Tag Archives: david crane

Data-Privacy Regulations: Marketing Symptom, Setback and Solution

Data-Privacy Regulations: Marketing Symptom, Setback and Solution

Ethics hardly seems to be a priority among businesses today. And as executive teams increasingly charge marketing departments with driving revenue, it’s easy to see how marketers lose sight of the big picture: what’s good for customers is good for business. The rise of data-privacy regulations is evidence of this.

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Top-of-Funnel Inefficiencies Are Draining Your Sales Pipeline Value and Revenue

Top-of-Funnel Inefficiencies Are Draining Your Sales Pipeline Value and Revenue

B2B marketing teams are increasingly being evaluated on their contributions to the sales pipeline or even revenue. Understandably, demand-generation marketers have as a result focused more on optimizing down-funnel efforts rather than first fixing more problematic top-funnel inefficiencies. Shifting focus to down-funnel efforts is based on false logic.

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5 Basic B2B Marketing Tactics That Deliver Big Results

5 Basic B2B Marketing Tactics That Deliver Big Results

I know far from everything about B2B marketing. However, over the past decade of yielding to the latest demand-gen “hacks,” content marketing trends and cutting-edge marketing tech, I’ve discovered a few rather basic activities will always deliver meaningful results in a big way if you approach them correctly.

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Why B2B Marketers Neglect Important Data Quality Issues

Why B2B Marketers Neglect Important Data Quality Issues

Lead quality is a big issue. According to a recent Ascend2 survey  (pdf), “Improving the quality of leads generated is a top priority for 77 percent marketing influencers, ahead of all other lead generation goals.”  The topic came up during a great conversation with David Lewis, CEO of DemandGen.

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Marketing Automation Missed Its Mark – And That’s a Good Thing

Marketing Automation Missed Its Mark - And That's a Good Thing

Only a few years ago, most marketing automation vendors were sprinting to expand their cloud offerings. It was an intense race: most major vendors wanted to be the first all-in-one, customer data platform to automate the entire customer experience — from initial prospect identification to post-purchase advocate creation.

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