Latest Content

Looking for expert advice or best practices on demand generation, lead nurturing, ABM, marketing automation? You've come to the right place.

  • Podcast: How to Get Started in ABM

    Podcast: How to Get Started in ABM

    In a 42-minute podcast, learn what factors are most critical in a successful ABM initiative. Hear a lively discussion of ABM requirements, common pitfalls, and more.

    Listen to the podcast
  • Exegraphics – What They Are & How They’re Changing B2B Marketing

    Exegraphics – What They Are & How They’re Changing B2B Marketing

    There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative.  In more modern terms, this means that in order to...

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  • Improving Demand Gen Performance with CRO

    Improving Demand Gen Performance with CRO

    One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning.  CRO isn’t a new concept, but...

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  • MDF Funds & How to Use Them

    MDF Funds & How to Use Them

    In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing...

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  • The Rise of AI & Other B2B Predictions for 2023

    The Rise of AI & Other B2B Predictions for 2023

    Each year, it seems there’s one topic that dominates marketing conversation, and 2023 is no exception.  In recent weeks, AI technology, and in particular tools like ChatGPT and Midjourney, have...

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  • How to Calculate Demand Gen Budget: A Rough Guide

    How to Calculate Demand Gen Budget: A Rough Guide

    Budgeting season is here again, and demand marketers are not immune.  How big does your demand gen budget need to be in order to support your organization’s revenue goals in the new year? ...

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  • How Should I Market to Purchased Lists?

    How Should I Market to Purchased Lists?

    A client asks: “What’s the best way to market to purchased lists like ZoomInfo?  We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales...

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  • Report: What’s Working in Email Marketing

    Report: What’s Working in Email Marketing

    A new report: “What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content” details the strategies, technologies, and best practices that today’s email marketers are...

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  • The PESO Model & Your Demand Generation Strategy

    The PESO Model & Your Demand Generation Strategy

    Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach,...

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  • Have Live Webinars Outlived their Usefulness?

    Have Live Webinars Outlived their Usefulness?

    Remember the days when watching your favorite TV show meant being in front of the television at a specific time on a specific day?  Even for a boomer like me, those days are a distant memory. Why...

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  • Infographic – Blueprint for an Effective LinkedIn Ad

    Infographic – Blueprint for an Effective LinkedIn Ad

    LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience.  However, whereas there’s plenty of information...

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  • Meeting the Needs of the Self-Serve B2B Buyer

    Meeting the Needs of the Self-Serve B2B Buyer

    Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic.  The sudden, wholesale transition to remote work and virtual teams has only accelerated...

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  • Respect the Funnel: Why B2B Marketers Can’t Shortcut the Buyer Journey

    Respect the Funnel: Why B2B Marketers Can’t Shortcut the Buyer Journey

    It’s a truism in B2B marketing that every buyer journey is unique and different, but, even then, and especially in the B2B tech space, almost every buyer progresses through 3 basic stages: 1....

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  • 10 Uncomfortable B2B Marketing Realities

    10 Uncomfortable B2B Marketing Realities

    Those of us responsible for designing and executing marketing campaigns for a living know that the pristine, glossy world of marketing as portrayed in analyst reports and vendor case studies...

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  • The Dangerous Allure of World-Class Marketing

    The Dangerous Allure of World-Class Marketing

    Just as too much time on Instagram fawning after the photoshopped lives of internet influencers can create an unhealthy self-image, marketers too can fall victim to unrealistic standards and FOMO...

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  • Why an ABM Pilot Campaign Might Be a Bad Idea

    Why an ABM Pilot Campaign Might Be a Bad Idea

    When companies look to get started in Account-Based Marketing (ABM), the first step is very often a pilot campaign.  On paper, the logic makes sense: * pick a handful of key accounts* execute an...

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  • 6 B2B Demand Generation Trends to Watch

    6 B2B Demand Generation Trends to Watch

    What trends will dominate the demand generation landscape in 2022?  We asked the experts at Spear Marketing Group to chime in: “Digital fatigue is real. B2B marketers need to rethink digital-first...

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  • Why 46 Percent of LinkedIn Ads Fail

    Why 46 Percent of LinkedIn Ads Fail

    Most B2B marketing benchmark reports are completely useless.  That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all...

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  • A Pragmatic Guide to ABM Success (Webinar)

    A Pragmatic Guide to ABM Success (Webinar)

    In a fast-paced, 45-minute session, discover a proven, practical framework for planning and designing your ABM initiative.

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  • 8 Surprising B2B Use Cases for Chatbots

    8 Surprising B2B Use Cases for Chatbots

    If you ask most B2B marketers how they use chat platforms like Drift, the immediate answer would most likely be: converting Web visitors.  And indeed, increasing Web engagement and Web conversion...

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  • The Case for Allowing Personal Emails on Lead Gen Forms

    The Case for Allowing Personal Emails on Lead Gen Forms

    Should you allow prospects to enter a personal email address when they fill out lead gen forms?  B2B marketers seem divided on the question.  In a recent LinkedIn poll, almost half of the...

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