Smashmouth B2B Blog: Sales & Marketing Demand Gen

15 Reasons Why Every CMO Must Attend #dreamforce #DF13 #in

Posted by Michael Damphousse

If you are a Chief Marketing Officer, or report to one, or aspire to be one, you MUST attend dreamforce. Period. I would not normally make such a blanket statement, but I don't want anyone to miss the point of this article.

Why CMOs should attend dreamforceThis week, I was able to speak at dreamforce for data.com, and shared in the frenzy with 130,000 other attendees. The benefits of being here are endless:

  1. Technology - Aisles and aisles of vendors selling everything from big data (impressed by Tableau), to sales productivity tools such as InsideSales.com, which Green Leads just implemented.
  2. Learn - Study new marketing techniques. Face it, event marketing is one of the largest challenges of a marketer. Come see what's working.
  3. Team - Nothing more rewarding than a CMO seeing their team enjoying the conference and learning new ideas and techniques.
  4. Network - Meeting new people, prospects and network contacts. Walking around I had a bunch of followers introduce themselves. Networking goodness!
  5. POV - Explore all the branding and point of view. My POV guru buddy, Dave Peterson of PlayBigger told me yesterday, was to just experience the show and absorb. Learned a ton.
  6. Listen - Some incredible marketers on stage. The list is too long to name, but Marissa Mayer of Yahoo was killer.
  7. Customers - Setting up client/partner visits. I could have filled my week with nothing but client visits. Great lunch with Steve Lilly of Ziff Davis! B2B Goodness.
  8. Reunions - I walked into Moscone West and five minutes after I got my badge I met someone I worked with 13 years ago. 
  9. Demand Gen - Find new business. In my particular case, there is nothing better than meeting the VP of Marketing at a booth and them saying "The show is good, lots of tire kickers though." and then when she asks what I do, go into how "Green Leads weeds through all the tire kickers to find you active decision makers."
  10. Party - Green Day, Blondie, Huey Lewis and the News. Every bar and restaurant is overflowing with sales, marketers and geeks.
  11. Exercise - Yes, exercise, if you consider walking a few miles a day exercise. Being on your feet all day works the core. It's exercise!
  12. Press - They are all here. Take advantage of it.
  13. Vendors - Odds are that if your marketing vendors are here. Check in with them.
  14. Exhibit - If you target sales, marketing or developers, you have to be here!
  15. Inspiration - Deepak Chopra!  Always some lifestyle speakers here.

Having experienced the largest cloud computing conference on earth, I have one regret. I didn't bring an umbrella. Nobody said anything about the "cloud" being a rain cloud!

Lead Gen Tip of the Day: Not sure how to find new prospects to meet with at dreamforce, Green Leads has been hired to do appointment setting for dreamforce attendees to keep their calendars full.

photo credit: @damphoux

Tags: marketing, sales, b2b, demand gen, branding, b2b events, events

Five Content Marketing Mistakes to Avoid

Posted by Michael Damphousse

Everyone is jumping into content marketing. The challenge is not only how to do it, but how to do it well. One of the best things a marketer can do is learn from the mistakes of others. For this post, we asked some of the participants in the upcoming Keys to Content Marketing Virtual Summit on August 14th to share the mistakes they see on the market today.  

Content creation is too narrowly focused on a single buyer.

b2b marketing contentNarrowly focused content tends to be out of step and misaligned with the reality of buying in most companies today.  The biggest drawback is that content then becomes non-shareable since it lacks relevancy to others. The solution: When considering the buyer personas for whom you want to develop content, content producers must consider more than just the single buyer or buyer persona.  This is true when conducting buyer insight research - it is a mistake to interview only those whom you assume are direct buyers.  Buying in organizations today is fluid, dynamic, flatter, and involves more participants. (Tony Zambito) 

Companies create content for themselves not their buyer.

You are not your buyer – get over it bro! Before you create anything – dig in deep with your current client base and your sales staff, they will give you the insight you need to create really compelling content.  This is probably the biggest mistake in content, albeit the most forewarned.  So listen up! (Justin Gray)

Their content voice sounds like a corporate twit.

