Blogs
Blog Demand Generation

Dual Funnels and a Team-Based Approach to Sales and Marketing Alignment at ServiceMax

The next interview in this thought leadership series on sales and marketing alignment was with Pat Oldenburg, VP Demand Generation for ServiceMax. ServiceMax provides industry leading asset-centric field service management…

Blog Demand Generation

Fueled by Sales & Marketing Alignment, Go From Zero to IPO in Record Time, Interview with CMO of Axonius.

I recently spoke with Nathan Burke, CMO of Axonius. Axonius is a cybersecurity asset management platform that gives organizations a comprehensive asset inventory, uncovers security solution coverage gaps, and automatically…

Blog Demand Generation

Ways to Elevate Marketing Beyond the Building Blocks of Maturity

In order to move past simple building blocks and into more advanced marketing practices, vendors should be able to address differentiation and messaging in terms of business outcomes, not product…

Blog Demand Generation

Developing Marketing Maturity Starts with These Building Blocks

Demand generation for B2B is problematic. Those specifically tasked with this role in most enterprises face tremendous pressure from both sales & marketing leadership while simultaneously dealing with significant budget…

Blog Demand Generation

Getting Through to Buying Committees Requires More “Prescriptive,” Less “Descriptive" Content

Content marketing has come a long way since the days of overly stuffy whitepapers loaded onto supermarket-like websites offering a little bit of everything to everyone. We have witnessed the blossoming…

Blog Demand Generation

Executing High Performance Demand Generation, Interview with Jeremy Collins, EVP Marketing, Azuga

I virtually sat down with Jeremy Collins, EVP Marketing at Azuga, as part of a continuing thought leadership initiative sponsored by InsideUp. Our discussion was focused on sales & marketing alignment…

Blog Demand Generation

Accountability & Visibility Drive Sales & Marketing Alignment at Okta

I interviewed Corey Rawdon, Director, Lifecycle Marketing at Okta, for my latest article on Sales & Marketing Alignment as part of the thought leadership series sponsored by InsideUp. Background Corey’s…

Blog Demand Generation

Keyfactor Drives Revenue Growth with Sales & Marketing Alignment

I recently spoke with Jamie Walker, VP Marketing Keyfactor, as part of a continuing thought leadership initiative sponsored by InsideUp.  Our previous series focused on #buyingcommittees. This interview with Jamie…

What We Are Reading
Article Demand Generation

B2B Marketer Pain Points, Performance, and Priorities for the Year Ahead: B2B Marketing Monitor

B2B marketer challenges, priorities, and performance for the coming year focus on digital communication and the customer experience. See the research here.

Article Demand Generation

B2B Buyers Are Back: Three Ways Your Marketing Team Can Profit

B2B buyers seem eager to spend, but marketers are struggling to keep up in altered marketplace. Learn how marketers can retool to make the most of buyers' re-emergence.

Article Demand Generation

The Real Reason You’re Struggling to Generate Leads and Turn Them Into Sales

Companies with agile structures that allow them to engage with buyers in a meaningful and helpful way (without deferring to outdated sales and marketing tactics) will always create a superior customer experience to their competitors. If you’re struggling to convert inbound leads into sales, the solution will most likely show up somewhere in your organizational incentives and prioritization.

Article Demand Generation

Campaign Expansion in 2021 Requires B2B Marketing Agencies and PR Firms to Keep Pace With New Market Demands

B2B marketing agencies should be using the current downtime to pivot PR and marketing strategies to keep pace with a new set of market demands. Learn what must be done.

Article Demand Generation

The Modern Approach to Account Based Marketing

Account-based marketing plays a critical role in the growth of many businesses across a variety of industries. However, many marketers…

Article Demand Generation

Adapting Brands and Thought Leadership: Afiya Addison of the B2B Institute at LinkedIn on Marketing Smarts [Podcast]

Afiya Addison sits down with MarketingSmarts podcast to discuss why some brands are able to adapt and others are not.