Author: MV Editor

Why Context and Quality in Lead Generation Matter More Than Cost and Volume Watching some well-funded “big ideas” stumble, like crypto’s $2 trillion decline in 2022 or SoftBank’s $27 billion loss, got me thinking about how these cautionary tales reflect our own experiences with go-to-market (GTM) strategies. In retrospect, these debacles seem avoidable, right? Then you look at the continued rise of low-cost programmatic ads, despite their negative effects on brand reputation and high rates of fraud. Or consider how marketers, even in fixed markets, keep pushing for more “leads” at lower costs. There’s also the surge in cold calling,…

3 Ways to Maximize Your Lead Gen Potential by Thinking “Outside-In” Every day, clients come to us with lists of people they want to target. These lists are often built from three classic building blocks: While this is important work and can provide a good starting point for lead qualification, it also creates a big gap in your overall lead generation strategy. These traditional methods are heavily based on 1st party data—information you’ve already captured about contacts’ interactions with your business. The problem is, they focus primarily on what you already know. In reality, there’s a much larger market of…

3 Key Areas to Strengthen Channel Marketing and Drive Growth In the fast-paced world of pipeline and revenue generation, channel marketing teams face immense pressure to drive growth. Despite the uncertainty many channel teams are navigating, leaders remain optimistic, and there’s a growing sense of collaboration among vendors, partners, and distributors. To explore current trends shaping the EMEA channel ecosystem, I spoke with experts Neil Langridge (E92Plus), Vijay Mistry (Cisco’s ThousandEyes), and Simon Quicke (MicroScope). Here’s a summary of the three key insights we discussed on how channel marketers can improve their programs for greater success. 1. Bridge the Digital…

Crafting Attention-Grabbing Subject Lines: A Quick Guide In this series, we’re sharing practical tips to help you write copy that resonates with your audience – from engaging emails to e-books and beyond. When it comes to email marketing, the subject line is the first thing your readers see. If it doesn’t grab their attention, they won’t open your email, let alone click through to your offers or read your copy. Simply put: a weak subject line means your message might never get seen. Are you feeling the pressure to create subject lines that pop? Don’t worry! We’ve broken down the…

In a previous part of this series, we covered strategies for crafting effective subject lines. Now, let’s turn our focus to the call to action (CTA)—the final push that encourages your readers to take action and engage further with your content. Think of a CTA like the finale of the first act in a musical. The story has been building, and now we’re at the pivotal moment—if the finale is engaging enough, the audience will stick around for the next act. Similarly, your email copy has set up the story, and now the CTA is the last sentence. The question…

The Importance of High-Quality Content in Lead Gen Campaigns When it comes to lead generation, the quality of your content is far more important than its type, length, or mix. No matter who your target audience is or what market you’re in, high-quality content is the cornerstone of any successful campaign. You could have dozens of content pieces, but if they aren’t well-crafted, your audience will simply ignore them. But what exactly makes content “high-quality,” and how can you ensure your lead gen campaign is filled with content that resonates? Let’s dive into that now. What Do Your Prospects Want?…

Choosing the Right Content Mix for Effective Lead Generation When it comes to lead generation, it’s not about choosing one type of content over another—whether that’s white papers, webinars, or analyst reports from firms like Gartner. The key to success lies in a well-balanced mix of content across all stages of the buying cycle. As content marketers focused on B2B industries, we have direct insight into which types of content drive the best engagement in your market. We understand how your content mix compares to your competitors and can guide you toward creating campaigns that truly resonate with your audience.…

As 2024 planning intensifies, B2B tech partner marketing leaders are facing increasing pressure to generate pipeline and prove ROI despite lean teams, tight budgets, and shifting priorities. The partner ecosystem is becoming more complex, with a growing number of partner types and go-to-market motions. This complexity is further compounded by economic uncertainty and heightened scrutiny from leadership and investors. For partner marketing leaders, making smart, impactful investments that deliver measurable results has never been more crucial. To help you navigate these challenges and set your partner marketing strategy up for success in 2024, here are three key steps to take…

How to Align Lead Gen Content and Messaging to Target Personas Creating target personas is a key step in helping marketers craft content and messaging that truly resonates with the right audience—those who are most likely to benefit from and be interested in their solution. By understanding the specific needs and pain points of these personas, marketers can develop content that addresses their unique concerns, making lead generation more effective and efficient. What are Target Personas? Target personas are essentially detailed profiles of your ideal customers, based on factors like industry, role, company size, geography, and more. These personas represent…