Howard Sewell
Howard has worked in marketing for 25+ years, and is president of Spear Marketing Group, a full-service B2B marketing agency. Howard is a frequent speaker and contributor to marketing publications on topics that include demand generation, digital marketing, ABM, and marketing technology.
TweetLinkedInShareEmail When companies look to get started in Account-Based Marketing (ABM), the first step is very often a pilot campaign. On paper, the logic makes…
TweetLinkedInShareEmail What trends will dominate the demand generation landscape in 2022? We asked the experts at Spear Marketing Group to chime in: “Digital fatigue is…
TweetLinkedInShareEmail Most B2B marketing benchmark reports are completely useless. That’s because either 1) the results were generated through surveys, which (as any reputable statistician will…
TweetLinkedInShareEmail If you ask most B2B marketers how they use chat platforms like Drift, the immediate answer would most likely be: converting Web visitors. And…
TweetLinkedInShareEmail Should you allow prospects to enter a personal email address when they fill out lead gen forms? B2B marketers seem divided on the question. …
TweetLinkedInShareEmail Account-based Marketing (ABM) continues to revolutionize the B2B marketing landscape, and, yet, if you ask 10 marketers (or even 10 “ABM Experts”) to define…
TweetLinkedInShareEmail In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was…
TweetLinkedInShareEmail Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span…
TweetLinkedInShareEmail A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain. …
TweetLinkedInShareEmail A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. I’ve written elsewhere in this space…
TweetLinkedInShareEmail In an era of Instagram, TikTok, and Clubhouse, few marketing channels are more “old school” than the humble email newsletter. And, yet, newsletters are…
TweetLinkedInShareEmail 2020 was a year of change for marketers worldwide, much of it not for the best of reasons. Will B2B marketing, and demand generation…
TweetLinkedInShareEmail A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in…
TweetLinkedInShareEmail Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts…
TweetLinkedInShareEmail Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas and…
TweetLinkedInShareEmail It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated…
TweetLinkedInShareEmail 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…
TweetLinkedInShareEmail I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for…
TweetLinkedInShareEmail The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on…
TweetLinkedInShareEmail This month there are, very suddenly, thousands, if not millions of marketing professionals working from home, every day, for the first time. If you’re…