Brace Yourself for a B2B Technology Implementation
Getting C-level buy-in and deciding which vendor to go with for your marketing and sales technology tools is only half the battle; the next steps will be crucial to the success of the technology. I am...
View ArticleContent Marketing: Don’t Offer the Same Thing Twice
Question: If someone goes to your Web site and downloads a white paper, what value is created by sending the same white paper to the same person one month later? Answer: None whatsoever. In fact,...
View ArticleThe 10 Deadly Sins of Signature-Driven Emails
A signature-driven email is a mass email that looks like an email sent directly to the recipient from an individual. This is accomplished by using an individual’s email address, sender name and...
View ArticleWhen Choosing a B-to-B Technology Vendor: Remember the Two V’s
When choosing the most appropriate technology vendor, b-to-b organizations often become so focused on features and functionality that they overlook two critical components: viability and vision....
View ArticleStay Away From Technology Islands
B-to-b organizations are inundated with technology solutions that are marketed or categorized as “driving revenue,” “lifting sales performance” or “providing marketing automation.” Other technology...
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The Sirius Directions in Technology Model
SiriusDecisions has introduced a framework that devotees of b-to-b sales and marketing technology best practices should find useful: The Sirius Directions in Technology Model. Our model is a...
View ArticleDetermining Whether to Automate Marketing Processes
B-to-b marketers, who’ve become more comfortable with procurement, implementation and use of automation technology, are increasingly interested in implementing tools that optimize processes and enable...
View ArticleTechnology Is Cool and All, But …
The introduction of new technologies for b-to-b sales and marketing organizations is accelerating more and more each day. In fact, it’s accelerating to the point where buyers are having trouble...
View ArticleSalesforce.com Launches Marketing Cloud
Salesforce.com announced the launching of Marketing Cloud, on Wednesday, September 19, during the company’s Dreamforce 2012 event in San Francisco. This should really be called the “Social Marketing...
View ArticleHow Marketing Automation Has Evolved in the Last 12 Months
Over the last several months, with my colleagues Jonathan Block and Jason Hekl, I have attended several dozen marketing automation platform (MAP) vendor briefings in preparation for SiriusDecisions’...
View ArticleMake Better Technology Decisions by Partnering With Your CIO
There’s no shortage of new, exciting and functionally dynamic tools that marketing and sales leaders can choose from. When making a technology decision, marketing and sales typically look at...
View ArticleUnlocking the Potential of B-to-B Technology: Three Phases
When introducing the Sirius Directions in Technology Model at our Summit 2013 event in May, Jonathan Block and Ross Graber emphasized the importance of b-to-b organizations using a phased approach to...
View ArticleHow Marketing Automation Has Evolved in 2013
How much can a market really change in 12 months? If you’re talking about marketing automation, the answer is significantly! Over the last two months, I‘ve attended several dozen marketing automation...
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The SiriusDecisions Startup Naming Process
With nearly ubiquitous high-speed broadband and fiber optics saturating every corner of the known world, creating a tech startup has never been any easier. But coming up with a witty name for a new...
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