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Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a… Read More
Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a… Read More
A client asks: “Should we be hosting our campaign landing pages in Marketo? We’ve always hosted them on our main site and simply embedded Marketo forms. Is there a big advantage to hosting them separately?” This question comes up all the time in client work, and not just with Marketo… Read More
Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. Spoiler alert: no amount of Q4 spend – not even with intent data, ABM, conversational marketing (chat), content experience and any other… Read More
The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. I asked the best subject matter experts I know, my colleagues at Spear Marketing Group, what trends they think will highlight the next 12 months in B2B demand generation. Here’s… Read More
When the California Consumer Privacy Act (CCPA) takes effect on January 1, 2020, it will only be the latest (and not the last) in a wave of data privacy regulation to hit B2B marketers. It’s easy to become numb to the torrent of news, tips, and warnings about CCPA on… Read More
If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. I was part of… Read More