There are a few metrics all marketing managers should know about the cost of marketing to and acquiring new customers: CAC (Cost of Acquisition), CLV (Customer Lifetime Value) and ROI (Return on Investment). Why are these three concepts in particular so important? Because, taken altogether, they are among some of the best ways to evaluate […]

Personal branding for executives

In our new Insights note we will address personal branding on Twitter for executives and company founders who may (or may not) have a presence on Twitter and who continue to struggle to gain traction. Twitter can be a powerful tool to bolster your personal brand and establish you as an industry thought leader. Although it […]

email marketing

The following is an excerpt from “The Essentials of Email Marketing,” a new white paper authored by our founding partner, Dave Manzer. In the paper, Dave distills the lessons he has learned from over 10 years of email marketing for B2B technology brands. Editorial Calendar An editorial calendar will keep your drip marketing campaign on […]


Why business software CEOs have a love-hate relationship with marketing Companies that offer business software solutions — SaaS, custom software and off-the-shelf — all share a similar challenge: Longer sales lead times, intense competition and relatively slow technology refresh rates. Translation? There are more competitors vying for a smaller number of sales opportunities. It also […]

international networks

In the last two weeks, two new members have joined First PR Alliance, our international network of independent PR and marketing agencies. Over the past year since its founding, First PR Alliance has grown to 12 member agencies across four continents.   Reputation & Co. is a brand new network of freelance senior communications consultants. […]

Drip marketing

Drip marketing refers to the stream of marketing communications a company sends to its list of prospects and customers to stimulate future sales. In the case of B2B technology companies, it usually takes the form of email communications through a marketing automation platform. Many B2B tech companies face long sales cycles, which is why drip […]

I’m often asked what the formula is for generating inbound leads for B2B tech companies. In other words, what are the most effective marketing activities that will generate a steady flow of qualified leads for a company’s sales team to pursue and close? The answer almost always varies based on what you sell, who you […]

Omar Mohout

  No Belgian academic has obtained as much insight into the challenges faced by Belgian (and by extension: European) startups as Omar Mohout. Omar is (among many other things) Professor of Enterprise at the Antwerp Management School and the Solvay Brussels School of Economics and Management. Recently he authored a new book, From Idea to […]