Category Archives: Campaign Strategy

Nurture Engine

Infographic – 16 Components of a Best-in-Class Lead Nurture Program

Not every marketing lead is a good lead.  As long as some leads fall short – don’t meet ICP criteria, aren’t quite ready to talk to sales – a high-performing, well-executed nurture program will always be a vital part of the demand generation engine.  An effective nurture program helps generate… Read More

The Consumption Gap & What It Means for Your Content Strategy

When prospects download or otherwise request gated content (like a white paper, for example), do they generally read that content immediately? Not according to a recent report from NetLine, who use prospect behavior on their buyer engagement platform to measure what they call the “Consumption Gap,” the time between when… Read More

A Lifecycle Approach to Customer Marketing

B2B marketers have long understood that successful demand generation requires tailoring messages and offers to a buyer’s stage in the lead lifecycle. Early-stage buyers respond better to best practice and thought leadership content, mid-stage buyers to case studies and Webinars, and so on. However, when a prospect becomes a customer,… Read More

Nurture Programs

Why Nurture Programs Aren’t Just About Converting Leads

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

partner recruitment

The 2 Most Common Mistakes in Partner Recruitment Campaigns

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