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My latest column on DemandGen Report, “Why Demand Generation Shouldn’t Be Focused on Marketing Qualified Leads,” appeared today.

It opens:

We’re at a crossroads in modern B2B demand generation.

Fifty-eight percent of marketing automation adopters cite “generate more leads” as a key motivator, according to Gleanster.  Similarly, 78% of B2B marketers report “generating high quality leads” as their greatest B2B marketing challenge in MarketingSherpa’s “2011 B2B Marketing Benchmark Report.”

Yet a 2011 joint study by Vorsight and The Bridge Group noted, “On average, Sales Reps report that only 31% of all leads generated fit their Ideal Customer Profile.  Said another way, Sales Reps believe roughly 70% of the leads they receive have a low probability to purchase.”  And data from a recent IDC Technology Marketing Barometer Study indicates that year-over-year, between 2011 and 2012, our marketing and sales alignment around demand generation has actually gotten worse.

What’s going on?

The column looks at our challenge as B2B marketers aligning with sales and maintaining a strategic focus on revenue, and it examines how this relates to our frequent over-focus on marketing qualified leads (or MQLs, a term coined by SiriusDecisions) in our demand generation programs.

Click here to read the entire column.

As always, I appreciate your feedback on the piece.

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On September 19, my first book, Balancing the Demand Equation:  The Elements of a Successful, Modern B2B Demand Generation Model, was released on Amazon.

I can honestly say it was a very cool moment in my own personal and professional life, and I am thankful for so many who have helped make this project a reality over the past two-plus years.

So nearly 30 days later, how’s it going?

As background, I wrote the book to help fellow B2B marketers understand and succeed in a challenging modern demand generation environment – a topic I’m obviously passionate about and have been speaking and writing about now for several years. It covers how and why B2B marketing has changed in a Web 2.0 environment, and it provides a framework for building and operationalizing a ‘successful, modern B2B demand generation model.’  (BTW, to download a more-detailed summary of the book and its table of contents, click here.)

Literally, I wrote the book on B2B demand generation that I believed wasn’t out there — but needed to be!

I’m thus happy to report that the book has been well-received by the very B2B marketing community it was written for, with strong early sales and some fantastic initial reviews.

But no book release is without its ups and downs.  I’ve had my fair share of supply-chain issues and I’m sure I have frustrated a few people who have tried to order the book.  (And for that I apologize.)  Yet I can’t complain; that’s what happens when your book becomes a top-five bestseller on Amazon!  (Read:  Selling out can be a good problem to have.)

So given all that’s happened in the last 30 days, I thought I’d do a quick round-up and share some highlights, as well as providing an update on availability of the book.

Initial Reviews

Initial reviews have been fantastic.  In fact, I’m humbled by what a number of colleagues in the B2B marketing / marketing technology / demand generation world have written about my book, and I wanted to share their comments with you below:

Ardath Albee (Twitter: @ardath421), Author, eMarketing Strategies for the Complex Sale, wrote on her Marketing Interactions blog:

The simplicity of his approach is admirable. … It’s both strategic enough to help you think through the issues and tactical enough to help you actually do something meaningful to address them.

David Raab (Twitter: @draab), industry analyst and Author, The Marketing Performance Measurement Toolkit, wrote on his Customer Experience Matrix blog:

Adam Needles’ new book Balancing the Demand Equation closes the gap. … Consider this a guidebook for how to play the game and win.

Anand Thaker (Twitter: @AnandThaker), a marketing operations strategist and former colleague of mine at Silverpop, wrote on his Marketing Technology blog:

Balancing the Demand Equation is about the changing B2B environment where relevancy and efficiency matter most, but marketers are currently unable to deliver.

Scott Brinker (Twitter: @chiefmartec), President and CTO of ion interactive, wrote on his Chief Marketing Technologist blog:

I’ve been a fan of Adam’s for many years … he’s a master mechanic of modern marketing engines. … For the mere price of a book, it’s a bargain to tap into Adam’s experienced and inspiring thinking on these topics.

And these write-ups come on the heels of some already strong reviews, highlighted on the back cover of the book, which I shared a few weeks ago.

Again, I’m humbled, and my sincerest thanks to Ardath, David, Anand and Scott for taking the time to read and review my book.

Availability Update

While I’ve had great luck with such fantastic reviews, I can’t say the same about the supply chain side of things.

What can I say — and without getting into the details — is that within a very short time of my book being released, it was sold out and unavailable, and it took about two weeks to get back to a point where the book was consistently available via Amazon. The good news is that we’ve finally got things dialed with the printer, and we’ve been able to consistently keep the book available for the last week or two.

I obviously want to apologize to anyone who had a bad experience getting early copies; hopefully, that will not happen again.

So where can you get a copy of Balancing the Demand Equation at this point?

  • Hardcopy:  It is available in hardcopy format on both Amazon and Barnes & Noble.
  • Electronic version:  It is available in electronic format on Nook.  (And stay tuned as I hope to announce Kindle and iBook versions very soon.)

