Irrigation Spray

What are the five key marketing metrics you need to track?

The executive team expects Marketing and Sales to produce consistent streams of revenue at a low cost. They don’t want surprises. They not only need to see a revenue forecast, they also need to see the factors that produce the revenue. These five metrics from David Raab will give them the confidence that Marketing and Sales can deliver on their forecast.

Recent Articles on B2B Software Marketing

Magic 8 Ball

Can You Avoid the Trials of Hiring the Wrong Salesperson?

Most companies screen and hire candidates based on “gut feel.” They have no way to quantifiably tie their observations during the interview to the future performance of the candidate. But you don’t have to be like most companies. In this article you’ll learn how to use the process that Mark Roberge of Hubspot developed to find the right salespeople for your company.

Influencing Others

Use educational content marketing to increase customer retention.

Increase Customer Retention with Relevant Ideas and Education

Both buyers and sellers have a stake in customer retention. Buyers invested time and energy when they decided to solve their problem, select you, and become your customer. They aren’t interested in a transaction. They want a relationship that will continue to deliver value. And you have a stake too. You’ve invested resources to acquire […]

Bread in the oven

Who Do You Want Your Customers to Become?

What’s the point of innovation? To satisfy? To delight? Or is it is to transform customers? Successful innovators reinvent their customers as well as their businesses.

Marketing Tools

What Can Enterprise Software Companies Learn from Growth Hackers?

What Can Enterprise Software Companies Learn from Growth Hackers?

When we read about fast-growing software startups, the question immediately arises, how did they do it? Why do a few companies achieve rapid growth and others don’t? And are there skills or techniques that a larger software company could learn from these successful startups? Let’s start with the first question.

Become the Go-To Expert: Marketing as Teaching

Picture for a moment your community of buyers—potential and current customers. Now imagine the journey they take. First they are not aware that a problem exists. Then they become aware. They learn about the problem and ways to solve it. Some of them become your customer and build a relationship with you.

Chouinard Skunkworks

How The Chouinard Equipment Company Confronted a Crisis in Climbing

By the late sixties Yvon Chouinard was a revered rock and ice climber. His tools and methods were widely adopted by the climbing community. His innovative designs and grassroots efforts led Chouinard Equipment to become the largest seller of climbing hardware. But there was trouble in paradise.