3 Reasons Qlikview is killing Microstrategy


B2B Demand Generation | Why an upstart is killing the incumbent

I recently met with Microstrategy and their marketing leadership expressed concerns about a new competitor, Qlikview. I thought it might be helpful if I analyzed the justification for their concerns.

Microstrategy is a big, established player in business intelligence, but lately a company called Qlikview has been growing much, much faster. Why is this happening?

I believe there are 3 reasons why this is happening:

  1. Qlikview has no internal challenges.
    Microstrategy has an in-house developed CRM, (no compatibility with other applications), no marketing automation and no content marketing. Building B2B demand generation from scratch is tough. Qlikview had none of those obstacles.
  2. Qlikview has savvy, aggressive marketing leadership.Microstrategy does not. While they have new marketing leadership, not much seems to be happening there.Qlikview won the Marketo Revenue Performance Excellence Award for Global Revenue Performance Excellence. They are also expanding globally very quickly.(Here is the definition of Most Successful Global RPM Execution):Honors an organization with successful Marketo implementations across multiple countries or regions, as well as unprecedented results within those deployments, including increased revenue, marketing ROI, global alignment and overall business impact.)
  3. Qlikview is a modern marketing firm
    They are big into B2B demand generation, including social, content marketing, lead nurturing, lead scoring, etc. Microstrategy is doing none of those to any degree that I can see.

What do you think? Why do you think savvy young companies damage established players so much? We love comments and those who share.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

Why “We’re the Leading Provider of” is NOT!


Lead Generation Companies | Why “We’re the leading provider of” is a BIG Mistake

As an experiment, I did a Google search on “Leading Provider of”Look at me

Wow! Lots and lots of hits.

Here’s an example:

Olive Software - the leading provider of digital edition & digital

A click on their website takes me to their “value proposition.” Here’s how they say it.

Olive Software is the leading provider of digital edition and digital archiving solutions for the publishing industry. Our solutions enable newspapers, magazines and other content publishers to cut printing and distribution costs, boost online traffic, and create new markets and revenue streams.

There’s one small problem. It is chest-thumping and prospective buyers hate chest-thumping. It’s a disaster.

Let’s re-write it for them.

Olive Software helps publishers (like newspapers, magazines and other content publishers) to cut printing and distribution costs, boost online traffic, and create new markets and revenue streams using digital technology.

What’s different about my rewrite? It focuses on the prospective buyer and the benefits they get - not what the company sells. Show it to any prospective customer. Betcha they will prefer my version to the company’s version.

Stop chest-thumping and instead focus on the buyer. The operative word is “You.” We want to talk directly to the prospect using simple language and share how they benefit from working with us. (My favorite marketing slogan of all time? “You’re going to like the way you look. I guarantee it.” “George Zimmer, Men’s Wearhouse” - It’s about you - how you will look, and not about clothing.)

What do you think? Do you have other examples to share? We love comments and those who share.

Read my blog on Kindle

Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

Panel Discussion: B2B Content Marketing for Marketing Automation


B2B Demand Generation | Content Marketing for Marketing Automation

Join me on this webinar at 8am ET tomorrow. The link to sign up is below.

I’m the first to admit I get WAY too many webinar invitations. I ignore 98% of them at least. But when three good friends and people you respect host a webinar, I take notice. I signed up and I hope you will join me.

Why is this important? If you bought marketing automation - e.g. Eloqua, Marketo, Silverpop, Pardot, Act-On, etc. you find it has an insatiable appetite for content. (like the guy in the photo.) Lead nurturing requires a continual flow of compelling (to the recipient) content.

Marketing automation

Marketing automation's ravenous appetite for content

Here are the blue ribbon experts and good friends of Find New Customers. (all based in the UK, by the way)

  • Bob Apollo, Inflexion-Point Strategy Partners
  • John Sweeney, DemandGen
  • Doug Kessler of Velocity Partners and author of B2B Content Marketing Workbook. (A transplanted Yankee in London by the way.)

Sign up for the panel discussion on B2B Content for Marketing Automation.

