Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The reason? Though the marketing team was doing a great job...
Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter...
Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, the term “ABM” can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained,...
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...
It’s a generally accepted tenet of direct response marketing that the more targeted your campaign, the more successful that campaign is likely to be. There are circumstances, however, when too precise a target audience can actually work against you and force you to...
