marketing Archives - Buyer-Based Marketing


Demand Gen Waterfall / Reverse Waterfall

Demand Gen Waterfall / Marketing Reverse Waterfall A demand gen waterfall, also referred to as a marketing reverse waterfall, is a useful tool that can be applied to a variety of purposes. First, it will help you come up with realistic budget numbers and set an expectation of the effectiveness of digital advertising across many channels. The second is that…
Matt Kraska
August 2, 2019
b2b decision makers are differentBlog

B2B vs B2C Marketing – Understand the Customer

Consumers vs. Businesses We're all consumers of something, and most of us have probably been responsible for both purchasing for ourselves and our places of employment. Think about that; the thought processes you use for yourself are likely very different than those you use for your company. Better understanding those differences can make you a better marketer. I believe the…
Matt Kraska
July 13, 2019
marketing systems for B2BBlog

The Case for System-Based Approaches

Systems and Processes Any system or process is only as good as the follow through. Maybe its a cliche, but you can have the best system in the world, but if no one uses it correctly, or at all, the system is worthless. In the past, I have been involved in a few rounds of process mapping for a variety…
Matt Kraska
July 7, 2019
crm ticketing and automation for marketingBlog

A CRM is needed for every business

Get and Use a CRM Customer Relationship Management platforms enable companies to do so much more than manage a customer; they allow companies to own customers instead of a salesperson. They provide forecasts and data valuable to the production side of your business. CRM systems are mandatory. I find it baffling that a company of any size can get away…
Matt Kraska
June 18, 2019
power bi analytics for marketingBlog

The Tech and Tools I’m Using

Technology changes, we learn new things, trends in marketing change, and our ability to blend new ideas with existing programs can be different depending on circumstance. The list of software and tools, for me, will change frequently. I love to try out new things, and just because I like it for a few months doesn't mean that I'll use it…
Matt Kraska
June 12, 2019

Providing Sales with Targets

Equipping The Team I've included this in the book as an extra section, even though it is not part of the core system. I have recently begun to implement this as a part of my strategies, but it isn't necessary from a marketing perspective all the time. During market sizing research, it's pretty easy to track down the talented people…
Matt Kraska
February 28, 2019
Marketing foundation market sizingResources

Market Sizing

An approach, not a calculator Market sizing in the Buyer-Based program does not include one-size fits all calculator. The example below follows the market sizing lesson in the book. This approach can be modified to fit almost any industry type and for any series of products. This bottom-up approach looks at your products and how they are used and relies…
Matt Kraska
February 28, 2019