Does Demand Generation Really Generate Demand?

August 21, 2018

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.” What does that mean exactly? I haven’t asked Joe directly, but... Read More

High Bar Offers: Why Your Campaign May Be Asking Too Much

July 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said... Read More

Should You Use the Same Landing Page for Email and Online Ads?

July 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?” My response: In short: no. There’s an appeal to the economies of... Read More