Category Archives: B2B Marketing

Report: B2B Buyers Engaging Earlier with Sales

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment.  It’s why, for example, we marketers have assumed control for more and more… Read More

8 Questions to Ask Before Investing in Marketing Attribution

[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.] Marketing attribution is a hot topic these days in B2B circles.  Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment… Read More

7 Key Principles of B2B Email Creative

1.  What, Why, How. There are three things your email recipient should see almost immediately, and those are: WHAT the offer is, WHY it’s of value, and HOW to get it.  Don’t make the reader hunt or scroll to learn what exactly you want him or her to do, and… Read More

Is it Time to Add Chatbots to Your Demand Generation Engine?

If you’ve ever received a notice of package delivery via Facebook Messenger, or resolved a technical issue with your cell phone via online chat, you’ll know that messaging, chat, and real-time communication are already huge trends in the way that B2C companies communicate with customers, and, in turn, the way… Read More

Marin Webinar Invitation

Why this Webinar Invitation Works

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative, so it’s good to see at least… Read More