What velocity do you need? And what does your current velocity tell you about what you should change?

How to build a revenue playbook for B2B marketing

Hugh Macfarlane, Founder & CEO of align.me, writes... In B2B marketing it pays to have a plan. The problem is that often companies recycle ineffective plans based on traditional B2B marketing, rather than revenue marketing. A successful transition from one way of doing things to another depends on having the right information to guide you. Even better, if you can follow a proven, well-worn path, you will get to the main road a lot faster than you would alone. If one path is growing revenue and the other isn’t, you need to know which one is which, and READ MORE ›

By |Strategy, Tactics, Velocity|
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Top of Funnel data strategies for B2B marketing – choosing demand generation technology

Hugh Macfarlane, Founder & CEO of align.me, writes... What value does demand generation technology add to B2B marketing? There are so many complex technology solutions out there that it can become overwhelming to think about which fit your needs well (and that’s once you know what you need). B2B marketing professionals can be forgiven for holding back, but risk seeing their competitors stride ahead, taking early advantage from new technologies. So how do you choose the right platforms for your company? At DemandCon in San Francisco next week, Michael Bird, Chief Revenue Officer of Netprospex will READ MORE ›

By |Strategy, Tactics, Velocity|
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B2B Marketing in the Lower Funnel – Sales Readiness

Hugh Macfarlane, Founder & CEO of align.me, writes... What use is a B2B Marketing lead that isn’t followed up? Or worse, one that is followed up badly? B2B Marketing professionals rely on sales representatives to turn leads into opportunities, and ultimately into clients, but all-too-often the expectations between marketing and sales is blocked. The effect is to reinforce the stock response from both departments. So sales people must know how to handle leads well, which means their companies need to be able to prepare them. But how? James Rogers will be talking about the best practices for preparing sales READ MORE ›

By |Tactics, Velocity|
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B2B marketing nirvana might just be the DemandCon Expert Panel

Hugh Macfarlane, Founder & CEO of align.me, writes... I’m a self-confessed B2B marketing geek, so naturally I can’t wait to hear the luminaries of B2B marketing share their experiences at DemandCon in just a few short weeks. I’m giving a keynote on aligning the whole team (See far, Go fast), and am joined by no fewer than 60 top notch speakers sharing their wisdom. So how do you make sure you get answers to your questions while these B2B marketers are all available in the one spot? On the morning of day 2, B2B marketers can sate their READ MORE ›

By |Tactics, Velocity|
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B2B marketing levers: Using revenue performance management to grow your business

Hugh Macfarlane, Founder & CEO of align.me, writes... If it’s the customers who are in control in B2B marketing, who’s watching them? With all the free information available, and all the savvy buyers sorting through it, B2B marketers need the right business processes to create behaviour (and track it) if they want to drive revenue. Today’s B2B marketer needs a strategy to manage how companies interact with buyers. This strategy must follow the customer through their entire purchase-process. Get this right and you will see dramatic changes: more predictable, rapid and profitable revenue growth. So what kind READ MORE ›

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How to avoid a B2B marketing-automation train-wreck

David M Raab believes that marketers everywhere will agree that they need automation systems for their B2B marketing – even if they’re not exactly sure why.  But even the best technology won’t guarantee success. Automating a bad B2B marketing process will only bring the failure on faster. So what marketing automation works? David M. Raab is a Principal Consultant at Raab & Associates Inc and has managed an impressive list of clients, including AARP, CitiCorp, The Gap, First Union Bank and many others. He will be taking the stage at DemandCon in San Francisco this May to READ MORE ›

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Using video in your B2B marketing demand generation

Hugh Macfarlane, Founder & CEO of align.me, writes... Consumer marketers have always worked hard to create high levels of engagement for their audiences. But in B2B marketing we often struggle, and end up with drab results. Video is an immediately engaging media, and so it should play a big role in our B2B marketing, but many B2B marketers shy away from the technical work involved. The good news for these B2B marketers is that using video just got a whole lot easier. Cliff Pollan, CEO & Co-Founder of VisibleGains, will showcase the best practices for using video READ MORE ›

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B2B marketing uses real-time account identification to ramp website conversion

For B2B marketing, the sort of profiling that works in consumer marketing may not be enough. Demandbase CMO Greg Ott observes that although B2C and E-tailer personalisation stories are everywhere, companies that revolve around B2B marketing and selling processes have been left out. In B2B marketing, you never sell to just one person, but an entire account. So what does an effective B2B marketing plan look like? At DemandCon, Greg Ott will talk about how you can increase lead generation, accelerate the sales pipeline, and improve existing customer satisfaction B2B marketing specifically, by practising account-based optimisation. “When READ MORE ›

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How exactly do you network for success in B2B marketing?

Hugh Macfarlane, Founder & CEO of align.me, writes... How do you make a conference on b2b marketing and sales pay big dividends? ’Networking opportunities’ are one of the major reasons cited for attendance at conferences, conventions and seminars. B2B marketing companies know that most people never take full advantage of these networking opportunities by actually achieving meaningful connections with the other people in the audience – as amazing as those other people may be. So how exactly do you network for success in b2b marketing? At DemandCon in San Francisco this May, Thom Singer will serve as your READ MORE ›

By |Strategy, Tactics, Velocity|
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The role of Search in your B2B Marketing Plan – DemandCon

Depending on the methodology used, studies show 80-95% of buyers begin their journey with an internet search. So it’s no surprise that smart B2B marketing plans keep across the ever-evolving best practice for search marketing. So what is the best practice for search for B2B marketing? At DemandCon, CEO of Apogee Results Bill Leake, will "walk you through the latest developments in search marketing and show you how to maximize your spend for the most leads possible." But here’s a twist: what if one key-phrase earned you tens of thousands of marketing qualified leads (that Sales READ MORE ›

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