Latest Content

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

  • 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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  • 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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  • 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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  • 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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