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Read ArticleAn Opportunity-Based Marketing Framework for ABM
While there’s little debate about the value of a well-planned, well-executed Account-Based Marketing (ABM) strategy, where many B2B companies struggle – and where ABM initiatives tend to stall –...
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Read Article8 Common LinkedIn Advertising Mistakes
In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers), quickly rivaling search...
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Read Article5 Tips for More Effective Email Preview Text
Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. Preview text renders in different ways depending on the email client (the small screenshot...
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Read ArticleRethinking Webinars for Demand Generation
The experts at SiriusDecisions discuss ways to improve Webinar ROI by leveraging new technologies.
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Read ArticleA Crash Course in B2B Email Creative
Featuring real-world examples, hear practical tips and proven strategies for maximizing email response.
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Read ArticleIn Defense of Demand Generation in the Age of ABM
Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working.
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Read ArticleHow to Choose the Best Marketing Automation Consulting Partner
The sky-rocketing demand for marketing automation expertise has led to an explosion in third-party contractors, consultants, and agencies. Here are 12 Tough Questions to Ask a Consultant or Agency.
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Read ArticleReport: B2B Buyers Engaging Earlier with Sales
For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment.
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Read Article8 Questions to Ask Before Investing in Marketing Attribution
Precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment impacts revenue. Here's 8 questions to ask before investing in Marketing Attribution.
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Read Article7 Key Principles of B2B Email Creative
Howard J. Sewell, a B2B marketing veteran with more than 25 years' experience in direct marketing, demand generation and lead management offers 7 principles for your next B2B email creative project.
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Read ArticleIs it Time to Add Chatbots to Your Demand Generation Engine?
The more I learn about chatbots, the more I get excited about their potential for B2B marketing, and demand generation in particular.
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Read ArticleWhy this Webinar Invitation Works
I’ve written often about the dismal state of B2B creative, so it’s good to see at least one B2B company get it right. Here’s what I think makes this an effective campaign...
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Read ArticleShould I Prioritize ABM Tactics Ahead of Demand Generation?
Companies who shift their marketing to a more ABM-focused strategy mostly do so in transition from a broader, more traditional, funnel-based approach. But what if you’re starting from square one?
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Read Article5 Most Common Fails in B2B Search Campaigns
B2B search campaigns come with unique challenges. Learn the most common mistakes and how to avoid them. The post 5 Most Common Fails in B2B Search Campaigns appeared first on The Point.
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Read Article3 Key Reasons Not to Give Up on Lead Scoring
Lead scoring has officially fallen out of fashion. I say this based anecdotally on a number of B2B marketers I've talked to and offer some insight into the question, "How did we get here?"
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Read ArticleTrends in B2B Email: ABM, Deliverability & Integrated Campaigns
Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing, an article that you can read online here.
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Read ArticleWhy is No-One Talking About B2B Creative?
At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative: mine.
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Read ArticleA Conversation: The Marketing Talent Crunch
Heidi Lorenzen, Howard Sewell, and Andi Vanetta discuss the results of the recent 2019 Marketing Talent Crunch Survey, and the impact that the current labor shortage is having on B2B companies.
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Read Article90+ Percent of B2B Companies Report Marketing Talent Crunch (Infographic)
Here we summarize the key points from a recent survey of B2B companies, discovering most are struggling to find and hire marketing talent, particularly in technical roles such as marketing operations.
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Read ArticleHow Are B2B Marketers Adapting to Today’s Talent Shortage? (Survey Report)
In this comprehensive 19-page report, learn how long it takes companies to find new marketing hires, which skill sets are in most demand, and how your peers are adapting their hiring practices.
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