Latest Content

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

  • The Best Content Offers for Every Stage of the Buying Cycle (Infographic)

    The Best Content Offers for Every Stage of the Buying Cycle (Infographic)

    Aligning content offers with stages in the buying cycle is a critical factor in maximizing engagement.  Early stage or “top of funnel” content generally speaks to industry trends or best practices...

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  • 10 Uncomfortable ABM Realities

    10 Uncomfortable ABM Realities

    Account-based Marketing (ABM) continues to revolutionize the B2B marketing landscape, and, yet, if you ask 10 marketers (or even 10 “ABM Experts”) to define ABM and what constitutes an ABM...

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  • 10 Tough Questions to Evaluate Your Target Account List

    10 Tough Questions to Evaluate Your Target Account List

    In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount.  Do everything else right (message, offer,...

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  • Is One-to-One Marketing the Only True ABM?

    Is One-to-One Marketing the Only True ABM?

    When it comes to what is, and isn’t, Account-Based Marketing (ABM), there are as many opinions out there as there are ABM experts.  The reality is that ABM (now ABX, in some circles) is...

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  • The Risks of Over-Reliance on Late-Stage Content

    The Risks of Over-Reliance on Late-Stage Content

    Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and...

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  • Should I Use a Separate Domain for Marketing Emails?

    Should I Use a Separate Domain for Marketing Emails?

    A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain.  Is this something you’d recommend?” The most common business...

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  • Surprise: Most B2B Advertising Isn’t Good. Or Is It?

    Surprise: Most B2B Advertising Isn’t Good. Or Is It?

    A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective.  I’ve written elsewhere in this space about the sorry state of B2B creative in...

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  • 9 Tips for a More Effective Email Newsletter

    9 Tips for a More Effective Email Newsletter

    In an era of Instagram, TikTok, and Clubhouse, few marketing channels are more “old school” than the humble email newsletter.  And, yet, newsletters are still thriving as a B2B marketing channel,...

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  • B2B Demand Generation Predictions for 2021

    B2B Demand Generation Predictions for 2021

    2020 was a year of change for marketers worldwide, much of it not for the best of reasons.  Will B2B marketing, and demand generation in particular, revert to “normal” once the pandemic subsides...

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  • How Quickly Should I Suspend or Delete Non-Responsive Leads?

    How Quickly Should I Suspend or Delete Non-Responsive Leads?

    A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”?  What best practices should we put in place? There are multiple, legitimate...

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  • When Should I Stop Nurturing a Lead?

    When Should I Stop Nurturing a Lead?

    A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you...

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  • Marketing Success & the Accident of Timing

    Marketing Success & the Accident of Timing

    An old boss once commented: “75% of marketing is just being in the right place at the right time.” You can quibble with the percentage, but, overall, she had a point.  For more companies than not,...

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  • 4 Ways to Measure ABM Success

    4 Ways to Measure ABM Success

    Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for...

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  • 12 Questions – A Checklist for ABM Readiness

    12 Questions – A Checklist for ABM Readiness

    Not every Account-Based Marketing (ABM) strategy starts from the same place.  For some, it might be defining Ideal Customer Profile (ICP), buying personas and associated messages.  For others,...

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  • 5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand

    5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand

    Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand.  One of the areas...

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  • Getting More from Marketing Automation

    Getting More from Marketing Automation

    In an hour-long session, learn why so many companies fail to realize marketing automation’s full potential, and how to find the “quick wins” that increase ROI.

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  • Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

    Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

    B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels.   Even if you acknowledge that change as fact,...

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  • Why a Hybrid Demand Generation Model is More Important than Ever

    Why a Hybrid Demand Generation Model is More Important than Ever

    The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. ABM was born of a time...

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  • 18 Common Features of a Best-in-Class Lead Nurture Program

    18 Common Features of a Best-in-Class Lead Nurture Program

    It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. ...

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  • 10 Things to Do When Marketing Spend is On Hold

    10 Things to Do When Marketing Spend is On Hold

    There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment.  If your company is...

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  • A Nurture Strategy for Content Syndication Leads

    A Nurture Strategy for Content Syndication Leads

    I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can...

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