The Real Deal: Proof of the Power of Purchase Intent Insight

purchase intent insight

Like you, I try to learn from my peers.  People succeeding at what I’m trying to do.  And one thing that really helps me is a meaty set of facts:  What was the situation before the deal?  How did things progress?  What was the end result?   Lots of people drop hints about their excellent work […]

Demand Excellence: Insights on the New Reality of Integrated Demand Generation

integrated demand generation light bulb

Integrated demand generation is no longer just about diversifying content, promo messaging and lists. You have a lot more options to feed the top of your funnel and to move sales down that funnel. Those options now promise greater rewards, but with greater inherent risks. This series is intended to help you understand the new […]

Want to Eliminate Account Based Marketing Waste? Publisher Partnerships Could Help

account based marketing waste

For the last 5 years (or more in some cases) B2B tech marketers have made strides to adapt to a new inbound reality where buyer connections were clear. The promise was that if you developed content and made it readily available for consumption, you could generate leads and new prospect relationships. The standard inbound strategy […]

The State of APAC IT Digital Marketing

APAC digital marketing

I just saw a study from Strategy Analytics that finds Asia Pacific poised to overtake North America this year as the world’s biggest digital ad spending market. Surprised? I was. I’m a marketer based in Singapore and for years I’ve been told that our region is always 2-5 years behind the US. By at least […]

You’re Better Than That: Don’t Fall Prey to the Perils of Lowest-Possible CPMs – Open Your Marketing Mind to Context and Quality

programmatic advertising

Laura O’Shaugnessy, CEO of Social Code recently published a great post on the problems with programmatic channels.  She talked about why low-cost CPMs are probably not worth the money you “save”. She explains that while the automation benefits of Programmatic advertising promise elimination of low value work – some of the waste associated with the […]

Tech Marketer Talks: Silver Peak Drives Demand and Brand Awareness through Global Integrated Marketing

tech marketer talks silver peak

Louise Crawford is Senior Director of Worldwide Demand at Silver Peak. She oversees all global demand initiatives for direct channels including campaign development, events, worldwide customer communications and international operations. She supports sales and global expansion across North America, EMEA and APAC. Company Overview Silver Peak is the leader in building software-defined WANs (SD-WANs). The […]

Don’t Be Sold Media When You Should Be Shown

media partner

With the proliferation of ad technology and low cost do-it-yourself programmatic platforms, there is no shortage of intriguing media “ideas” for marketers. Alluring automation – “fire-and-forget” programmatic that targets only the profiles you want at unbeatable pricing – seems like nirvana, now.  Uh huh.  And if you believe that … good luck to you! Marketers […]

Tech Marketer Talks: [24]7 Inc. Harnesses Priority Engine Intent Data to Grow its Database and Deepen Engagement

247featured

Kevin Payne, Vice President, Global Field Marketing and Michelle Wong, Marketing Programs Manager are part of [24]7’s Global Field Marketing team. Their team is responsible for all demand generation activities which encompasses growing the company’s database, nurturing programs, and working with partners for integrated marketing. Their marketing team supports sales across North America, U.K. and […]

An Alternative to SEM: Being Where Your Buyers Go After They Search

search behavior - alternatives to SEM

What B2B marketing stat are you sick of hearing about more:  how 72% of buyers start with Search, or how your buyers go 70% through the buy-cycle before they engage with your sales rep? My bet is the latter.  What deserves more attention is the consideration of what happens next after your buyers (who aren’t […]

Is Your “Integrated” Strategy Actually Dis-Integrating Customer Experience?

integrated marketing strategy

Check any marketing textbook and it will tell you that a strategy is a carefully developed plan or method for achieving a goal. To me, it’s no comfort really that in most situations there can be multiple strategies to achieve the same goal. This may be due to legitimate causes – like maybe the degree […]