“It’s Gonna Be Like Buttah” Part I of II -My Observations On Adopting New Technology

Posted by Steve Snyder

I spent many years in the software industry, working with both consumer and enterprise software. I got to observe the challenges of the adoption of software in the enterprise. In another job I helped roll out a new financial system in a creative agency. In my last position I led the attempt to install a Learning Management system in a construction company, and I helped develop and train on an application that was to be used by every employee in the same company. I learned a lot from these experiences. Adopting a new software application can be a challenge, especially for those with limited technical training. Further, understanding what the Total Cost of Ownership (TCO) will be and what kind of team needs to be in place for success is often outside the knowledge base of those making the buying decisions.

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The Evolution of B2B Sales and Marketing Tools

Posted by Scott Rankin

I started my career as a Marketing intern about seven years ago and remember the days of server based CRM solutions, overly- complex applications to track web analytics and most importantly batch and blast email marketing tools that didn’t communicate back to Sales and Marketing.   Even though these technologies are still around, the adoption of B2B Marketers using integration solutions has significantly increased, especially for the smaller SMB and Corporate spaces.

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Mastering the Art of Marketing Automation: Mastering All the Tools

Posted by Dave Ward

As a young web application developer, I believed that I could accomplish anything using nothing but pure brain power, determination and a simple text editor. For years, this was true. Using only a minimal toolset, if you gave me a specification, I could give you the software you wanted. Over the years business requirements have changed, specifications have gotten more complicated and turnaround times have gotten shorter. I've come to realize that choosing the proper tools for each project is crucial to success, especially in a competitive marketplace. Historically, however, there have not been many tools built to suit the needs of marketing.

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Vacuum-Packed Data Storage to Action-Packed

Posted by April Brown

No business exists in a vacuum –nor should data. Data seems impermeable yet is vulnerable if left hermetically sealed off from the real world. According to Marketing Sherpa, contact data degrades at a rate of 2.1% per month. This degradation rate of 12% every six months means a database of 10,000 prospects today will have lost contact information for 1,200 of those prospects by January 2010. A languishing database of prospects translates to lost marketing dollars. What organization would accept a 12% loss in revenue without taking action, or allow their marketing department to operate at 88% of production capacity? By passively ignoring your database of sales prospects you are actively crippling your automated marketing campaign.

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Perfecting Lead Nurturing: Treating the C-level like Toddlers

Posted by Trask Rogers

While I thoroughly enjoy my job, my true love is spending time with my family. Being the father of a toddler, I’m focused on nurturing him to bolster his development, and, hopefully, ensure his contributions to creating a better society as he grows. In doing so, I’ve noticed the parallelism that exists between the time I spend with my son and the nurturing campaigns that Rubicon develops on behalf of our clients.

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