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Jason Hekl

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Research Director, SiriusDecisions

10 points

An advocate for DIY marketers, and an early adopter of marketing automation technologies, with a wealth of "hands on" experience with several of the leading tools.

Dec. 29, 2011

Jason Hekl is now following Scott Albro and 19 other people

Aug. 3, 2011

Jason Hekl recommends this answer by Steve Gershik

What is your favorite marketing automation software for a very small company with a small budget?

Kira, your question requires me to answer the way I hate consultants to respond: it depends.
It depends on how your five salespeople currently reach out to and cultivate potential customers. If your sales team is ad hoc and improvisational, it will be hard to add ... more

Demand Generation

July 26, 2011

Jason Hekl and 1 other person answered this question at this roundtable

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

Advice for a newly minted demand gen marketer?

Get on the phones! Talk to prospects. Follow up on your own marketing campaigns. Play the role of your lead qualification or sales development team. Experience the challenges they face every day, and show that you are very willing to roll up your sleeves to ... more

Demand Generation

July 26, 2011

Jason Hekl and 1 other person answered this question at this roundtable

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

What kind of goals should marketers be setting for their lead nurturing campaigns?

The ultimate goal is always conversion to pipeline, but I agree with Dave that interim goals tied to specific actions make a lot of sense - particularly when you run multiple nurture programs. I've seen a lot of marketers focus on nurture as a follow-on ... more

Demand Generation

July 22, 2011

Jason Hekl is speaking at this roundtable

The Future of Demand Generation

Demand Generation

July 21, 2011

Jason Hekl recommends this answer by Matt Heinz

Are you selling, transacting or fulfilling?

Nobody likes to be sold, but people definitely like to buy. The best sales organizations in the world help people buy. They align their sales process, strategies and tactics to be in complete parallel with the customer's decision-making process and path.
Those same world-class sales organizations ... more

June 21, 2011

Jason Hekl recommends this answer by Adam Blitzer

What is the most common pitfall of marketing automation that you've seen?

I totally agree with Justin. There is a tendency to think of technology as a silver bullet. Technology can really augment processes or even encourage new ones (e.g. a move towards best practices), but in the end, software is only as good as the person ... more

Lead Management

Marketing Automation

June 1, 2011

Jason Hekl recommends this answer by Steve Gershik

In your marketing process, do you recommend doing lead nurturing first, or lead scoring?

Focusing on lead scoring first works well if you're primary problem is that you have too many lead. If sales is having a difficult time sifting through them, trying to separate the ready-to-buy ones from those who aren't yet at that stage, lead scoring is ... more

Lead Management

March 23, 2011

Jason Hekl recommends this answer by Kelley Robertson

Presentation skills: how to handle tough questions?

I do one of three things:
1. Admit that I don't know the answer and tell the person that I will get it for them. Then I get their card and follow-up as promised.
2. Redirect the question back to the group and get their input. This ... more

General Management

Presentation Skills

Nov. 5, 2010

Jason Hekl recommends this answer by Steve Gershik

What are some key don'ts for SMBs regarding social media?

Great answers so far. Another five to contribute to the conversation:
1. Don't talk before you listen. Just as in a real conversation, people who barrel into the stream of chatter without bothering to hear what folks are talking about are considered rude and are generally ... more

Shashi Bellamkonda

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