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There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative. In more modern terms, this means that in order to drive conversions, and pipeline, and revenue, targeting the right audience is paramount. If you’re aiming at the… Read More
One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning. CRO isn’t a new concept, but traditionally has been more often the province of Web teams and SEO specialists. Increasingly, however, it’s being leveraged… Read More
In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. Yet industry surveys report that as much as 60 percent of available MDF funds go unused. By some measures, that may add… Read More
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
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
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
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