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Trade Show Tips that Drive Qualified Leads

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Veteran tech journalist David Spark has just published his new book “Three Feet from Seven Figures: One-on-One Engagement Techniques to Qualify More Leads at Trade Shows." He walks through his top trade show tips in this lively podcast.


He covers:
  • What are companies doing wrong at trade shows?
  • Easy tips to connect with people at trade shows
  • Effective trade show follow-up

First Steps to Building a Successful B2B Content Marketing Plan

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Coming from Salesforce where he was the Senior Director of Content and Engagement, Dave is a seasoned expert in the content marketing and social media spaces. He's also the co-author of The Executive’s Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business.​ He joined Leadspace a few weeks ago with the goal of building an inbound marketing machine. In this podcast he walks through exactly how he's going to do it. 


He'll cover topics like:
  • How to build helpful content that drives real pipeline
  • How to create content even if you don't have a team of writers
  • How small marketing teams can still make a big impact 

Why is demand generation so hard?

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Steve Gershik asks Jason Hekl of SiriusDecisions:
  • Why is demand generation so hard?
  • How is a marketer supposed to manage the complexity?
  • What are other trends in B2B marketing that you are seeing today that you think has the potential of really being transformative to the way that we market?
  • What would you advise somebody who is taking on the CMO role for the first time?

Some of the highlights include:

I went one time to a company in Florida, they actually had in their lobby, a sign welcoming me to their offices because I was the person who had the information that they needed right? 


It’s not like that anymore. People go online, they have access to so much information. You just do not see that type of interaction so it makes it harder and harder for us as marketers to get through to our target audience.

It’s both enablement and a lot more access but a lot more complex at the same time.

"But at the same point in time, they are trying to build agility in this process, into the planning and execution of their marketing progress because they know that it is a dynamic environment that they are selling into, that they have very dynamic buyers; that what they are doing every day changes so they both need a master plan to manage against but at the same point in time, build listening analysis, insight, dynamism into how they actually execute their marketing programs.

When you start talking about agility and kind of these lean approaches to how we execute our marketing programs, you start getting into data and insights and experimentation and proving and disproving hypotheses so we see a lot of that.

Transformation itself is actually a big thing that we are running into quite a bit."

"...Oh, there’s so much that goes into that answer Steve. I mean we look at the LDR function, or tele-prospecting function, I look at it as the glue that sits between sales and marketing. So the challenge that we have with that a lot of times is the mis-appreciation for how to actually even use that function. Some of the approaches that leaders can take is one, recognize that not all LDR activities are the same. 

I mean we see this, we did primary research a few years ago on this topic and we looked at the tele-prospecting function in particular. So why are they not successful as we want them to be? And one of the key reasons from that is when you look at a function that sits between sales and marketing, when you look at those LDR’s and what they are being asked to do on a day to day basis, they can be asked to be calling upon and qualify marketing generated increase. They could be aligned with sales reps and each of those sales reps has a target list of accounts that they are walking the prospect into."

You'll have to listen to the full show to get all of the stories and insights from Jason Hekl.

About our guest:
Jason Hekl, Vice President and Group Director, Demand for SiriusDecions is a marketer. His specialties include:High tech marketing, including demand generation, messaging, marketing program management, PR, analyst relations, sales and marketing operations, content development, direct marketing, event management. Prior to SiriusDecisions, Hekl was Vice President of Marketing for Coupla.

Really generating demand and content marketing secrets by Topo’s Craig Rosenberg

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Craig Rosenberg, is Co-Founder and Chief Analyst at Topo, a research and advisory firm that helps companies grow faster. He is also known for his work as the Founder and Editor of The Funnelholic, a 
hugely successful sales and marketing blog that is a household name for marketing and sales professions. You can find Craig just about everywhere as he is involved in some of the most insightful and effective content in the market today.
Some of what Steve Gershik asked Craig Rosenberg is below:
  1. Tell us all about Topo. Why did you start this venture? 
  2. Most people know you from the Funnelholic, lifeblood for any marketing or sales professional. How is Topo different than the Funnelholic?  How do you balance the personal vs. professional blogs?
  3. You are always coming up with great content ideas/ topics both on Topo and Funnelholic. How do you do it?
  4. You have worked with some of the best marketers around…can you share with us some networking and collaboration advice?
  5. What’s the biggest surprise in the B2B marketing world today? Why? 
  6. What would you say are the biggest challenges persist for marketers? Is it still content marketing or it is more fundamental than that? Basic stuff or more complex?
  7. What are core competencies for modern marketers today? Is one skill set imperative in your opinion?
  8. Can we teach people how to become better marketers? Better writers? What advice can you share to become a better writer for those marketers that struggle with this?

