Blog

Jen Lombardi

Jen Lombardi
Jen Lombardi is the Head Honcho and Creative Genius at Kiwi Creative, a creative marketing studio for B2B technology companies. She has an award-winning background in print design, but is also a marketing maven, wizard of the web, grammar geek and all-around fun person.

Recent Posts

The 2 Most Important Elements of a Tech Sales and Marketing SLA

Overwhelmed by the thought of creating a service level agreement (SLA) between sales and marketing? Don’t be. While tech companies are used to complex software SLAs, the most basic sales enablement SLA requires only two elements:

  • The dollar amount of lead value that marketing will deliver to sales
  • And the amount of time sales has to follow up

For example:

Each month, marketing will deliver $150K in lead value to sales, and sales will contact every marketing qualified lead (MQL) within 24 hours of receiving a lead.

But how do you know what specific numbers are right for your tech company? Here goes…

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How to Overcome 4 Common “Smarketing” SLA Concerns

As a software or tech company, you’re already familiar with the concept of a service level agreement (SLA) for end-users, but have you developed an SLA for your sales enablement program yet? Without clear goals for what both marketing and sales will contribute, how can you measure success and hold people accountable?

(Hint: you can’t.)

So, why do so many tech companies avoid creating an SLA? Well, in our experience it usually comes down to one of four common concerns. Lucky for you, we’re giving away tips to conquer each and every objection you might hear at your tech company.

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How to Run a Successful Tech "Smarketing" Meeting

Heard of “smarketing” yet? More than a cute word mash-up, it’s the “meeting-of-the-minds” between sales and marketing with the goal of optimizing every part of the sales process.

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4 Tips to Involve Tech Salespeople in Content Creation

Who do you think creates the most content at your tech company? If you said, "marketing," well…maybe rethink your answer...

A study by Docurated found that sales actually creates 40% of content (marketing was tied with “everyone else” at 30%). And, that’s not a bad thing since content creation should be a company-wide initiative, especially because:

  • Marketing has a better skill set for creating content, but sales has access to more timely information.
  • Your company will be perceived as inconsistent if your marketing collateral doesn’t align with your sales collateral.

So how do you get your sales team, who thinks they “aren’t the creative type,” to actively contribute to content creation? Here are some of our favorite smarketing (sales + marketing) alignment tips for software and technology organizations looking to invest in sales enablement and content marketing.

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The Must-Have Sales Skills To Teach In Your SaaS Partner Enablement Program

Successful partner enablement is the holy grail of many SaaS companies, yet most struggle to develop a meaningful program. One tech company that does it absolutely right? HubSpot.

We might be a bit biased because we’re a HubSpot Gold Agency Partner, but hear me out…

As you might expect, HubSpot has a robust video training library (with fun printable certificates!), in-person partner events, a marketing resource library and tons of sweet swag. But they also offer partners the chance for small group learning with top execs in the company.

Having recently completed one of those sessions—an 8-week online Sales Skills Bootcamp—I thought I’d share the tips THEY are teaching agency partners to close more deals…are YOU helping internal and external reps do the same? After all, even the most seasoned sales reps could use a refresher course.

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Easy Sales Funnel Fixes for B2B Tech Companies

If you’re a marketing manager in tech, you likely have at least one well-defined buyer persona that you use to guide your content marketing efforts. But do you have a well-balanced mix of content to support them throughout the three specific stages of their buyer’s journey?

If you’re only focused on churning out multiple blogs per week, you may be missing opportunities to convert marketing qualified leads (MQLs) to sales qualified leads (SQLs) during the consideration stage. And, if you’re running multiple webinars per month, are you ignoring top of the funnel activities?

(Don’t be too hard on yourself…Forrester reports that one-third of B2B marketers fully admit that their #1 problem is figuring how to serve up the correct content to specific buyers when the time is right.)

Want to see where you may be missing valuable content for your tech buyers? Read on.

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Steps to Launching Your First Inbound Marketing Campaign

Inbound marketing is an excellent strategy for B2B tech companies—especially those with complex products and long sales cycle. In fact, a reported 89% of B2B marketers are using inbound and content marketing. Now, if that doesn’t tell you that B2B companies are having success with inbound and content marketing, I don’t know what will!

One of the top reasons B2B brands have success with inbound marketing is because inbound efforts compound over time — that is, every blog that you create, every time you show up on a search results page, and every other piece of your online content can help you with three things...

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Common Inbound Mistakes Made By Tech Companies

Whether you're new-ish to inbound marketing or are a HubSpot veteran, you might find yourself running into a few bumps in the road when trying to get your campaigns off the ground. Here are the top three mistakes we've seen tech companies make when creating inbound marketing campaigns.

(And yes, we'll tell you what to do instead!)

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Six of the Best Landing Page Strategies You Should Steal

A great landing page can make or break your inbound marketing campaign. A well-optimized and high performing landing page will help you to drive more leads and provide an overall higher ROI on your marketing spend and efforts. However, an amazing landing page doesn’t just happen on accident - it’s often the result of a lot of testing, planning and strategy.

If your landing pages are not converting for you, it’s probably worth revisiting your landing pages and adjusting it to drive your message home and make your site convert as highly as possible.

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4 Signs That It's Time to Redesign Your Tech Company's Website

How often should you should redesign your website? Well, depends on who you ask. Some articles and experts will say a site should be redesigned every two years and others will say every five.

Truth is that it’s really hard to define a rule-of-thumb for that question. Technology changes quickly, design trends come and go and businesses can pivot on a dime. Because of that you can have a perfectly up to date website today and by next quarter it can feel outdated.

Rather than adhere to an arbitrary rule dictating when you need to update your site, we recommend looking at how your site is performing and the overall state of the business and deciding based on those factors.

That said, here are four reasons that a tech company should redesign their website:

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