B2B search campaigns come with unique challenges. Learn the most common mistakes and how to avoid them.
5 Most Common Fails in B2B Search Campaigns
April 16, 2019
Author Archives: Howard Sewell
3 Key Reasons Not to Give Up on Lead Scoring
March 22, 2019
Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system… Read More
Trends in B2B Email: ABM, Deliverability & Integrated Campaigns
March 7, 2019
Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing, an article that you can read online here. With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email… Read More
Why is No-One Talking About B2B Creative?
February 28, 2019
This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email creative. At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative:… Read More
Infographic: 90+ Percent of B2B Companies Report Marketing Talent Crunch
January 24, 2019
A recent survey of B2B companies finds that most are struggling to find and hire marketing talent, particularly in technical roles such as marketing operations. Results from the survey, conducted by Spear Marketing Group, also concluded that marketers are rapidly adopting a more flexible hiring model, including remote employees, contractors,… Read More
Tips for Increasing SDR Engagement Rates
January 17, 2019
Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process…. Read More
Is Your Digital Advertising Signaling the Right Message to Buyers?
December 21, 2018
There’s a fascinating article over at LinkedIn: “You Are What You Signal,” in which the authors discuss the concept of “signaling theory” in advertising, best summarized in simple terms as the way in which ads “signal” a consumer into trusting a particular brand. Signaling theory posits that consumers trust brands… Read More