All posts tagged Demand Generation

5 Reasons to Attend DemandCon San Fran – April 15-16, 2013

5 Reasons to Attend DemandCon San Fran

The DemandCon San Francisco event is only days away. At Couch & Associates’ we’re excited to be heading down to sunny San Francisco to attend this year’s DemandCon event – the industry’s premier event for education and insight into the art of aligning and accelerating your company’s sales and marketing funnel. DemandCon is happening April 15th – 16th at the San Francisco Marriott Marquis.   Continue reading →

Lead Scoring Best Practices: Deliver More and Higher Quality Leads to Your Sales Team

Lead Scoring

Lead scoring is the process of ranking a lead’s profile fit and level of interest according to a methodology agreed upon by both marketing and sales.  Leads are scored in a number of ways, assigned by points or ranked by using terms such as “hot,” “warm,” or “cold.”  According to Eloqua, this not only helps align the right follow-up to the corresponding inquiry, it also helps marketing and sales teams identify where each prospect is in the buying process.  Lead scoring methodologies incorporate a combination of demographic attributes, lead source and offer, budget, authority, need, and timeline (BANT) considerations.   Continue reading →

Understanding Demand Generation

Understaindg Demand Generation

Demand generation is defined as the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services.  The key ingredients of demand generation come from building and enduring relationships through continuing communications across multiple channels.  According to Jacob Grobbelaar owner of BroadVisions Marketing, demand generation is the practice of creating demand for an organization’s products or services through marketing. The direct outcome he argues, is your audience is more likely to purchase your products or services.  Eloqua defines demand generation as the art and science of creating, nurturing, and managing buying interest in your products and services through campaign management, lead management, marketing analysis, and data management.

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What is Revenue Performance Management?

Revenue Performance Management

Revenue Performance Management (RPM) is an emerging strategy that focuses on optimizing interactions with potential buyers across the entire revenue cycle and generating more predictable and rapid revenue growth.  According to Eloqua, RPM is a strategy for managing a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth.  Using RPM principles, fast growing companies can identify the drivers and impediments to revenue, rigorously measure them, and pull economic levers that will optimize revenue production.    According to Bob Thompson at, RPM is a technology-enabled strategy to increase total revenue productivity.  The idea behind RPM, is to better track, measure and optimize, the relationship between what goes in sales and marketing and the revenue of your business.  Continue reading →

Marketing Automation 101: What B2B Marketers Need to Know About Marketing Automation

What is marketing automation?
Marketing automation (MA) is the use of technology to manage and automate the process of nurturing prospects based on their interests until they are ready to buy, then passing the most qualified leads over to sales. Marketing automation streamlines sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions. Marketing automation solutions create sophisticated and engaging campaigns that automatically respond to prospect/customer behaviours and lifecycle segments. This technology typically works in connection with CRM systems like Salesforce, and is most effective when integrated with a comprehensive inbound marketing strategy. A simple analogy would be to think of marketing automation software as an all-in-one integrated solution (integrated marketing) for automating and managing marketing campaigns and processes. Marketing automation brings together all of your online marketing channels into one execution platform with centralized reporting and analytics (email, website analytics, web forms/landing pages, document downlads, webinars, etc.)  It if offered by software-as-a-service (SaaS) providers such as Eloqua, Marketo, Aprimo and HubSpot.

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