Resource Home Page

  • 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...

    Read Article
  • 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...

    Read Article
  • 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,...

    Read Article
  • 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
  • Campaign looming? Talk to one of our experts.

    Contact Us
  • 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...

    Read Article
  • 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...

    Read Article
  • 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...

    Read Article
  • 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....

    Read Article
  • 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...

    Read Article
  • 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...

    Read Article
  • 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...

    Read Article
  • ×

    Get the latest Spear content straight to your inbox.

    First Name
    Last Name
    Company
    Job Title
    Country
    Opt-in to Future Emails
    Click here for our Privacy Policy.
    Thank you!
    Error - something went wrong!
  • 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...

    Read Article
  • 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...

    Read Article
  • 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.

    View webinar
  • 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...

    Read Article
  • 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...

    Read Article
  • 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...

    Read Article
  • 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,...

    Read Article
  • 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...

    Read Article
  • 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...

    Read Article
  • loading
    Loading More...