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These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing, for example, must now… Read More
You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. Both leverage the power of Big Data,… Read More
Marketing software research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report, a handy reference for anyone planning 2015 marketing spend. Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending… Read More
TrustRadius, an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “Buyer’s Guide to Marketing Automation Software.” The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a… Read More
We’ve all been there. The copy is winding its way through the marketing group and is now on its fourth revision. The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise. The marcom director wants to change the headline so… Read More
Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. For example, in this earlier post, I discussed how whereas in the past spam triggers were largely triggered by content (for example,… Read More
Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Worse yet, I fear the condition (let’s call it “demo-itis”) may be contagious. It’s easy to… Read More