The Risks of Over-Reliance on Late-Stage Content

May 17, 2021

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 buying cycle: early-stage, mid-stage, and late-stage. ... Read More

Should I Use a Separate Domain for Marketing Emails?

April 29, 2021

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 you’d recommend?” The most common business case... Read More

Surprise: Most B2B Advertising Isn’t Good. Or Is It?

March 24, 2021

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 the sorry state of B2B creative in general, so the headline... Read More