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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.

12 Tips for Keeping Your Marketing Automation System Clean

Marketing operations managers tend to come and go (average tenure mirrors other B2B marketing roles at 2-4 years, especially in tech) and that transitory...

AI & the Devaluation of Marketing Copy

Can AI write marketing copy?  Even the most hardened AI skeptic would have to admit: yes, it can.  The follow-on question, naturally, is whether AI-generated...

New Report: Key Trends in B2B Content Consumption

The lead generation experts at NetLine just released their “2024 State of B2B Content Consumption & Demand Report,” a meaty 38-page guide based on...

How to Make a Webinar Email Stand Out

If you haven’t noticed, Webinar emails have become extremely formulaic:* A couple of lines of copy stating the business problem to be addressed* 3-4...

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…

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