Demand Generation

You’re Looking at the Marketing Funnel the Wrong Way. Here’s Why… – B2B Marketing Article

You’d be hard pushed to find a marketer who doesn’t use a marketing funnel somewhere in their marketing strategy. Our relationship with funnels goes way back… However, how accurate is our understanding of the funnel model? This article points out the fundamental flaw of looking at the marketing funnel the wrong way. Read on to discover how you can adopt the right perspective and in turn build better demand generation programs built on insight and accurate audience data. Reading time:…

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Demand Generation and Distribution: A Simple Guide – Marketing Article

Our previous blog post looked at how important strategic content is for your demand generation campaign. But it’s vital to remember that if you don’t get it in front of the right set of eyes, your content is useless. That’s why we’re going to focus on another essential part of your campaign: distribution. Every successful demand gen campaign starts with a final goal in mind. But a lot of marketers don’t think about distribution until the very end. And though…

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B2B Reads: Learning Styles, Company Cultures, and Leadership Transparency – Marketing Article

In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the Web each week. We’ll miss a ton of great stuff, so if you found something you think is worth sharing please add it to the comments below. The Myth of ‘Learning Styles’A look at why the theory that some people learn better visually or aurally keeps getting debunked. Great article, Olga Khazan. The 7 Fastest Ways Leaders Kill Company Cultures Without Realizing…

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Content Marketing Strategy for Demand Generation by Marketo – Marketing Article

When mastered, demand generation can help transform even an underdog brand into a market leader. But getting there requires patience. The goal of demand generation isn’t overnight success, but a gradual, methodical shift in perception among your audience. And content is key to this shift. In fact, you could argue the whole reason demand generation exists is due to the rise of content and inbound marketing. Sure, people have always advertised their wares, but the traditional approach followed a model…

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Why this Webinar Invitation Works – B2B Marketing Article

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative, so it’s good to see at least one B2B company get it right. Here’s what I think makes this an effective campaign: * The offer is front and center. I know immediately, at a glance, without scrolling,…

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5 Most Common Fails in B2B Search Campaigns – B2B Marketing Article

Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges.  Add in the fact that B2B sales cycles are typically long and complex (meaning that advertisers may not see ROI for weeks or months), and it becomes clear that thriving in today’s SEM landscape…

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The B2B Decision Making Unit (DMU); The Real Faces of Persuasion – B2B Marketing Article

Reading time: 4 minutes We kicked off our new B2B Marketing Mini Series on Segmentation with an article exploring 5 common pitfalls many Account based marketing (ABM) strategies fall down (read full article here). One main obstacle identified was the neglect to factor all the different members of the decision making unit (DMU) into your B2B marketing segmentation strategy. The Harvard Business Review estimates that “the number of people involved in B2B solutions purchases has climbed from an average of…

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