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Thor Johnson

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CMO & CEO, Team Thor Marketing

140 points

Thor Johnson leads Team Thor Marketing, a US-based marketing consulting agency providing strategic planning and implementation guidance to automate demand generation and drive sales force performance.

Thor Johnson’s has pioneered B2B and online marketing for over two decades. As ...

Thor Johnson leads Team Thor Marketing, a US-based marketing consulting agency providing strategic planning and implementation guidance to automate demand generation and drive sales force performance.

Thor Johnson’s has pioneered B2B and online marketing for over two decades. As chief marketer for Eloqua, a leader in B2B marketing automation software, Thor’s team drove explosive revenue growth for nearly four years, and helped define today’s marketing automation industry. He led Agency.com’s New York and Boston business units, the company’s largest and most successful offices.

Thor earned an MBA from Harvard and a Bachelor of Science in Computer Science from Brown University. He lives in Rhode Island with his wife and family.

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Dec. 13, 2011

Thor Johnson and 2 other people answered this question at this roundtable

DemandCon Series: Year in Review- Demand Generation [12/12 @ 1 pm]

With the skills gap that exists in b2b marketing, is the advice being preached by thought leaders simply too advanced for today's marketer?

With so many companies just starting to embrace demand generation and marketing automation, there’s an enormous spectrum of awareness and skill in the market today. While some very experienced marketing leaders and teams are running finely tuned demand generation machines, most people I see are ... more

Dec. 12, 2011

Thor Johnson is speaking at this roundtable

DemandCon Series: Year in Review- Demand Generation

Nov. 10, 2011

Thor Johnson and 2 other people answered this question at this roundtable

MAI Series: A Sales View of Marketing Automation [11/10 @ 11 am]

What objections do sales executives typically have against marketing automation? (or are they typically uninterested?)

Awesome answer, Alex. The Big Objection is to more paperwork - meaning more forms to fill out in the CRM. So it's more or less up to the marketer to show sales why the extra work is worth it. The challenge is that extra form ... more

Lead Management

Marketing Automation

Oct. 27, 2011

Thor Johnson is speaking at this roundtable

MAI Series: A Sales View of Marketing Automation

Lead Management

Oct. 25, 2011

Thor Johnson is now following Shawn Naggiar and 12 other people

Oct. 17, 2011

Thor Johnson and 2 other people answered this question

Should leads generated for big, enterprise deals be handled differently than smaller deals?

Hi Dan. Yes, work Enterprise leads differently from small company leads. The primary difference is the size of the buying team. Small companies – small teams or individuals; large companies – lots of people involved. You need to convince them all – well, most of ... more

Lead Management

Market Segmentation

Sept. 8, 2011

Thor Johnson is speaking at this roundtable

The Eloqua IPO and What it Means to the Marketing Automation Industry

Aug. 24, 2011

Thor Johnson answered this question

How are you utilizing analyst reports in your demand generation campaigns?

I bet they do, Adam. However, to me, that use of a valuable piece of collateral seems, on the surface, to be potentially wasteful. We only have so many good offers we can make, so there is some value, I believe, in trying to match ... more

Analyst Relations

Aug. 18, 2011

Thor Johnson recommends this answer by SHAWN DE SOUZA

Are eNewsletters, in this era of instant measurement/gratification, dated? Are blogs the answer?

I agree with Thor about Simplicity, Frequency and Relevance. Also, I would suggest you get creative with your media. Instead of text, try a video newsletter. In an age of tablets and smartphones, video is an excellent way to engage your database. And don't worry ... more

Demand Generation

Aug. 4, 2011

Thor Johnson and 2 other people answered this question

What is the role of the enterprise CMO in driving revenue when they have deployed mktg automation?

Hi Debbie. My take is the Enterprise CMOs are on the hook for Demand Generation, and should put something like 60% of their resource behind it. Benchmarks vary on how much revenue should be driven from marketing lead flow, but it’s in the 35% range. ... more

Marketing Automation

Aug. 3, 2011

Thor Johnson and 8 other people answered this question

At what point do you stop nurturing a lead?

Focus on cost. Unresponsive prospects don’t really hurt you, so they’re not your top priority, especially when the cost to market to them is low. Most marketers have other fires to fight elsewhere.
However, when a large portion of your marketing database isn’t talking to ... more

Lead Management

July 28, 2011

Thor Johnson and 1 other person answered this question at this roundtable

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

Is the mail list model dead as an effective demand generation tool?

Think about the mailing list model as simply managing your prospect data. Good demand generation means, among other things, keeping accurate info on the people whom you find in your marketing and sales process.
So what do you do with such a valuable information store? ... more

Demand Generation

July 22, 2011

Thor Johnson is speaking at this roundtable

The Future of Demand Generation

Demand Generation

July 6, 2011

Thor Johnson is speaking at this roundtable

How to Set Up an Effective Marketing Organization

B2B Marketing Week

Content Marketing

June 21, 2011

Thor Johnson and 5 other people answered this question at this roundtable

Avoiding the Potential Pitfalls of Marketing Automation [6/21 @ 1 pm]

What is your opinion about marketers attending sales calls?

Thanks for asking, Gary. It’s a challenge in most organizations, particularly sales-dominated companies. First, develop credibility as a marketer. This may sound basic, but I am stunned by how few marketers do it: go on sales calls; make your marketing team go on sales calls, ... more

Lead Management

Following 7 Topics

Email Marketing

Lead Management

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