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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
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... Read More
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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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use cases for chatbots

8 Surprising B2B Use Cases for Chatbots

October 29, 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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