From our early school days we were taught that formal writing = good writing.  Somewhere along the way marketers found out that this is absolute crap, however the old days of getting slapped on the hand with a ruler for "writing as you talk" are hard lessons to break.  Honestly, it’s the only reason I enjoy content creation in modern sales/marketing, all of the sudden its cool to speak to people like people again. And they're buying it!  I just wanted to start a sentence with "and" there to see if a huge cosmic ruler would hit me. (Justin Gray)

Content is created without any personality. 

Content that is written as an instruction manual will come across as just that, instructions. There’s so much crap content out there and there'is a need for good writers with personality and opinions based on their own experience. That’s what I want to read. (Jason Miller)

Companies are jumping in the raging river of social media and content marketing without a plan or measurable goals.

Social and content marketing are not just hobbies or activities. They are business processes that should be approached with a strategic plan and metrics to measure success. (Don Perkins)

Want to learn more about content marketing? Join us for the Keys to Content Marketing Success Virtual Summit on August 14th by registering below!


Image: KaterBegemot

Tags: b2b, demand gen, inbound marketing, b2b marketing, b2b events, lead gen, webinars, events, content

Recruiting Inside Sales Talent and Harnessing it for Charity - NEADS

Posted by Jessica Enaire

On March 6, 2012, Green Leads is teaming up with HubSpot to host a fund raising event powered by New England's inside sales talent pool.  Volunteers from the inside sales community are invited to raise money for NEADS. National Education for Assistance Dog Services (NEADS), also known as Dogs for Deaf and Disabled Americans.  Volunteer for Inside Sales for Charity now.

Inside Sales for CharityNEADS is a non-profit organization that was established in 1976 to provide canine assistance for people who are deaf or have a disability. Since their founding, NEADS has trained over 1,300 assistance dog teams. NEADS does not receive any government funding for the spectacular work they do. They rely on the support of individuals, foundations, corporations and service organizations to keep their incredible work going.

Inside sales is an industry in New England, and we are hoping to tap that industry and harness talent to raise funds for NEADS, harnessing our skills and community raise donations for this wonderful cause.

This charity event will be held on Tuesday, March 6, 2012 at our co-sponsor HubSpot’s offices in Cambridge, Massachusetts. They are located at 25 First Street and are easily accessible by public transportation or by car. There is plenty of available parking nearby. The event will begin at 3:30 pm and run until 6:00 pm and will be followed by a casual reception with dinner and prizes.  Volunteer for Inside Sales for Charity now.

Tags: cold calling, hubspot, b2b events, Announcements, events

Inside Sales Blogs From AA-ISP Speakers

Posted by Michael Damphousse

Inside Sales BlogsI'm at the AA-ISP conference in Boston today (American Association of Inside Sales Professionals).  There are ideas and tips flowing faster than the coffee and ice water.

Everytime I visit a conference I like to check out the speakers' blogs.  I figured you may find value in a compilation of the speaker blogs from today (or the blog of their company):

Trish Bertuzzi, The Bridge Group, Inside Sales Experts 

Tom Scontras, Glance Networks, The Upside: Killer Sales Tips

Steve Richard, Vorsight, Inside Sales Tips

Gary Ambrosino, TimeTrade, The TimeTrade Blog

Koka Sexton, InsideView, B2B Sales Productivity

Cliff Pollan, VisibleGains, Visible Gains Blog

Dan Hughes, Broadlook Technology, The Official Broadlook Blog

Antarctic Mike, Selling at 90 Below Zero, Antarctic Mike's Blog

Lori Richardson, Score More Sales, Score More Sales

Patrick O'Mally, 617-PATRICK, Social Media Super Blog

Mark Ruthfield, Zoominfo, Zoominfo Blog

Ken Krogue, InsideSales.com, Ken Krogue

John Baker, The Asking Formula, The Asking Formula

Sam Richter, SBR Worldwide, Know More Blog

Todd McCormick, PGI, PGI Blog

Ken Jisser, ConnectAndSell, Sales Singularity Blog 

Mark Roberge, HubSpot, Inbound Internet Marketing Blog

 

  and then shameless self promotion (I am one of the speakers)...

