Search:

3 Components Required to Scale Growth for Any B2B Organization

Posted by Doug Davidoff

Oct 14, 2016 4:30:00 PM

Imagine_Inbound_Scale_Growth2.pngI just finished my new presentation for Inbound 16 on sales enablement and it’s growing importance in successful sales, demand and revenue generation strategies (you are coming, right?). The focus of my presentation is on how sales enablement is crucial to bridging the divide between sales and marketing.

I kind of laugh when I hear people talking about sales and marketing alignment (and, yes, that means I laugh a lot these days). While alignment is certainly not a new issue, it’s prevalence has grown tremendously. It’s become so common, that while everybody agrees that it’s a worthy objective, very few have actually stopped to consider why it’s important.

The answer is actually quite simple. It’s important (and frankly, it’s only important) if predictable and sustainable growth - what we call scaling growth - is an objective. So, it’s a worthy effort.

Read More

Topics: Demand Generation

3 Reasons Not to Pursue Demand Generation-Inbound Marketing

Posted by Doug Davidoff

Sep 30, 2016 2:00:00 PM

3-reasons-not-to-pursue-demand-generation.jpgAnyone who knows me knows that I'm a BIG fan of demand generation and inbound marketing. The only thing I may like more is baseball. 

Readers of this blog know that one reason for my fondness is that Imagine provides services in these areas. What many may not know is that we didn't actually start as an inbound marketing or demand generation agency. When Imagine was founded, we actually focused on solving the bottom-of-funnel sales problem. We practiced demand generation and inbound marketing for ourselves but it wasn't included in the services we provided to our clients. 

We were such fans of the impact it was having on our business that we decided to focus our entire business on creating the same success for others. While I firmly believe that the strategies and tactics associated with inbound marketing and demand generation can benefit every company, my experience has taught me that not every company should go down that path. 

Read More

Topics: Inbound Marketing, Demand Generation

4 Inbound Tactics that Can Impact Trade Show Success

Posted by Stacy Bouchard

Sep 27, 2016 2:00:00 PM

tradeshowfloor.jpgUntil about two years ago, I was what is called today, a traditional marketer. I was responsible for a wide range of things. My days were filled with things like writing case studies and ad copy, branding initiatives, graphics support, direct mail campaigns, anything and everything associated with the website…the list goes on and on.

One of my favorite things from my life as a traditional marketer is trade show coordination. I love everything about it. From planning how things will look to executing pre and post show activities to working with staff to target specific attendees…I love it all.

The question is does making the transition to inbound marketing mean that I have to leave trade shows behind?

Read More

Topics: Inbound Marketing, Demand Generation

[VIDEO PREVIEW] 5 Growth Strategies to Finish the Year Strong

Posted by Doug Davidoff

Sep 21, 2016 4:00:00 PM

IMG-1667_LandingPage_Webinar-5_Growth_Strategies_Wide-1.pngWelcome to fall! It is hard to believe that we're only days away from the 4th quarter. How has your year gone so far? Is your organization ahead of plan? Behind plan? Somewhere close? 

How is your team approaching the 4th quarter? Are you looking at it as the last chance to "save" 2016? While these next 90 days can definitely impact overall results for the current calendar year, they can impact your 2017 results even more. No matter how the year has gone to date, the 4th quarter is the time to not only close business for this year but more importantly, it is time to start building a foundation for 2017.

Read More

Topics: B2B Sales Strategy, Demand Generation

5 Keys to a Balanced B2B Sales Pipeline

Posted by Doug Davidoff

Sep 7, 2016 3:00:00 PM

declining-results.jpgA couple of weeks ago, I was catching up with a CEO I'd met through the speaking I do. He runs a mid-market company and several months ago he told me that he was implementing inbound marketing at his company. He was excited about the potential it brought and had credited the presentation I made to leading to the decision.

So I was checking-in with him to see how things were going. Unfortunately, I wasn't surprised with what he said. He told me, "Doug, we're still committed to inbound, but frankly we need to get our deal pipeline in order first. Sales are not where they need to be, and we are 'all hands on deck' to driving sales over the next 90 days."

I laughed (on the inside) when I heard this. I thought to myself, "Really...you've done little to no work on the top of your funnel in years, and your pipeline is weak. Who'da thought." I wished him luck, knowing that if I check back with him in 6 - 12 months his company will be weaker than it is today (which is weaker than it was 6 - 12 months ago). What's worse, he won't even realize that he's sealing his own fate.

