 | spearmarketing.comcontactabout |
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
Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. I talked to Steve recently about the… Read More
Dave Brock wrote an excellent post recently (“I’ve Never Ever Sold a Computer or Piece of Software”) on what technology buyers really buy. His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more… Read More
How do you prevent your Webinar campaign from being lost in the crowd? Here are 7 mistakes you’ll want to avoid, as illustrated by an email received recently from email marketing provider Silverpop: 1. If you must use a graphic header, make it count. Graphic headers are a necessary evil… Read More
Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” No problem. I understand. As a demand generation marketer, however, I… Read More
By now you’ve probably read about a momentous recent decision, and the very public reversal of that decision, made by Maker’s Mark, a distiller of small batch bourbon based in Loretto, Kentucky. The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content… Read More
Confession: as a died-in-the-wool direct marketer, I am a branding cynic. My general attitude towards branding is summed up in the old maxim: “Branding is what your agency calls your campaign when they can’t measure it.” Now that’s not to say that a brand isn’t real, for some. Starbucks is… Read More