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What trends will dominate the demand generation landscape in 2022? We asked the experts at Spear Marketing Group to chime in: “Digital fatigue is real. B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. Direct mail… Read More
Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process…. Read More
When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. What is the primary objective? (For example: secure an appointment, gain an introduction …) 2. What is the level of prior engagement (cold, warm, hot) and how aware… Read More
Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. In both technology (see companies like InsideSales.com, ToutApp, and others) and application, sales enablement is a hot topic in… Read More
Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful…. Read More