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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...

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...

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,...

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...

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...

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...

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...

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,...

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...

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...

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...

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,...

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,...

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...