Bay Area Inbound Marketing Blog

As a demand generation marketing consultant, I've been fortunate to work at twice as many tech startups in the last five years, as I did in my first 10 years in technology Sales and Marketing. And I've learned from some of the best and the brightest how to increase market share quickly with a smaller budget and microphone.

It comes down to Pareto's Law: When working on a cost-per-lead model, 20% of your company's marketing activity will bring you 80% of your qualified leads and revenue; Therefore, 80% of your marketing budget can realistically be slashed with little or no effect. This is great news for startups who are working with tight budgets to begin with.

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Recently spoke with a prospect who kept asking me, "What's the ONE secret of sucessul demand generation marketing?" And I kept telling him, to be sucessful at demand generation marketing you have to simultaneously work at a number of channels, because no one channel will get you the kind of sales acceleration you want alone. But I will say, Digital marketing is the largest component in my marketing mix these days, and for good reason. Internet marketing can be labor intensive and complex, but it is definitely the most cost-effective way to increase revenue quickly today, so it is worth the effort.

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Digital marketing should drive customers to your company website, capture warm leads, and nurture them towards Sales.  

I get asked this question a lot: How do you create a successful online marketing campaign? 

Digital Marketing requires knowledge in a number of areas. It is a hybrid between Sales and Marketing.

Gartner has said that with marketing automation software, companies can bring customers 85% of the way down the sales funnel; And it is absolutely true. The companies that are knocking it out of the park today with high-valued IPOs are taking full advantage of the way customers shop today via the internet.

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