Category Archives: Lead Nurturing

Sungard AS brand transition campaign

Case Study: How One Tech Company Used Humor to Launch a New Brand

In early 2014, Sungard Availability Services (Sungard AS), a leading provider of managed IT, cloud, and recovery services, announced that it was splitting off as a separate company from SunGard Data Systems Inc. Sungard AS asked its demand generation agency, Spear Marketing Group, to help introduce business prospects within the… Read More

Don Draper

Is Technology Making Marketing Agencies Obsolete?

Over at the IDC Technology Marketing Blog, analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? (Hint: Maybe Not)” Melnick posits his question largely on the basis of IDC research that shows the rate of growth… Read More

TrustMap For Mid-Size Companies_TrustRadius

New Marketing Automation Buyer’s Guide Offers Valuable Advice

TrustRadius, an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “Buyer’s Guide to Marketing Automation Software.” The 44-page guide is based on 400 in-depth reviews and more than 10,000 comparisons performed by Marketing Automation buyers, and provides a… Read More

Inside Sales & Lead Nurturing

Why is Inside Sales So Scared of Lead Nurturing?

Recent studies tell us that while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. One of the reasons for this under-utilization, and the inability of some… Read More

Top 10 Demand Generation Resolutions for 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but… Read More

gating lead nurturing content

5 Reasons to Gate Lead Nurturing Content

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?” As I discussed in… Read More