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One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning. CRO isn’t a new concept, but traditionally has been more often the province of Web teams and SEO specialists. Increasingly, however, it’s being leveraged… Read More
In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. Yet industry surveys report that as much as 60 percent of available MDF funds go unused. By some measures, that may add… Read More
Each year, it seems there’s one topic that dominates marketing conversation, and 2023 is no exception. In recent weeks, AI technology, and in particular tools like ChatGPT and Midjourney, have forward-thinking marketers devising entirely new approaches to their role, and others wondering if their job is about to be replaced… Read More
Budgeting season is here again, and demand marketers are not immune. How big does your demand gen budget need to be in order to support your organization’s revenue goals in the new year? Alternatively, is the budget you’ve been handed enough to do the job? Based on the work we… Read More
A client asks: “What’s the best way to market to purchased lists like ZoomInfo? We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. Curious as to your opinion?” First, let’s dispense with the inevitable question of… Read More
Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Can PESO do the same for demand generation? Gini Dietrich originally introduced the PESO Model in her… Read More
Remember the days when watching your favorite TV show meant being in front of the television at a specific time on a specific day? Even for a boomer like me, those days are a distant memory. Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers… Read More