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The analysts at Demand Gen Report just published their “2018 Lead Nurturing & Acceleration Survey Report” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” No, even more alarming… Read More
Recently, a client raised objections to our agency hosting their campaign landing pages on a marketing automation platform, since doing so would require that the pages reside on a subdomain (info.companyname.com) vs. on the client’s core domain (companyname.com). The client’s reasoning was that by residing on their main site, the… Read More
Over at the Modern Marketing Blog, Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. He says (in summary): “It’s because their needs outgrow system capabilities.” Now, Steve happens to work in product marketing for Oracle Marketing Cloud, home of Eloqua,… Read More
A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. The conversation was a handy excuse to catalog some of the lessons I’ve learned over 30 years in marketing, and to document what… Read More
In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective experience, providing it aligns with a client’s market or product category, can bring real world insight to bear against important decisions relating to topics like… Read More
An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.” What does that mean exactly? I haven’t asked Joe directly, but I believe he means that, in the absence of a genuine need for a product or… Read More
In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. So, for example, on a spectrum from low to high: * a… Read More