Articles by Mike
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B2B Connect - Walking the Talk: Winning Practices from Leading Brands
B2B Connect - Walking the Talk: Winning Practices from Leading Brands
I had a great time earlier this month presenting at the LinkedIn B2B Connect in San Francisco, talking about how…
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Contributions
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What metrics should you track to improve B2B lead generation?
In my experience, one of the best ways to segment your leads is separating declared intent vs. implied or computed intent. I strongly encourage you to measure the declared vs. computed funnels separately. They will convert very differently. Declared intent is where someone fills out a demo, pricing or contact sales form. They are telling you they want to talk to sales. Implied intent is calculated using some kind of behavior or fit based scoring from interactions with your website or content. In my experience, declared intent "handraiser leads" convert up to 10x-20x better than computed or scored leads through the funnel. Your sales team will be more successful with people who asked to talk than those that haven't asked to talk.
Activity
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I am shook. I mean, absolutely shooketh. I just listened to the most relatable, real-world example of a marketing team using AI to do more with…
I am shook. I mean, absolutely shooketh. I just listened to the most relatable, real-world example of a marketing team using AI to do more with…
Liked by Mike Ward
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This morning, I broke from my typical routine. Usually at 5:45 am, I'm rushing out the door to get to a pilates class. Today, I was standing in front…
This morning, I broke from my typical routine. Usually at 5:45 am, I'm rushing out the door to get to a pilates class. Today, I was standing in front…
Liked by Mike Ward
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After a year of searching, I’ve finally found my new home. Those who know me well know I love three things: people, food, and differentiated…
After a year of searching, I’ve finally found my new home. Those who know me well know I love three things: people, food, and differentiated…
Liked by Mike Ward
Experience
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Education
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Brigham Young University
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Activities and Societies: MBA Marketing Association
Institute of Marketing; National Advisory Council Scholarship Recipient
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Activities and Societies: BYU Newsnet, KBYU Television, Daily Universe, BYU Football Team Manager
Licenses & Certifications
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DMA | Certified Direct Marketing Professional
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SiriusDecisions | Best Practices in B-to-B Lead Nurturing
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SiriusDecisions | Foundations for Best Practices in Demand Creation
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Volunteer Experience
Honors & Awards
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Eagle Scout
Boy Scouts of America
Languages
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Dutch
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Recommendations received
7 people have recommended Mike
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Career Update: I’m exploring what’s next. A couple of months ago, Christopherson and I parted ways. I still love the vision of what they’re building,…
Career Update: I’m exploring what’s next. A couple of months ago, Christopherson and I parted ways. I still love the vision of what they’re building,…
Liked by Mike Ward
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Heidi Bullock has been the CMO of Tealium for the last 5+ years (Engagio & Marketo before that). She's widely regarded as one of the top CMOs in…
Heidi Bullock has been the CMO of Tealium for the last 5+ years (Engagio & Marketo before that). She's widely regarded as one of the top CMOs in…
Liked by Mike Ward
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30 days into the new role at Docebo, and here’s the truth: Most CMOs don’t get fired because they suck at marketing. They get fired because they…
30 days into the new role at Docebo, and here’s the truth: Most CMOs don’t get fired because they suck at marketing. They get fired because they…
Liked by Mike Ward
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