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Middle Market and Enterprise Technology Inbound Blog

Jennifer Feinberg

SP Home Run president Jennifer Feinberg oversees the implementation, management, and optimization of Inbound marketing campaigns for IT channel companies, including IT consulting firms, cloud service providers, and managed service providers. She has been building online marketing campaigns in the IT services space since 2002 and holds HubSpot Certifications on Inbound Marketing, HubSpot Software, and HubSpot Partner Certification. In addition to being an active member of the Florida Direct Marketing Association, Jennifer also co-leads the Boca Raton HubSpot User Group.

Recent Posts

How Identity Management Providers Accelerate Revenue

[fa icon="calendar'] By Jennifer Feinberg on April 25, 2017

Accelerating revenue is an enormous leverage opportunity if you can get it done correctly, and a lot of it comes down to product/market fit.

When evaluating whether your company has product/market fit, ask yourself:

Topics: identity management
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How Data Center Sales Teams Identify Their Target Audience

[fa icon="calendar'] By Jennifer Feinberg on April 24, 2017

Data center sales teams can identify their target market in a variety of ways. However, there are three core aspects proven to produce real market success:

  • Product/market fit
  • Setting SMART goals
  • Building buyer personas

In a recent Q&A webinar, we addressed concerns of Data Center CEO’s, Sales Directors, and CMOs relating to sales acceleration, discussing this topic in depth.

Interested in watching the webinar recording? If so, access it here: Data Center Sales Funnel Acceleration Q&A Webinar.”

Topics: IT sales
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Getting Exposure for Identity Management Leads

[fa icon="calendar'] By Jennifer Feinberg on April 18, 2017

To get more exposure for identity management and new leads, the key thing is to differentiate

Differentiating requires considering things like who your company is, what makes your company special, and what will make your business stand out from other businesses. Content is one-way businesses can stand out. Using educational, relevant, thought-leadership content helps to attract leads to your business. 

Topics: identity management
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How Data Center CEOs Get a Clear Vision

[fa icon="calendar'] By Jennifer Feinberg on April 17, 2017

Wayne Gretzky (a famous NHL player) has been noted for saying, “Skate to where the puck is going, not where the puck has been.”

Mark Twain once advised, “It's not what we don't know that gets us into trouble, it’s what we know for sure, that just ain't so.”

Along the same lines, to remain competitive and gain a clearer perspective on their industry, data center CEOs must

  • Discontinue over-investing in dying marketing channels
  • Discontinue underinvesting in the future
Topics: IT sales
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Finding New Prospects for Identity Management Providers

[fa icon="calendar'] By Jennifer Feinberg on April 11, 2017

When it comes to finding more prospects for identity management providers, the key thing is to dig deep. 

Observe and analyze your prospects and buyer personas to determine:

Topics: identity management
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Can Data Centers Generate Leads Without Marketing?

[fa icon="calendar'] By Jennifer Feinberg on April 10, 2017

Data centers need to generate leads, but there may be one missing core component of their business strategy: marketing.

In a recent Q&A webinar, we addressed concerns of Data Center CEO’s, Sales Directors, and CMOs relating to sales acceleration, discussing this topic in depth. Interested in watching the webinar recording? If so, access it here: “Data Center Sales Funnel Acceleration Q&A Webinar.”

Topics: IT sales
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Building Differentiated Identity Management Content to Get Noticed

[fa icon="calendar'] By Jennifer Feinberg on April 04, 2017

Differentiation comes down to your identity management firm making it a priority to invest in creating remarkable, educational content. 

Remarkable content means it is so good that people just have to remark on it—whether it is at the water cooler in the office or on social media. You are looking deep visceral emotional reactions:

  • “Holy crap! This stuff is awesome! It is so helpful and valuable! I have been looking for something like this for hours, days, or weeks. I cannot believe I finally found it!”
  • “What else do they have to say?”

With reactions like these, someone is hanging out on your website, falling in love with your content, and by extension, starting to fall in love with your brand--even though they do not know much about your brand quite yet.

In these scenarios, someone sticks around long enough to realize  “Oh! They have an eBook that goes into a lot more detail on this topic (or a related white paper, special report, planning guide, template, or webinar recording). I have to get that and see what else they have to say.”

That is what allows you to begin a relationship with this stranger/visitor and convert them from a visitor into a lead, which is supercritical for an identity management company that has a sales cycle outside of impulse buys. 

Topics: identity management
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Best Ways for Data Centers to Gain Steady Clients

[fa icon="calendar'] By Jennifer Feinberg on April 03, 2017

When it comes to having a steady flow of clients, most companies are only putting their pinky toe in the pool, too timid to jump in.

Most data centers typically invest 1%-2% in annual revenue and growth. The data center providers knocking this out of the park typically invest 10% or more of their projected annual revenue. Additionally, they are investing across the board in marketing, content, product, and sales, supporting a much more rapid growth funnel.

Topics: IT sales
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Best Ways for IDM Providers to Manage Time

[fa icon="calendar'] By Jennifer Feinberg on March 28, 2017

Are you an identity management provider struggling with time management? Do you find yourself wasting time on prospects who turn out to be cold leads? Read this article to learn tactics and strategies to help your identity management business better manage its time. 

Topics: identity management
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Best Ways for IDM Providers to Get Better Lead Generation Results

[fa icon="calendar'] By Jennifer Feinberg on March 21, 2017

Where we are right now, there is so much competition for people’s attention. How does your identity management company get new leads?

The famous saying from the movie Field of Dreams, “If you build it, they will come,” is not applicable anymore. You cannot just build something and hope people will come any longer. It does not work like that. Content is only half the battle. Distribution and promotion share the other half of the battle.

Say, for argument’s sake, you have a strict budget to fill these growth challenges. Half of your budget should go into content creation, and the other half should go into content promotion and distribution. Without equal distribution, it is like opening an awesome restaurant that’s in a deserted strip mall, and no one has ever heard about because you spent all of your money on an elegant buildout and hiring 5-star chefs.

The reality is, you never stopped to think about promoting your restaurant to patrons, and you should have spent less on the buildout and hiring to leave room for promotion, awareness, and advertising.

The same concept applies for IDM providers and their content. If you spend all of your budget on creation and promotion is an afterthought, you are not going to get the results you are looking for.

There are tons of resources, tactics, and platforms your IDM business can use to promote content. 

Topics: identity management
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