Diving into the new SiriusDecisions Demand Unit Waterfall

SiriusDecisions | May 30, 2018

SiriusDecisions since around the time when Rich Eldh and John Neeson gave birth to the company. I’ve found their frameworks especially useful in helping focus my teams’ actions and report on the value of our contributions. Perhaps you’ve found the same. For many years, the SiriusDecisions Demand Waterfall has been used as the standard framework for managing demand generation processes. The beauty of the original Demand Waterfall was its clarity and simplicity. Built as a useful guide, it was never meant to become “the law.” Yet over the past few years, many marketers have found themselves ensnared by a rigid, faithful type of application. From helpful leading indicators, we’ve created rigid sets of KPIs that lock us into a way of doing things and shape how we “see” our world. A host of short-sighted KPIs are now constraining our ability to innovate. At worst, they’re locking us into counterproductive behaviors that actually hurt our ROI. I’m talking here about KPIs that drive up volumes even as they drive down quality; about filters that ignore tangible evidence of demand in favor of titles and contacts at accounts that aren’t in the market at all. The newly announced SiriusDecisions Demand Unit Waterfall concept contains major insights that could open the door to a new wave of progress. These observations should help keep many of us from going over the falls in a barrel crafted of our own short-sightedness.

Spotlight

What is the difference between a video going viral today versus five years ago? With so many platforms, is it now anything goes? In this clip from Content Marketing World 2017, Scott Stratten, President, UnMarketing, shares his own experiences of a video going viral and bringing down a national brand for a content ethics violation.


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CONTENT MARKETING

Steinreich communications acquires leading south african digital marketing agency

Steinreich Communications | March 15, 2022

Steinreich Communications Group, Inc., an international public relations firm, has acquired the Omniado Agency, one of South Africa's leading design and digital marketing agencies. The acquisition serves as the agency's entrance to the African continent as it will now have a location in Durban. This presents a strategic opportunity as many of the firms' clients, particularly those in the Middle East, are expanding their businesses into Africa. Dan Chazen, founder and CEO of the Omniado Agency, will join Steinreich Communications as creative services director along with all the current members of his staff. He and his team will work with all the agency's clients across industries and sectors to provide design strategy and implementation for social media as well as video production. Prior to founding the Omniado Agency, Chazen served as managing director of Blackstone Media, one of the most dynamic billboard advertising agencies in South Africa. He worked on a broad group of clients in consumer products, retail and business-to-business sectors, including Adidas, Coca Cola, BMW and Mercedes. "Dan and the Omniado brand brings an unparalleled level of experience in the digital and design space that will be invaluable to our clients. We have worked together on a variety of joint accounts and share a similar vision which we are looking forward to executing on, together as one team, Additionally, our new location in South Africa provides a wonderful opportunity for our clients who have already expressed interest in developing their businesses in that market. President and CEO Stan Steinreich "I am thrilled about the tremendous opportunity we have to add a new dimension to the existing capabilities of the agency to offer a complete package of communications, marketing and creative services to our clients," said Chazen. "My team and I are very excited to be joining Steinreich Communications, one of the best in the industry. My team and I have already hit the ground running and are excited about the future." Through this acquisition, Steinreich Communications is bolstering its social media design, website development, video production, email marketing, special event support, and corporate identity branding capabilities for its clients. Founded in 2003, Steinreich Communications represents some of the world's leading corporations and consumer brands. It is one of the nation's fastest-growing, full-service public relations firms with offices in New York, New Jersey, Washington, Los Angeles, High Point, London, Frankfurt, Tel Aviv, Dubai and Durban.

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MARKETING DATA

Semrush Named a Leader in 19 Categories in G2’s Winter 2022 Report

Semrush | December 24, 2021

Leading online visibility management SaaS platform Semrush earned high accolades in the Winter 2022 Report from peer-to-peer review site G2, whose users have ranked the platform in the leader quadrant across 19 product categories this quarter. G2 is the world’s largest peer-to-peer software review site, featuring thousands of reviews of business software and services based on user ratings and social data. G2 aims to be a trusted source that helps every business professional in the world make better technology decisions. This quarter’s ranking marks the 7th consecutive quarter that Semrush has been rated in the leader quadrant in Competitive Intelligence, SEO, Local SEO, Content Analytics, Local Listing Management, Search Advertising, Social Media Analytics, Market Intelligence, Content Creation, Marketing Analytics, Media Monitoring and Social Media Monitoring categories. In addition, it is the 4th consecutive quarter in which Semrush has been named a leader in 18 categories. We are extremely grateful to our awesome customers for their support, confidence and trust in Semrush’s ever-expanding product suite. Their trust and feedback has been crucial in taking each of our tools to the next level, helping to transform Semrush from a single-point solution into a comprehensive digital marketing platform that handles essentially all marketing missions from SEO to content management. This recognition from G2 is a badge of honor for our entire team, motivating us to continue enhancing and expanding the platform to provide solutions needed by marketers all over the world.” Olga Andrienko, Vice President of Brand Marketing at Semrush Semrush’s comprehensive toolkit allows customers to understand trends, derive unique and actionable insights to improve their websites and social media pages, and distribute highly relevant content to their targeted customers across a variety of digital channels. Semrush empowers companies to improve their online visibility across key channels through a holistic strategy. About Semrush Semrush is a leading online visibility management SaaS platform that enables businesses globally to run search engine optimization, pay-per-click, content, social media and competitive research campaigns and get measurable results from online marketing. Semrush offers insights and solutions for companies to build, manage, and measure campaigns across various marketing channels. Semrush, with over 79,000 paying customers, is headquartered in Boston and has offices in Pennsylvania, Texas, Czech Republic, Cyprus, Poland and Russia. About G2 G2, the world's leading business solution review platform, leverages 1M+ user reviews to drive better purchasing decisions. Business professionals, buyers, investors, and analysts use the site to compare and select the best software and services based on peer reviews and synthesized social data. Every month, more than three million people visit G2's site to gain unique insights.

