Howard Sewell
10 Uncomfortable ABM Realities
TweetLinkedInShareEmail Account-based Marketing (ABM) continues to revolutionize the B2B marketing landscape, and, yet, if you ask 10 marketers (or even 10 “ABM Experts”) to define ABM and what constitutes an ABM campaign, you’d likely get 10 different...
10 Tough Questions to Evaluate Your Target Account List
TweetLinkedInShareEmail In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. Do everything else right (message, offer, creative, etc.), the experts tol...
The Risks of Over-Reliance on Late-Stage Content
TweetLinkedInShareEmail Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. That’s not si...
Should I Use a Separate Domain for Marketing Emails?
TweetLinkedInShareEmail A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain. Is this something you’d recommend?” The most common business case for using a separate em...
Surprise: Most B2B Advertising Isn’t Good. Or Is It?
TweetLinkedInShareEmail A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as ...
9 Tips for a More Effective Email Newsletter
TweetLinkedInShareEmail In an era of Instagram, TikTok, and Clubhouse, few marketing channels are more “old school” than the humble email newsletter. And, yet, newsletters are still thriving as a B2B marketing channel, driven in part by data privacy re...
B2B Demand Generation Predictions for 2021
TweetLinkedInShareEmail 2020 was a year of change for marketers worldwide, much of it not for the best of reasons. Will B2B marketing, and demand generation in particular, revert to “normal” once the pandemic subsides and economic recovery kicks ...
How Quickly Should I Suspend or Delete Non-Responsive Leads?
TweetLinkedInShareEmail A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete no...
4 Ways to Measure ABM Success
TweetLinkedInShareEmail Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success ...
12 Questions – A Checklist for ABM Readiness
TweetLinkedInShareEmail Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas and associated messages. For others, it’s identifying a target...
18 Common Features of a Best-in-Class Lead Nurture Program
TweetLinkedInShareEmail It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technolog...
10 Things to Do When Marketing Spend is On Hold
TweetLinkedInShareEmail There’s plenty of debate online about the merits of marketing spend in a recession, but the reality is that many B2B firms are currently cutting back on large-scale investment. If your company is one of those scaling back ...
A Nurture Strategy for Content Syndication Leads
TweetLinkedInShareEmail I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay enga...
How to Approach Demand Gen in Challenging Times
TweetLinkedInShareEmail The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or h...
30 Tips for Work-at-Home Marketers
TweetLinkedInShareEmail This month there are, very suddenly, thousands, if not millions of marketing professionals working from home, every day, for the first time. If you’re one of those marketers, your company may or may not have the ready infr...
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 that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an...
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. The conclusion: most B2B companies were failing to follow even ...
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 Marketo forms. Is there a big advantage to hosting them separately?” This qu...
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 Q4 and year-end numbers. Spoiler alert: no amount of Q4 spend – not even with in...
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 subject matter experts I know, my colleagues at Spear Marketing Group, what trends they...