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…

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…

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…

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 with hope are concocting lists, readying programs and shifting resources – people, time and budget – to account-based revenue (ABR)...

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 publisher have had on the way I approach demand marketing. I hadn’t given it too much thought before then. However,...

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 publisher have had on the way I approach demand marketing. I hadn’t given it too much thought before then. However,...

$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 efforts that convert prospects to new customers and cross- or up-sell solutions to current customers. And, to be clear, I’m...

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 one of the six judges for the Marketing Ops Game Changers program which is recognizing the top 33 Marketing Ops...

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 years. Not all parts are in sync during this huge growth spurt. And, in fact, it’s often overwhelming. Adopting new...

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 B2B marketing community, just released a new book. I thought it was insightful, timely and covered a healthy bit of...

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’ biggest area of impact has been the enablement of demand generation and customer acquisition. To date, MOPs has primarily focused...

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 customer acquisition and revenue has never been greater. Nor has the bar and expectations ever been higher. In fact, the...

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 and fueling sales pipeline. We marketers can easily become experts in one area, creating an unintended bias toward specific marketing channels...

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 is the tactics you emphasize based on your market position, customer need and business cycle.” “Create experiences to rise above...

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 aligned with sales, this year we’re committing to moving from alignment (we have a defined set of processes, SLAs, definitions,...

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 easy task in any market or community you serve. One of the best techniques I’ve learned from working with many...

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 business goals. This is a golden opportunity to look at your marketing technology roadmap and add new solutions to make...

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 is inaccurate and 60% of companies have an overall data health that’s “unreliable.” Because it’s the norm, we’ve created many...

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? Wrong. Dead wrong. CEOs and Boards of Directors rank driving and measuring revenue contribution as the No. 1 marketing priority,…

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