Category Archives: Content marketing

third-party intent data

Do You Want Intent Data with That?

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. I was part of… Read More

leads don't convert

4 Solutions to Consider When Marketing Leads Don’t Convert

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message 2) lead nurturing may not be doing enough to… Read More

LinkedIn Advertising

8 Common LinkedIn Advertising Mistakes

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers), quickly rivaling search advertising on Google.  LinkedIn’s big advantage over its key competitor – and the reason it’s now cannibalizing so many marketing… Read More

Report: B2B Buyers Engaging Earlier with Sales

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment.  It’s why, for example, we marketers have assumed control for more and more… Read More

lead nurturing report

Report: One-Third of Marketers Say Lead Nurturing Has No Impact

The analysts at Demand Gen Report just published their “2018 Lead Nurturing & Acceleration Survey Report” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” No, even more alarming… Read More

Webinar Invitations

4 Simple Reasons for Why this Webinar Invitation Works

Webinars are a dime a dozen. As a marketer, how do you make your Webinar invitations stand out from the crowd, a challenge made bigger when you’re presenting on a topic (say, GDPR) that is so commonplace as to be completely generic? The key to Webinar success, I would argue,… Read More