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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
Can AI write marketing copy? Even the most hardened AI skeptic would have to admit: yes, it can. The follow-on question, naturally, is whether AI-generated copy is any good. Today, that would appear to depend on 1) who’s at the controls, and 2) what kind of copy AI is writing. … Read More
The lead generation experts at NetLine just released their “2024 State of B2B Content Consumption & Demand Report,” a meaty 38-page guide based on data from more than 6 million content registrations. Here are the findings that stand out as potentially having the most significance for demand marketers: According to… Read More
If you haven’t noticed, Webinar emails have become extremely formulaic: * A couple of lines of copy stating the business problem to be addressed* 3-4 bullet points summarizing the agenda or main topics* a call to action, normally accompanied a desperate plea of “don’t miss this event” It might be… Read More
At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer can produce. Why? Because a well-crafted survey does all this and more: * builds thought leadership for your brand and helps establish your company as subject… Read More
Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner. Most of these pitches inevitably revolve around the functionality of the product or solution in question… Read More
A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. Do the new Google/Yahoo deliverability rules make using a third-party list too risky? How should we approach the campaign differently?” My response: First, whereas the new rules… Read More