Author Archives: Jennifer Ross
About the Author
Jennifer Ross is Research Director, Demand Creation Strategies, at SiriusDecisions. Throughout her 20 years as an executive-level marketer, Jennifer has employed integrated, multi-channel inbound/outbound marketing campaigns to generate demand, increase brand identity and awareness, and drive business growth. Follow Jennifer on Twitter @jenross17
Bridging the Marketing Skills Gap
- 6th May 2013
- Jennifer Ross
As the complexity of the b-to-b marketing landscape grows, one of the challenges that marketing leaders face is identifying the skills needed across the marketing organization. The infusion of technology in marketing has introduced the need for a specialized technical skill set in areas such as digital, social, mobile and CRM.
Continue Reading....The Most Common Misconception About Lead Nurturing
- 14th March 2013
- Jennifer Ross
My discussions with b-to-b marketers who want to implement a lead nurture program or enhance existing programs almost always begin with one major misconception about the true meaning of lead nurturing. Many marketers describe lead nurturing as a process that involves an automated response to a broad set of targets, followed by a series of emails offering potential buyers a wide variety of assets. That sounds a lot like a drip marketing program! And drip marketing isn’t the same as a true lead nurturing effort. Here are some tips to help you make this distinction and guide the development of a focused, effective approach to lead nurturing.
Continue Reading....More on Maximizing the Effectiveness of Events for Pipeline Acceleration
- 14th February 2013
- Jennifer Ross
My last blog post, “Maximizing the Effectiveness of Events for Pipeline Acceleration,” struck a chord with many marketers who are struggling to increase the effectiveness of their event strategies. Not surprisingly, most of the comments and inquiries I received were from marketers seeking additional guidance on improving the effectiveness of the ever popular “closing event,” an example of what we refer to as last-mile pipeline acceleration.
Continue Reading....Maximizing the Effectiveness of Events for Pipeline Acceleration
- 25th January 2013
- Jennifer Ross
Events are a part of every b-to-b organization’s marketing mix, but few organizations have a well-defined event strategy. Unless, of course, you consider “because we’ve always done it that way” a strategy. The truth is, very few organizations are disciplined enough to create demand by planning a range of events that are targeted at various audiences and buying roles. Even fewer use events to help influence and increase the rate at which opportunities move through the pipeline.
Continue Reading....Five Tips for Optimizing Paid Search Campaigns
- 7th January 2013
- Jennifer Ross
Most b-to-b marketing organizations are spending up to 10 percent of their marketing budgets on paid search initiatives, but few have taken the time to define clear objectives. On top of that, once paid search initiatives are in place, even fewer are revisiting them regularly to optimize their performance. If this rings true for your organization, make sure your marketing New Year’s resolutions for 2013 include an update of your paid search programs. Here are five tips to improve the effectiveness of your paid search initiatives.
Continue Reading....Behavioral Targeting Through Online Display Advertising
- 6th December 2012
- Jennifer Ross
As I was doing my online holiday shopping this weekend, I couldn’t help noticing how precise behavioral targeting has become. They were right: I did like that pair of shoes, handbag, scarf and rhinestone-studded dog collar. Four purchases later, I was proof that this form of targeting works. As early adopters of behavioral targeting, retailers and e-commerce sites have long used the technique to improve the relevance of their product offers to individual visitors. But these strategies are just as applicable for more-complex business-to-business selling. Whether you are selling b-to-c or b-to-b, the online interaction between a buyer and the content offer needs to be relevant and engaging. To be relevant, the content has to be personalized to meet the buyers’ needs, desires and expectations. To be engaging, you need to deliver the right content to the right buyer at the right time in the buying process.
Continue Reading....Is Technology Really “Eating Marketing”?
- 15th November 2012
- Jennifer Ross
The Web. Social Media. Mobile. Together, they’ve changed the world, connecting all of us. Technology is changing markets and buyer preferences at a rapid pace, and the rate of change will only continue to increase. Recently, venture capitalist Jeff Bussgang wrote for Inc.com: “Within the $1 trillion marketing industry, the impact of software eating marketing has now reached the boardroom. With the explosion of digital marketing, it is clear that technology is radically transforming the marketing function and the role of the marketing professional.”
