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Archive | content marketing

Clicking Through Your E-Book Doesn’t Mean They Want A Demo

The initial B2B sales conversation has changed. You implemented some fantastic content marketing. Your boutique agency is showing you incredible engagement metrics. You’re capturing fantastic insight on what they tell you are “marketing qualified leads” (MQLs). But, there’s a problem. You’re not getting to demo any faster. Your forecast isn’t getting bigger in proportion to your MQLs. […]

HR Tech Vendor Execs Did An Amazing Thing Last Year, and I’d Like To Thank Them

In 2013, InfluenceHR, the first and only marketing symposium focused on HR Technology and Service Providers was created.  We packed it full of actionable insight and marketing secrets to help you find and engage the HR buyer.  Then you, the top executives and marketing leaders within those providers did an incredible thing.  You gave it momentum. […]

Just Because They Downloaded Your Infographic Doesn’t Mean They Want To Buy Your Product

Content Marketing Works. An effective Content Marketing Strategy, implemented well, delivers more quality leads, higher conversion rates, and better (lower) blended cost-per-lead than traditional means. I see the metrics with every customer I work with, every Marketing Exec that I talk to at InfluenceHR, and with every vendor that gives me a briefing. Before Marketing […]

#hrwins Trend Report: HR Technology, It’s Not Just for HR Any More

A few of the trends we recently looked at in the #hrwins should start you wondering who the buyer of HR Technology will be in the not-too-distant future. HR Tech’s continued growth in the SMB.   Until recently, other than payroll, we just haven’t seen the traction in the heart of SMB segment that we’ve seen […]

Content Selling Arrives in B2B HR Technology

I’ve been involved in some very successful Marketing and Sales efforts (read Revenue) for B2B HR Technology in both the SMB and Enterprise segments.  In every one of those successes we believed that marketing and sales needed to be looked at as one thing.  More like a continuum and less like two processes.  In today’s […]

Lead and Demand Generation For HR Technology

It’s the time of year where the rubber hits the road when it comes to your business plan.  Budget and planning time.  Marketing and Sales planning isn’t just about an expense budget.  It’s about planning what it will take to hit your revenue goals.  At some point the conversation inevitably leads to lead/demand generation. Demand […]

Sponsors Throw Down B2B and HCM Knowledge at InfluenceHR NY

InfluenceHR NY is happening on Monday. In addition to The Starr Conspiracy and Influitive, we have some innovative sponsors bringing expertise to the event, including DoubleDutch, Human Resource Executive Magazine®, and ReTargeter. Today’s organizations need perspectives from all kinds of companies — ones that know the marketing and ones that know the buyer. Oh, and if […]

InfluenceHR Guest Post: Why Your Customers – Not Your Product or Marketing – Will Make You Stand Out to HCM Buyers

In my conversations with one of our InfluenceHR sponsors, Influitive, their CEO, Mark Organ and VP of Marketing, Jim Williams, have proven to be passionate not just about their Advocacy Marketing Platform and approach, but about it’s natural fit for anyone selling to the HCM Buyer.  Buyer research that I’ve done supports this.  Psychographic data […]