Author Archives: Howard Sewell

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

B2B buyer

Meeting the Needs of the Self-Serve B2B Buyer

Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic. The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even… Read More

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

The Dangerous Allure of World-Class Marketing

Just as too much time on Instagram fawning after the photoshopped lives of internet influencers can create an unhealthy self-image, marketers too can fall victim to unrealistic standards and FOMO created by the marketing blogosphere and the breathy propaganda of martech vendors. Trust me: not all marketing campaigns perform at… Read More