Read More

Topics: Inbound Marketing, B2B Sales Strategy, Demand Generation

How To Define Your Ideal Client Profile

Posted by Doug Davidoff

Aug 25, 2016 3:00:00 PM

ideal-client-profile.jpgThe single most important question you can answer as a business leader, marketing or sales executive is, “Who do we want to be a hero to?” The question, even in its simplest form, is quite difficult to answer and the implications of that answer have huge impacts on your business.

If you’re involved in complex, high consideration B2B sales, the question is even more complex, because you must answer it from two distinct perspectives:

  • The types of companies you want to do business with, or what I call your Ideal Client Profile (ICP).
  • The people who you must influence and connect with to make consistent sales and to delight as customers, or what I call Buyer Personas.

As the idea of buyer personas grows, I’m seeing with increased frequency a blur between the two, resulting in greater ambiguity and wasted growth resources. When the goal is creating sales and marketing alignment to enable consistent, scalable growth, creating clarity behind both is important to success.

Read More

Topics: Inbound Marketing, Demand Generation

Messaging Can Make or Break Your Demand Generation Strategy

Posted by Doug Davidoff

Aug 1, 2016 4:00:00 PM


beach-vacation-messaging.jpgHola from a beach in Mexico! That's right...I'm taking a vacation. Today's blog post is "my message in a bottle" to you from that beach and coincidentally, it's all about messaging.

Messaging has never been more important than it is today. To get the attention (and keep it) of your audience, it's imperative that you are crafting and delivering the right messages to the right people at the right time. There's a lot of hard work that goes into developing your message. If you don't get it right, your entire demand generation strategy will be in jeopardy.

Read More

Topics: Inbound Marketing, Demand Generation

4 Tips to Go from Traditional Marketer to Demand Generation Super Hero

Posted by Stacy Bouchard

Jul 19, 2016 2:00:00 PM

demand-generation-super-hero.jpgIf you’re like me, you’ve spent the majority of your career to date as a “traditional” marketer. Meaning that your days have been spent executing a wide range of marketing tactics…everything from copywriting to event planning to public relations to advertising. These tactics supported the overall strategy of the marketing department and the organization with the end goal of creating awareness and driving sales.

Today marketing is much different than it was even five years ago. It’s not even referred to the same way. We have content marketing, inbound marketing and digital marketing…just to name a few. And to complicate things further, much of the marketing conversation now revolves around demand generation.

Read More

Topics: Demand Generation

The 6 Marketing Metrics Your CEO Cares About (Even if They Don't Know It)

Posted by Stacy Bouchard

Jun 28, 2016 3:30:00 PM

CEO-marketing-metrics.jpgWow…there are a lot of things marketers can measure these days. For years, it was difficult to provide any kind of meaningful data to support marketing efforts. It’s part of the reason CEOs have always been skeptical of marketing and the costs related to it.

Today, marketers no longer have that issue. There’s so much data that we can provide that it has shifted from not enough to maybe too much. Selecting the metrics to share with the CEO and senior leadership can be like picking which flavor of ice cream you want. While plain chocolate is always good, wouldn’t chocolate fudge-salted caramel-pecan be better?

More isn’t always better in ice cream flavors or marketing metrics. Are you sure you understand what metrics are most important to leadership? Are you sharing the data that really matters to the business or just a bunch of fluff?

Read More

Topics: Performance, Demand Generation

Are You Ready to Win With Millennials - 7 Things B2B Marketers Need to Know

Posted by Maria Votlucka

Jun 23, 2016 4:00:00 PM

B2B-Marketing-to-MillennialsIs your B2B marketing strategy stuck in the dark ages? When was the last time you revisited your personas? Chances are if you haven’t looked at personas in the past six months and revisited your targeting, you’re running the risk of losing out on an ever-changing demographic of savvy new buyers...Millennials.

According to U.S. Bureau of Labor Statistics data, Millennials hold about 20% of all management jobs. This is a huge increase from 3% in 2005 and according to Chief Marketer, over the next 20 years, Millennials will have the most buying power. Sacunas points out that by 2025, Millennials will comprise 44% of the U.S. workforce.

Read More

Topics: Inbound Marketing, Demand Generation