David Byrd : Raven Call
David Byrd
David Byrd is the Founder and Chief Creative Officer for Raven Guru Marketing. Previously, he was the CMO and EVP of Sales for CloudRoute. Prior to CloudRoute, He was CMO at ANPI, CMO & EVP of Sales at Broadvox, VP of channels and Alliances for Telcordia and Director of eBusiness development with i2 Technologies.He has also held executive positions with Planet Hollywood Online, Hewlett-Packard, Tandem Computers, Sprint and Ericsson.
| Raven Guru Marketing http://www.ravenguru.com/

AB Testing should not be "Ready, Fire, Aim"

Although it seems that the world moves at a lightning pace, the best things are still done after some thoughtful research, planning...

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WebRTC MCU Architecture - All For One And One For All

The conferencing market is huge. It was expected to be over $2B in size in 2016.  And with good reason – it fulfills...

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The Fight to Make a Living in Cloud

How many articles and keynotes have been about how channel partners aren't jumping into cloud? I find it funny that it...

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Raven Guru The "Just Right" Marketing Agency

Not too big, not too small. All the experience, none of the fat.David Byrd is one of the more experienced marketers in...

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Just 18% of Computer Science Degrees go to Women

It seems, there are subtle messages we send to girls in school which may keep them from pursuing STEM study and careers....

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Stay Away From Best Buy Geek Squad?

Best Buy Geek Squad has been in the middle of a storm of media criticism as it seems the FBI has paid...

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The Final Step to Marketing Excellence: Step Seven - Sales Qualified Leads

The Seven Steps to Marketing Excellence are: Strategy Product Markets Brand Communications Lead Generation Sales Qualified Leads Sales Qualified Leads The Marketing...

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AB Testing should not be "Ready, Fire, Aim"

January 19, 2017

Although it seems that the world moves at a lightning pace, the best things are still done after some thoughtful research, planning and excellent execution. 

A/B Testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage, email or app against each other to determine which one performs better. For too many marketing people it has become an acceptable path to developing digital marketing and inbound marketing campaigns.


The simple concept behind A/B testing is to evaluate landing pages, emails and other digital lead generation elements by altering design, content or subject lines to improve conversions. After altering the lead generation elements, the conversion rates are compared and the best performing version is used to communicate with the larger number of prospects.

The Final Step to Marketing Excellence: Step Seven - Sales Qualified Leads

January 10, 2017

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Markets
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Sales Qualified Leads

The Marketing and sales funnel is most effective when buyers move from one buying phase to the next; inquiries to leads, leads to Marketing Qualified Leads (MQLs), MQLs to Sales Qualified leads (SQLs) and SQLs to closed business. 

Moving buyers through each phase requires more than cold calling, advertising or digital marketing alone. If the objective is to build robust and growing sales pipelines with sales qualified leads, then the information communicated must progress in depth and relevance as the buyers moves from the inquiry phase to purchasing. This is referred to as lead nurturing.

Seven Steps to Marketing Excellence: Step Six - Lead Generation

January 4, 2017

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Markets
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Lead Generation


A business succeeds or fails based upon its ability to generate revenue. Revenue is generally thought of as coming from new leads or existing clients. Some businesses, depend upon referrals for their leads others, proactively look for new leads by advertising or sending email blasts. However, generating the most qualified leads with most effective use of resources is the top priority in lead generation.

Seven Steps to Marketing Excellence: Step Five - Communications

December 19, 2016

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Markets
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Integrated Marketing Communications (IMC)

Integrated Marketing Communications ensures that all forms of communications and messages are carefully linked together. Done well it integrates digital and direct marketing, social media, advertising, PR, events and sales promotions. IMC ensures messaging consistency is presented to prospects and customers by all elements of the organization. However, IMC should not be confused with end-to-end or comprehensive marketing strategy and planning.

Seven Steps to Marketing Excellence: Step Four - Branding and Brand Identity

December 12, 2016

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Market Segmentation
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Step Four – Branding and Brand Identity

Every business has a unique vision, strategy and business environment. These collectively define the expression of your brand and clarifies what you stand for so you can communicate your product to your audience in a way that resonates. Your brand identity is one of the most valuable assets of your business and needs to be crafted to authentically represent the business.

Seven Steps to Marketing Excellence: Step 3 - Market Segmentation

November 22, 2016

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Market Segmentation
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Step Three – Market Segmentation

It is very difficult to sit down with a company and discuss market segmentation because often the founders and CEO believe they fully understand how their products and services fit into the market. Although, they are not seeing the sales that they wanted to achieve or the penetration in the markets that they initially sought to enter. Therein lies the dichotomy.

Seven Steps to Marketing Excellence: Step Two - Product

November 15, 2016

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Market Segmentation
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Step Two – Product

I got my start in marketing by way of Product Management and Product Marketing. It is important to understand that there is a difference between Product Management and Product Marketing but both functions work in close collaboration from product inception to delivery. So, I find Product Management and Marketing (PMM) needs to be closely intertwined with Engineering and the Marketing team to successfully deliver the specified product to the marketplace that meets the brand promise.

Seven Steps to Marketing Excellence: Step One - Strategy

November 9, 2016

The Seven Steps to Marketing Excellence are:

  1. Strategy
  2. Product
  3. Markets
  4. Brand
  5. Communications
  6. Lead Generation
  7. Sales Qualified Leads

Marketing Strategy

A marketing strategy requires a coordinated approach to align marketing activity to the overall business strategy of the company. However, per Marketo, only 56% of small businesses have a marketing strategy.  Moreover, a marketing strategy that is not coordinated with the overall business strategy means the marketing organization or sales organization may be going off in a totally wrong direction or certainly in different directions.

Quantifying the Quantifiable for Office 365

September 7, 2016

It is important for a business about to purchase Office 365 to know what material benefits the solution will deliver to the company. It is also important for the sales or agent to know how to position the solution in terms of Return on Investment (ROI). Too often each party is left with open ended value proposition statements that neither can quantify. However, each party, the seller and buyer accept these statements as fact.

Office 365 and Office Online, an Inseparable Pair

August 23, 2016



The most unfitting thing for a business to do is to spend money unnecessarily. That being said, regrettably there are plenty of those that have. However, in the case of Office 365, some businesses are a little bit shortsighted in how they view Office 365 including Office versus their standalone usage of the Office Suite. For most business decision makers Office 365 is considered as containing the Office with Word, PowerPoint, Excel and Outlook.

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