When the sales team needs help boosting pipeline, the request of marketing is usually either: 1) more leads, or 2) better leads, or 3) a combination of the two. However, if demand generation isn’t producing the number of opportunities that the company needs, simply...
Budgeting season is here again, and demand marketers are not immune. How big does your demand gen budget need to be in order to support your organization’s revenue goals in the new year? Alternatively, is the budget you’ve been handed enough to do the job?...
A client asks:“What’s the best way to market to purchased lists like ZoomInfo? We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. Curious as to your opinion?” First,...
Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Can PESO do the same for demand generation?...
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...