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CHANNEL PARTNERSHIPS

CoreSite and American Tower Data Center Solutions to Participate in Channel Partners Conference and Expo 2022

CoreSite | April 08, 2022

CoreSite, a leading hybrid IT solutions provider and subsidiary of American Tower Corporation (NYSE: AMT) (“American Tower”), announced it will be joining American Tower Data Center Solutions at the Channel Partners Conference and Expo 2022 April 11-14 in Las Vegas. The event is designed to connect partners with technology companies to advance their businesses and harness knowledge that accelerates new revenue and growth. Since creating the Core Partner Program, CoreSite has participated in events like the Channel Partners Conference and Expo for an opportunity to engage with its agents and partners and discuss how to grow their businesses by selling CoreSite’s data center and hybrid IT solutions. The Core Partner community includes agents, resellers, real estate brokers, solution partners and cloud partners. By including CoreSite's data center services in their sales portfolio, partners benefit from an additional revenue stream and enhanced customer retention. CoreSite has a dedicated channel team to enable partners’ success through training and marketing support. In addition, CoreSite offers individual programs that allow partners to work with the company as a referral partner or with a master agent. During the four-day event, CoreSite will be located on the expo floor at Booth #1431, and American Tower will have meeting space in Bellini #2004. Eric Watko, Vice President of Product Line Management at American Tower, will be participating in an informational session titled “How 5G and Edge Computing Are Transferring the Way We Work”, Tuesday, April 12, from 5 p.m. to 5:30 p.m. PT at the Venetian Level 2, Expo Center – Hall C, Booth 1849 in the Expo Theater. About CoreSite CoreSite, an American Tower company (NYSE: AMT), provides hybrid IT solutions that empower enterprises, cloud, network, and IT service providers to monetize and future-proof their digital business. Our highly interconnected data center campuses offer a native digital supply chain featuring direct cloud onramps to enable our customers to build customized hybrid IT infrastructure and accelerate digital transformation. For more than 20 years, CoreSite’s team of technical experts have partnered with customers to optimize operations, elevate customer experience, dynamically scale, and leverage data to gain competitive edge.

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CHANNEL PARTNERSHIPS

Acceleration Partners Expands its Global Partnership Marketing Services with Acquisition of Grovia

Acceleration Partners | May 05, 2022

Acceleration Partners, the leading global partnership agency, announced the acquisition of Grovia. The Seattle-based company strengthens Acceleration Partners' existing suite of partnership marketing services with a powerful recruitment platform that helps companies discover high-quality affiliates, influencers and publishers at scale. "Technology is a critical element of our growth plan. Grovia's technology enables us to take an innovative step forward by enhancing our ability to find, recruit and activate new revenue-generating partners at a global scale while maintaining our personalized approach. I'm excited to welcome the Grovia team to Acceleration Partners and look forward to the great work we'll do together," Matt Wool, CEO of Acceleration Partners Grovia's platform intelligently recommends personalized partner prospects, prioritizing those that attract visitors with high purchase intent. The technology is a strong fit with Acceleration Partners' existing suite of solutions and services, which includes partner program design, strategy, recruitment, management, and optimization. Combining capabilities enhances Acceleration Partners' ability to meet the end-to-end needs of customers – from smaller organizations just getting started with affiliate marketing to full-service Fortune 500 enterprises that need a fully scoped and managed affiliate and partnership program. "Since its founding, Grovia's focus has been on building the future of partners connection," said Ian Brodie, Co-Founder and CEO of Grovia. "Acceleration Partners' expertise, global footprint and powerful performance data will accelerate our pursuit and make sustainable partner program growth more achievable for companies worldwide." The Grovia deal marks the third acquisition for Acceleration Partners since partnering with Mountaingate Capital two years ago. In January 2021, Acceleration Partners joined forces with Streamline Marketing. A few months later, the company acquired the affiliate program management business of R.O.EYE. The extraordinary growth trajectory has continued with ongoing leadership team expansion, including the promotion of Matt Wool to CEO last December. About Acceleration Partners Acceleration Partners is the recognized leader in partnership marketing and a five-time International Performance Marketing Award (IPMA) winner in the "Best Performance Marketing Agency" category. Acceleration Partners manages programs in more than 40 countries for more than 170 brands including Target, Stitchfix, Noom, Redbubble, and GoToMeeting. Acceleration Partners' global staff of 300+ maintains a singular focus on delivering exceptional outcomes; and delivers deep and data-driven expertise in all key partnership marketing areas, including affiliate, influencer, content, mass media, and B2B partner marketing. About Mountaingate Capital Mountaingate Capital, based in Denver, CO, is a private equity firm that specializes in building and empowering companies with strong growth potential and engaged leadership teams. The firm was launched by a team of partners with deep investment expertise in four distinct market sectors: marketing services, business/industrial services, specialty distribution and specialty manufacturing.

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Spotlight

What is the difference between a video going viral today versus five years ago? With so many platforms, is it now anything goes? In this clip from Content Marketing World 2017, Scott Stratten, President, UnMarketing, shares his own experiences of a video going viral and bringing down a national brand for a content ethics violation.

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