How to build a revenue playbook for B2B marketing

Hugh Macfarlane, Founder & CEO of, 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

Top of Funnel data strategies for B2B marketing – choosing demand generation technology

Hugh Macfarlane, Founder & CEO of, 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 be guiding attendees READ MORE

B2B Marketing in the Lower Funnel – Sales Readiness

Hugh Macfarlane, Founder & CEO of, 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

B2B marketing nirvana might just be the DemandCon Expert Panel

Hugh Macfarlane, Founder & CEO of, 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

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

How exactly do you network for success in B2B marketing?

Hugh Macfarlane, Founder & CEO of, 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

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

Using marketing automation: create a B2B marketing plan that helps you grow quickly and efficiently – DemandCon

Hugh Macfarlane, Founder & CEO of, writes... Every company starts out small. So what is the magic recipe that sets the not-so-successful ones apart from the oh-so-successful ones? A great b2b marketing plan. Small businesses are not just poorer versions of big businesses. They need to create new tactics and strategies to suit their size. Simply scaling down those that apply to a big business isn’t a marketing plan for success. So what is? Andy Mackensen and Clate Mask have a pretty good idea about marketing plans. As co-founder and CEO of Infusionsoft, Clate has guided the company READ MORE

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