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Most B2B marketing benchmark reports are completely useless. That’s because either 1) the results were generated through surveys, which (as any reputable → Read More
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, → Read More
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 → Read More
Account-based Marketing (ABM) continues to revolutionize the B2B marketing landscape, and, yet, if you ask 10 marketers (or even 10 “ABM Experts”) to → Read More
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 → Read More
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 → Read More
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 → Read More
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 → Read More
In an era of Instagram, TikTok, and Clubhouse, few marketing channels are more “old school” than the humble email newsletter. And, yet, newsletters are → Read More
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 → Read More
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 → Read More
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 → Read More
Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from → Read More
Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas → Read More
Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, → Read More
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 when (in hindsight) we marketers had it good. A major driver for the advent of ABM was the frustration that sales teams in particular had with a funnel-based model in which they were bombarded with… → Read More
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. Today, advances in marketing technology make such “automation” seem laughably basic. Modern, best-in-class lead nurture programs focus less on automation, and more on leveraging intent data, AI, social… → Read More
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. Today, advances in marketing technology make such “automation” seem laughably basic. Modern, best-in-class lead nurture programs focus less on automation, and more on leveraging intent data, AI, social… → Read More
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 one of those scaling back or even hitting “pause” on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big… → Read More
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 one of those scaling back or even hitting “pause” on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big… → Read More