Campaign Strategy

How to Do a Webinar That’s as Exciting as an In-Person Event – Marketing Article

There’s something special about attending an in-person conference or industry event. The adrenaline rush of going to pick up your nametag on the first day. The opening keynote that gets everyone in the room buzzing. The networking breaks where you awkwardly introduce yourself to strangers and mingle over tiny sandwiches. (OK, maybe that’s just me.) This year though, almost every single conference and event has been either delayed or canceled. COVID-19 has put a pause on large group gatherings of…

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10 Things to Do When Marketing Spend is On Hold – B2B Marketing Article

There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment.  If your company is one of those scaling back or even hitting “pause” on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big dividends when things get back to normal.  Here are 10 ideas to consider. 1. …

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How to Approach Demand Gen in Challenging Times – B2B Marketing Article

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many…

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Why Is Marketing Automation Maturity Still Woeful? – B2B Marketing Article

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 primary business case for purchasing marketing automation in the first place. In the succeeding five years, the marketing technology landscape has exploded, marketing automation has become a cornerstone of the…

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Do You Want Intent Data with That? – B2B Marketing Article

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 a client conversation recently about the merits of different demand generation channels (paid social, content syndication, email, search, etc.) and this particular marketing exec was quick to reject the idea…

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4 Solutions to Consider When Marketing Leads Don’t Convert – B2B Marketing Article

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message 2) lead nurturing may not be doing enough to educate the prospect , “warm up” the lead, or drive additional engagement, or 3) you could be generating the wrong types of leads altogether, namely either people that simply aren’t…

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