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Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. Of these, GDPR is the most far-reaching in that it not… Read More
Planning for a successful Account-Based Marketing (ABM) initiative requires much more than simply investing in new software and asking the sales team for a list of top target accounts. Proper ABM planning demands painstaking account selection, a clear consensus and buy-in amongst internal stakeholders, and a careful inventory of current… Read More
In the headlong rush to Account-Based Marketing, many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. In the agency business, such as ours, this has led in turn to a notable uptick of interest in… Read More
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. In a previous post, I discussed key strategies for following… Read More
Terry Flaherty is a Research Director at SiriusDecisions, a B2B marketing veteran, and a respected expert on Demand Generation (or Demand Creation, as SiriusDecisions prefers to call it.) He’s also the acknowledged godfather of the SiriusDecisions Demand Waterfall®, which makes him the person to blame every time your manager asks… Read More
Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. Whatever the reason, in-person events are starting to be more of a fixture… Read More
A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?” My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. For example, if you offer prospects… Read More