SiriusPerspectives® Blog
Summit Europe 2017 Preview: Q&A With Julian Archer
July 27, 2017 | Ellen Lind
- Summit Europe is the premier destination for Eurocentric b-to-b research and innovation
- For a preview of what this event will offer, Ellen Lind interviewed Julian Archer, a senior research director at SiriusDecisions
- Among many other topics, Summit Europe attendees will learn how to improve localization processes for better content localization performance on a global scale
How Do You Measure Event Performance?
July 26, 2017 | Kate Pierpont
- Event strategy, planning and execution should support the goals of demand creation and other program families as part of an integrated campaign framework
- SiriusDecisions benchmark data shows that organizations of all sizes continue to allocate a substantial amount of their demand creation budgets to events
- SiriusDecisions recommends applying a core group of metrics to understand return on event spend
Event Strategy: Q&A With Paralee Walls of Kapost
July 25, 2017 | Drew Zalucky
- Kapost creates solutions that help b-to-b organizations manage every aspect of the buyer’s journey
- Paralee Walls is Kapost’s director of content marketing, focused on digging into the best content strategies for clients and prospects, thought leadership and the educational component of content marketing
- At this year’s Summit in Las Vegas, we got a chance to chat with Paralee and ask her about how Kapost approaches its event strategy
SiriusDecisions Tech Exchange 2017: What to Expect
July 24, 2017 | Jessica Lillian
- Curious about what’s on tap at the SiriusDecisions Technology Exchange this year?
- Event co-chair Steve Silver offers a preview of the new research that will be shared
- TechX attendees will have plenty of time to network and enjoy entertainment in Austin
Is 25 Percent a Bad Number?
July 24, 2017 | Nancy Maluso
- Seasoned sales reps often don’t like to attend training
- Sales needs to learn about new initiatives, solutions and methods to continue to be successful
- Create a learning campaign that communicates and delivers information through various modalities, times and tools
One in Seven ABM Programs Is Doomed Because of This Single Factor (and What You Can Do About It)
July 20, 2017 | Matt Senatore
- Approximately one in seven account-based marketing (ABM) programs (13.6 percent) doesn’t have an ABM leader in place
- ABM activities are often added to marketers’ already-full plates – having an ABM leader ensures success can be repeatable, sustainable and efficient
- Three key characteristics of successful ABM leaders include leadership, passion for process and passion for people
Four Golf Shots, Four Approaches to Demand Creation and Engagement
July 19, 2017 | Julian Archer
- Companies often struggle to understand how traditional demand creation should be aligned with account-based marketing
- The SiriusDecisions Demand Spectrum considers account insight, joint marketing and sales participation, and available account-specific customization
- Evaluate the elements along the demand spectrum to align internally in accordance with the most appropriate demand creation and engagement approach
How to Use Metrics to Drive Alignment and Accountability
July 18, 2017 | Jay Gaines
- B-to-b sales, marketing and product leaders struggle to create focus across teams and functions, and gain and maintain insight into progress toward key goals
- Alignment and accountability come from identifying the correct metrics that provide leaders with the insight they need
- Leaders are operating in a fog of metrics; a simple and structured approach for selecting metrics that matter is crucial
A Minimalist's Four-Step Approach to Decluttering Social Media Accounts
July 17, 2017 | Laura Sudnik
- Many companies do not have complete oversight over their social accounts
- A regular inventory of social accounts provides social operations a method for making necessary adjustments
- A minimalist approach allows social operations to reduce brand risk and declutter the channels their followers frequent
Are You Recruiting the Right Channel Partners?
July 14, 2017 | Stephanie Sissler
- Many organizations continually make bad choices in the partners they allow into their programs
- Like hiring a new employee, accurate channel partner selection requires knowing what you are looking for and what you expect them to do
- The development of an ideal partner profile should be treated as a requirement – not just a best practice