3 Keys to Build Trust Using Demand Generation

In the world of B2B marketing, there is a key duality in the way we sell and the way we market our brands. On one hand, we need to sell at scale across tens of thousands of business decision makers. And on the other hand, we need to build individual relationships that close a sale. As such, your demand generation efforts need to create that initial trust that your sales team can leverage to drive deal flow and revenue. Here are 3 Keys to designing a Demand Generation Program that generates trust. Key #1: PersonalizationIt’s assumed that personalization is one… Read More

3 Reasons Why Every CRO Needs a Good CMO and Vice Versa

Over the past several months, I’ve been fortunate enough to split much of my consulting time between acting as a fractional CMO and a fractional CRO. And it’s been interesting to note how these two roles interplay to drive business goals. Let’s look at 3 reasons why both roles are needed and must be executed exceptionally to drive topline results. The Timeline Shuffle Time horizons should be different for planning for sales versus marketing. Sales need to think quarterly, monthly, or even weekly. While Marketing should be planning quarterly, yearly, and beyond. Collaborating with the CMO and their team’s inbound efforts can… Read More

3 Must Haves to Stand Up Scaled Demand Gen

Many B2B marketing teams start with demand generation as the first broad program to implement. This may be a function of all the marketing automation tool sellers pounding into our brain the value of inbound marketing. But this couldn’t be further from reality. There are 3 frameworks your team must develop prior to starting a scaled demand gen program. Framework #1: Message Planning by ICP Sub-Segment Initially when we start developing our marketing strategy, most of us develop messaging and ideal customer profiles. But for solid demand generation programs we must dig a little deeper and build messaging variations for… Read More

What’s Next for Conversational AI?

time lapse photography of blue lights
Chatbots have been used for a few years now for lead-gen and content marketing use cases. Brands have deployed both rule-based and AI-powered chatbots to share relevant content, set up demos, walk customers through sign-up and automate customer service workflows — all in an effort to deliver consistent, seamless experiences across channels and geographies. But this barely scrapes the surface of what conversational chatbots can do. So what comes next for conversational AI (CAI)? Embedding Conv… Read more from the source CMSWire.com: What’s Next for Conversational AI?, Published by: Chitra Iyer Read More

Demand Generation vs. Lead Generation: Why B2B Marketers Shouldn’t Confuse Them

The terms demand generation and lead generation have often been—and often continue to be—used interchangeably by B2B marketing professionals. Yet they’re not the same thing. And, in fact, using these terms synonymously can create problems and challenges that hamper marketing, sales, and even customer success efforts that drive business growth. In this article, we’ll review the differences between demand gen and lead gen and why understanding the distinction is important. What is demand genera… Read more from the source intentsify.io: Demand Generation vs. Lead Generation: Why B2B Marketers Shouldn’t Confuse Them, Published by: Jaymi Onorato Read More

3 Keys to Grow Revenue

Marketing and selling to the “buy-side” is complex. There is a duality in the way we sell ourselves to brands and their agencies. On one hand, we need to market at scale across the 10s of thousands of business decision makers. On the other, it is still very much about individual relationships. So, how do we create scalable and personable marketing and sales efforts in the complicated landscape? Over the course of the last 20+ years working at and with brands and their agencies, I have learned 3 Tips that help media, marketing and ad tech companies be more successful in connecting with brands and their agencies, as follows: Revenue… Read More