Continue Reading....Measuring Marketing Success
- 26th October 2012
- Jennifer Ross
We all know that many factors influence job satisfaction. Contrary to popular belief, compensation has a relatively minor impact. One of the primary drivers of satisfaction is the sense of achievement. Satisfaction comes from being able to see your impact or influence. To apply this to marketing, leverage your annual goal-setting and measurement processes to create an environment where the marketing team feels a strong sense of achievement. Follow these five guidelines.
Continue Reading....Subscribe by Email
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Our Analysts
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
-
Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
-
B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
-
Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
-
Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
-
B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
-
Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
-
Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
-
B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
-
Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
-
Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
-
B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
-
Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
-
Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
-
B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
-
Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
-
Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
-
B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
-
Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
-
Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
-
B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
-
Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
-
Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
-
Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments
-
Three Problems With Product Roadmaps
A product roadmap is an important strategic framework that provides direction and guidance to internal and external stakeholders. It provides a plan for how the product's vision will be realized and reflects strategic priorities including specific market segments and customer needs. However, while there’s general agreement that preparing a roadmap is important, the reality is that often roadmaps are not as effective in practice. The problems generally fall into one of three categories.
- 21st November 2012
- 7936 views
-
Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 7786 views
-
Six 2013 Predictions for Marketing Automation
In my last post, I discussed how the marketing automation platform (MAP) space has evolved during the last 12 months. This week, I present six ways SiriusDecisions predicts the MAP market will evolve during the next 12 months. I have broken these into three broad categories – marketplace dynamics, MAP technology and customer usage.
- 9th October 2012
- 7450 views
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Reflections on Summit 2013 Through a Sales Enablement Lens
Last week, SiriusDecisions hosted more than 1,500 attendees at our annual Summit, held at the Manchester Grand Hyatt in San Diego. As a new member of the SiriusDecisions team, it was a wonderful experience to watch my colleagues in action as they presented our latest research and insights to the entire crowd. The presentations covered a wide range of topics important to b-to-b marketing, sales and product leaders, from the rearchitected waterfall to the unified integration model. But sprinkled throughout each presentation was a subject that is near and dear to me – sales enablement. As I made the rounds and introduced myself, the conversation consistently turned to sales enablement, even before I mentioned that I cover this area. Here are my answers to three of the questions I encountered most often during those discussions:
- 17th May 2013
- Edge Coble
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B-to-B Sales and Marketing Haikus: 2013 Summit Recap
We’ve published a number of blog posts that provide comprehensive overviews of the content presented at our 2013 Summit. This post takes a different tack and pares key Summit content down to its essentials.
- 16th May 2013
- Jonathan Block
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Getting Back to the Basics
Sometimes we need to step back from the complexities of our b-to-b marketing day jobs to make a simple decision: what type of demand we are trying to create. The demand type of a product or service drives a number of fundamental marketing decisions – messaging, targeting, the offers you create, the tactics you use and more. Yet seemingly agreeable colleagues often disagree on which demand type matches their products or services. This disparity is dangerous to your ability to market effectively as a team. SiriusDecisions has identified three demand type categories.
- 15th May 2013
- Grace Kraaijvanger
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Five Myths About Account-Based Marketing
It must be something in the spring air, but lately SiriusDecisions clients are coming to us with lots and lots of questions about account-based marketing (ABM). ABM is a broad category, including everything from one-to-one marketing to named accounts to customer marketing.
- 1st May 2012
- 13 comments
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Don’t Do Personas for Personas’ Sake
Formed by combining demographic attributes with preferences, personas embody a type of buyer. A frequent misconception I see as an analyst is when companies presume they should do personas simply ...
- 11th May 2012
- 8 comments
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Making the Case for Teleprospecting
At SiriusDecisions Summit 2012, we revealed our updated demand waterfall, and in the process clarified the important role the teleprospecting function plays in demand creation. Many organizations, however, are just beginning to make the case for incorporating a teleprospecting team (internal or outsourced) into their demand creation efforts.
- 15th June 2012
- 8 comments