Category Archives: ABM

high bar offers

High Bar Offers: Why Your Campaign May Be Asking Too Much

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

Marketing Best Practices

Forrester: B2B Companies Score Low in Marketing Best Practices

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. At face value, the results, due to be published in a report this June, paint… Read More