Category Archives: B2B Marketing

high bar offers

High Bar Offers: Why Your Campaign May Be Asking Too Much

In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. So, for example, on a spectrum from low to high: * a… Read More

email landing pages

Should You Use the Same Landing Page for Email and Online Ads?

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?” My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very… Read More

Webinar Invitations

4 Simple Reasons for Why this Webinar Invitation Works

Webinars are a dime a dozen. As a marketer, how do you make your Webinar invitations stand out from the crowd, a challenge made bigger when you’re presenting on a topic (say, GDPR) that is so commonplace as to be completely generic? The key to Webinar success, I would argue,… Read More

Marketing Best Practices

Forrester: B2B Companies Score Low in Marketing Best Practices

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. At face value, the results, due to be published in a report this June, paint… Read More

B2B email creative

The Dismal State of B2B Email Creative

I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better…. Read More