Why Spreadsheets Still Aren't Great for Marketing Management

Written by: Betsy Lillian on 7/23/20 10:10 AM

It’s been nearly five years since we posted a blog denouncing the use of spreadsheets for complex marketing performance management.

Read More

Topics: Marketing Analytics, Demand generation, Data silos, Marketing Budgeting, Marketers, marketing measurement, marketing data, collaboration

Demand Mapping in SiriusDecisions’ New Paradigm

Written by: Stephen Turley on 6/1/17 3:04 PM
Year after year, the Marketing world eagerly anticipates the Sirius Summit and the unveiling of the latest thinking in demand generation. 2017 was no different, and the introduction of a structured methodology for marketing to Demand Units instead of broad-brush markets or, at the other end of the spectrum, individual personas, creates a tangible buzz around the application of new thinking to our collective marketing toolboxes.
Read More

Topics: Demand generation, Waterfall

How to Make the New SiriusDecisions Demand Waterfall Meaningful to You

Written by: Darin Hicks on 5/30/17 10:36 AM

As many other published blogs before me, I was impressed by the new waterfall model rolled out by Terry Flaherty and Kerry Cunningham at the SiriusDecisions Summit.  They provided much needed insight into “pre-funnel” stages to understand your target market and leverage both internal and external data to determine “Active Demand”.

Read More

Topics: Demand generation, Waterfall

3 Tips to Improve Your Demand Waterfall Flowing

Written by: Munira Fareed on 2/12/16 3:26 PM

Everything’s working just the way it should. A promising prospect – someone that fits perfectly into the audience you’re working to target – does a Google search about a problem they have, finds the information in a blog post on your site, and clicks the CTA on the page to download your ebook for more information.

Read More

Topics: Demand generation, Hive9