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Bill Freedman

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Principal, Product Marketing and Management

48 points

March 14, 2012

Bill Freedman and 6 other people answered this question at this roundtable

Top Tactics in Technology Marketing [3/8 @ 1 pm]

What is the biggest difference in your marketing approach today compared to five years ago?

The biggest difference? Easy. The speed and accuracy of feedback on marketing programs in support of lead acquisition, prospect nurturing and installed-base retention...I'm in the enterprise software business.
We now have heavily automated processes and great tools including marketing automation, close-loop tracking on advertising and ... more

March 1, 2011

Bill Freedman and 8 other people answered this question

Where do the balls get dropped most often with inbound leads/demand generation?

Hand-offs are where leads go to die. Marketing to sales is an easy mark, but there are many others. How about hand-offs between reps when territories change or even between a manager who reassigns a lead to a rep on his team.
High volumes are also ... more

Craig Rosenberg

Feb. 9, 2011

Bill Freedman recommends this answer by Adam Needles

Is Marketing Automation "Floundering"?

Here's my take: Marketing automation is not just about technology; it's about fundamental shift in the demand generation model, and better engaging with Buyer 2.0. Most of that is not technology, it's strategy, process and training.
Most marketers are ill-equipped for this evolution. So I ... more

Jan. 25, 2011

Bill Freedman and 4 other people answered this question

What are the marketing metrics you should NOT follow?

The least useful metric that my clients like to think about: open rates on emails.
While you can learn from open rates across multiple mailings to the same list, they are one of the least reliable stats for decision-making. Open rates are not reliable because different ... more

Lead Management

Marketing Management

May 5, 2010

Bill Freedman and 4 other people commented on a brief

5 Common Mistakes with Sales Collateral (and How to Fix Them)

Printed sales collateral in the Internet/Web era and the print-on-demand era needs different thinking.
For my B2B clients in the tech industry, I can't recall the last time mass-produced collateral was part of the communication mix. Outside of business cards, presentation folders and give-aways, nothing ... more

Marketing Strategy

Nov. 18, 2009

Bill Freedman and 1 other person commented on a brief

The Foundation for Great Marketing is Great Data

Great articulation around the essentials of building and managing a marketing database. Once these elements are in place, then I think the real fun begins. For example:
Segmentation: which individuals are interested in which products and services...and which are relevant to your business. Many would say ... more

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