Demand Generation is the foundation of where revenue begins

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Doug Sechrist is a dynamic marketing executive with nearly 15 years building and leading demand marketing teams at high growth, successful Saas leaders. He has a proven record of helping companies efficiently grow by bringing sales and marketing teams together through process, automation, alignment and shared KPIs. 

Doug runs demand marketing at Five9, the leader in cloud contact center software, where he oversees the company’s field marketing, demand generation, marketing operations, and sales development teams. Prior to Five9, Doug was the Vice President, Demand Marketing at Eloqua, driving predictable revenue for the organization.

Some excerpts include:

Steve: And so how does that interplay with what a lot of people think of as traditional marketing, the Madmen model of marketing; that creative fanatic history of marketing that most people associate? How do those two aspects of marketing interplay?

Doug: I think they are both important. In 10 years ago the whole Madmen analogy was very much in play and especially in the B2B space and in software as a service space. 

Companies had to figure out how to profitably run their businesses. Billboard advertising and print advertising and things like that that traditional marketers used to say, “Hey, we’ve got this great ad. It’s running in BusinessWeek and Forbes we have no idea what it’s done for our business.” That just wasn’t a good enough answer anymore, so businesses had to figure out what are the tactics that work. How few of an investment can we make to actually get to our targets and starting to look at efficiency? So that’s how they come together. 

Without a Demand Generation Strategy. your tactics aren’t effective.

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Carlos Hidalgo, CEO of ANNUITAS, shared insight on the ways B2B marketers really make an impact on revenue today. Learn about buyer insights, change management and why it all has to be part of an integrated Demand Generation Strategy to be effective. 
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Marketers need to adjust their ways of thinking and marketing to better connect with their buyers - Carlos will help explain how to do it the right way.

Carlos Hidalgo, Chief Executive Officer and Principal
Twitter: @cahidalgo

Carlos is an innovative thought-leader with over 20 years' experience as a B2B marketing practitioner and industry visionary. Carlos is widely recognized for his expertise in strategic integrated marketing, Demand Process, Demand Transformation℠ and marketing automation. 

As CEO and Principal of ANNUITAS, Carlos drives strategy and leads core practice teams to Transform Demand℠ for enterprise clients globally. Carlos has been named one of the 50 Most Influential People in Sales Lead Management for the last five years and was named as a Who's Who in BtoB Marketing in 2011 and 2012.

Prior to ANNUITAS Carlos was responsible for global SMB marketing at BMC Software and held a similar role at McAfee. Carlos received his bachelor's degree in business communications from Cedarville University in Ohio.

The Funnelholic – What Makes Content Awesome and Drive Results

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Craig Rosenberg…aka The Funnelholic and Co- Founder of Topo, gives us the scoop on really generating demand and shares his content marketing secrets. 


Craig Rosenberg, is Co-Founder and Chief Analyst at Topo, a research and advisory firm that helps companies grow faster. He is also known for his work as the Founder and Editor of The Funnelholic, a hugely successful sales and marketing blog that is a household name for marketing and sales professions.  You can find Craig just about everywhere as he is involved in some of the most insightful and effective content in the market today.

Marketing Wisdom and Demand Generation Insights with Jason Hekl from SiriusDecisions

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B2B Marketing and Sales Leaders Know SirirusDecisions...get to know Jason Hekl and learn how SiriusDecisions markets Demand Generation Strategy and Expertise. 

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Jason Hekl, Vice President and Group Director, Demand for SiriusDecions is a marketer. His specialties include:High tech marketing, including demand generation, messaging, marketing program management, PR, analyst relations, sales and marketing operations, content development, direct marketing, event management. Prior to SiriusDecisions, Hekl was Vice President of Marketing for Coupla.

Marketers Marketing to Marketers – Kenshoo Makes a Big Impact

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Kenshoo is a fast-growing company with a customer list including some of the best brands around. How do they drive demand? 

Nate Young, Director of Demand Generation for Kenshoo shares some secrets.



About our guest:
Nate Young, is the Director of Demand Generation at Kenshoo. Kenshoo's mission is to empower every marketer in the world with technology to build brands and generate demand across all media. 

Young drives global demand generation for Kenshoo and has written in ClickZ and other publications on demand generation and marketing best practices.

The Best Kept Secret in Marketing – the Power Behind Demand Generation

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What does the former CMO of Chatter and Skype have in store for Leadspace customers? Powerful solutions and some great experiences along the way.

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Doug Bewsher has been at the forefront of building some of the world’s most recognized technology brands over the last 20 years, pioneering technology solutions that transform how companies market, sell and engage with customers to build valuable relationships and drive sales. Most recently as CMO at Salesforce.com, he led corporate marketing and demand generation activities for the leader in enterprise cloud computing. Prior to his role at Salesforce.com, Bewsher was CMO of Skype, leading brand, marketing and advertising sales.