David Crane

Schizophrenia in B2B Demand Marketing: Why Making Progress Can Be So Hard

Demand marketing is a succinct term. Properly defined, it gets a lot of information across quickly and easily (saving us content marketers from character...

Optimizing $68 Billion in Media: MarTech for Media and Data Providers

$68 billion will be invested in digital media this year. That’s more than three times what’s being spent on the marketing technology used to...

25 Demand Orchestration Terms All B2B Marketers Should Know

B2B marketing is evolving quickly from simply generating demand to orchestrating it. Key to this transformation, yet often overlooked by all of us demand...

What’s Missing From Your Account-Based Marketing Strategy?

Many marketers still only understand the ABM basics: figure out the common characteristics of your most profitable accounts, create a list of similar companies,...

Top-of-Funnel Marketing: The Next Big MarTech Category?

“As more marketers adopt ABM strategies, they’re finding that top-funnel marketing is the weak link in the chain, and that it too must be...

Why B2B Marketers Struggle to Execute Account-Based Marketing

Account-Based Marketing (ABM) has become a “must have” line item for 2016. And this enthusiasm isn’t just a fleeting trend. More than just a...

Analyze Paid Acquisition Marketing to Improve Demand Orchestration

Orchestrating the diverse platforms, engagement sources and data types that drive demand generation campaigns is one of the most important – and most difficult...

How to Get Big Payoffs Using a Paid Acquisition Marketing Strategy

Little-recognized fact: Each year, some of the most forward-thinking, technology-driven marketing organizations spend 10x to 20x more on top-funnel leads – via acquisition tactics...

4 Reasons Why Demand Marketing Orchestration Will Be Huge in 2016

When I was a kid and all my friends were hell-bent on becoming professional football or baseball players, I diverted from the pack. My...

Should All B2B Demand Marketing Be Account-Based?

I recently participated in a B2B marketing tweet chat. Inevitably, one of the questions focused on 2016 B2B marketing predictions. And almost as inevitably...

How Much Will Poor Data Integrity Cost You in 2016?

While everyone knows marketing data integrity is incredibly important, our industry-wide efforts to address the issue aren’t keeping pace with the proliferation of bad...

Creating Demand Generation Playbooks to Nurture Prospects [Interview]

For a while now, I’ve been wanting to interview Lauren Brubaker, Director or Demand Generation at NetProspex. The fact that she works in a...

3 Surprising MarTech Stats and How They Affect You

I came across a great report yesterday – the Walker Sands “State of Marketing Technology 2016: Understanding The New Martech Buyer Journey.” The report...

Call It A Comeback: Outbound Takes On Inbound Marketing

“It’s a bit naïve to think that all your potential customers will come knocking at your door.” The problem: Due to the emphasis on inbound...

What’s Holding You Back From Marketing Automation Success? [Interview]

As we work to understand the opportunities and challenges facing marketing automation users today, it’s important to pick the brains of experts who have...

3 Things B2C Marketers Can Learn From B2B Demand Gen

I know…the title seems a bit condescending to B2C marketers, but I assure you it wasn’t meant that way. There’s many reasons why it’s...

Can Marketing Be a True Revenue Forecasting Machine? [Interview]

I had a great conversation the other week with Justin Gray, CEO & Chief Marketing Evangelist of LeadMD – a marketing consulting firm that helps...

Why Demand Gen Marketers Need To Automate Media Partner Management

We marketers are incredibly diligent about refining prospect data once it’s inside our marketing systems. Lead nurturing, scoring and predictive analytics tools have turned...

Insights from #MarTechChat on Dirty Data

I think it’s safe to say the second MarTech Tweet Chat was a success. All in all, this particular #MarTechChat – focusing on the importance...

Three Thoughts on Marketing Ops and Demand Gen Alignment

Over the last couple weeks, we’ve been surveying a few marketing experts to gain feedback on what we’re seeing as a growing issue within...

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