Category Archives: Campaign Planning

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

MDF funds

MDF Funds & How to Use Them

In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity.  Yet industry surveys report that as much as 60 percent of available MDF funds go unused.  By some measures, that may add… Read More

demand gen budget

How to Calculate Demand Gen Budget: A Rough Guide

Budgeting season is here again, and demand marketers are not immune.  How big does your demand gen budget need to be in order to support your organization’s revenue goals in the new year?  Alternatively, is the budget you’ve been handed enough to do the job? Based on the work we… Read More

How Should I Market to Purchased Lists?

A client asks: “What’s the best way to market to purchased lists like ZoomInfo?  We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else.  Curious as to your opinion?” First, let’s dispense with the inevitable question of… Read More

B2B marketing realities

10 Uncomfortable B2B Marketing Realities

Those of us responsible for designing and executing marketing campaigns for a living know that the pristine, glossy world of marketing as portrayed in analyst reports and vendor case studies doesn’t always align with the authentic (sometimes ugly) day-to-day challenges. As Spear’s Jon Emminizer wrote earlier this month on LinkedIn,… Read More