Demand Generation

4 Things You Need to Know About B2B Email Marketing in 2020 – Marketing Article

By Lauren Dichter, Marketing Consultant at Heinz Marketing A few weeks ago, it was trendy to say the Coronavirus hysteria bubbling up here in the states was unfounded or an overreaction. As it turns out, it wasn’t. Now more than ever, if I know something to be true, I’m resolved to share those facts with people who don’t know any better at the time, even if the truths are hard to swallow or inconvenient. As silly as it sounds, the…

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Challenges and Opportunities of Predictable Revenue Growth in 2020 – B2B Marketing Article

By Josh Baez, Client Engagement Manager at Heinz Marketing The following blog post was written based on new research from Heinz Marketing and 6Sense. Click here to access the full research report. Every company strives to not only grow revenue, but to grow it predictably. Yet creating a predictable revenue growth engine is no small task, nor is it one that can be done overnight. But even if your company failed to meet its revenue goals last year, you’re not…

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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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How to use a marketing cloud to activate intent data – B2B Marketing Article

A marketing cloud is an integrated suite of solutions available as web-based services delivered via software-as-a-service. The idea of a marketing cloud isn’t new, but the capabilities they offer change constantly, based on what B2B marketers need. Research finds the most critical marketing cloud capabilities are CRM (59%), marketing automation (49%) and personalization/targeting (46%). In one survey, 68% of respondents felt customer and digital analytics were the most critical core solutions within a unified suite of marketing tools. This underscores…

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Everything You Need to Know About Online Events – Marketing Article

March 9, 2020·8 min read Running an online event? Whether you’re planning a virtual event from the outset or travel restrictions are pushing you to consider new alternatives, this guide will help you get started. The spring events schedule has effectively blown up for many brands. Health concerns abound, leading many event organizers to cancel in-person conferences and events. If you’re scrambling to figure out what to do with your suddenly unspent conference/trade show/event budget and how to drive leads…

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Demand Gen: Quality Over Quantity – B2B Marketing Article

This is an excellent strategy that all content marketers should be using — and using more often. With today’s marketing automation platforms, it’s easy to send half  your audience one message and half another and then measure the results. But be careful that you don’t confound your variables. Always make sure you’re testing one variable at a time. It seems obvious, but it’s often ignored. If you send two entirely different emails, for instance, and one performs better than the…

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