Category Archives: Marketing Technology

third-party intent data

Do You Want Intent Data with That?

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. I was part of… Read More

email bots

Email Bots: What They Are, Why They Matter, and How to Stop Them

Congratulations: your last email campaign generated a really high click-through rate.  Or did it? It’s an issue that B2B marketers are experiencing with increasing frequency: open rates and click-through rates that don’t quite match up, typically in the form of an abnormally high “click to open” (CTO) rate.  The culprit?… Read More

8 Questions to Ask Before Investing in Marketing Attribution

[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.] Marketing attribution is a hot topic these days in B2B circles.  Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment… Read More

Is it Time to Add Chatbots to Your Demand Generation Engine?

If you’ve ever received a notice of package delivery via Facebook Messenger, or resolved a technical issue with your cell phone via online chat, you’ll know that messaging, chat, and real-time communication are already huge trends in the way that B2C companies communicate with customers, and, in turn, the way… Read More

B2B Creative

Why is No-One Talking About B2B Creative?

This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email creative.  At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative:… Read More