Mike Damphousse, Green Leads, Smashmouth B2B Blog: Sales & Marketing Demand Gen 

 

 

 

 

 

 

Tags: sales, b2b, b2b sales, inside sales, cold calling, b2b events, outbound, outbound calling

SiriusDecisions Bring Sales & Marketing Gurus to London

Posted by Michael Damphousse

describe the imageThis past week I attended SiriusDecisions' Boston Executive Roundtable with a focus on Sales & Marketing Planning for 2012. The discussions that were triggered by the fantastic content were the highlight of the event.  Throughout the morning the attendees were sharing ideas openly, to the point where the last agenda item had to be cut short.

Notable points:

  • Social Sign On is bringing high submission rates to websites, but how do we manage missing information and is a Social Sign On considered an opt in?
  • Establishing solid SLAs between Sales and Marketing is critical to any successful demand generation strategy
  • Pipeline efficiencies are greatly improved with Quality leads vs. Quantity of leads
I expect the upcoming SiriusDecisions Summit 2011 Europe in London on October 5 at the Park Plaza Victoria London will encourage even more discussion.  

SiriusDecisions Summit Europe London"The discussion of best practice demand generation will be an active discussion at European Summit. You will hear some from industry peers, our thought leaders at SiriusDecsions, and most of all from those you interact with." John Neeson, Co-Founder, Managing Director of SiriusDecisions.
During the course of the day, the agenda is packed with great topics and also provides for networking time of over 3 hours.  

To see what others thought of this year's Scottsdale event, Jonathan Block posted a great list of SiriusDecisions 2011 recap articles.  

Tags: marketing, b2b, demand gen, siriusdecisions, b2b marketing, b2b events

Quality Leads Produce Better Pipeline: SiriusDecisions 2011 Summit

Posted by Michael Damphousse

Sirius Decisions Summit Logo

Green Leads is pleased to announce that we will be a Gold Sponsor at the SiriusDecisions 2011 Summit--B2B Sales and Marketing: Forging a New Alliance.  The event is scheduled May 4-6 at the Fairmont Scottsdale Resort.  This event is considered the premiere B2B Sales and Marketing event of the year and if you are into Sales, Marketing, Demand Gen, and any discipline that surrounds it, this is the event to attend.

The Summit is a unique three-day conference where SiriusDecisions analysts and top sales and marketing leaders from companies of all sizes share how b2b organizations are solving critical issues that hinder predictable growth. Each year, the theme focuses on aspects of how sales and marketing can, and should, intersect.  Green Leads' interest in the event is the continued focus SiriusDecisions has placed on the topic of demand generation as it pertains to building and converting quality pipeline.

Sirius Decisions Summit Jim Ninivaggi"There will be a great deal of discussion around quality vs. quantity as it pertains to pipeline," explained analyst Jim Ninivaggi of SiriusDecisions’ Sales Optimization Strategies advisory service.  "Our recent study shows that marketing/sales organizations that focused on the quality of leads — and not just quantity — out produce their peers with reduced lead waste.”

Demand gen specialists have long debated the topic of Sales Ready Leads--Quality vs. Quantity.  I'm looking forward to hearing SiriusDecisions' findings and discuss them with my clients and peers how quality can impact the pipeline.  If you had a choice of Quality vs. Quantity as it pertains to high value sales ready leads, which way would you lean?  Come to the Summit and find out what the experts think about the topic.  I hope to see you there.

Tags: marketing, sales, b2b, b2b sales, demand gen, siriusdecisions, b2b marketing, b2b events, events

Sales & Marketing Leadership Conference

Posted by Michael Damphousse

I can’t be at the Sales & Marketing Leadership Conference in Scottsdale, Arizona, on April 11, but I encourage you to check it out. The event features keynotes from John Grosshans of SAP Americas and Justin Shriber of Oracle (the latter will be reprising his presentation from the recent Sales 2.0 Conference, which sparked a debate a pretty good debate about the future of predictive analytics and CRM.) 

