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.
Tips for Increasing SDR Engagement Rates
Tweet LinkedIn Share Email Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound…
Is Your Digital Advertising Signaling the Right Message to Buyers?
Tweet LinkedIn Share Email There’s a fascinating article over at LinkedIn: “You Are What You Signal,” in which the authors discuss the concept of “signaling…
Top 10 ABM Mistakes
I may not be a market analyst, but from what I see working with our agency’s B2B clients, it seems to me that, in the…
Integrating Social Leads into the Demand Generation Funnel
Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. Just…
Embracing Trust: How Marketers Can Prepare for GDPR 2.0
If your marketing organization is 100 percent GDPR compliant (and if you are, you’re in the minority) you may feel that your data compliance issues…
Report: One-Third of Marketers Say Lead Nurturing Has No Impact
The analysts at Demand Gen Report just published their “2018 Lead Nurturing & Acceleration Survey Report” and one conclusion is no surprise: many B2B companies…
Should I Design My Demand Gen Landing Pages for SEO?
Recently, a client raised objections to our agency hosting their campaign landing pages on a marketing automation platform, since doing so would require that the…
Why Marketing Automation Customers are Migrating Downstream
Over at the Modern Marketing Blog, Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. He…
Career Advice for a Young Marketer
A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his…
The Myth of “What’s Working” in B2B Marketing
In the agency business, clients look to us, naturally enough, for advice on what’s working in the marketplace, on the assumption that an agency’s collective…
High Bar Offers: Why Your Campaign May Be Asking Too Much
In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time,…
Should You Use the Same Landing Page for Email and Online Ads?
A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same…
4 Simple Reasons for Why this Webinar Invitation Works
Webinars are a dime a dozen. As a marketer, how do you make your Webinar invitations stand out from the crowd, a challenge made bigger…
Can You Shortcut ABM and Still Make it Work?
In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends. It’s also true, however, to…
Forrester: B2B Companies Score Low in Marketing Best Practices
Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B…
The Dismal State of B2B Email Creative
I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be…
Tips for a Successful Competitive Campaign
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and…
How to Best Leverage B2B Intent Data
In a world where demand generation, and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent…
5 Basic Things Every B2B Marketer Needs to Do to Prepare for GDPR
Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations…
People Don’t Read Your White Papers. Who Cares?
New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads. This functionality not only generates additional insights…