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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...

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...

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,...

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...

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...

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...

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,...

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...

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,...

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...

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...

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.

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,...

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...

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. ...

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...

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...

The Pragmatic Guide to ABM Success

Discover practical steps for planning and executing on a successful ABM strategy, including goal-setting, account selection, technology, content, tactics and channels.

5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads