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In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. Do everything else right (message, offer, creative, etc.), the experts told us, and, if you’re sending to the wrong people, it’s all for nought. Fast-forward… Read More
In the headlong rush to Account-Based Marketing, many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. In the agency business, such as ours, this has led in turn to a notable uptick of interest in… Read More
On Focus.com, Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?” My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact… Read More