On April 10, the NVTC Business Development, Marketing and Sales Committee held an event entitled “Lead Generation Technology Forum: How to Maximize Your Pipeline.” The event featured a distinguished panel of industry experts and end users, and offered ways to utilize automated marketing and lead generation solutions. John Beveridge, a vice chair of the committee, shares insights from the event below.


The business buying process has changed: a recent study by the Corporate Executive Board found that the average business buyer completes 57 percent of her sales process before ever contacting a salesperson. The NVTC Business Development, Marketing and Sales Committee recently held an event to help business deal with this new business reality.

Marketing executives from Deltek and Sonatype, along with industry representatives from Marketo and Vocus shared their thoughts and experiences on using marketing automation technologies to fill their pipelines and nurture their leads through the customer acquisition process.

The panel shared several insights with the audience:

  • Digital marketing is a process, not a product. Companies starting out with lead generation technology will need to transform their approach. You may need to reconfigure your team’s skills and learn new technologies to successfully implement a digital marketing process.
  • Prior to starting a digital marketing program, it’s important to know who you want to reach and to make sure you have the technology tools to accomplish your mission.
  • Digital, or inbound, marketing is based on the premise of attraction. It matches the modern buying process by providing potential buyers with educational content as they perform pre-purchase research.
  • One of the primary advantages of digital marketing is that it provides intelligence on your lead’s behaviors, which empowers sales people with information to make their outreaches more meaningful to buyers.
  • Digital marketing simplifies the marketing process by automating tasks like email marketing, lead nurturing and lead scoring.
  • Educational content like blogs, whitepapers, eBooks, webinars and videos are the fuel that runs lead generation technology. Companies considering digital marketing need to create high-quality content that educates their audiences and helps move them to a buying decision.
  • Digital marketing software lets companies measure every element of their lead generation process and optimize their process based on marketplace feedback.

Interesting in learning more about lead generation technology and other business development issues? Become a member of the NVTC Business Development, Marketing and Sales Committee.

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NVTC’s Greater Washington Technology CFO Awards ceremony is fast approaching! If you want to learn more about the event, which includes the region’s best and brightest tech professionals, check out our video below, created for us by g14media.

Last year’s awards were a blast and honored John Burton of Updata Partners with the Michael G. Devine Hall of Fame Award. Notable past honorees of the award include Steve Case and Ted Leonsis (pictured in the above video).

This year, the categories are:

  • Public Company CFO of the Year
  • Private Company CFO of the Year
  • Emerging Growth CFO of the Year (revenue less than $50 million)
  • Large Company CFO of the Year (revenue more than $1 billion)
  • Financier of the Year

Check back soon for a list of finalists, and register today!

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In Case You Missed It: Linda Hudson

February 4th, 2014 | Posted by Sarah Jones in Events - (Comments Off)

1401__titanslindahudson079webOn Jan. 30, Linda Hudson, then-president and CEO of BAE Systems, who retired just this past Saturday (Feb. 1), addressed a packed crowd of NVTC members and colleagues at The Ritz-Carlton Tysons Corner. In her keynote speech, which was her last pre-retirement public appearance, she brought attention to the STEM workforce shortage and challenged the audience to engage students from middle school on up. Read our article on the event and the full text of her script here.

One of her most thought-provoking topics was the idea that the academia is “throwing the babies out with the bathwater.” Instead of promoting an inclusive environment, engaging students and recruiting them, academic institutions are still using “weed out” classes to discourage students from continuing in STEM programs. She credited Freeman Hrabowski, president of the University of Maryland Baltimore County, for promoting the idea that we should be working to keep students in the program, not cutting them out. Check out his TED talk on the subject!

Hudson also quoted Malcolm Gladwell, who explains in his most recent book, David and Goliath, why going to an elite school may actually decrease the rate of success for STEM students. According to Gladwell, “Your odds of successfully getting a math degree fall by two percentage points for every ten point increase in the average SAT score of your peers,” meaning the more competitive the school, the less likely a student is to graduate in a STEM field. Hudson and Gladwell attribute the decrease in success to a student’s discouragement when his or her scores aren’t as high as their peers’.

In order to improve the current structure, Hudson called on the audience to understand why students, and specifically minority and female students, embark on a STEM careers less often than their peers.

So, what do you think? Should elite institutions revise their policies? Do STEM students have a better chance at a less prestigious school? How else should the industry be encouraging inclusiveness in STEM education (and the STEM workforce)? Tell is in the comments below.

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