Read my blog on Kindle

Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

Panel Discussion: B2B Content Marketing for Marketing Automation


B2B Demand Generation | Content Marketing for Marketing Automation

I’m the first to admit I get WAY too many webinar invitations. I ignore 95% of them at least. But when three good friends and people you respect have a webinar, I take notice. I’m signed up and I hope you will join me.

Why is this important? If you bought marketing automation - e.g. Eloqua, Marketo, Silverpop, Pardot, Act-On, etc. you find it has an insatiable appetite for content. Lead nurturing requires a continual flow of compelling (to the recipient) content.

Marketing automation

Marketing automation's ravenous appetite for content

Here are the blue ribbon experts and good friends of Find New Customers. (all based in the UK, by the way)

  • Bob Apollo, Inflexion-Point Strategy Partners
  • John Sweeney, DemandGen
  • Doug Kessler of Velocity Partners and author of B2B Content Marketing Workbook. (A transplanted Yankee in London by the way.)

Sign up for the panel discussion on B2B Content for Marketing Automation.

Read my blog on Kindle

Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

What Sales Really Needs from Marketing


B2B Demand Generation | What Sales Really Needs

Sales is generating over 1/2 of their own leads, as per the 2011 Lead Management AttentionOptimization study by CSO Insights. But salespeople are not good at this. And 4 out of 10 salespeople missed quota last year.

Audio interview with Jim Dickie of CSO Insights
http://player.wizzard.tv/player/o/i/x/131205721690/config/k-917fdd681fef7c9d/uuid/root/episode/k-33ebfdec079334ca.m4v
Why are salespeople poor at lead generation? And why do so many miss quota? Here are a few reasons:

  • Corporations are in a state of continuous change. Mergers and acquisitions increase complexity. This makes it harder and harder for salespeople to find and connect with the right decision-makers.
  • The economic downturn and financial crisis means companies are leaner than ever. People are bombarded by emails, phone calls and meetings. The last thing they want is another interruption.
  • Executives don’t like surprises. They are content to stick with the status quo as long as they possibly can.
  • Who even needs to talk to a salesperson? With fast connections and robust websites, executives can get answers without talking to anyone.

The result: It takes many, many touches to get a meeting. Sales is poorly equipped to deal with this reality. And when they finally do connect, they don’t have the tools to succeed.

If sales is ill-equipped for lead generation, and winning deals, this begs two question:

  1. Are Sales Getting What They Need to Be Truly Effective?
  2. What does Sales really need to be effective?

To answer that question, I refer you to one of the most highly regarded sales experts out there - Jill Konrath of Selling to Big Companies and SNAP Selling fame. As a top Sales expert, she knows better than most how to makes sales effective. She wrote an eBook recently on this very topic, which I summarize here.

Why does sales need help from marketing?

Here are the 7 Strategies to Get More and Better Prospects into your Sales Pipeline:

  1. High quality, well nurtured leads
    It’s harder and harder to get in the door. Prospects have grown expert at blocking contact. In addition, due to the economic downturn, companies are more shorthanded than ever. Besides, with super fast internet connections, who needs to talk to a salesperson? Marketing needs to engage prospective buyers, gently nurture them and hand over fully qualified opportunities.
  2. Strong value propositions
    Prospects require a clear and unambiguous description of business outcomes using your product or service. The lack of a clear, concise statement of value hurts many businesses. Marketing and Sales should work together to create a highly customer focused value proposition.
  3.  Understanding of the As-Is environment
    Because the default approach is to keep what you have, salespeople need a clear understanding the need to change, the business issues driving the change and how companies make decisions.
  4. Trigger event awareness
    A recent study found that 8 out of 10 buyers say they found the seller. Chances are most deals happen because of nothing that the salesperson did. Most likely an event, such a change in leadership or earnings announcement drove the need for change. It’s important to have awareness to key trigger events so they can call at the optimal time.
  5. Enticing voice-mail strategies
    Hi Tom. This is Sally Sales calling. I’m the account executive from ABC Technology. We’re the leading vendor of marketing automation software and we offer a wide range of services too. I’d like to set up a time for us to meet.
    That is the typical voice-mail left by sales and it is highly ineffective. This is why it is so important for Marketing to help design and plan the voice-mail strategy. Marketing can help tie the message to their business challenges and desired outcomes.
  6. Objection handling
    Chances are the callers will hear lots of objections

    • We don’t need anything like that.
    • We’re already working with a vendor on that.
    • We do that in-house
    • We’re too busy. Can you call back in 3 months?

