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.
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...
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...
A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. Do...
A good creative brief is the foundation for an effective marketing campaign. In the face of deadlines, however, and at the normal, torrid pace...
According to the blogosphere, and based on conversations with clients, there appears to be a movement afoot to free marketing content from the shackles...
When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. However, simply slashing spend – while...
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…
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…
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…
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…
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…
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…
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…
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,…
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?…
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…
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,…
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…
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…