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