Demand Generation Articles

  • Where does brand building end and lead generation begin?

    January 18, 2016

    Smart B2B marketers know that they can’t separate their approach to demand generation from their approach to brand building. You can’t hope to generate leads and drive conversions indefinitely if you aren’t also continuously seeding awareness and building the credibility of your brand, refilling the funnel from the top. Brand building and lead generation are...

  • Why it’s time to rethink demand generation

    January 14, 2016

    Demand generation is a growing challenge for B2B marketers. Your performance is often measured in leads and conversions, but with a fast-evolving buying journey, your approach needs to start far higher up the funnel. The fact is, if you haven’t started to rethink demand generation, then you’re probably not doing enough to generate demand. Search and email remain...

  • Making marketing resolutions that count in 2016

    January 7, 2016

    For millions of people around the world, this first week in January is also the first test of their New Year’s Resolutions – clearly defined personal objectives that they are determined to accomplish in the year ahead. These resolutions matter to us not because they are new ideas that we’d never thought of before – but because they represent a real commitment to...

  • Can targeting ever be too precise?

    November 2, 2015

    Can targeting ever be too precise? It’s a question that we think about a lot when working with clients to plan campaigns on LinkedIn –...

  • The 5 most important ideas from the SiriusDecisions Summit

    October 23, 2015

    For people working in Marketing Operations, the SiriusDecisions Summit is the equivalent of Cannes or Ad Week Europe. It’s organised...

  • Give us your objective and we’ll give you a data-driven...

    August 25, 2015

    What’s your business objective? Generating leads? Building awareness, consideration or preference? Building a community? Driving...