Debbie Qaqish

Chief Strategy Officer at Pedowitz Group

Debbie Qaqish is the chief strategy officer and a principal partner at The Pedowitz Group and is responsible for developing and managing client relationships. She is a nationally recognized speaker, thought leader and innovator in the demand generation field, with more than 30 years of experience applying strategy, technology and process to help B2B companies drive revenue growth. Debbie was voted #10 in SLMA’s Top 50 Most Influential in Sales Lead Management in 2011.

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1
Topic:
  • industry
  • social

Organic social media visibility for brands is going bye-bye

Let’s get real about data: Anyone can crawl for data—it’s a commodity today. If anyone sells you on their awesome data crawlers that crawls websites and uses natural language processing to create hundreds of thousands of attributes, I can give you 10 more tools just like them for half the price.

Yesterday, maybe it was cool. Today, it’s table stakes: cheap, and very easy to do. Any developer worth their salt can do this for you. So don’t be fooled by vendors who tell you they’ve cracked some code on calling for valuable attributes. All that can be conferred with this data are what we call static demographic and firmographic attributes about a company or about a contact. This is great for knowing if that person or if that company meets your ideal target buyer profile, but it does nothing to tell you if that person actually has a need for the products you sell.

So what data really matters? It’s actually a really simple concept: When we think we have a need, what do we do? We do research. We read objective research, we look to our peers for their reviews, we go to forums for expert opinions, we go to industry and vertical trade publications to learn to make specific, informed decisions. It’s that time-sensitive activity data that holds the key to our buying needs.

Simply put: It’s not the content on the page that we crawl for or buy, it’s who visits that page and when.

2
Topic:
  • ads
  • content

Content promotion adoption on paid and earned channels is growing

Let’s get real about data: Anyone can crawl for data—it’s a commodity today. If anyone sells you on their awesome data crawlers that crawls websites and uses natural language processing to create hundreds of thousands of attributes, I can give you 10 more tools just like them for half the price.

Yesterday, maybe it was cool. Today, it’s table stakes: cheap, and very easy to do. Any developer worth their salt can do this for you. So don’t be fooled by vendors who tell you they’ve cracked some code on calling for valuable attributes. All that can be conferred with this data are what we call static demographic and firmographic attributes about a company or about a contact. This is great for knowing if that person or if that company meets your ideal target buyer profile, but it does nothing to tell you if that person actually has a need for the products you sell.

So what data really matters? It’s actually a really simple concept: When we think we have a need, what do we do? We do research. We read objective research, we look to our peers for their reviews, we go to forums for expert opinions, we go to industry and vertical trade publications to learn to make specific, informed decisions. It’s that time-sensitive activity data that holds the key to our buying needs.

Simply put: It’s not the content on the page that we crawl for or buy, it’s who visits that page and when.

3
Topic:
  • data
  • industry

Marketers will finally understand what data really matters

Let’s get real about data: Anyone can crawl for data—it’s a commodity today. If anyone sells you on their awesome data crawlers that crawls websites and uses natural language processing to create hundreds of thousands of attributes, I can give you 10 more tools just like them for half the price.

Yesterday, maybe it was cool. Today, it’s table stakes: cheap, and very easy to do. Any developer worth their salt can do this for you. So don’t be fooled by vendors who tell you they’ve cracked some code on calling for valuable attributes. All that can be conferred with this data are what we call static demographic and firmographic attributes about a company or about a contact. This is great for knowing if that person or if that company meets your ideal target buyer profile, but it does nothing to tell you if that person actually has a need for the products you sell.

So what data really matters? It’s actually a really simple concept: When we think we have a need, what do we do? We do research. We read objective research, we look to our peers for their reviews, we go to forums for expert opinions, we go to industry and vertical trade publications to learn to make specific, informed decisions. It’s that time-sensitive activity data that holds the key to our buying needs.

Simply put: It’s not the content on the page that we crawl for or buy, it’s who visits that page and when.

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