Category Archives: Marketing Technology

The Dangerous Allure of World-Class Marketing

Just as too much time on Instagram fawning after the photoshopped lives of internet influencers can create an unhealthy self-image, marketers too can fall victim to unrealistic standards and FOMO created by the marketing blogosphere and the breathy propaganda of martech vendors. Trust me: not all marketing campaigns perform at… Read More

Should I Use a Separate Domain for Marketing Emails?

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 protect a company’s main… Read More

18 Common Features of a Best-in-Class Lead Nurture Program

It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic. Modern, best-in-class lead nurture programs focus less on automation, and… Read More

marketing automation

Why Is Marketing Automation Maturity Still Woeful?

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation.  The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a… Read More

embedded forms

Hosted Landing Pages vs. Embedded Forms

A client asks: “Should we be hosting our campaign landing pages in Marketo?  We’ve always hosted them on our main site and simply embedded Marketo forms.  Is there a big advantage to hosting them separately?” This question comes up all the time in client work, and not just with Marketo… Read More

demand gen predictions

6 B2B Demand Gen Predictions for 2020

The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. I asked the best subject matter experts I know, my colleagues at Spear Marketing Group, what trends they think will highlight the next 12 months in B2B demand generation. Here’s… Read More