Compare Attribution Models Before Settling on One
When it comes to classifying attribution, there are various models that can be employed. The most popular method is first-touch attribution. This is probably because it is synonymous with the…
What’s the Best Upskilling for Today’s Demand Generation Professionals?
We plan to distribute an online survey, conduct 1-on-1 meetings and review third party materials to conduct research on the topic of Upskilling for Today’s Demand Generation Professionals. We will…
How Much Marketing Attribution is Enough to Manage Your Marketing Spend?
Imagine you are the marketing leader of a $100M cloud-based software company selling your productivity solution to other businesses. Your company has worked hard to find a winning product-market fit…
Do You Favor Inbound Over Outbound Marketing? Why Getting the Balancing Act Right is Still Key
Have an unpopular opinion? If you spend any time on social media, you’ve probably come across that question and been invited to share a like, dislike, or opinion that runs…
Three Steps to Take Toward Better Sales and Marketing Alignment This Year
The impending post-pandemic economic storm has been forecasted for months and now corporate finance managers have brought the reality of operational cost restructuring to marketing’s door. Meanwhile, the impetus for…
Sales and Marketing Alignment Throughout the Buyer Journey
Even in situations where a formal ABM strategy is not in place, companies are finding ways to make sales and marketing alignment happen. A case in point is how SYSPRO…
Why Sales and Marketing Alignment Will Be Vital in 2023, Especially for Technology Vendors
It’s no secret that technology vendors are facing challenging economic conditions. Selection committees have increased in size, contributing to greater hesitancy in choosing new technology. And longer sales cycles mean…
Effective Metrics for Marketing Performance - Part 2
It can be challenging to create a strategy to produce measurable results now while also investing for future growth. To gain insights on what is working for B2B marketers, I’m…
Effective Metrics for Marketing Performance – Part 1
As part of InsideUp’s thought leadership series, we’re exploring the challenges technology companies face in balancing the need to plan for both immediate and long term results. To gain insights on…
How to Effectively Balance Long and Short Term Marketing Metrics
[Video] An InsideUp Marketing Study For B2B marketers, it can be challenging to create a strategy that balances the need for both immediate and long term results. To gain –…
Integrated Funnel “Smarketing” at SYSPRO, interview with Kelly Kucera Vice President Marketing
The next interview conducted in this thought leadership series on sales and marketing alignment is with Kelly Kucera, VP Marketing at SYSPRO. SYSPRO is a leading global Enterprise Resource Planning (ERP) software provider targeting key manufacturing…
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…
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…
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…
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…
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…
Business Outcomes Drive Differentiation Says Andrew Baird, VP Marketing, TierPoint
My latest interview, as part of an ongoing study series sponsored by InsideUp on the impact of buying committees, is with Andrew Baird, VP Marketing at TierPoint. TierPoint is a…
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…
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…
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…
At the Speed of Digital - A New Normal for Collaboration with Saranya Babu, SVP Marketing at Wrike
Introduction In my final interview for the InsideUp study on buying committees, I talked to Saranya Babu, SVP Marketing at Wrike. We had an interesting conversation about Wrike’s marketing strategy…
Bill Hurley, CMO, Drives Growth By Aligning with Customer Lifecycle
My latest interview, as part of an ongoing study series sponsored by InsideUp on the impact of buying committees, was with Bill Hurley. Bill was most recently the Chief Marketing &…
“Think Like the Customer”
Unit4 CMO Shares Her Perspective
I had the opportunity to speak with Julie Knight-Ludvigson, CMO of Unit4, as part of a study series sponsored by InsideUp on the impact of buying committees in acquiring cloud…
Genefa Murphy, CMO, Talks About How to Influence Buying Committees with Thought Leadership
Introduction In a continuation of my interview (part of a study series sponsored by InsideUp on B2B IT buyers) with Genefa Murphy, CMO of Five9 and former CMO of Micro…
Genefa Murphy, CMO, Maps the Customer Journey as a Continuous Loop
As part of the InsideUp study series on B2B IT buyers, we sat down for a talk with Genefa Murphy, current CMO at Five9 and former SVP & CMO at…
Talking with Steve Arentzoff About Aligning Martech Stack with Business Strategy
I recently interviewed Steve Arentzoff as part of a study series sponsored by InsideUp on the impact of buying committees on the acquisition of cloud technology solutions. Steve is a…
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…
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…
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…
You Can’t Judge an Email by Its Subject Line – But What’s Offered Still Matters
A lot of time and energy is spent by cloud technology marketers creating catchy subject lines for emails. Some may even cross the line and send out-and-out teasers. You would think…
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…
SaaS Vendors Would Do Well to Recognize the Growing Influence of IT in Buying Committees
Based on the results of a new study (sponsored by InsideUp), entitled “Cloud Technology Buying Committees: New Decision-Making Dynamics”, the operation of buying committees appears to have significantly changed in…
Getting on an Evaluation Shortlist Requires More Than Listening, It Requires Loitering
Over the past few years, the widespread availability of aggregated intent signals has enabled sales teams to obtain notifications when the online activity of various contacts within a target account…
Can Business Data Networks and the Internet Really Handle COVID-19 Related Traffic?
All around the world, people have been quarantining and working from home because of the on-going Covid-19 pandemic. If you are regularly accessing the internet, like many others, you may…
What is SD-WAN and Why Should SMBs Pay Attention to It?
Enterprises are living and working in an era of software-defined everything. From flexible on-demand cloud connectivity right through to agile backup solutions, businesses are re-imagining the way they build out…
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…
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…
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…
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”…
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…
