Blog

How to Define your Marketing Personas

Buyer personas are a valuable part of current marketing efforts, but what are they, and how does marketing persona research work? Here are the things you should know to help reach your target audience, including reaching potential customers and getting existing customers to come back and spend again. What Are Marketing Personas? Marketing personas are […]

What is Lead Generation vs. Demand Generation, and Why Do You Need Both?

The difference between lead generation and demand generation Marketing buzzwords get thrown around a lot. We hear and see them every day – in advertisements, in corporate communications, and even listening to conversations between seasoned executives. Sometimes, we all know precisely what a word means. However, sometimes usage muddies the water a bit. One common […]

What is Account Based Marketing?

Account-Based Marketing (ABM) is a marketing strategy that focuses marketing resources on a set of target (“strategic”) accounts, thereby increasing marketing efficiency and effectiveness. Implicit in ABM is that the critical financial decision-makers and technical influencers can be identified within each target account, and marketers seek to reach and influence these individuals. The ABM view […]

The Dynamics of Technology Marketing and Investments

Key takeaway: Marketing should be a higher percentage of revenue early in the life of the technology offering, dropping to a steady state as the adoption occurs, and the offering matures. We have written here about the relationship between investments in branding and lead generation and how both are important to the success of any […]

Why Creating Value Matters for Your B2B Marketing

Rachel James | Chief Marketing Officer | Applaud Rachel James is the Chief Marketing Officer at Applaud, responsible for elevating the Applaud brand and creating market demand. With international experience spanning Asia, the Middle East, and Europe, she brings a global perspective to our product offering and an acute awareness of widespread market trends. Rachel […]

Predicting Future B2B Trends

Daniel Priestley | Co-Founder | ScoreApp & Dent Global In this jam-packed episode, we are joined by Business Advisor of the Year and Entrepreneur of the Year Daniel Priestley to discuss a topic that is very relevant to all marketers – predicting future trends. Transcripts [Laura]:We have with us today, Danny Priestley. He’s an internationally […]

Building a Rockstar Marketing Team

Sarah Salimi | CMO of Spave | Startup Mentor for DivInc We welcome Sarah Salimi, CMO of Spave and Startup Mentor for DivInc, to the podcast to discuss what it takes to build a high-performance marketing team and strategy for a startup company. Other topics covered include ways to continue your education as a marketer […]

Season 2, Episode 3 – Using the Problem Solving Mindset in Marketing

Preston Bornman | Creator of Vanquish Carbon Model and Brand | Vanquish Carbon With a diverse background of experiences, one thing has been consistent for Preston Bornman – the ability to solve problems. Join us as we chat with Preston about his problem-solving mindset, his variety of experiences, and how it has prepared him for […]

Season 2, Episode 2 – The Value of Rolling Up Your Sleeves and Taking Risks

Ashley Estilette | Chief Marketing Officer | Mitratech/h6> There is something to being able to roll up your sleeves as a marketing leader and getting involved in the trenches with your team. Join us as we chat with Ashley Estilette, the Chief Marketing Officer of Miratech, about leadership styles, continuing education as a marketer, the […]

6 Best B2B Marketing Strategies

We all have been in that room or sat in front of a screen and asked ourselves, “What can we do differently this year than we’ve done before when it comes to our B2B marketing strategies?” The digital marketing space is constantly advancing, so here are some current ideas for consideration: For the purposes of […]

Season 2, Episode 1 – Marketing from a Venture Capitalist’s Perspective

Yosef Levenstein | Chief Marketing Officer | Golden Section Join us as Yosef describes B2B marketing strategies from a venture capitalist’s perspective. Efficiency of capital is critical in startup and early growth stages, driving every decision. Yosef shares tidbits on achieving those efficiencies both in big-picture marketing strategies and tactical campaigns. Transcript [Laura] Welcome back. This […]

Budget Balance Between Lead Generation and Branding

Budget Balance between Lead Gen and Branding

While there are many facets to the marketing function in an enterprise, our clients tend to invest in three main areas: branding, lead or ‘demand’ generation, and technical infrastructure. The first two areas are apparent and must utilize the third. The technical infrastructure, or ‘marketing tech stack,’ includes the company’s website, Customer Relationship Management (CRM) system, marketing […]