Kate Athmer

The 5 Demand Generation Goals Only the Best Marketers Achieve

Want a 429% better chance at demand generation success? According to a study by Convince & Convert, here's the secret: Set clear goals. You might be thinking, "How do I set concrete goals?" That's a smart question.

The Best B2B Email Subject Lines: 44 Ideas by Personality Type

Email is still among the most effective B2B marketing channels, but that doesn’t mean game-changing marketers are using the same email tactics that worked in 2014.

The First 3 Steps to a Cleaner B2B Marketing Database

According to a recent Ascend2 survey, “Improving the quality of leads generated is a top priority for 58 percent marketing influencers, ahead of all other lead generation goals.” That’s right – ahead of increasing the number of leads, improving analytics, measuring ROI and even increasing conversions.  …

B2B Marketing Objectives: Winning the Battles That Matter Most

According to Gartner's 2017-2018 CMO Spend Survey, marketing budgets have seen a 6% year-over-year reduction. Analysts say B2B marketers must embrace a new focus on smarter performance optimization. Chris Pemberton, Partner and Digital Content Lead at Echo Group, writes on the Gartner blog: “It’s time to assume…

The 5 Essential Toolsets for Effective B2B Marketing Lead Generation

When 160 multi-industry marketing executives were surveyed on how they intended to invest marketing resources, many cited new marketing technology (MarTech) purchases. The most common technologies demand generation marketers will test and deploy this year include account-based marketing technology (58%), multichannel lead-nurturing (41%) and content planning/syndication tools…

Account-Based Marketing Metrics: What to Track and Why

Account-based marketing (ABM) is a strategic approach to driving engagement with target accounts. Jon Miller, CEO and Co-Founder at Engagio, defines ABM as,

10 Most-Common Content Syndication Mistakes Made By B2B Marketing Teams

As B2B marketing and sales organizations prioritize account-based revenue strategies, traditional inbound tactics alone can’t provide the quantity or quality of decision-makers to convert target accounts. You simply can’t wait for prospects to find your website through inbound marketing tactics – it won’t scale quickly…

Digital B2B Demand Generation Campaigns: How to Generate Qualified Leads

The top priority of B2B marketing executives in 2018 is to improve lead quality over quantity. According to DemandGen Report’s 2018 Benchmark Survey Report, improving the percentage of leads considered ‘qualified’ ranked as the top organizational focus, followed by improving conversion rates and campaign results, then…

Lead Nurturing Tips to Drive More Sales Pipeline Opportunities

Lead nurturing should be one of the most effective aspects of your demand generation strategies. In fact, 81% of B2B marketing executives ranked email as the most effective tactic for engagement with later-stage prospects, according to the 2018 Benchmark Survey Report.  This is likely because email…

How Are You Utilizing the 6 Most Effective Demand Generation Channels of 2018?

The number of channels you use is not as important as a cohesive message. Your customers don’t care if you're using twelve different channels for generating B2B demand last year. According to Harvard Business Review, B2B buyers are surrounded by information. In fact, the Review reports…

7 Demand Generation Services B2B Companies Should Consider in 2018

If there are areas of your demand generation programs draining your resources, it’s wise to consider the best ways to take the weight off your team. Many manual, time-consuming marketing problems can be solved with technology; the right marketing tech will simplify complex tasks and improve results,…

Demand Generation Analytics: 10 B2B Metrics that Actually Matter

What is measured can be improved. There’s rarely a shortage of data for B2B marketers to compile. Demand marketers, especially, are drowning in data. But, data is only as valuable as the actionable insights you can extract from it. How do you know which metrics…

B2B Marketing Tricks for Maximizing Event ROI

According to Certain’s Event Marketing Benchmark Report, over half of B2B marketers spend 25% or more of their budget on in-person events. Whether a large conference, regional seminar, or intimate dinner, events take a lot of resources from both the marketing and sales teams to…

3 B2B Marketing Experts Answer Questions On Conferences, Tradeshows & Field Events

On August 23rd I was fortunate enough to host a webinar with two event marketing game changers: Emily Wingrove from Synthio and Frances McCutchon from PFL. While the concept for the webinar initially seemed straightforward, once we started planning the content, I realized we...

How Marketing Ops Pros MacGyver MarTech to Get More Done

As B2B marketers, we often buy technology to do one thing, and end up needing it to do something else. Or more realistically: we constantly uncover new tasks and challenges to solve with marketing technology. But while more technology or newer technology can sometimes...

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