David Crane

What are the Best Demand Marketing Channels for 2018?

Demand marketers are drowning in options, including an ever-increasing list of demand generation channels.

With all these options vying for a piece of your marketing budget in 2018, it's critical to remember that not all marketing tactics and channels perform equally. Each has its own strengths and weaknesses.

Some channels are great at generating high-quality leads (the No. 1 priority among 77% of B2B marketers surveyed in Demand Gen Report's 2017 Benchmark Survey). Other channels may not be great at those initial touches to generate leads, but perform well when it comes to converting those leads down the funnel (a top priority for 75% of marketers surveyed). Still, some marketing teams are more concerned with database size and need to focus on channels that will pump out a high volume of new contacts (a priority for 58% of B2B marketers). 

The 7 Toughest Challenges of B2B Demand Generation (And How to Overcome Them)

Every B2B marketer faces challenges. However, the individual struggles of one B2B demand generation marketer can look very different from another – even if they’re on the same team.

Demand marketers come from a diverse variety of backgrounds, which can range from marketing to journalism; technology to public relations; web design to sales and much more. While some excel at writing, others would rather face a thousand spreadsheets than author a thought leadership blog post.

6 Tips to Get the Most From Your Demand Generation and Marketing Automation Software

Despite a lot of recent, exciting innovations in MarTech, 65% of brands have no plans to invest in emerging technologies in the year to...

4 Demand Generation Mistakes Hurting Your Brand Right Now

I was recently asked by another B2B marketer what I thought about a particular demand generation tactic. Specifically, they were asking whether I thought...

New Research Report Reveals How Much Bad Leads Could Be Costing You

Every B2B marketer knows that bad leads waste budget, time and resources. We even know that they hurt our relationship with our sales counterparts....

Buying Contact Lists: A Bad Demand Generation Strategy

Every marketer gets at least one email a week from a company offering X number of contacts from various job titles. This practice has...

It’s Time B2B Marketers Sweat The Small Stuff to Drive Bigger Results

In a recent Reachforce interview, Kate Athmer answered a question about common demand generation marketing challenges: Traditional demand gen campaigns and channels...

What To Do Before, During & After Events to Increase B2B Marketing ROI

According to Forrester, on average B2B marketing organizations spend 18% of their budget on in-person events (conferences, trade shows, summits, field events, etc.). And...

Marketers: Are You Making Any of These ABM Mistakes? (Interview with Inverta)

I always enjoy talking shop with Kathy Maachi and Patrice Greene of Inverta. They provide a much needed (yet usually avoided) nuanced perspective on...

5 Demand Generation Problems B2B Marketers Should Be Prepared For

The larger and more established an organization becomes, the more complex the demand creation function. This is true for many things, but for B2B...

How I Stay Agile In Demand Marketing: Perspectives, Tools & Tips

A version of this post was first published on CMSWire.com. Like many tech startups, Integrate operates with a lean marketing team. And it’s crucial...

How to Overcome Top-Funnel Marketing Deficiencies in an ABM World

There are many moving parts involved with developing and executing a successful account-based marketing program. One of the most overlooked aspects is the way...

3 Big Implications of New SiriusDecisions Demand Unit Waterfall

I’ve been excited about the coming of SiriusDecisions’ revised waterfall since February when Kerry Cunningham first told me he was working on it. Like...

Template for Developing a B2B Content Marketing Strategy

Content marketing can be tough, especially if you’re as organizationally incompetent as I am. (Seriously, it’s bad). If you’re like me, this gives you...

What Iron Mountain’s Achievements Tell Us About Scaling Marketing Pipeline & Revenue

Earlier this week at the B2B Marketing Exchange (#B2BMX), Iron Mountain’s Director of Global Marketing Operations and Automation, Leslie Alore, began her presentation with...

Lead Integrity Checklist: Demand Gen Tool to Improve B2B Data Quality

If you’re reading this, chances are you’re a B2B marketer working in demand generation or marketing operations. The odds further suggest that you or...

3 Common Causes of Slow Lead Velocity and the Tactics to Solve Them

The importance of lead velocity to B2B marketing is widely understood. However, discussions on the topic, and more importantly, how to increase velocity, often...

Is Your ABM Strategy Creeping Out Your Target Buyers?

If most people approached dating the way marketers approached marketing, the world’s population would likely plummet. Why? Because when it comes to B2B demand...

3 Common Top-Funnel Demand Gen Ailments You Can Fix

When it comes to demand marketing, a single issue can be a symptom of multiple problems. For example, if website visitors aren’t converting to...

Conjoined Twins: The Emerging Sales-Marketing Relationship

Sales-marketing alignment has seemingly been written about more than any other B2B marketing topic. (Well, maybe not as much as account-based marketing.) We’ve certainly...

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