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.
5 Demand Generation Tips for Start-Ups
In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones,…
An Accident of Timing: The Case for Always On Marketing
There was a not too distant time when virtually all B2B demand generation was outbound. (You millennials won’t remember this.) You rented a list...
22 Potential Touchpoints for Your Next ABM Sales Play
When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. What is the...
Email Copywriting: Drive Action at Every Opportunity
Sales experts preach the value of “asking for the sale.” Don’t assume that your customer will buy when the time is right. Make the...
ABM is a Strategy, Not a Campaign.
In the headlong rush to Account-Based Marketing, many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to...
Beware the Siren Call of Pre-Qualified Leads
There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer...
Do ABM Marketers Underestimate the Value of Messaging?
Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this...
Observations from the 2017 Marketo Summit
This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party...
8 Questions to Help You Decide if Your Content is Good Enough
The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your...
5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads
Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt...
The Demise of the White Paper is Greatly Exaggerated
If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? Dead.The MQL? Dead.Lead Funnels?...
An Email is Not a Campaign: the Case for Integrated Marketing
The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build,...
7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from...
The Changing Role of the Demand Waterfall: A Conversation with Terry Flaherty
Terry Flaherty is a Research Director at SiriusDecisions, a B2B marketing veteran, and a respected expert on Demand Generation (or Demand Creation, as SiriusDecisions...
Which Comes First: Lead Nurturing or Inside Sales?
For a long time, “lead nurturing” was thought of as something you did with the leads that sales didn’t want. The theory was: leads...
3 Problems You Need to Solve Before You Buy New Marketing Technology
We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And...
Winning B2B Email Campaign Keeps it Simple
In B2B email marketing, does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message,...
When & Where Should B2B Companies Outsource Marketing?
The following is an excerpt from an interview I conducted recently with the folks at TechnologyAdvice, a leading online provider of information resources to...
5 Key Tips for Driving Attendance at Field Events
Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Call it Webinar...
Top 10 Marketing Automation Mistakes
It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize...