Demand generation Archives -

Sharpen Your Target Market to Build a Better Demand Generation Machine

Target Market: A specific group of consumers at which a company aims its products and services. Your target customers are those who are most likely to buy from you. Resist the temptation to be too general in the hopes of getting a larger slice of the market. That's like firing 10 bullets in random directions instead of aiming just one dead center of the mark--expensive and dangerous. - Entrepreneur.com In my last post titled Start-up CEOs: When Should You Hire a CMO? I talked about several demand generation tactics start-up leaders should avoid. There is no 'free lunch' despite the allure of such [...]

Start-up CEOs: When Should You Hire Your First CMO / VP Marketing?

I’m surprised by how many B2B start-up CEOs are still building their companies the old fashioned way: First, they assemble a product team and build the product in stealth mode. Then, they hire a hot-shot direct salesperson to go out and sell it. They plan to build their marketing team after their revenue starts ramping and eventually hire a CMO / VP Marketing when they are more established. If you're thinking “What’s wrong with this approach? Many successful companies have used it” then keep on reading... Just Hiring a Rolodex® is Not the Answer By hiring a sales leader first, [...]