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Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a… Read More
If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. I was part of… Read More
[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.] Marketing attribution is a hot topic these days in B2B circles. Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment… Read More
In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends. It’s also true, however, to say that, as a full-blown strategic initiative, ABM can be a major undertaking and a significant investment in time, effort, and technology. In the marketplace,… Read More
Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. At face value, the results, due to be published in a report this June, paint… Read More
Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. I was honored to be invited… 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