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Baxter Denney

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Principal, Marketologist

48 points

Marketing automation and demand management expert. In my marketing career I have worked in research, product management, and demand generation roles both within organizations and as a consultant. I currently manage the Database Marketing team for Citrix Online, and am ...

Marketing automation and demand management expert. In my marketing career I have worked in research, product management, and demand generation roles both within organizations and as a consultant. I currently manage the Database Marketing team for Citrix Online, and am principal of Marketologist, which provides strategic marketing consulting. Past clients include the Cleveland Cavaliers, Cognizant Technologies, and Industrial Interface, among others.

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Jan. 25, 2012

Baxter Denney recommends this answer by Marilyn Strong

How do you market on LinkedIn without violating the trust of your contacts?

Add value to the discussions. Create your own discussions. THEN look for opportunities to 'talk' privately.

Dec. 29, 2011

Baxter Denney answered this question

What companies hold the #2 spot in their industry but have as much impact as the industry leader?

*Note: I work at Citrix*
I put forth GoToMeeting as an "industry leading #2." Right now WebEx is clearly #1, and we are just a bit ahead of Microsoft at #2. However we continue to innovate strongly, including the addition of easy HD webcam sharing, ... more

Competitive Advantage

Market Segmentation

Dec. 27, 2011

Baxter Denney recommends this answer by Rodrigo Bravo

What is the #1 book you would recommend to young entrepreneurs?

I would also recommend some of the often forgotten by the new generations and still superlative pieces of art like Machiavelli's The Prince and The Art of War. more

Entrepreneurship

Nov. 14, 2011

Baxter Denney is now following Greg Ott and 5 other people

Nov. 13, 2011

Baxter Denney and 22 other people answered this question

What's one simple thing that can improve projects and/or project management?

Many good tips here already, mine is make sure folks are focused on the next real, tangible action they need to take on any given task. If the next real thing they need to do is not clear, it delays progress. more

Information Technology

Project Management

Nov. 9, 2011

Baxter Denney and 4 other people answered this question

What are some examples of rules for a lead scoring methodology?

The most common methodology is to create a score based on two categories of data about an individual: their behavior (implicit or engagement score) coupled with what you know about them (explicit or profile data). This can get combined into one overall score (usually A-D ... more

Lead Generation

Sept. 28, 2011

Baxter Denney recommends this answer by Justin England

What is the number one reason companies are buying marketing automation? (right or wrong)

There is a lot of "following the pack" and hype, but people are adopting for the promise of doing more with less (automation), increasing the level of one-to-one marketing (targeted drip marketing), increasing visibility, and better managing their funnel stages. more

Aug. 3, 2011

Baxter Denney and 38 other people answered this question

You own a popular local coffee shop, Starbucks moves across the street. What do you do to compete?

In most cases, Starbucks has increased the interest in coffee drinking in the communities it opens stores in, helping mom & pop shops. Slate wrote about this a few years ago:
http://www.slate.com/id/2180301/
So in answer to the OP, I wouldn't take any drastic action -- last thing ... more

July 28, 2011

Baxter Denney answered this question at this roundtable

The Future of Demand Generation [7/27 @ 1 pm]

How (various ways) can (should) the Sales department be involved the Demand Generation process?

Hi, Gord.
I like to divide the marketing and sales involvement by the stages in your prospect/customer life-cycle, and then work with leaders in each department to determine % ownership. For instance if you following the typical Sirius B2B DemandGen waterfall, marketing might own inquiries, MQL, ... more

Demand Generation

July 28, 2011

Baxter Denney recommends this answer by Kim Albee

Why can't we talk about b2b demand generation without talking about marketing automation?

I like what Bruce said, and would add this perspective: The majority of most marketing budgets is moving to online marketing. Based on the fact that people conduct most of their research and make their product and purchase decisions from internet-based research, you've got to ... more

Demand Generation

July 27, 2011

Baxter Denney recommends this answer by Karen J. Marchetti

How important is a good looking web site in today's online marketing world?

Hi Sandra,
Your website is the centerpiece of your marketing efforts, as likely most (if not all) of your marketing activities are driving traffic there. So a look and feel consistent with your overall company brand is important. But few visitors to a website have taken ... more

July 18, 2011

Baxter Denney recommends this answer by Melissa McCready

When should a company NOT invest in marketing automation software?

I'd like to echo Marcus's answer and add onto his #5 about resources. There has to be a dedicated resource or resources to train people on how to use Marketing automation, not justt for launch, but ongoing! All too often I see investments made into ... more

B2B Marketing Week

Content Marketing

Following 11 Topics

Email Marketing

Inbound Marketing

Lead Generation

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