you read the last post, you saw the importance of tying revenue to results in both sales and marketing. Let’s dig into some key steps to tie revenue to results: 1.       Adopt common language between sales and marketing on tracing inquiry to revenue – an exercise...
Recently, I spoke with a division CEO of a B2B company that earned the majority of its revenue online. In this conversation, I anticipated that the business would be very savvy on the usage of all digital tools to grab revenue. The CEO had a background in areas...
Adage recently published an article that challenged whether the majority of customers were paying attention to Twitter and asserted that marketers should not rush to make judgments based on the minuscule percentage of customers that are actually using Twitter.  The...
Why social media is relevant to B2B CEOs and CMOs What an interesting week. I met with a CEO of an established B2B software firm interested in having his company more involved in social media, met with a B2B CMO colleague dabbling in social media on behalf of his...
