Scott Vaughan

How to Combat the High Cost of Prospect Acquisition: A Seasoned Marketer’s POV

The importance of top-funnel marketing efforts continues to rise, driven by the need to more precisely target, identify and engage prospects.

As demand generation strategies focus more on quality versus quantity and B2B marketing teams face greater pressure to show direct revenue impact, the cost to acquire a qualified lead or contact is going up rapidly. It simply takes more effort to get the right information on the right decision-makers.

Precision is now key – the need for greater intelligence in our initial outreach attempts and each subsequent follow-up to generate positive engagement among target audiences. While techniques and tools like predictive modelling, intent data and account-based targeting hold promise, there are alternative strategies and tactics.

How Marketing Attribution Can Create Unintended Consequences

A version of this article was originally published on MarTech Today.

B2B marketers must measure to understand what’s working and what’s not, where and how to improve, and, most importantly, how to run marketing like a business. Without this capability woven into the fabric of the team, B2B marketing organizations will languish.

But, somehow, we’re being sidetracked from strong measurement and analytics to chase full-blown attribution – the ability to attribute every action and activity to an outcome. The “attribution obsession” that’s creeping into some B2B marketing teams is creating unintended consequences.

High-Quality Data and Multi-Channel Marketing Is Moving Marketing’s Mindset from MQL to Revenue

New benchmark survey research from DemandGen Report shows that B2B marketers, while making progress in some areas, are woefully behind in key capabilities

Is GDPR the Y2K for B2B Marketing? And How to Use It to Your...

This article was orginally published on MarTech Today.

Buckle in. Marketing — and your entire organization — is about to be overwhelmed with stiffer data privacy regulations around the globe. The poster child for this movement is GDPR, the European Union’s General Data Protection Regulation (GDPR). As a marketing leader, you’ll be spending hundreds of hours with the legal eagles and the data teams on what many analysts are calling the biggest thing to hit B2B marketing in a generation.

As we’ve been preparing for GDPR these last few months, I’m having flashbacks to my time in the IT world as we counted down to Y2K. The similarities between GDPR and Y2K are striking:

ABM Shouldn’t Be A Wish-List – 5 Steps For Account-Based Revenue Gen

More and more B2B organizations are deploying account-based strategies. In the high-tech executive suites and grungy boiler rooms across the globe, enthusiastic teams filled...

5 Indispensable B2B Marketing Hacks You Can Learn from Publishers

Over dinner a couple months ago in Austin, a few of my B2B marketing peers pointed out how much influence my days as a...

5 Indispensable B2B Marketing Hacks You Can Learn from Publishers

Over dinner a couple months ago in Austin, a few of my B2B marketing peers pointed out how much influence my days as a...

$161B on Top-Funnel Marketing vs $9B on Lower-Funnel: A Problem

B2B CMOs are shifting their demand marketers’ focus. Simply generating marketing-qualified leads (MQLs) is no longer enough. Marketing execs are now emphasizing down-funnel...

Marketing Operations Pros Are Putting on Their Big Kids Pants

John Donlon is Research Director for Marketing Operations Strategies at Sirius Decisions. He works with Marketing Ops pros and teams every day. He is...

The Past, Present and Future of Customer Lifecycle Automation

When it comes to marketing and the technology we use to automate it, it seems as if we’re still in those awkward, early teen...

Full Funnel Means Marketing as a Profit Center

Perspective and Tips from Matt Heinz with Release of New Book Matt Heinz of Heinz Marketing, one of the real-world thought leaders in our...

Marketing Ops: Why TOFU Matters to You Now More Than Ever

The rise of the marketing operations (MOPs) profession has driven efficiency, new capabilities and a much more analytical and process-driven approach to marketing. MOPs’...

Demand Orchestration: The New B2B Marketing Aspiration

With dedicated demand marketing teams and increasing amounts of data flowing through digital, CRM and marketing automation (MA) tools, marketing’s ability to contribute to...

Integrated Marketing: Great for Sales Pipeline – And Your Career

Many marketers view inbound marketing as the end-all, be-all of demand generation, while others position outbound tactics  as the most important for acquiring new leads...

Building a Demand Generation Machine

An interview with Lisa Hatheway, Senior Director Global Marketing & Demand Generation at Aerohive. Quotable Takeaways: “You need brand to create demand, period. The trick...

Beyond Alignment: 4 Steps to Sales-Marketing Integration

The team at Integrate is in the midst of ramping up 2016 demand generation efforts like many organizations. While we've always been pretty well...

Point of View Marketing: A New Way to Fuel Demand Generation Strategy

As marketers, we strive to differentiate our brands and products, to increase our relevancy and, ultimately, to make our customers’ “must have” list. No...

New Isn’t Always Better: A Case for Evaluating Existing MarTech First

Prep Tools for 2016 Planning It’s 2016 marketing planning season. Time to strategically rethink your marketing initiatives and tech investments to meet next year’s...

4 Steps to Tackle Data Quality and Velocity Issues

Let’s face facts—marketers have become complacent with poor-quality prospect and customer data. According to a SiriusDecisions study, 25% of the average B2B marketer’s database...

Marketing-Sales Alignment: Real-World Lessons

How Emerging Tech Provider Tintri is Transforming Marketing from Demand Gen to Revenue Gen Marketing and Sales Alignment. Stick a needle in my eye, right?...

New Posts