Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner. Most of these pitches inevitably revolve around the...
When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. However, simply slashing spend – while quick and dramatic – can have a detrimental effect on leads, pipeline, and revenue. There are more creative...
The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. ABM was born of a time when (in hindsight) we marketers had it good. A major driver for...
The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises. And yet it’s because of...
The following is an excerpt from an interview I conducted recently with the folks at TechnologyAdvice, a leading online provider of information resources to help IT professionals make informed buying decisions. For the complete interview, see the TechnologyAdvice...
