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B2B buyer

Meeting the Needs of the Self-Serve B2B Buyer

June 24, 2022
Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic. The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident... Read More
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buyer journey

Respect the Funnel: Why B2B Marketers Can’t Shortcut the Buyer Journey

May 25, 2022
It’s a truism in B2B marketing that every buyer journey is unique and different, but, even then, and especially in the B2B tech space, almost every buyer progresses through 3 basic stages:1. awareness – becomes aware... Read More
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B2B marketing realities

10 Uncomfortable B2B Marketing Realities

March 31, 2022
Those of us responsible for designing and executing marketing campaigns for a living know that the pristine, glossy world of marketing as portrayed in analyst reports and vendor case studies doesn’t always align with the... Read More
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The Dangerous Allure of World-Class Marketing

February 25, 2022
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abm pilot campaign

Why an ABM Pilot Campaign Might Be a Bad Idea

January 27, 2022
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demand generation trends

6 B2B Demand Generation Trends to Watch

December 21, 2021
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linkedin ads

Why 46 Percent of LinkedIn Ads Fail

November 23, 2021
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About the Author

Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than 25 years' experience in direct marketing, demand generation and lead management.

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