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Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. The common excuse is time: when you’re under the gun to get that Webinar invitation out by next week, the last thing you… Read More
Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. However, in my experience, most tech companies don’t know how… Read More
New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads. This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting… Read More
In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. In “The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000,”… Read More
When you work primarily with high-tech clients, you learn to cope with a great deal of short-term thinking. Tech companies have short-term horizons for a number of reasons: * Many are private and depend on short term results to prove viability and therefore ensure their ongoing funding * Many are… Read More
After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation… Read More
For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency, we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing. In addition to the… Read More