    The best way to handle objections is to plan for them in advance. Marketing is best equipped to plan and teach sales.

  7. Sales tools
    Great content is so important today. Marketing needs to provide sales with content to use in sales situations, such as

    • Letter templates
    • Email outlines
    • White papers
    • Case studies
    • Articles
    • Presentation templates
    • Self analysis questions

    Sales needs the ability to not only get the right content for the right situation, but they need to customize is for the need at hand. Marketing is best equipped to help.

Perhaps you want to download a document to share internally. We suggest you download Jill’s ebook from Selling to Big Companies by clicking the link below.

What Sales Really Needs from Marketing

What do you think? We love your comments and when you share our content. We also thank Jill for this great eBook.

Read my blog on Kindle

Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers and is considered by many to be one of the top experts in Lead Nurturing. He’s appeared on radio shows to discuss lead nurturing and scoring and wrote 7 Keys to Successful Lead Nurturing.
To learn about Jeff, please click Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

 

“If more people listened to Jeff (President of Find New Customers) a lot more would be sold.” Dan McDade, CEO, Pointclear.

Advanced Lead Scoring Secrets — Moving from ‘Good’ to ‘Great’ as a B2B Marketer


B2B Lead Generation | Uncovering quality prospects using lead scoring

A great post penned by Adam Needles, formerly Director of Field Marketing at Silverpop. (Editor’s Note: Adam has now moved to LeftBrain Marketing)  Here’s the permalink to the original article too.  Very important information on lead scoring best practices.  Enjoy and thank you, Adam.Bulls eye

__

One theme that has been consistent in my conversations with B2B marketers over the past few months is this: Lead scoringis one of the greatest opportunities and challenges when it comes to implementing and tuning their marketing automation processes and systems.

Adam Needles

Adam Needles

Marketers tend to get the basics — especially when it comes to core ideas such as scoring against target demographics and applying ‘BANT’ analysis (i.e., budget, authority, needs and timing). But B2B marketers seem to really stumble in taking their scoring and subsequent routing and nurturing to the next level. In fact, in research Silverpop is releasing this week, my colleagues found that 53% of B2B marketers still don’t score, and 69% don’t nurture (which requires some level of scoring and is a casualty of low scoring rates).

This issue is especially front and center for me, given I’m in the midst of developing my presentation for a lead scoring Webinar.. My presentation will be rooted in the basics, but I’m increasingly of the mindset that such a Webinar also needs to cover the ‘advanced’ issues, too. After all, this seems to be where scoring falls down.

What are these advanced ‘lead scoring secrets’?

So while my Webinar will go into more details — and also ground these ‘advanced’ topics in context and frameworks — I thought I’d present some of the working insights I think can really help B2B marketers take their games to the next level … and find real success with scoring. So here goes:

> Build the concepts of dialogue and momentum into your model: Given an environment in which B2B buyers have more information power than ever, and sales teams are being pulled into the buyer dialogue later and later, a new opportunity has emerged for B2B marketing organizations to be the organizational ‘point person’ on engaging with, managing and providing continuity in the pre-sale dialogue with buyers. The goal is simple — nurturing a lead until it is sales ready — but to do this marketers have to operate like a tenured sales professional, carefully managing the nurturing process in response to the buyer’s signals.

“Industry statistics show that up to 40% of leads may make their first purchase after having been in the ‘remarketing database’ [i.e., nurturing pool] for 18 months or longer,” notes David Taber in a recent Computerworld piece. “This is the whole purpose of marketing automation systems …”

Yet the sales concepts of building a dialogue with a prospect and of understanding when a buyer gains momentum too often are not at the heart of scoring — especially when there is over-reliance on demographic and BANT data. Moreover, behavioral score components should distinguish between activity that is increasing versus activity that is decreasing.

