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Debunking Five Analyst Relations Myths

Analyst relations is easily the most misunderstood function in marketing. I’ve been involved with analyst relations — or AR — for over a decade, working on dozens of Gartner Magic Quadrants and Forrester Waves. I’ve experienced the impact that analyst relations, when done well, can have on growth. And I know how much time and effort it takes to […]

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What I Learned Building an App on the Drift Platform

A long time ago in a galaxy far, far away — I was a Computer Science major at the University of Illinois. I grew up programming in BASIC on a variety of hardware, including my beloved TI 99/4A and then later a Commodore Amiga. My parents came up with a brilliant strategy to get me to learn […]

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Your Best Startup Strategy is Better Execution

It’s the most wonderful time of the year. No, not that time. The other one. The time where your startup gets together and starts planning for the upcoming year. Some of you have already finished this process, but with my fiscal year ending in January, I’m currently in the midst of it. That’s why this […]

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Lessons Learned Shifting to Product Qualified Leads

The Death of the Marketing Qualified Lead? A little over a year ago I wrote an article about killing the marketing qualified lead. Here’s a quick refresher: Once upon a time, sales and marketing hated each other. Sales complained about never having enough leads, and marketing complained that sales were terrible at following up and […]

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Predictive Account Based Inbound Agile Marketing Automation

We’ve hit peak Account Based Marketing. I’ve received 5 emails this week from vendors extolling the virtues of ABM. I’ve been invited to one dinner, two lunches, received a $50 Amazon gift card, and was told by Marketo that “According to 97% of marketers, account-based marketing (ABM) achieved a higher ROI than other marketing initiatives.” […]

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When Marketing Personas Fail

Marketing personas are those fictional people with the clever names like Statistical Stephen at RapidMiner or Marketing Mary at HubSpot. Personas are formed through extensive quantative and qualitative research, and who represent the ideal prospects for your product. Goofy names aside, complete getting alignment across your target personas and more broadly across your entire customer […]

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How to Send Almost Anything to Microsoft Teams using Webhooks and Zapier

Microsoft Teams is set to take on the new breed of collaboration apps like Slack and Hipchat. Each collaboration area is called a Team — and each Team can have multiple channels. Within a channel you have all the basics like chat (with emojis!) and document sharing, but it really gets interesting when you connect Teams to […]

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Stop The Lead Scoring Madness

I recently came across a lead scoring article on the Mattermark blog that reminded me of a post I’ve been wanting to write for a while: the way nearly everyone is doing lead scoring is totally wrong. In the modern era of data-driven marketing where marketers boast about being able to connect every penny of […]

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A Primer on Developer Marketing

TL;DR marketing to developers is hard, and you are probably doing it wrong. The unstoppable rise of the developer My former Acquia colleague David Churbuck introduced me to RedMonk’s Steve O’Grady and his 2014 book about how developers are taking over the world, called The New Kingmakers. The idea is that successful companies empower developers […]

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Building a Data (Science) Driven Marketing Team

Marketers like to claim that we’re data driven, but are we… really? Sure, we track our lead conversion funnel from acquisition through conversion to paid customers. We use campaign attribution to figure out where to invest our budget to generate the highest return. We personalize our emails, A|B test websites and landing pages, and create […]