Insights

What is Lead Generation vs. Demand Generation, and Why Do You Need Both?

What is Lead Generation vs. Demand Generation, and Why Do You Need Both? By Hal Green and Laura Cuttill The difference between lead generation and demand generation Marketing buzzwords get thrown around a lot. We hear and see them every day – in advertisements, in corporate communications, and even listening to conversations between seasoned executives. …

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What is Account Based Marketing?

What is Account-Based Marketing and Who Should Consider it? By Hal Green and Laura Cuttill Account-Based Marketing (ABM) is a marketing strategy that focuses marketing resources on a set of target ("strategic") accounts, thereby increasing marketing efficiency and effectiveness. Implicit in ABM is that the critical financial decision-makers and technical influencers can be identified within …

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Budget Balance Between Lead Generation and Branding

Budget Balance between Lead Gen and Branding

Budget Balance Between Lead Gen and Branding While there are many facets to the marketing function in an enterprise, our clients tend to invest in three main areas:  branding, lead or ‘demand’ generation, and technical infrastructure. The first two areas are apparent and must utilize the third. The technical infrastructure, or ‘marketing tech stack,’ includes …

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Positioning for the Digital Transformation

Time to Re-Think Your Positioning for the Digital Transformation

Digital transformation is a concept that has taken hold in all kinds of companies from Wall Street to Main Street.  The promise of technologies is great:  elastic cloud computing, AI/machine learning, the Industrial Internet of Things (IIoT), and Edge Computing enjoy great expectations from senior business leaders for their potential to transform the energy supply chain.

Bringing the right people on board to grow the business without out-spending cash flow

Why Should I Hire A Marketing Agency?

Marketing managers of growing companies look at their team, see the gaps and recognize what they need help doing. However, there’s a delicate balance as you grow — bringing the right people on board to grow the business without out-spending cash flow. Looking into an agency can have several advantages.

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