SiriusDecisions explains in a recent research brief that your scoring must understand “… the ‘arc of activity’ that buyers tend to use.” Combinations of activity that build on each other — as a consistent ‘dialogue’ and that demonstrate momentum in propensity to buy — should increase the score. Similarly, lead scores should ‘decay’ after periods of inactivity — demonstrating declining momentum.

> Leverage insights from the communication channel and the nature of the information ‘consumed’ by the prospect to better assess a buyer’s relative maturity: This builds on the previous point and is perhaps one of the most mis-understood of the factors that go into ‘great’ lead scoring. Research into integrated marketing communication programs and buyers’ information search patterns show that different communication channels and types of information are sought at different stages in the buying process. (Note that this pattern will differ by company, product and industry.) Observing this activity can indicate the relative maturity (and momentum) of the buyer in their search process; thus, it should be a key factor in increasing and decreasing a lead’s score.

> Make sure your lead score captures insights from both online AND offline activity: This also builds on the previous point and is another area that B2B marketers fail to fully integrate into their scoring methodology. If your score only takes into account online activity, it is not a complete picture. Make sure that event attendance, inbound calls and other offline behaviors that are integral to the buyer’s process — and that also indicate relative maturity and momentum — are baked into your scoring methodology.

> Expect your scoring model to change: Before you can even build your scoring model, you will have to examine past campaigns and historical data and conduct conversations with both marketing and sales team members. You will need to look for correlations that exist in your core business logic between marketing/sales actions and propensity to buy. You will make initial assumptions about relationships between factors and build initial score models … and yet your model still won’t be right.

“All successful [marketing] processes are ongoing in nature,” explains Steve Gershik in a past post on his blog, The Innovative Marketer. “Tweak your programs, tweak your scores, change the metrics you look at to analyze the scores of your leads. Be open and flexible when you get started and you’ll find you have a program that your whole team, marketing and sales, buy into.”

It is only through constant testing and monitoring that your lead model will mature. But this makes sense. After all, what you are building in the lead score model is the heart of an ongoing set of demand-generation process — a lead factory — that requires care and maintenance. Silverpop’s Lead Management Workbook adds: “A solid lead-scoring approach not only helps you to rank prospects against each other, but can smooth the lead flow and help you build a more powerful and accountable marketing organization based on rigorous analysis and testing, rather than intuition and educated guesswork.”

> Constantly re-assess lead score data: Underlying your changing model is a constantly-changing set of behavioral data from your buyers. Maintaining accurate scores requires constantly re-assessing and updating the data. “Allow scores to be updated with third-party information such as data-appends or data entry by your sales force,” suggests the Lead Management Workbook (cited above). “Automatically add new data as it is gathered over time and re-score leads.”

> Work on tuning the relative ‘elasticity’ of variables in your model:Perhaps the most fundamental ‘integrity’ issue for lead score models — firmly rooted in the disciplines of economics and of linear regression — is the idea of relative elasticities. I.e., different elements of your score will have varying degrees of impact on a prospect’s ‘propensity to buy.’ So make sure your scoring model reflects this.

“The actual score doesn’t matter,” explains Steve Gershik (cited above). “The important thing is that the point value is relative to other activities so in the end, the higher the score, the more actionable the lead is.”

SiriusDecisions discussed this issue in a recent brief, “When Good Lead Scoring Models Go Bad.” In one section of their brief, they call out the importance of tuning elasticity in the overall weighting of variables in a scoring model:

While it may be tempting to take five variables in an overall scoring model and weight them all equally at 20 percent of a prospect’s overall viability, we advise you to resist. Based on your ideal customer profiling (combining this with activity and BANT variables if both are possible/intuitive to include), choose the variables you believe to be most predictive of a prospect’s viability and prioritize your weighting there.

What do you think?

While it is not an exact science, lead scoring is critical to successful nurturing and lead management. This requires that as marketers we get under the covers a bit and address some of these ‘advanced’ issues — which is what I wanted to do here. I hope that these ideas were helpful. What thoughts/ideas would you add to this list?

For companies looking to optimize each marketing campaign in b2b lead generation who wish to improve the way they acquire customers, Find New Customers is the place to go.  CSO Insights says companies need to improve the way they generate leads through great marketing campaigns and implement processes for business to business lead generation.

