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Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. I was honored to be invited… Read More
Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. You can download an executive summary of the survey results here. Here’s my take on some of the key findings from the report: Digital ad spending increased 14%… Read More
After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation… Read More
Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “Driving B2B Engagement with Personalized Content.” During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real… Read More
There was a not too distant time when virtually all B2B demand generation was outbound. (You millennials won’t remember this.) You rented a list and pushed your message to that list. But then inbound marketing happened. And the pundits said: no, no, the buyer is in control, he or she… Read More
Planning for a successful Account-Based Marketing (ABM) initiative requires much more than simply investing in new software and asking the sales team for a list of top target accounts. Proper ABM planning demands painstaking account selection, a clear consensus and buy-in amongst internal stakeholders, and a careful inventory of current… Read More
I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?” Now, not only was I not ready, I barely remember what his company does. That’s… Read More