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According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles of registration forms and offer everything from white papers to Webinars ungated. Arguments from those who oppose gated content vary, but typically are variations of the… 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
It’s a truism in B2B marketing that every buyer journey is unique and different, but, even then, and especially in the B2B tech space, almost every buyer progresses through 3 basic stages: 1. awareness – becomes aware of the category, solution, or the problem it solves2. consideration – defines a… Read More
Most B2B marketing benchmark reports are completely useless. That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g. webinars… Read More
If you ask most B2B marketers how they use chat platforms like Drift, the immediate answer would most likely be: converting Web visitors. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context. However, chat is also a powerful… Read More
Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re… Read More
A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?” My response: We typically design nurture programs for inbound leads like content… Read More