What do you think? We love comments and people who share.
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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. He presented “How to Build an Awesome Personal Brand” at the 140 Social Media Conference and appeared to discuss B2B lead generation on Sales Lead Management Radio.
To learn more about Jeff, please click on Who is the Fearless Competitor?

Find New Customers helps companies (with between 150 and 5,000 employees who sell complex products to businesses) to implement world-class lead generation programs. As companies struggle to create quality sales opportunities for sales teams, they turn to lead generation companies like Find New Customers.

“Find New Customers, can certainly help your business dramatically improve the flow of sales-ready leads to salespeople.” Paul Dunay, Buzz Marketing for Technology.

My review of Rainmaking Conversations - the great new sales book by John Doerr and Mike Schultz


Rainmaking Conversations

We announce the launch of the book, Rainmaking Conversations by Mike Schultz and John Doerr

In my years of sales, I’ve been through every kind of sales training known – Sandler, Solution Selling, Customer-Centric Selling, Target Account Selling – you name it, I’ve done it.

So when the authors of Rainmaking Conversations invited me, as President of the B2B lead generation consultancy, Find New Customers, to review their book, I was skeptical. I’ve heard it all before.

How could a subject as well-documented as sales be given a fresh perspective?

Let me tell you. The authors succeeded. The difference in this book from so many of the other programs is that it does not merely focus on uncovering paints and finding decision makers. Instead, it focuses on how the customer justifies the purchase.

I especially like the Rainmaker conversation map. Case in point, after one establishes rapport, one covers the difference between Afflictions and Aspirations. (I have never Rainmaking Processheard a sales course talk about aspirations before.) From there, you drill down on the difference between success and failure, which helps you craft the new reality.

The book in a nutshell to me is this:

If I was buying a solution to a serious business issue, I hope my salesperson uses Rainmaking Conversations. That will make it very easy to buy.

We give this book 5 stars (out of 5)

Here’s my video review:

Here’s a great offer from the publisher:

Rainmaking Conversations is hot off the presses, and it’s a great sales book. A classic in the making. To kick off the book launch, the authors have put together an amazing bonus package for those of you who buy a copy today.

Special Offer: Pick up a copy today and you’ll get tons of sales-improving bonuses. So get your copy at Amazon.com. Then stop by: www.RainGroup.com/Book/Bonuses to pick up all the bonuses.

urls for the hyperlinks:

Rainmaking Conversations:

http://www.rainsalestraining.com/book

your copy at Amazon.com

http://www.amazon.com/dp/0470922230

pick up all the bonuses

http://www.rainsalestraining.com/Book/Bonuses

Please note that our wonderful free “cheat sheet” on lead nurturing “The 7 Keys to Lead Nurturing Success” is a small taste of what you get in our terrific white paper, How to Find New Customers.

Read my blog on Amazon Kindle

Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. We help companies with between 150 and 5,000 employees who sell complex products to businesses to implement world-class lead generation programs. As companies struggle to create quality sales opportunities, they turn to lead generation companies like Find New Customers.

The Importance of Uncovering Root Causes in B2B Marketing


B2B Lead Generation: Uncover Real Underlying Causes by Digging

Do you know the real causes of your lead generation problems?

Had an interesting conversation with a good friend, Jim Burns of Avitage. We Diggingwere discussing a response to our question from Steve Woods, CTO and Co-Founder of Eloqua - about the biggest problems facing their clients.

Steve wrote:

Jim,

Great to hear from you.  Two main challenges in the industry:

-          High quality, unique, powerful content

-          Getting content from the Subject Matter Experts on a team that is deep and often a bit technical, as it meets the needs of people doing long tail searches.

Hope that helps,

Steve

This got Jim and me discussing Steve’s comment. The more we discussed it, the more questions came to the front, such as:

  • Who defines “High Quality ” content?
  • What does Steve mean when he says “powerful” content?
  • What kind of content do we need from Subject Matter Experts?

One of the things I love about Jim is the way he asks challenging questions. He is constantly probing to find the real reason things are happening.

Here’s the marketing take-away - Think like Jim. Keep asking Why?

