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In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. In “The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000,”… Read More
When you work primarily with high-tech clients, you learn to cope with a great deal of short-term thinking. Tech companies have short-term horizons for a number of reasons: * Many are private and depend on short term results to prove viability and therefore ensure their ongoing funding * Many are… Read More
Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. I was honored to be invited… Read More
Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. You can download an executive summary of the survey results here. Here’s my take on some of the key findings from the report: Digital ad spending increased 14%… Read More
After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation… Read More
Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “Driving B2B Engagement with Personalized Content.” During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real… Read More
There was a not too distant time when virtually all B2B demand generation was outbound. (You millennials won’t remember this.) You rented a list and pushed your message to that list. But then inbound marketing happened. And the pundits said: no, no, the buyer is in control, he or she… Read More