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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.

Why Survey Reports Should be Part of Your Content Plan

At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer...

The 2 Most Common Mistakes in Partner Recruitment Campaigns

Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly...

The Impact of New Google & Yahoo Deliverability Rules on Purchased Lists

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations.  Do...

10 Must-Haves for Your Next Creative Brief

A good creative brief is the foundation for an effective marketing campaign.  In the face of deadlines, however, and at the normal, torrid pace...
Photo by Jason Blackeye on Unsplash

In Defense of Gated Content

According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles...

8 Tips for Working with a Smaller Marketing Budget

When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. However, simply slashing spend – while...

Exegraphics – What They Are & How They’re Changing B2B Marketing

TweetLinkedInShareEmail There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative.  In…

Improving Demand Gen Performance with CRO

TweetLinkedInShareEmail One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy…

MDF Funds & How to Use Them

TweetLinkedInShareEmail In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund…

The Rise of AI & Other B2B Predictions for 2023

TweetLinkedInShareEmail Each year, it seems there’s one topic that dominates marketing conversation, and 2023 is no exception.  In recent weeks, AI technology, and in particular…

How to Calculate Demand Gen Budget: A Rough Guide

TweetLinkedInShareEmail Budgeting season is here again, and demand marketers are not immune.  How big does your demand gen budget need to be in order to…

How Should I Market to Purchased Lists?

TweetLinkedInShareEmail A client asks:“What’s the best way to market to purchased lists like ZoomInfo?  We have a debate between our marketing and sales teams on…

Report: What’s Working in Email Marketing

TweetLinkedInShareEmail A new report: “What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content” details the strategies, technologies, and best practices that…

The PESO Model & Your Demand Generation Strategy

TweetLinkedInShareEmail Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign,…

Have Live Webinars Outlived their Usefulness?

TweetLinkedInShareEmail Remember the days when watching your favorite TV show meant being in front of the television at a specific time on a specific day?…

Meeting the Needs of the Self-Serve B2B Buyer

TweetLinkedInShareEmail Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic. The sudden, wholesale transition to remote work and…

Respect the Funnel: Why B2B Marketers Can’t Shortcut the Buyer Journey

TweetLinkedInShareEmail It’s a truism in B2B marketing that every buyer journey is unique and different, but, even then, and especially in the B2B tech space,…

10 Uncomfortable B2B Marketing Realities

TweetLinkedInShareEmail Those of us responsible for designing and executing marketing campaigns for a living know that the pristine, glossy world of marketing as portrayed in…

Why an ABM Pilot Campaign Might Be a Bad Idea

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…

6 B2B Demand Generation Trends to Watch

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…

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