Category Archives: Campaign Strategy

B2B marketing realities

10 Uncomfortable B2B Marketing Realities

Those of us responsible for designing and executing marketing campaigns for a living know that the pristine, glossy world of marketing as portrayed in analyst reports and vendor case studies doesn’t always align with the authentic (sometimes ugly) day-to-day challenges. As Spear’s Jon Emminizer wrote earlier this month on LinkedIn,… Read More

linkedin ads

Why 46 Percent of LinkedIn Ads Fail

Most B2B marketing benchmark reports are completely useless.  That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g. webinars… Read More

demand generation predictions

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 and economic recovery kicks in, or are recent trends destined to become staple tactics in the months… Read More

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 one of those scaling back or even hitting “pause” on external spend, there are still plenty of… Read More