Category Archives: Demand Generation

linkedin ads

Why 46 Percent of LinkedIn Ads Fail

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

The Risks of Over-Reliance on Late-Stage Content

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

demand generation predictions

B2B Demand Generation Predictions for 2021

2020 was a year of change for marketers worldwide, much of it not for the best of reasons.  Will B2B marketing, and demand generation in particular, revert to “normal” once the pandemic subsides and economic recovery kicks in, or are recent trends destined to become staple tactics in the months… Read More

Marketing Success & the Accident of Timing

An old boss once commented: “75% of marketing is just being in the right place at the right time.” You can quibble with the percentage, but, overall, she had a point.  For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to… Read More