 | spearmarketing.comcontactabout |
Whenever we talk to prospective clients about helping them launch an ABM program, there’s one comment that always portends a difficult conversation: “We already know which accounts we want to go after.” Selecting the right target accounts is the absolute foundation of a successful ABM strategy. However, many companies seem… Read More
Even in an era of ABM, intent data, and AI-driven marketing, lead nurturing still has an essential role to play in helping B2B marketers drive revenue and maximize the ROI from their demand generation efforts. As long as companies continue to generate in-profile leads (right person, right company) that aren’t… Read More
Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner. Most of these pitches inevitably revolve around the functionality of the product or solution in question… Read More
There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative. In more modern terms, this means that in order to drive conversions, and pipeline, and revenue, targeting the right audience is paramount. If you’re aiming at the… Read More
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
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
Remember the days when watching your favorite TV show meant being in front of the television at a specific time on a specific day? Even for a boomer like me, those days are a distant memory. Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers… Read More