 | spearmarketing.comcontactabout |
If you’ve ever developed, produced or promoted Webinars, you know they can be very labor-intensive (and stress-inducing) campaigns when managed in-house. Not including the cost of the actual technology (e.g. WebEx, audio) and developing the presentation content itself, how much would you pay for an agency or events company to… Read More
This issue comes up a lot with tech clients whose products don’t fit neatly into defined or established categories. A client writes (details changed to preserve confidentiality): “Our product is on demand health & wellness software for small businesses and we’re promoting it as a tool for improving productivity, claims… Read More
Companies are tying themselves in knots trying to figure out how to best leverage Facebook for driving customer engagement. The core obstacle, of course, is that Facebook is ultimately a network designed for connecting friends, not customers. Here’s an example of one organization, a credit union, trying their darndest to… Read More
Many years ago, I wrote an article for an industry newsletter on the merits of using surveys as a lead generation vehicle. Today, almost a decade later, surveys are still an effective way to generate leads from a cold list, but in addition, they can also serve as a key… Read More
Too often, B2B technology companies fall into the trap of using search advertising (SEM) primarily as a means of capturing prospects in the latter stages of the sales cycle, i.e. those potential buyers actively shopping for a solution. However, search advertising needn’t just be about finding people ready to buy… Read More
Congratulations. You’re the proud owner of a bright and shiny marketing automation platform. Now what? Well first, you’re not alone. Marketing automation is a hot topic (and something I’ve recommended as one of the top investments B2B marketers can make in 2009) but many companies are buying into marketing automation… Read More
Never one to be shy about expressing my opinion, I was interviewed recently by Craig Rosenberg of Tippit and the Funnelholic blog about B2B marketing trends and expectations for 2009. You’ll find the results of the interview here. Topics Craig and I discussed include: * the 3 biggest B2B marketing… Read More