 | spearmarketing.comcontactabout |
1. Launch a lead nurturing program. Don’t get me wrong: lead nurturing is a worthy investment for most companies, but making lead nurturing a goal for the new year is akin to saying you want to do more marketing. It just means too many things to different people. Lead nurturing… Read More
An effective email campaign has one goal and one goal only: getting the reader to respond. This means that, in order to succeed, every word of copy should be focused on selling the offer, i.e. the primary reason why any individual would want to respond. Unless your offer and product… Read More
Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) should be gated or not, and you’re likely to hear a wide range of opinions. At one end of the spectrum, there are those that believe gating Web content is… Read More
It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months. One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. Specifically,… Read More
Confession: as a died-in-the-wool direct marketer, I am a branding cynic. My general attitude towards branding is summed up in the old maxim: “Branding is what your agency calls your campaign when they can’t measure it.” Now that’s not to say that a brand isn’t real, for some. Starbucks is… Read More
Earlier this week, San Francisco-based Demandbase announced its “Company Targeted Advertising,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). The introduction follows on the heels of… Read More
Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. So how do you make sure that a demo attracts those critical… Read More