Choosing a demand generation agency is one of those decisions that looks straightforward from the outside and turns out to be genuinely difficult in practice. There is no shortage of agencies claiming expertise in B2B demand generation. The challenge is not finding...
If you have spent any time inside a B2B marketing automation platform that has been running for a year or more, you have probably encountered it: a campaign program that technically works but is nearly impossible to understand. The folder structure made sense to...
Not every marketing lead is a good lead. As long as some leads fall short – don’t meet ICP criteria, aren’t quite ready to talk to sales – a high-performing, well-executed nurture program will always be a vital part of the demand generation engine. An...
Marketing operations managers tend to come and go (average tenure mirrors other B2B marketing roles at 2-4 years, especially in tech) and that transitory nature means that it’s more difficult – and less common – for companies to adopt a strategic, long-term vision for...
Should you allow prospects to enter a personal email address when they fill out lead gen forms? B2B marketers seem divided on the question. In a recent LinkedIn poll, almost half of the respondents (46%) indicated they’d rather force prospects to enter...
A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain. Is this something you’d recommend?” The most common business case for using a separate email domain is that doing so can help...
