Category Archives: Campaign Planning

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

10 Things to Do When Marketing Spend is On Hold

There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment.  If your company is one of those scaling back or even hitting “pause” on external spend, there are still plenty of… Read More

challenging times

How to Approach Demand Gen in Challenging Times

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for… Read More