Some specific examples for you when your employees tell you things:

  1. Attendance at our webinar was exceptionally good (or bad) “Why did it work so well?”
  2. The open rate on our email this month was low. “Why did that happen? What did we change? What did our testing reveal?”
  3. Sales says the leads they get from Marketing are crap. “Why do they say that? What kind of leads do they want? Have you met with them to uncover what they think is a good lead?”

The better you dig into root causes by asking probing questions, the better your marketing. This is why Find New Customers offers the Lead Generation Assessment Service - as it gets to root causes.

The Crazy, Complex World of B2B Marketing ran yesterday in the Sandhill.com newsletter. That newsletter goes out to thousands of software firms. And don’t forget our Laugh and Learn show every Friday.

What do you think? We love your comments and sharing of our blog.

We also wish to welcome the newest client of Find New Customers - the Haller-Zaremba Insurance Co. They’ve hired us to help lead them to the next level - becoming a savvy marketing company. Welcome to the family!

Jeff Ogden is President of the B2B lead generation consultancy, Find New Customers. You can follow Jeff on Twitter here.

“I really need to become a better golfer”


What is the best way to improve my golf game?

GolfWe’re using golf to illustrate a mistake B2B marketers make each and every day when they post an opening for “lead generation expert” on Linkedin.

They’re looking for someone to help them implement lead generation programs. After all, the sales teams complain about the poor quality of the sales leads they are getting. Fixing that critical business problem with the remarkable changes going on is like committing to improve your golf game.

Here we go

You been playing golf for years and you’ve had some gradual improvement. Your handicap is around 23 and you are not happy. You really want to become a much better golfer.

So you turn to a friend who’s an avid golfer. She tells you she’s a scratch golfer. You agree that you and she will play a round three days a week to improve your game. You’re optimistic that playing with a great golfer like her regularly will make you a better golfer. Her skills will rub off on you.

After six months of this, you find that you cut your average by just one stroke. Are you happy? Of course not. You wanted at least 10 strokes off.

What went wrong? Why didn’t it work?

It didn’t work because you did not address the root causes of your golf problems. Perhaps form was wrong or your weight was on the wrong foot. No amount of playing will address causes like that.

What if you had used a different approach - gone to a top golf pro - one who is adept at teaching the game of golf?

Rather than booking him for months, you simply hire him to work with you for a couple of weeks to break down your game. He films your stroke. He watches your short game. He observes your putting game. He finds what you do well and where your weaknesses lie. He uncovers the root causes - e.g. a bad swing or weight on the wrong foot.

He writes a written recommendation for you - identifying weaknesses in your game and recommendations on what you need to work on. This is your road map for what needs to happen to really improve your game. Now you have an action plan rather than simply playing golf with an expert.

Now you have a good choice. You can:

  1. Take the recommendations and use them yourself to improve your game
  2. Hire the Pro to work with you long term

Now let’s tie this analogy to B2B lead generation. (Also called demand generation, but not a good search term.)

  • The friend who is the scratch golfer is your new lead generation employee.
  • The golf pro is Find New Customers
  • The short-term assessment is the Lead Generation Assessment Service
  • Hiring the pro is our 6 month Lead Generation Program soup to nuts.

If you really want to improve your golf game (marketing lead generation) I highly recommend you also hire a golf pro (Find New Customers and similar firms.) You need to break down your B2B lead generation programs and find out what you need to improve and what you need to work on. You need to uncover the root causes of the problems. As the expert Adam Needles of Left Brain Marketing said, you’ll need to work backwards from buyers to your company - personas, mapping, value propositions, etc.

That’s best left to the pros.

Do you now know the importance of the golf pro?

We love comments.  We love  Twitter followers. And we love our Facebook fans.

Jeff Ogden is President of Find New Customers Lead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is one of few lead generation companies in New York.

Find New Customers helps companies like yours (with 50 to 5,000 employees and complex products) implement lead generation programs to improve the way you find and acquire high quality sales leads using best practices in online lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.

If you wish to do sales lead generation online, contact the B2B lead generationexperts at Find New Customers using the form below or follow @fearlesscomp on Twitter.

