Demand Generation Fundamentals: Developing Models and Projections

Demand Generation Fundamentals: Developing Models and Projections

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guy-horizon

Confidently set realistic growth goals and define marketing budgets This is Part 2 of a 5-part blog series on the five key steps to implementing a demand generation system. This blog series includes excerpts from a guide we wrote called: “Stop Driving Leads, Start Driving Revenue: A Practical Guide” which you can download here. Step Two: Model to Understand Your Business from a Sales Perspective Understanding the composition of how your business currently generates sales is incredibly valuable. The insight…

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First Click Detailed Source Attribution vs. Salesforce Campaigns and/or Lead Source (Part 2)

First Click Detailed Source Attribution vs. Salesforce Campaigns and/or Lead Source (Part 2)

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dirt-vs-grass

This is the second in a two part series regarding how to accurately measure the success of inbound marketing in Salesforce. If you missed part 1, you can check it out here. So, it’s time to unveil our recommended approach for accurately capturing detailed source information for all of your inbound leads. We’ve developed this approach to effectively measure the initial lead source for all new leads, however the approach I’m about to share is not designed to capture multi-touch…

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Demand Generation Fundamentals: Installing a Closed-Loop Measurement System

Demand Generation Fundamentals: Installing a Closed-Loop Measurement System

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guy-horizon

Know which marketing tactic was responsible for your last Closed Win This is Part 1 of a 5-part blog series on the five key steps to implementing a demand generation system. This blog series includes excerpts from a guide we wrote called: “Stop Driving Leads, Start Driving Revenue: A Practical Guide” which you can download here. Step One: Install a Closed-Loop Measurement System In order to know what source was responsible for bringing in your last win, you need a…

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First Click Detailed Source Attribution vs. Salesforce Campaigns and/or Lead Source (Part 1)

First Click Detailed Source Attribution vs. Salesforce Campaigns and/or Lead Source (Part 1)

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dirt-vs-grass

Measuring the impact marketing is having on lead-based businesses is a challenge. In this case when we are talking about the impact that marketing is having we mean the leads, opportunities, and revenue that is directly attributable to marketing. First and foremost you have to integrate multiple systems to get the data you need – usually a Marketing Automation platform like Pardot, Eloqua or Marketo with a CRM like Salesforce. The data marketers need is an accurate source of how every…

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What the world needs – another blog!

What the world needs – another blog!

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guy-flashlight-stars

So I’m starting a blog. And, I’m doing it even though I think there are way too many blogs, especially by us “marketers”. Don’t get me wrong there are some great ones, but let’s be honest many blogs in the marketing arena are either regurgitating news that’s already out there or are obvious SEO plays to write topical content that has little substance. So why add to the mess you say? Good question. I thought a lot about if I…

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