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...
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...
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...
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...
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...
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...
