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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...

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...

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...

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? ...

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...

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...

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,...

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...

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...

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...

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....

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...

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...

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...

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...

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...

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

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...

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...