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/

Marketing and Selling Hosted Communications in 2017

Hosted Communications with Unified Communications (UC) has been around for a number of years and, in most circles, it is considered an...

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Avaya Bankruptcy Really Doesn't Bother Buyers

At this month's ITEXPO we hosted a panel on Cloud UC with RingCentral, 8x8 and Broadsoft and one of the first questions...

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How Service Providers Can Avoid Becoming A Bit-Pipe

I was recently talking to STL Partners / Telco 2.0 and we had a discussion about service providers now facing the similar...

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Like a Room without a Roof, Women in IP Communications

       Pictured left to right and top down are some faces in VoIP: Yana Stamcheva, senior software developer at Atlassian; Jennifer...

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Thank You IoT Evolution Community!

Thank you so much IoT Evolution participants - we appreciate you making the show a resounding success. In addition, thanks to all...

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What to Expect at MWC 2017

Mobile World Congress is coming up soon and it’s always fun to speculate on industry marketing trends one might expect to see. ...

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The DID is Dead and T-Mobile Revived It

The DID is dead? T-Mobile proves your phone number, your digits, your DID (direct inward dialing) are a hot commodity! Move over...

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Marketing and Selling Hosted Communications in 2017

February 22, 2017

Hosted Communications with Unified Communications (UC) has been around for a number of years and, in most circles, it is considered an acceptable and useful solution. However, last week I listen to some continue to express difficulties that they had positioning and installing hosted communications and UC solutions. I certainly want to think the IT Expo panel participants from Xact Communications, Skyswitch, Sotel and CoreDial for providing their industry experience and expertise. Interesting, the bulk of the conversation was spent on subjects that for many of us have become old hat.

NFV, SDN, SON, VFN, SD WAN... Networking Alphabet Soup

February 6, 2017

NFV, SDN, SON, VFN, SDN; these things are confusingly complicated but point to one common and very simple future. A future leveraging the power of the cloud. A future where the user receives the benefit of new features and applications at a much faster rate, much cheaper, and with some level of customization so that every user experience can be unique. Moreover, with cloud oriented networks security can be increased so online and mobile transactions can be better monitored to ensure the identity of the user or purchaser.

Avaya Potential Bankruptcy is due to the Cloud

January 25, 2017

It was with great interest that I read the story of Avaya’s spending bankruptcy. The first thought that I had emanated from the summary of the story which stated that the owners of Avaya were having difficulty meeting the debt payments that they had incurred in purchasing the company. Avaya was purchased by Silver Lake and TPG Capital for $8.3 billion in 2007. The intent was to grow the company and take it public.

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.

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