Matthews on Marketing

Matthews on Marketing

The Importance of Matching Demand Generation with Sales Capacity

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When it comes to leads, most people assume more is better. That’s not always true. Sometimes you have more than your sales team can actually handle, in which case your leads go cold. The flip side—when you have more sales capacity than lead flow—is equally bad. This is why it’s so important to balance demand generation with sales capacity. Let’s take a closer look. Establishing Your Quarterly Demand Goals First off, you need to establish your desired lead flow. I like to model mine to be even … [Read more...]

Content Marketing Economics – Part II: Consumption and Profitability

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In the first part of this post, we discussed the production and distribution of content. Here, we’ll going to dig into how people consume your content, the desired outcomes of that consumption, and whether what it costs you is generating a profitable return. How does consumption relate to production and distribution? It can be represented by this simple equation: Consumption = Production * Distribution The better the quality of the content – the production – multiplied by a larger or more … [Read more...]

Content Marketing Economics – Part I: Production and Distribution

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English majors certainly have a leg up in the content marketing world, what with their trove of literary references and practiced writing flow. But what about Econ majors? It struck me recently that there’s an important contribution that knowledge of economics could make to help your content marketing execution. Economics is the study of the production, distribution, and consumption of goods and services. Content marketing fits neatly into this context. It’s not about amassing a stockpile of … [Read more...]

Burn Pixels, Marketing Math, Classic Texts: Most Popular Posts of 2016

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I've covered quite a bit of ground these past twelve months. Here are five of my most popular posts -- durable lessons on marketing math, spending your budget wisely, building an LDR/SDR team, email marketing, and a little marketing lingo. Enjoy. Three Math Tricks Every SaaS CMO Should Know Time was when you just needed to be an idea guy to be a great CMO. When it came to academic strong suits, English was desirable, and maybe Art if you were really good. But marketing has changed. Numbers … [Read more...]

Teaching an Old Dog New Tricks: How to Transform into a SaaS Marketer

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Can marketers change? Are we nonmillennials doomed to fade from the scene, our old ways weighing us down like a boat anchor? While it may be true that a leopard can’t change its spots, I don’t think it’s true that old-hand marketers are immutable. Old salts, perhaps, but not old dogs. Anyone can change course and become a successful SaaS marketer. I know this, because I made the switch. After a good ten years of marketing enterprise software, I had to change my stripes. I was happily … [Read more...]