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One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative, so it’s good to see at least… Read More
Companies who shift their marketing to a more ABM-focused strategy mostly do so in transition from a broader, more traditional, funnel-based approach. But what if you’re starting from square one? Say you’re a start-up, or a company that’s simply never done much demand generation, and Account-Based Marketing (ABM) makes strategic… Read More
B2B search campaigns come with unique challenges. Learn the most common mistakes and how to avoid them.
Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system… Read More
Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process…. Read More
I may not be a market analyst, but from what I see working with our agency’s B2B clients, it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and… Read More
Just as B2B marketing has evolved rapidly in the last decade, so too have the marketing agencies who service those B2B companies. In particular, a new breed of agency focused on demand generation (or demand creation) has emerged – these firms tend to be part strategic consultants, part creative agency,… Read More