According to SVP of Marketing at Five9, Contact Center Technology Transition to the Cloud Driven by Digital Transformation and the Pandemic

Understanding Customer Needs – A Perspective from Five9 I recently had the opportunity to interview Scott Kolman, SVP of Marketing at Five9, as part of an ongoing study series, sponsored…

Rules for Content Marketers to Live By

Regardless of the times or the season (or the crisis at hand), content goals remain largely unchanged; marketers still must provide buyers with messaging tailored to the questions and concerns…

How Personalization Gives Each Buying Committee Member Something to Chew On

Remember the last time you sat down and actually hand wrote a note to a good friend? As your hand danced across the page, putting down those words and sentences…

How Channel Partners Complicate Demand Generation

This is the second in a series of articles based on interviews with IT executives conducted as part of a study that looks at the evaluation and acquisition of cloud-based…

The Next Normal in Technology Demand Generation

I interviewed Samantha Foley, CMO of Turvo, as part of the InsideUp study series, “How Technology Buying Committees Make Faster Decisions”, which is focused on how IT Executives participate in…

How Technology Buying Committees Make Faster Decisions

How a Buying Committee is Formed For this, the first of many articles, I have been interviewing IT Executives (e.g. CIO, CISO, SVP/IT) as part of a study program I…

A New Research Study Explores How Companies Buy Cloud-based Technology

Demand marketing has always been a noisy pursuit, but a dearth of in-person events has created even more distractions this year. Technology buyers are hearing a lot about “digital transformation”…

5 Ways Artificial Intelligence is Being Utilized in B2B Marketing

In recent years, we have seen a dramatic shift towards the implementation of new technologies and artificial intelligence (AI) in B2B marketing. AI is currently being used to help execute…

Intent Data Monitoring – Panacea or Panic?

In DemandGen’s 2020 Demand Generation Benchmark Study, lead quality over lead quantity came in as one of the top two priorities for the year (the other being increased conversion rates…

Five Reasons Why Intent Data Can Suck (and how to fix it)

Intent data by itself, and derived solely from online behaviors, is not sufficient to identify and qualify “in-market” decision-makers. Most sales reps have encountered time-wasting “leads” trotted out in the…

Want to shorten the buyer journey? Here’s how to do it!

Understanding the buyer journey and how to manage it is critical to effective demand generation. The buyer journey encompasses every step a prospect takes leading up to a purchase decision—such…

Expert advice to increase your sales conversion rate

Many aspects (such as trade show marketing, executive retreats and in-person sales visits) of the B2B sales process have radically changed in 2020 while other things, like data-driven marketing and…

“The Tough Are Still Going”

From coast-to-coast in the US and in the far corners of the world, we are all in a fight to preserve the lifestyle we have known, stay healthy and take…

Are B2B marketing white papers still effective or obsolete?

There is an ongoing debate about the effectiveness of marketing white papers. Are they becoming obsolete? Do they still deliver significant value? Many marketers claim that white papers have seen…

How marketing can use conversations to qualify sales leads

Marketers plan and execute demand generation campaigns, using traditional tactics, to identify and qualify sales leads. The same digital marketing tactics have been used for years. But I’d like to…