Howard Sewell
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...
Do You Want Intent Data with That?
TweetLinkedInShareEmail If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, so...
Email Bots: What They Are, Why They Matter, and How to Stop Them
TweetLinkedInShareEmail Congratulations: your last email campaign generated a really high click-through rate. Or did it? It’s an issue that B2B marketers are experiencing with increasing frequency: open rates and click-through rates that don’t qu...
4 Solutions to Consider When Marketing Leads Don’t Convert
TweetLinkedInShareEmail If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in ei...
CCPA: What B2B Marketers Need to Know
TweetLinkedInShareEmail Another new year approaches and, with it, another major data privacy regulation takes effect. This time, it’s the California Consumer Privacy Act (CCPA), which becomes law on January 1, 2020. Don’t be fooled into th...
8 Common LinkedIn Advertising Mistakes
Tweet LinkedIn Share Email In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers), quickly rivaling search advertising on Google. Linked...
5 Tips for More Effective Email Preview Text
Tweet LinkedIn Share Email Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. Preview text renders in different ways depending on the email client (the small screenshot below is from Outlook 2016 on...
In Defense of Demand Generation in the Age of ABM
Tweet LinkedIn Share Email Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the...
Report: B2B Buyers Engaging Earlier with Sales
Tweet LinkedIn Share Email For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for exampl...