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Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system… Read More
I may not be a market analyst, but from what I see working with our agency’s B2B clients, it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and… 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
In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends. It’s also true, however, to say that, as a full-blown strategic initiative, ABM can be a major undertaking and a significant investment in time, effort, and technology. In the marketplace,… Read More
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
In a world where demand generation, and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. The lure of intent data is learning which companies are going to buy from you and when. But is that real? How should the… Read More