Shreesha Ramdas

Does Marketing Automation Hurt or Help Customer Intimacy?

In 1993, Michael Treacy and Fred Wiersma published their seminal article in the Harvard Business Review about the three value disciplines (operational excellence, customer intimacy, product leadership) that outstanding companies practice. The decades-long argument about whether or not a given company can only optimize...

Public Relations and its Use in Marketing Automation

Public relations is perhaps the oldest form of marketing. As such, some digital marketers may view it as a world apart from their own and ignore it because it seems irrelevant. But in our view, nothing could be further from the truth. PR is...

Accountability for Sales Qualified Leads

Skepticism from the sales organization about marketing's ability to generate sales qualified leads (SQLs) probably dates back to the Bronze Age. Companies have been trying to fix this for generations with limited success. That's one of the reasons we're in the marketing automation business. Even...

Three Excuses B2B Marketers Should Avoid

Planning and forecasting are critical skills for B2B marketers. These processes are, unfortunately, a combination of science, art and black magic. Nonetheless, we need, on average, to do better. You don't help your company – or your career – when you ask your management...

7 Lead Nurturing Myths

Marketers are deluged with information and opinions that purportedly inform you how to do your job better. Although there's a lot of useful stuff out there, sometimes misinformation and myths masquerade as expertise. We want to set the record straight about some of the...

Selling Marketing Automation to the Executive Suite

Obtaining sponsorship and resources to implement (or replace) a marketing automation solution is no easy task. Your biggest challenge will always be in the executive suite. Depending on the structure of your company, your peers may need convincing as well. A troubled economic environment...

Inbound versus Outbound Marketing: What’s the Fuss?

We are perplexed by the endless debate about whether or not inbound marketing is better than outbound marketing. It's a distinction without much of a difference, especially because standard definitions for both do not exist. Specific marketing tactics may appear in either column, depending...

Using Social Media to Enhance Trade Shows and Conferences

Prognosticators at the beginning of this century predicted that the communications revolution and increasing use of digital media would slowly diminish participation in face-to-face events such as trade shows and conferences. The difficult world economy was to have hastened this decline. In fact, the...

Should B2B Marketing Be More Visual?

This post is inspired by the success of Instagram. It proves, once again, the impact of visual media on the human experience. We can trace that experience from the primitive cave paintings at Lascaux, through religious iconography over the centuries and ultimately to digital representations...

What Cloud Computing Means for a Marketer

Cloud computing is a very trendy term nowadays in the marketing world. It's useful to review the definition of the term and to understand its significance for our profession. Although cloud computing broadly encompasses many types of services delivered from the Internet, I'm only discussing...

What does Big Data mean for marketing?

Yes, Big Data is currently at the peak of a Gartner hype cycle. Like many new trends in information technology with ambiguous names and all-encompassing abstractions, it became a focus for cult-like adoration and a salvation for data oppression. Is every data-intensive...

Successful Demand Generation Requires New Marketing Roles

In recent years we've noticed a sea change in the skills, knowledge and roles required to be successful in marketing. Increased CMO turnover indicates unprecedented pressure to generate results. That pressure, coupled with massive changes in technology and customer behavior, demands a...

Old CMOs, New CMOs and Broken Marketing Organizations – Part 2 of CMO Series

This is the second of two posts about CMOs and the challenges they face. In first post, we reviewed our thoughts about how CMOs obtain their jobs; and we posed a question about how to approach that first day in the office. ...

Is Your Funnel Sick? – Part 3 of Funnel Series

This is the third (and last) in a series of blog entries about sick sales funnels. In the first installment, I reviewed symptoms that may indicate the presence of illness. In the second, I discussed questions and issues that could point to a...

Is Your Funnel Sick? – Part 2 of Funnel Series

This is the second in a series of blog entries about sick sales funnels. In the first installment, I reviewed symptoms that may indicate the presence of illness. I cited a hypothetical example of a B-to-B marketing effort to Fortune 100 companies...

5 Important Skills for B2B Marketing in a Digital World

In the 20th century, traditional marketing typically meant that vendors searched for customers.  In the 21st century, a technology revolution (e.g., the Internet, dramatic increases in computing power) has reversed those roles.  Customers search for products, services and vendors before companies can reach them....

Old CMOs, New CMOs and Broken Marketing Organizations

This is the first in a series of posts about CMOs and the challenges they face. Our team recently spent time pondering common threads pertaining to broken marketing departments, CMOs who fix (or try to fix) them, and how executives in other functions perceive their...

Is Your Funnel Sick?

This is the first in a series of blog postings about sick sales funnels, a notion that IDC popularized in 2011. I'll explore this malady by explaining how to recognize warning signs, perform a diagnosis, and treat underlying causes. We view a funnel as a...

From Action to Engagement: The Call2Action Button Comes of Age

A version of this post was first carried in MarketingProfs Call to actions are an integral part of all websites, over the years these little buttons or tabs urging a website visitor to act on the website, disclosing their interest and intent have moved from...

Changing Dynamics – The Rise of New B2B Marketing Funnel

This post was first published in DemandGen Report It has always been Sales that is responsible for the revenue, measuring how leads move from one stage to the other, with the 'Funnel' as the foundation. This 'Funnel Diagram' over time, has been recreated and modified...

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