Blog

Growth Architecting insights for B2B startups to predictably produce pipeline

14

October

B2B Tech Marketing Community Weekly Newsletter: Oct 14, 2019

October 14, 2019

In B2B Tech Mktg Community

By Johannes Hoech

So, this is our first B2B TECHNOLOGY MARKETING NEWSLETTER. We hope you will find it useful. 2019 OCTOBER HIGHLIGHTS – Focus: “MarTech Trends and Techniques”: ABM and MarTech Industry Updates: Marketo & Engagio Founder Jon Miller’s predictions for marketing's next challenge; a long but good read -...

10

October

B2B Tech Marketing Community Survey Results

October 10, 2019

In B2B Tech Mktg Community

By Johannes Hoech

Thank you to everyone that participated in our first survey about what the 118,000 subscribers to the B2B Technology Marketing Community are interested in from a regular newsletter. Here are the results from our survey of members’ preferences: Sample Composition: The composition of survey respondents gravitated toward...

20

September

Want to Grow Your Community? How About Short B2B Podcasts and Videos!

September 20, 2019

In Marketing Trends

By Johannes Hoech

!Last night I went to another CMO networking dinner, which turned out very informative. Put on by the Cybersecurity Marketers community; the sponsor was PR and social media powerhouse 10Fold Communications. I went because the invite promised an informative talk about the integration of traditional...

16

August

What is Growth Architecting and Why Should I Care?

August 16, 2019

In Growth Architecting

By Johannes Hoech

You probably never heard of "Growth Architecting," and so you may be reading this thinking, here we go, yet another concept or acronym, and probably don't know if you should care. We do think you should care, and let us explain why: Growth Architecting is...

09

August

Practical Tips for CEOs to Make the Most of Q4

August 9, 2019

By Johannes Hoech

September is the new January Most people think of January as the time of change and the time of new beginnings, but for B2B organizations, the New Year begins much earlier. Why? Because Q3 and Q4 opportunities not only make the numbers for that year but...

19

August

Is ABM a panacea or too hard? Know thy demand gen ROI! – Blog 1 of 2

August 19, 2019

In ABM

By Johannes Hoech

A few weeks ago, I was invited to a networking dinner for Silicon Valley technology CMOS; we had come to listen to a well-known expert on ABM (aka “Account-Based Marketing”) to speak on digital marketing, a hot topic these days. In fact, I was fortunate...

19

August

Is ABM a panacea or too hard? Know thy demand gen ROI! – Blog 2 of 2

August 19, 2019

In ABM

By Johannes Hoech

[vc_row][vc_column][vc_column_text]In part 1 of this blog we talked about the need for marketing to justify the detailed ROI and spend efficiency and effectiveness of its activities, and the lengthy investments required to stand up an ABM-based demand generation engine. In this part 2 of the...

03

September

Aligning Sales and Marketing (blog 1 of 3) – Key to Successful ABM

September 3, 2019

In ABM, Sales & Marketing

By Johannes Hoech

The way software is being sold, especially cloud software has been revolutionized. First, there was Marketing 2.0, then came Nurture Marketing which morphed into Inbound Marketing; quite frankly, I’m losing track (… and so do many of us that may not be early adopters, or...

03

September

Aligning Sales and Marketing (blog 2 of 3) – Key to Successful ABM

September 3, 2019

In ABM, Sales & Marketing

By Johannes Hoech

This is blog no. 2 in our 3-blog series about aligning sales and marketing. In the last blog we talked about how there has been a sea change going on in the sales and marketing works since the early 2000s, and described the need for...

03

September

Aligning Sales and Marketing (blog 3 of 3) – Key to Successful ABM

September 3, 2019

In ABM, Sales & Marketing

By Johannes Hoech

This is the last blog in our 3-blog series on aligning sales and marketing, with the previous blog having started getting into the issues around executive and sales and marketing buy-in into the shift to ABM, as well as how to drive needed cultural changes...

19

August

Scientific Forecasting – 1 of 4: Why is it important?

August 19, 2019

In Scientific Forecasting

By Johannes Hoech

Investors pay a premium for growing companies. A close second, and sometimes even more valued benefit is improved revenue predictability. Predictability in forecasting is never bad: not only do investors love it, CFOs love it because expenses and thus cashflows can be managed more precisely,...

19

August

Scientific Forecasting – 2 of 4: How to’s

August 19, 2019

In Scientific Forecasting

By Johannes Hoech

This is blog no. 2 in our 4-blog series about Scientific Forecasting. In the last blog we talked about why managing expenses to the penny while winging the revenue forecasts doesn’t make financial sense and can cause wasted resources in excessive re-budgeting. In this second...

19

August

Scientific Forecasting – 3 of 4: More how to’s

August 19, 2019

In Scientific Forecasting

By Johannes Hoech

This is blog no. 3 in our 4-blog series, with the last blog having started getting into the issues needing to be addressed when implementing Scientific Forecasting. In this blog we’ll get into the different types of forecasts and some suggestions on when and how...

19

August

Scientific Forecasting – 4 of 4: Get buy-in

August 19, 2019

In Scientific Forecasting

By Johannes Hoech

This is the last blog in our 4-blog series on Scientific Forecasting. In the previous blogs we discussed three major topics, i.e. cultural hurdles to forecasting, in-quarter corrective actions, and forecast types by forecasting time horizons. Once mastered, addressing these three areas will result in...

23

August

Time to Get Real: Going Beyond the ABM Hype

August 23, 2017

In ABM, Marketing

By Johannes Hoech

The number of marketing professionals proficient in marketing automation and ABM is surely greater than those that identifiably advertise an official credential or deep ABM expertise on their LinkedIn profile. But probably not by much; marketing people tend to be good at marketing, and so...

09

February

Do You Have the CRO Mindset?

February 9, 2019

In Sales & Marketing

By Johannes Hoech

If you’ve been following our blog, you know we’ve been writing for a while about modern sales and marketing techniques (aka Account Based Marketing (ABM), Nurturing Marketing, or Marketing 2.0). Describing core trends such as the need for greater sales and marketing cooperation, implementation of deep marketing analytics,...

09

August

Forget Mars and Venus, Sales is from Alpha Centauri and Marketing from Gliese 581!

August 9, 2019

In Sales & Marketing

By Johannes Hoech

One July 4th we had our annual BBQ – as every year, it was a nice opportunity for us to get together since we’re a virtual company. We can always count on lively debates because, frankly, we hail from all over the demand generation map...

05

August

Is Your Content Marketing Effective?

August 5, 2019

In Content Marketing, Value Proposition

By Johannes Hoech

Creating good content is tough. Really tough—especially when you’re trying to meet B2B demand generation deadlines. How many of us have created me-too pieces of content that we aren’t proud of—content pieces that have been blasted to the world in the hope that we will...

09

July

What Does Managing Fear Have to do with Marketing Effectiveness?

July 9, 2019

In Employee Motivation, Management, Marketing

By Johannes Hoech

Emotions are powerful and the biggest emotional motivator of all is fear. There are two types of fear. The first is real. It gets triggered when facing actual, life threatening situations. The second is psychological—these are things we make up in our own minds because...

09

August

Treating Employees as Sources of Growth vs. as Costs to be Minimized

August 9, 2018

In Employee Motivation, Management, Marketing

By Johannes Hoech

Recently, I spent some time in Manhattan. This was after a long absence since my Business School and McKinsey days in the late 1980s. I had been asked to head up marketing for a private equity-owned security software startup as its Chief Marketing Officer. I...

1
2