Digital Demand Generation

whitePaper | January 20, 2023

Technology vendors are facing challenging economic conditions, reduced quarterly income due to longer sales cycles, and larger selection committees due to hesitancy in choosing new technology. The average sales cycle has increased 22% over the past 5 years due to more decision makers being involved in the buying process. Soon customers will manage 85% of their relationships without talking to a human source.

whitePaper | October 4, 2022

Gartner has predicted that by next year (2022), profitability will overtake customer experience (CX) as a top strategic priority. This change is part of a longer-term trend. CFOs want rigorous measurement of marketing activities. Metrics like cost per acquisition are at a premium. These metrics are linear and atomic, much like accounting and financial data. This conundrum has led to a plethora of methods and tools to measure marketing effectiveness, and ultimately to optimize the marketing mix. But now this confusing landscape cries out for a more clear-eyed answer of “what’s really working and what’s not?” when it comes to marketing measurement and optimization. The answers are not simple or easy.

whitePaper | September 1, 2022

Marketers spend anywhere from 5% to 20% of annual gross revenue on advertising spend, so what does it take to get the most out of that spend? In this guide, we walk through how to use advertising for the full funnel, from awareness to customer retention. You will learn: How to work smart, not hard: optimize your ads for a full funnel experience using the tools you already have and leveraging ABM in the process Ways to experiment with your ads to find the right mix for your audience A stage-by-stage full funnel blueprint to create ads that resonate with your audience each step of the way, including the goal, approach, and CTAs.

whitePaper | October 5, 2022

For technology businesses, the move from traditional on-premises sales and licensing models to an “as-aservice” subscription model is critical. Yet, while the upsides of recurring revenue streams are substantial, there are risks. This flexible, ongoing billing model gives customers more leverage to switch if they can find alternate solutions that offer a better customer experience (CX) or enhanced features. Today’s technology businesses must redefine their go-to-market strategies and tactics to ensure adoption, usage, and renewal to avoid attrition.

whitePaper | January 27, 2022

ABM focuses on targeting the right accounts at the right time and treating your prospect as a market of one. But an often-overlooked component within targeting campaigns is understanding the customer — generating insights into account activities are the missing link. The challenge lies in figuring out which points of information are most relevant to your prospect and crafting a plan to fully leverage them to drive engagement. Enterprise buyers are increasingly protective of their time, while a potential vendor that still expects the luxury of a lengthy introduction and a recounting of what challenges stand in the way of the organization’s progress is unlikely to move the relationship forward.

whitePaper | January 6, 2023

Since the beginning of B2B marketing as we know it, marketers have struggled with the question of how to get in front of the right prospects at the precise moment they’re ready to buy. For decades, the only solution was to use firmographic data (company size, industry, geographic footprint, etc.) which unfortunately offered no insights into whether the target would be ready to buy today, next quarter, next year, or ever. Things improved somewhat when technographic data came on the scene. By finding out which tools, technologies, and applications a company used, marketers could gain deeper insights into what they buy, how they operate, and what they might be looking to do next.