To send me a personal note, use the form below. But to post a comment on the blog article, please use Leave a Reply at the very bottom.






The Aprimo Marketing Summit 2011


Join me at the Aprimo Marketing Summit!

The Aprimo Marketing Summit 2011, will be held February 27 to March 2 at

Ritz Carlton

Amelia Island, FL.

I’m deeply honored to be your host for the B2B track at the event. And if you look me up there, I will personally introduce you around. After all, our motto at Find New Customers is “Always Be Helping.” So I want to help you.

Yes, the B2B lead generation expert known as the Fearless Competitor will be your host. Please look me up there, visit Find New Customers or follow me on Twitter at @fearlesscomp.

Register Today

It’s not just for Aprimo administrators, but it is for all leaders in marketing and sales who are looking for fresh ideas and inspiration in 2011. And after a disastrous 2010, who doesn’t need fresh idea and inspiration?

Aprimo has created a special justification document here.

Here are a few other reasons to attend:

Connect with friends, all focused on your success
The Aprimo user community is the heart and soul of the Summit experience. This year, we’re planning even more activities, events, and social networking to get you going—before, during, and after the conference! Start now to forge lasting relationships you can use year-round.
Attendee forum at aprimo.com
The same features you use to collaborate at home can now help you get the most
out of Summit! Hear about the coolest sessions and best events—as they happen. Connect with other attendees. Collaborate in groups on your key topics of interest. Update your attendee profile and allow others to find you. Check out the presentations and follow the feeds, right from your laptop. Ask questions to our session presenters and get answers that benefit all attendees.
Share your ideas
Summit is all about revolutionizing your marketing. Is there a topic you’d like toaddress or are especially interested in? Tell us the sessions you’d like to see — get started today!
Feel the buzz on Twitter
You know how we love our social media! Follow Summit on Twitter at #AMS11 to get the hot-off-the-press updates. It’s just one more way to stay current with the latest information and announcements.
Pack your business cards and your video camera
Don’t be shy: We have an array of networking activities to help you learn more, discuss hot topics, pick up new ideas, and make new friends. Don’t forget your video camera to capture and share your Summit activities.
Hear great speakers
One of the personal advantages of an event like the Aprimo Marketing Summit is to hear great speakers - speakers you’d not normally meet, such as:
  • Seth Godin - Known as “America’s Greatest Marketer” Seth is a best selling author and founder of several companies. His blog is among the most popular in the world.
  • Jeff Hazlett - formerly the CMO of Kodak, He has been described as a “CMO on steroids,” who parlayed what he learned running his own businesses into his position as Kodak’s CMO, where he helped revitalize one of the world’s iconic brands. Forbes magazine anointed him the “Celebrity CMO,” because of his countless media appearances, including on Donald Trump’s Celebrity Apprentice. And Advertising Age calls him “a new style of CMO,” especially for his social media skills that made him one of the top ten C-level executive Twitterers in the world.
  • Ann Handley, Chief Content Officer for MarketingProfs and author of Content Rules, is an 11-year veteran of creating and managing digital content to build relationships for organizations and individuals. Ann has a passion for building community, particularly in using new media tools to broaden and build value.
  • The B2B Host: Jeff Ogden, me, the Fearless Competitor and the President of Find New Customers. He’s an expert in content marketing and b2b lead generation and he writes two popular blogs on marketing and sales.

Register Today

What do you think? We love comments and people who share.

Jeff Ogden is President of Find New CustomersLead Generation Made Simple” Check out the online show every Friday at 11am ET, “Laugh and Learn with the Fearless Competitor.” Find New Customers is one of few lead generation companies in New York.

Find New Customers helps companies like yours (with 50 to 5,000 employees and complex products) implement lead generation programs to improve the way you find and acquire high quality sales leads using best practices in online lead generation. Quality leads matter. In fact, a recent study found that sales teams with fewer, high quality sales leads closed more than sales teams with more leads of dubious quality.

If you wish to do sales lead generation online, contact the B2B lead generation experts at Find New Customers using the form below or follow @fearlesscomp on Twitter. If you use the form below, you’ll email me. If you want to add a comment, click Leave a Reply below.