Avatar
J. David Green

Author Archives: J. David Green

J. David Green is the CEO of PipeAlign, a company that helps B2B companies tell a winning story, scale that story across sales and marketing, and measure and improve what matters most. Among other accomplishments, Dave generated a billion dollar sales pipeline in 20 months for Avaya, increased SMB revenue for Symantec from $2MM a year to $25M a year in twelve months, wrote a book on scalable lead generation, and has spoken at the DMA, MarketingSherpa, the BMA, the AMA, and many other events.

1

The Domino Theory of B2B Content Marketing

Too often, marketers think of content marketing as only text and graphics. But, content marketing is the entire customer experience across your customer-facing brand touchpoints. In this blog post, learn about how the “domino theory” of content marketing is a perfect metaphor for engaging prospects, not just within the buying cycle, but across the lifecycle of a customer.

Continue reading
16

B2B Marketing: Why Marketing shouldn’t promise BANT qualified leads for Sales

Many marketers use a model for lead qualification based on these four key characteristics called BANT. However, we should focus more on building bridges of understanding between these two departments. Let’s start by creating a common language for lead qualification that makes more sense than BANT.

Continue reading
6

Trade Show Marketing: Tips for increasing prospect engagement

At MarketingSherpa Summits, such as the recent Email Summit 2013, sponsors had the opportunity to engage prospects in hour-long roundtable sessions. By holding discussions with attendees, sponsors were able to build rapport and marketers were able to network with other professionals in the group. Read on to learn more about the positive aspects of holding roundtable sessions with sponsors at trade shows.

Continue reading
10

How Technology on the Trade Show Floor Can Help Your Sales Team Work Smarter and Sell More

Trade shows and conferences are still the biggest areas of investment for marketers, according to the most recent MarketingSherpa B2B Marketing Benchmark Report. And, as we marketers have embraced digital, the value of face-to-face interactions has increased. There really isn’t a digital replacement for shaking someone’s hand or reading their body language and all the […]

Continue reading
21

How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

In the B2B Marketing Benchmark Report, 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%. Yet, they only ranked fourth in marketing effectiveness, under websites, SEOs, and emails. I suspect that part of the ROI problem may be due to improper prioritization. Smart marketers apply […]

Continue reading
8

Why Marketing Qualified Leads (MQLs) Create Confusion

SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. The concept is […]

Continue reading
2

Steal a Chapter from the Sales Strategy Playbook to Improve Marketing ROI

A few weeks ago, I wrote about ways to combine sales and marketing knowledge to improve lead generation.  Let me be more specific about one strategy that the best sales organizations do that marketers should replicate in their demand-generation and lead-nurturing campaigns: Stratify resources as part of a coverage model. The idea is simple: The […]

Continue reading
14

3 Tips to Reengage Stalled Marketing Qualified Leads Fast

Longer selling cycles and stalled deals are impeding sales funnels everywhere. Use these three tips to convert more leads into revenue: Use Sales Funnel-Specific Market Research If you really want to understand what’s happening with customers at a particular point in your funnel, then you have to ask them while the last interaction with you […]

Continue reading
12

Four Steps to Convince CEOs that Demand Generation Should be a Marketing, Not a Sales, Function

For most of us, the phrase “demand generation” conjures up things like campaigns, trade shows, and the corporate website. But what about sales prospecting? Despite all the newfangled marketing automation tools, most CEOs increase the funding for demand generation by authorizing the expansion of the sales organization. Surprised? You shouldn’t be. Books like SNAP Selling, […]

Continue reading
4

Take Two Minutes: Find Out the Critical Advantages of Lead Nurturing

Sales cycles are getting longer, according to the B2B Marketing Benchmark Report, and nearly half of marketers say that’s the biggest challenge they’re facing right now. However, lead nurturing can transform this challenge into an opportunity to drive more sales. All you need to do is give your prospects the information they need when they […]

Continue reading

Why Smart Marketers Think Like Manufacturers

Lead generation has a lot more to do with manufacturing than you might suspect. After all, marketers are “manufacturing” a conversation with customers and prospects. Some of that conversation is mass-customized through communication like personalized email and landing pages. Other parts of the conversation occur in sales or the teleprospecting operation. Thanks to more sophisticated […]

Continue reading
7

Is Revenue Contribution the Best Executive Metric for Demand Generation Investments?

We’re almost halfway through the year, and before you know it, marketing management will be putting forth arguments for increased budgets for FY12.  Over the years, I’ve seen a lot of suspect revenue projections from marketing for the purpose of budget justification.  The problem gets acute during budgeting cycles. Suddenly, all revenue is “incremental.” Quite […]

Continue reading
6

Four Reasons Why Funnels Are a Marketer’s Best Friend

Funnels are like the central nervous system of the best sales organizations. Few marketing departments depend on funnels to run their business the way sales leaders do. Yes, messaging, segmentation, branding, and numerous other considerations are extremely important. But no tool can impact financial performance for marketing as much as a funnel. There are four […]

Continue reading