Category Archives: B2B Marketing

LinkedIn Advertising

8 Common LinkedIn Advertising Mistakes

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers), quickly rivaling search advertising on Google.  LinkedIn’s big advantage over its key competitor – and the reason it’s now cannibalizing so many marketing… Read More

email preview text

5 Tips for More Effective Email Preview Text

Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. Preview text renders in different ways depending on the email client (the small screenshot below is from Outlook 2016 on the desktop) but, in many cases – particularly on mobile devices –… Read More

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