Howard Sewell
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.
A B2B Email Pre-Flight Checklist
TweetLinkedInShareEmail Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. Part of…
Why Is Marketing Automation Maturity Still Woeful?
TweetLinkedInShareEmail Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. …
Hosted Landing Pages vs. Embedded Forms
TweetLinkedInShareEmail A client asks: “Should we be hosting our campaign landing pages in Marketo? We’ve always hosted them on our main site and simply embedded…
4 Ways to Avoid the Q4 Revenue Scramble
TweetLinkedInShareEmail Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its…
6 B2B Demand Gen Predictions for 2020
TweetLinkedInShareEmail The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. I asked the best…
Do You Want Intent Data with That?
TweetLinkedInShareEmail If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only…
Email Bots: What They Are, Why They Matter, and How to Stop Them
TweetLinkedInShareEmail Congratulations: your last email campaign generated a really high click-through rate. Or did it? It’s an issue that B2B marketers are experiencing with increasing…
4 Solutions to Consider When Marketing Leads Don’t Convert
TweetLinkedInShareEmail If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of…
CCPA: What B2B Marketers Need to Know
TweetLinkedInShareEmail Another new year approaches and, with it, another major data privacy regulation takes effect. This time, it’s the California Consumer Privacy Act (CCPA), which…
8 Common LinkedIn Advertising Mistakes
Tweet LinkedIn Share Email In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total…
5 Tips for More Effective Email Preview Text
Tweet LinkedIn Share Email Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. Preview text renders…
In Defense of Demand Generation in the Age of ABM
Tweet LinkedIn Share Email Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional,…
Report: B2B Buyers Engaging Earlier with Sales
Tweet LinkedIn Share Email For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation…
7 Key Principles of B2B Email Creative
Tweet LinkedIn Share Email 1. What, Why, How. There are three things your email recipient should see almost immediately, and those are: WHAT the offer…
Is it Time to Add Chatbots to Your Demand Generation Engine?
Tweet LinkedIn Share Email If you’ve ever received a notice of package delivery via Facebook Messenger, or resolved a technical issue with your cell phone…
Why this Webinar Invitation Works
Tweet LinkedIn Share Email One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative –…
Should I Prioritize ABM Tactics Ahead of Demand Generation?
Tweet LinkedIn Share Email Companies who shift their marketing to a more ABM-focused strategy mostly do so in transition from a broader, more traditional, funnel-based…
3 Key Reasons Not to Give Up on Lead Scoring
Tweet LinkedIn Share Email Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. I…
Trends in B2B Email: ABM, Deliverability & Integrated Campaigns
Tweet LinkedIn Share Email Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email…
Why is No-One Talking About B2B Creative?
Tweet LinkedIn Share Email This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email…