Why BANT Fails for Modern Enterprise Technology Demand Generation

BANT

For low-cost, commodity technology where the main differentiator is price, BANT (budget, authority, need, timing) can be a useful tool for qualifying leads. But for the majority of enterprise technology […]

Beware of the “False Economy” of Low-Cost Leads

To fill their funnels, B2B marketers need leads—so much that sometimes they are willing to forego quality in order to hit their targets. And to satisfy mostly meaningless KPIs like […]

Leveraging GDPR Preparation into Better Attribution and Data Hygiene for All

data hygiene

The other day I was meeting with my CMO to discuss client GDPR readiness, when the conversation abruptly shifted to clients dealing with data quality overall. This is often a […]

Add Purchase Intent Insight to Your Lead Scoring Logic to Increase MQL Production

enhance lead scoring with purchase intent insight

A few months back I had a senior marketer at one of the largest tech vendors tell me he considers leads generated from companies like TechTarget as early stage, awareness […]

B2B Demand Generation is not a Numbers Game – The Risks of Choosing Quantity over Quality

lead providers

When it comes to B2B enterprise technology, there are a finite number of buyers in each market segment. And it has been well-documented by a number of sources that even […]

All Leads are not Created Equal – Why Marketers Must Challenge the Demand Generation Standard

At a time when there is more customer data available than ever, the overarching trend in paid demand generation is toward standardization. With few exceptions, the B2B tech industry has […]

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 […]

Tech Marketer Talks: Driving Digital Growth and Actionable Marketing Opportunities across Asia-Pacific – LogRhythm

Joanne Wong is a technology marketing veteran. When she joined LogRhythm as its Singapore-based Asia Pacific marketing director, she quickly learned a lesson: a bigger marketing team doesn’t always mean […]

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