Amazon Bestseller!!!

Perhaps the most exciting development over the first thirty days is that my book hit Amazon top-five bestseller status in more than one marketing category.

Below is a snapshot of its ranking on October 11 … just a few days ago and probably the best day of sales yet:

So that’s the scoop!

All-in-all, a great first thirty days as an author.

I’m really excited by how the book has been received so far, and I look forward to sharing it with more B2B marketers over the coming weeks and months.  I also look forward to additional feedback as others read the book.  Let me know what you think!

Finally, thanks to so many people for supporting me in this endeavor.  Writing a book is not a solo activity.  I’ve acknowledged a number of people in the front of my book, but I want to once again say thanks to that group and to the broader network that has helped make this a reality.

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I’ve written a number of blog posts over the last two years referencing my B2B demand generation strategy book project, and — as a number of you have noted — I’ve been much-to-quiet over the past five months.

With good reason (as I’ve been hard at work finishing this project up), but no more.  I’m pleased to announce that …

Balancing the Demand Equation:  The Elements of a Successful Modern B2B Demand Generation Model is now set to be released via New Year Publishing in hardcover on Amazon on September 19.  (Click here to pre-order your copy.)

It also will be available on iBook, Kindle and Nook shortly thereafter.

I’m particularly excited to announce the book’s release to the community of B2B marketers I’ve worked so closely with over the years.  I think this is a book you’ll find very useful in helping to take your B2B demand generation programs to the next level.  And I look forward to your feedback on it.

As I note in the book’s description:

The goal of the book is to help B2B marketers fundamentally transform their demand generation approach – building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations.  The book also helps B2B marketers re-position their role, from tactical execution manager to that of strategic demand-chain manager – a critical shift.

B2B marketers need more than a minor course correction.  They need a massive overhaul in their approach to B2B demand generation.  Balancing the Demand Equation delivers both the rationale and approach to help B2B marketers succeed in this re-alignment and to emerge as leaders in the new B2B demand chain.

Click here to download a PDF overview of the book and its table of contents.

There’s more to come on the book and its release, and I’ll keep Propelling Brands updated with the details over the coming weeks.

Also, I’ve picked back up my blogging again.  This past week I published a new post on the Left Brain DGA blog site, titled “The Real Cost of Retaining a Legacy Approach to B2B Demand Generation … And What You Can Do About It.”  And I’ll be doing more posts in the near future around many of the topics in the book.

More to come …

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For those of you that have been following my B2B demand generation book project over time, I wanted to check in with a quick update … and a request.

The update: After working and re-working the focus and scope of the book over the last six months, I’m happy to announce I’m on what I believe is a strong path to completion.  I’m more confident than ever in the evolutionary direction and focus of the book, and I strongly expect to complete this book over the next few months.  (I’m about 2/3 done today and could see being done with major writing by May or sooner.  In fact, if you’ve noticed me blogging and Tweeting less lately, it’s because I’m spending a lot of time on the book … that is, when I’m not working with Left Brain clients, which are always my priority.)

Balancing the Demand Equation, as I’m currently titling the book, will be an in-depth look at the keys to succeeding with modern B2B demand generation.  It will help B2B marketers truly understand how to balance educating the buyer with achieving repeatable, sustainable delivery of leads and revenue.  And I believe it consequently will help B2B marketers take their game to the next level.

Moreover, as you would expect from me, it’s backed by 18-plus months of serious research and thought about the model.  So it’s comprehensive and thorough, but I also think the core model and principles are quite simple.  So it’s highly digestible, as well.

The request: I’m featuring in the book a select group of B2B marketing organizations that ‘really get it.’  More than case studies, I want these examples to really prove that it’s possible to take your B2B demand generation game (and science) to the next level.

This is where I need your help.

I am putting out an open invitation to nominate best-in-class demand generators — i.e., B2B marketing organizations that are truly proving the potential today of 2.0 demand generation techniques — through evolution in their content marketing, their lead management processes, their nurturing logic and their use of marketing automation technology.

How can you nominate a best-in-class B2B demand generator?

Three options:

  • One, drop a comment below nominating the specific organization and/or specific marketer.  When you do so, I’ll also get your contact information (which won’t be public), and then I can follow up with you directly via email.
  • Two, use the contact form on my blog to send me a note, and then I can also follow up with you directly via email.
  • Three, DM me over Twitter, and I’ll share my email address so you can send me a nomination directly.

I need nominations to be in by end of March, so that there’s time to include everyone.

As always, thanks for your support and encouragement on this project.  It’s been a long time in the making, but I think it’s a better book today than it would have been six or twelve months ago.  I’m going to be proud to share the final product with you.

And I look forward to your nominations!

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Just before Thanksgiving I published the second installment in a two-part series on the “Elements of a Modern Demand Generation Plan.”

