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The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. In “Targeting, Predictive Tools & Intent Data Are Key Trends in Email Marketing Evolution,” DGR’s Brian Anderson provides a comprehensive overview of… Read More
An interesting question popped up in my LinkedIn feed this week: “Does anyone remember all those times we used ABM before it was called ABM?” The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and… Read More
According to a recent report, “The Content Marketing Paradox,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent. The author of the report, digital marketing solutions provider TrackMaven, theorized that the primary reason for the discrepancy is that there’s a “limit to how much content… Read More
It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. Take the email campaign below from security vendor Symantec. Sure, they can be forgiven the holiday theme (gift boxes, fir trees,… Read More
A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors… Read More
At first glance, the email below from security solution provider Symantec seems engaging, attractive, and well-designed. And indeed, it is all those things. From a lead generation perspective, however, the campaign is a hot mess. Here’s why: First and foremost, the offer is devoid of value. Witness the first paragraph:… Read More
Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“Marketers Still Struggling to Get Results from Content Marketing“) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. It’s a fair characterization to say that… Read More