July 19, 2017
In this episode I take you on a deep dive into why you should define and operationalize a Demand funnel and what it takes to do so.
- How a Demand Funnel serves as a language to align sales and marketing and serves as a framework for lead management
- What it takes to implement a Demand Funnel in our marketing automation and CRM system
- The role lead scoring plays changes statuses between inquiries and marketing qualified leads
- The six stages of a traditional Demand Funnel and their definitions
- The importance of defining “out of funnel” stages like recycled and disqualified
- What you should include in your blueprints for implementing a Demand Funnel
- How a Demand Funnel helps marketing measure demand volume, velocity, and pipeline predictability
June 22, 2017
In this episode, I share the key principles of successful lead management from my book Manufacturing Demand which now has over 10,000 copies in circulation. When I wrote the book, my publisher told me an industry factoid that only 1 in 10 people who buy a book actually read it. At first, I couldn’t believe the ratio, but then I looked at my own bookshelf and saw several great books that I planned to read when I purchased them still sitting there collecting dust. As marketers, we know there are 4 types of learners: visual, auditory, reading/writing, and kinesthetic. So for those of you auditory learners, I am going to devote a few episodes of DemandGen Radio to the essential chapters of the book to offer you a “book reading” of sorts. While I won’t read the chapters word for word like you’d hear on audible.com, I will share the main points from each chapter starting with Chapter 2 that outlines the 5 key principles of successful lead management. Listen in at your desk, in your car, or someplace where you can take in the concepts that have been used by some of the top marketing and sales teams around the world.
May 9, 2017
It’s the official start of the B2B MarTech tradeshow season with both Marketo and Oracle having their annual user conferences this week. I’ll recap the key takeaways from both shows and share solid recommendations for considering the shiny new MarTech apps on display in the exhibit areas. I’ll wrap up with my unbiased impression of the major product announcements from both Marketo and Oracle for you.
March 30, 2017
Scott Brinker sits down with DemandGen Radio Host David Lewis to talk about Scott’s journey into marketing from his roots in computer science and video gaming to becoming the industry's self proclaimed “Chief MarTech.” David asks Scott about what’s in store of this year’s MarTech Conference, and Scott also shares an update on his book Hacking Marketing – along with a discussion on the rise of marketing operations as a role and function.
The two also geek out on what’s happening across the marketing technology landscape and discuss other emerging innovations including AI and virtual reality which will no doubt give marketers new ways to target and engage audiences.
The program wraps up with Scott sharing some insights about ABM and other trends he’s seeing in the MarTech landscape. You can also pick up some tips on the process for submitting your MarTech stack for the 2016 Stackie Awards at the MarTech Conference in San Francisco. Bonus: There’s also a discount code for registering at the end of the podcast!