I’ve done a number of posts over time on the various holistic elements that go into successful B2B demand generation here on Propelling Brands, on the Silverpop Demand Generation blog and more recently on the Left Brain Marketing (LBM) DemandGen (r)Evolution blog.

Yet I note in this new LBM post that despite all the tips and tricks out there in guides, blog posts and Tweets, for a lot of marketers there still seems to be a ‘glaring gap':

How do you build a modern demand generation program? What does that entail? Where do you start? What are the keys to success?

I think this is the real disconnect for many B2B marketers today. They do not really understand what it looks like to architect an entire, modern demand generation program, end-to-end – one that is appropriate for a marketing environment in which power has shifted from sellers to buyers and where Web 2.0 realities predominate. These B2B marketers need a way to sort out how all of these tactical systems and advice in blog posts and through consultants all come together in a real program.

I argue in the first post in the series that starting place should be a thoughtful and comprehensive demand generation plan. I then proceed to outline the initial research and analysis required to start with developing your plan — a first step in the process I refer to as establishing ‘buyer-targeting context.’

Source: Left Brain Marketing; click to enlarge

I then use the second post in the series to explain how you translate this initial research and analysis into actual demand generation programs — a second step in the process I refer to as ‘program translation.’

This is the same process we go through with clients of Left Brain Marketing to help them develop their own demand generation programs, so the content of these two posts is well-grounded in reality.  (I also provide a number of slides right out of our decks as illustrative graphics in part two.)

I end the second post by noting:

There is certainly more to say around the details and best practices of building out your sub models and of operating and refining your demand generation program. … Nonetheless, I hope this post and the previous one represents a good starting place for wrapping your head around how to approach and build a successful demand generation plan.

And I really do believe these two posts are a good starting place — and a comprehensive reference source — for your own B2B demand generation programs.

Click here to read the full part-one post on LBM DemandGen (r)Evolution; and click here to read the full part-two post.

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A little over a week ago I dug into an important topic on the Left Brain Marketing DemandGen (r)Evolution blog.  How can we improve our approach to lead nurturing as B2B marketers, and in doing so, how can we improve the effectiveness of our B2B demand generation programs?

Source: Left Brain Marketing; click to enlarge

Despite increasing adoption of marketing automation technology, “[w]e’re really bad at lead nurturing as B2B marketers,” I explain in the post.  I subsequently dig into the disconnects, and I recommend a strategic ‘layered’ approach to rationalize nurturing programs.

So where is the gap in our lead nurturing?  In the post I look at three realizations that are critical to successfully developing and positioning your lead nurturing.  Specifically, it’s critical for B2B marketers to realize:

  • Nurturing is a strategic activity, not a tactical one
  • Nurturing balances targeted buyer education with buyer qualification; it is two-way communication
  • Successful nurturing is aligned with, and supports the buying process

The resultant call-out is the need for a model to better think through how to build a successful lead nurturing program – balancing lead-flow goals with the need to engage the modern B2B buyer and giving you a foundation for building out nurturing tracks within your marketing automation system.

My ‘layered’ model – which the post explains in more detail – is one approach to rationalizing and organizing your lead nurturing tracks as part of your overall B2B demand generation program.   (And it is something we are leveraging at Left Brain Marketing in our client engagements.)

In the post I note:

Successful lead nurturing requires thinking in terms of a matrix of potential content offers and reactions on the part of the B2B buyer – all of which are designed to help support the buying process, accelerate decision-making and orchestrate content dialogue with that buyer. 

It’s impossible to envision every single choice a buyer will make in every situation, but you can understand if a  buyer is ‘on track’ or off, and have an approach to getting buyers back on the right track.

Click here to read the full LBM DemandGen (r)Evolution post.

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I examine the issue of what we as B2B marketers mean by ‘demand generation’ and explore why there is so much disconnect around the current definition and scope of demand generation in my first post on the new Left Brain Marketing DemandGen (r)Evolution blog.

Source: iStockphoto

The idea for this post came after “some interesting, recent interactions with marketing and sales professionals around the concept of demand generation.” I note in the post that “… these interactions have led me to believe this concept is nothing short of highly misunderstood.”

So I put a stake in the sand with this post – asserting my belief that demand generation is a strategic activity; that it is in fact the charter of B2B marketing; and that it spans and should be defined in terms of our holistic interaction with buyers throughout their buying lifecycles.

“It’s the art of educating buyers and nurturing these relationships from earliest awareness through to maximizing customer lifetime value.  It’s about sparking, nurturing and monetizing initial demand; it’s also about sustaining and growing that demand among current customers.  It’s the whole thing.”

The post subsequently analyzes three aspects of this issue:

  • One, it looks at exactly why there is this disconnect among B2B marketers in the definition and scope of demand generation.
  • Two, it examines ongoing evolution in our definition of demand generation.
  • Three, it identifies what I believe are the three critical components of successful, modern B2B demand generation.

Click here to read the full LBM DemandGen (r)Evolution post.

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