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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 I believe he means that, in the absence of a genuine need for a product or… Read More
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s… Read More
In a world where demand generation, and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. The lure of intent data is learning which companies are going to buy from you and when. But is that real? How should the… Read More
In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. In “The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000,”… Read More
There was a not too distant time when virtually all B2B demand generation was outbound. (You millennials won’t remember this.) You rented a list and pushed your message to that list. But then inbound marketing happened. And the pundits said: no, no, the buyer is in control, he or she… Read More
There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as… Read More
We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it… Read More