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4 Reasons Marketing Should Just Give Up

4 Reasons Marketing Should Just Give Up

No. Not that kind of give up. The kind where you realize a lead (read: an email address) simply isn't interested and, thus, you should give up on that lead. If you stop and think about it, most of you probably don't have a part of your email strategy where you call a lead dead and remove them from your database. (In fact, I'd even bet a fair portion of your exec team still believes in blasting your database over and over and over again regardless of the age of a lead.) So whe

5 Reasons Your Tradeshow Presenter Should Be Technical

5 Reasons Your Tradeshow Presenter Should Be Technical

Every booth at a tradeshow has one: someone who delivers the company presentation. Many companies hire a professional presenter to be engaging, personable and well-spoken. But when it comes to tech companies, is that enough? The tech buyer knows when someone is non-technical in the same way you know when you ask a waiter "is the steak any good" and fumble their answer that they've never had it. This instantly puts your presentation into question - the buyer realizes the prese

5 Strategy Mistakes Exhibitors Make at a Trade Show

5 Strategy Mistakes Exhibitors Make at a Trade Show

I spent this week at TechEd, helping Netwrix drive interest in their new release of Netwrix Auditor. This being my first year not attending as a VP of Marketing, I walked the floor and couldn't help but take notice of the many things exhibitors are doing wrong on the floor. Don't get me wrong, none of my booths in previous years were ever perfect, but we had a goal, a strategy and an execution plan. Here are the things I saw that no good tech company should do when exhibitin

Techvangelism in Action: TechEd 2014

Techvangelism in Action - Interop 2014

Techvangelism in Action - Interop 2014

I had a great time talking to my fellow techies about Netwrix Auditor. We were sitting in the middle of the Security section and even though we were nearly in the back left corner of the show floor (and if you know anything about Interop, you know it's a huge floor), we were about to get over 500 leads with an 8.5% conversion to documented interest in purchasing the solution. I do want to toot my own horn on this show - notice how every booth in that picture is dead except on

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