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When prospects download or otherwise request gated content (like a white paper, for example), do they generally read that content immediately? Not according to a recent report from NetLine, who use prospect behavior on their buyer engagement platform to measure what they call the “Consumption Gap,” the time between when… Read More
B2B marketers have long understood that successful demand generation requires tailoring messages and offers to a buyer’s stage in the lead lifecycle. Early-stage buyers respond better to best practice and thought leadership content, mid-stage buyers to case studies and Webinars, and so on. However, when a prospect becomes a customer,… Read More
Data privacy laws like GDPR and CCPA may have faded from the headlines, but their enforcement is very much a reality. In recent years, some very high-profile companies have faced fines into the hundreds of millions (US $) for failure to meet legal guidelines involving data processing, consumer consent, and… Read More
When the sales team needs help boosting pipeline, the request of marketing is usually either: 1) more leads, or 2) better leads, or 3) a combination of the two. However, if demand generation isn’t producing the number of opportunities that the company needs, simply ramping up leads at the top… Read More
Whenever we talk to prospective clients about helping them launch an ABM program, there’s one comment that always portends a difficult conversation: “We already know which accounts we want to go after.” Selecting the right target accounts is the absolute foundation of a successful ABM strategy. However, many companies seem… Read More
Even in an era of ABM, intent data, and AI-driven marketing, lead nurturing still has an essential role to play in helping B2B marketers drive revenue and maximize the ROI from their demand generation efforts. As long as companies continue to generate in-profile leads (right person, right company) that aren’t… Read More
Marketing operations managers tend to come and go (average tenure mirrors other B2B marketing roles at 2-4 years, especially in tech) and that transitory nature means that it’s more difficult – and less common – for companies to adopt a strategic, long-term vision for their marketing automation system. One of… Read More