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If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs. By adhering to a few basic principles, even the most lackluster campaign can… Read More
The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. In “Targeting, Predictive Tools & Intent Data Are Key Trends in Email Marketing Evolution,” DGR’s Brian Anderson provides a comprehensive overview of… Read More
Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. 1. Sell the event, not the product. A Webinar… Read More
An interesting question popped up in my LinkedIn feed this week: “Does anyone remember all those times we used ABM before it was called ABM?” The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and… Read More
I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. At first, the concept of “online seminars” was so novel that the topic of the event barely mattered. However, very quickly, Webinars became so popular that B2B audiences… Read More
Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. In both technology (see companies like InsideSales.com, ToutApp, and others) and application, sales enablement is a hot topic in… Read More
Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, the term “ABM” can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. In our… Read More