Author Archives: Howard Sewell

The Rise of AI & Other B2B Predictions for 2023

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

demand gen budget

How to Calculate Demand Gen Budget: A Rough Guide

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

How Should I Market to Purchased Lists?

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

email marketing

Report: What’s Working in Email Marketing

A new report: “What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers.  I was asked by the team at Demand Gen… Read More

PESO model

The PESO Model & Your Demand Generation Strategy

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

Have Live Webinars Outlived their Usefulness?

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

LinkedIn Ad

Infographic – Blueprint for an Effective LinkedIn Ad

LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience.  However, whereas there’s plenty of information online about the mechanics of LinkedIn advertising (bid strategy, audience definition), it’s much harder to find proven best practices… Read More