An Interview with Neal Bush

Today we interviewed Neal Bush about viewpoints on Demand Generation and what best practices are being used to help marketing drive revenue. TPG: 1. What are some of your most effective lead generation programs? Neal : search engine marketing, SEO and email TPG: 2. How do you measure your marketing performance? What are some of the key metrics you use? Neal : number of new qualified sales opporunties per month, new TPG: 3. What percentage of your budget is allocated towards lead generation? Neal : 10% TPG: 4. How do you achieve alignment with your sales organization? Neal : weekly meetings with sales management, sales advisory council with Marketing and Sales TPG: 5. How do you define a qualified lead? Neal : one that has completed a form and sat through a demonstration TPG: 6. What role does technology play in your lead generation efforts? Neal : tremendous amount, we utilize technology and automated triggers to move people in and out and between campaigns TPG: 7. How is your organization leveraging social media to drive demand? Neal : we are just dabbling in it at this point, creating groups on Facebook and Linked In, we blog a lot TPG: 8. What are your three top priorities for this year? Neal : get more with less, upsell existing customers into new projects and products TPG: 9. What advice would you give a marketer who is just getting started with lead generation? Neal : take your time, be careful and baseline and measure everything TPG: 10. How do you see the role of marketing changing? Neal : a marketer needs to not only be more analytical today but also much more in touch with technology and how to use it.