Demand Generation Blog

B2B marketers and their CFOs have always paid great attention to ROI metrics. They know precisely the amount of money they have invested in a solution or service and they evaluate the success or failure by the level of profit and/or savings. But what about the time it takes for a company to see value [...]

I love metaphors. I think they are a useful approach to explaining new concepts such as those in B2B lead management. One of my favorite metaphors of late is from my friend (and Silverpop CEO) Bill Nussey. He speaks about the changing marketing paradigm from interruptive marketing to true relationship building through customer [...]

I’m asked quite often what one metric is the most important in defining marketing’s success, and I believe it would have to be the number of opportunities created for the sales organization. Of course, the number of new leads is important, as well as marketing qualified leads, and we can’t forget the pot of [...]

There's rarely any good news on the financial front these days. So I was pleased when I saw a recent article by Direct Magazine's Ken Magill indicating that 79 percent of surveyed executives said their companies will have spent the same or more on marketing in 2008 than 2007. Also, 42% said they don't expect [...]

The election season is here. Early voting is taking place in most states and the main interest of voters is the economy. Unsurprisingly, the economy is a top concern for BtoB marketers as well. Many marketers are wondering if, when or how much the economy will effect their business and specifically, their marketing efforts.

There [...]

I recently re-read BtoB Magazine’s first-ever Lead Generation Guide and it reminded me how important lead management is in the world of BtoB marketing. All the factors of a "perfect storm" are gathering to elevate this industry to the level of SFA or, dare I say, CRM. Marketers from all industries and company sizes are [...]