Sales and Marketing Leadership Conference

There will be a big emphasis on how the many ways sales & marketing can (and should) work together to shorten sales cycles and optimize lead gen. Conference host Gerhard Gschwandtner explains: 

gerhard gschwandtner"A recent Aberdeen survey showed that 47 percent of the sales forecasts at successful companies were generated by marketing, as compared to an average 5 percent among other companies. Yet few opportunities exist for today's sales and marketing leaders to come up with a joint definition of success. The Sales & Marketing Leadership Conference will allow both groups to collaborate under one roof and walk away with tons of ideas that will give everyone a chance to advance to best-in-class status." 

I also highly recommend you check out the session with Steve Richard of Vorsight.  He is an inside sales/appointment setting genius and shares his expertise on stage--sometimes doing live calls to demonstrate his tips.

Register for the event using discount code SPONL2 and save $75 off the current rate.

Tags: marketing, sales, b2b, b2b sales, b2b marketing, b2b events, sales2.0, events

Event Marketing Works, but ONLY if Vendors Add Value

Posted by Michael Damphousse

event marketingI've recently been on the conference circuit, speaking and tweeting whatever sales and marketing goodness I can find.  One topic that came up at each conference was the quality of the content presented by the various speakers. Some sessions were brilliant; some were nothing more than veiled commercials.  

  • The key as an attendee is to be able to pull the brilliant content out of the commercials.  
  • The key as a presenter is to avoid the commercials and present brilliant content. 

Simple, right?

Let's face it. It doesn't matter if you're at an analyst-sponsored event or an industrywide event with multiple sponsors, the companies buying the hors d'oeuvres and beer want to deliver their messages.  And as attendees, we kind of owe it to them to listen. That said, we want to hear value.

Vendors can deliver their message themselves, or they can put customers or industry experts on stage to do it for them.  Either way, as we b2b demand gen folks know, it's all about the content, so let's provide it.  I challenge all the vendors -- bring value to the audience.

Tips for earning respect as a vendor:

  • Consider using industry experts and/or customers to present your message.
  • If you're going to use one of your own executives, make them tell a compelling story.
  • Keep the commercials to a minimum.  Talk about real issues and real solutions. 
  • Invite conversation, questions and provocative thought. Engage the audience.
  • Entertain a tiny bit.  Conferences are hard to sit through.  So while delivering valuable content, make the crowd smile.
  • Carry the conversation to other mediums. Tweet and blog, record videos, post your slides on slideshare.

Just remember -- when someone is done listening to your 45 minutes of fame, do they walk away thinking, "I got some great nuggets from this appointment setting tips session.  And hmmm ... he uses Green Leads, I might check them out" ?

Tags: marketing, sales, b2b, demand gen, b2b marketing, drivel, b2b events, tips, content

Sales & Marketing Rap: G-Ice #sm20

Posted by Michael Damphousse

During the opening of the Sales & Marketing 2.0 Conference this week, Gerhard "G-Ice" Gschwandtner promised that he would perform a RAP to close the event Tuesday night.  He did just that with comic Jeff Applebaum during the Sales & Marketing 2.0 Awards Ceremony, of which Green Leads was a finalist in two categories--Sales & Marketing Alignment and Social Media.  

The ultimate reward for those diehards that lasted till the end of the day was watching G-Ice bringing down the house!

Tags: marketing, b2b, b2b marketing, b2b events, sales2.0, tv, video

Inbound Marketing Summit: Video Highlights

Posted by Michael Damphousse

This past week at the Inbound Marketing Summit, all the sessions were broadcast live by The Pulse Network.  Below is the clip of our session with Chris Brogan on Lead Generation. 

For the time constrained fans...you can find my contributions at time spots: 4:50, 19:48 and 26:30   ;)

Tags: b2b, b2b sales, demand gen, inbound marketing, b2b marketing, socialmedia, b2b events, lead gen, SEM, SEO