Category Archives: B2B Marketing

survey reports

Why Survey Reports Should be Part of Your Content Plan

At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer can produce.  Why?  Because a well-crafted survey does all this and more: * builds thought leadership for your brand and helps establish your company as subject… Read More

partner recruitment

The 2 Most Common Mistakes in Partner Recruitment Campaigns

Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner. Most of these pitches inevitably revolve around the functionality of the product or solution in question… Read More

deliverability rules

The Impact of New Google & Yahoo Deliverability Rules on Purchased Lists

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations.  Do the new Google/Yahoo deliverability rules make using a third-party list too risky?  How should we approach the campaign differently?” My response: First, whereas the new rules… Read More

gated content

In Defense of Gated Content

According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles of registration forms and offer everything from white papers to Webinars ungated. Arguments from those who oppose gated content vary, but typically are variations of the… Read More

8 Tips for Working with a Smaller Marketing Budget

When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. However, simply slashing spend – while quick and dramatic – can have a detrimental effect on leads, pipeline, and revenue. There are more creative methods for achieving marketing efficiency without sacrificing ad… Read More

CRO

Improving Demand Gen Performance with CRO

One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning.  CRO isn’t a new concept, but traditionally has been more often the province of Web teams and SEO specialists.  Increasingly, however, it’s being leveraged… Read More