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Lisa Horner

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CEO,CFO,VP,Director, Citrix Online

68 points

Nov. 11, 2011

Lisa Horner recommends this answer by Gary Hart

What's the number 1 thing every b2b marketer should be talking about but isn't?

Is the entire organization living up to our promises and/or are we over-promising or promising things we cannot deliver?
After all of the lead generation dust settles, have we driven leads with a story that "everyone" in the company is standing behind?
This is the ... more

B2B Marketing Week

Content Marketing

Nov. 11, 2011

Lisa Horner and 1 other person answered this question at this roundtable

Successful Tactics in B2B Demand Generation [11/11 @ 11 am]

When the Apple iPhone was introduced was that understanding the customers or understanding the market beyond what the individuals was aware of?

Great question! I think unmet needs with respect to product/market strategy is distinct from demand generation - though both have to live together closely. more

Demand Generation

Nov. 4, 2011

Lisa Horner is speaking at this roundtable

Successful Tactics in B2B Demand Generation

Demand Generation

July 5, 2011

Lisa Horner is speaking at this roundtable

B2B Marketing Tactics That Work (And the Ones That Don’t)

B2B Marketing Week

Marketing Strategies

Jan. 30, 2011

Lisa Horner and 6 other people answered this question

What metrics would you recommend companies use to measure marketing success?

Great answers - I think the top KPIs are:
CPL, CPSQL, # of SQLs, Lead to opp to Sales Conv % (waterfall), CPO, marketing influenced & sourced pipeline & bookings %, average lead value, ROI & retention.
Having a good balance of spend efficiency, volume of demand, ... more

Marketing Alignment

Jan. 25, 2011

Lisa Horner and 2 other people answered this question

What percentage of a marketer's budget is devoted to search engine marketing?

This is a tough question to answer as the success of search is in correlation to your investment in demand generation . Your demand gen activities should serve to drive demand capture, with search being your largest capture mechanism. Additionally, I would distinguish between PPC/SEO ... more

Demand Generation

Marketing Budgets

Jan. 3, 2011

Lisa Horner and 7 other people answered this question

What are your tips for turning your social media followers into clients?

Great answers here - the most imperative thing for businesses in social channels is to be of value. This is different for each company & community. Focus on value and the business with follow. more

Social Media Strategies

Twitter Best Practices

Dec. 21, 2010

Lisa Horner and 3 other people answered this question

How to use social media as platform to generate leads for Events/Expos?

Most events today have a twitter hashtag (#) where attendees and non-attendees gain information regarding the event, speakers, solutions. If you are using branded product accounts in twitter, you can invite customers to attend & update them . If you are on Facebook, you can ... more

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