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Blog
If You Build It, They Will Come
Why building your list is better than buying one — the case in a single infographic-led argument.
- Blog
- 2017
The Blog
Ideas you can use.
Why is building your list better than buying? Because a bought list rents you names; a built list earns you an audience that opted in, stays current and responds.
This short, infographic-led piece makes the case visually — and it pairs with the fuller argument in “Raise Your Response Rate — and Your Reputation.”
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Blog · 2017
What Makes Healthcare IT Decision Makers Say Buy, or Bye?
The IT folks who buy — or don’t — have specific reasons. Check them before you structure your account-based marketing.
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Blog · 2016
No Marketing Automation Strategy?
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Blog · 2017
How Automatic Is Your Marketing?
Too many automation platforms are glorified email senders. Real automation is a spider web, not a string of emails.
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Blog · 2017
Prospect Development 101: Before You Nurture, Know Their Nature
The first nurture question isn’t cadence — it’s the nature of the buyer: close time, group size, contracting complexity, education, budget.
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Blog · 2017
What’s That Buzzing Sound?
Prospects making a beeline to your ads — or just noise? Clear the path from click to conversion.
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eBlasts: Why They’re Better Than Banners
Banners are a cheaper way to buy leads — and a more expensive way to buy conversions. The confusion is in the conversion.
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Blog · 2015
Predicting Marketing Success: It’s Easier Than You Think, If You Think
You can’t manage what you can’t measure. Work backward from the MQL goal and let the math choose the tactical mix.
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You Can Keep the Clicks (and You’re Welcome to Some of Mine)
Clicks are a means, not a result. Quality over quantity — start with SQLs and work backwards.
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Blog · 2016
Why Your Research Isn’t Always Reality (or, When You Begin to Believe the Lies)
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Blog · 2018
The How, and Why, of Staying on Top of Who’s on Top
Decision-maker turnover quietly degrades your data — and your results. A competitive job market makes list hygiene a standing job.
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Blog · 2017
Hit More Targets with Titling
The most compelling offer ever still misses if the titles are wrong. Three words explain it: functional title data.
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Blog · 2017
Raise Your Response Rate — and Your Reputation
Organically built lists perform better: in one head-to-head drip campaign, opens and clicks ran as much as 150% higher than a compiled list.
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Blog · 2016
Data: A Marketer’s Best Friend or Worst Nightmare?
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Blog · 2023
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Blog · 2017
Your Content Is Making Noise. But Is It Making Friends?
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Blog · 2016
Are You on Message, or on Another Planet?
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Blog · 2022
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The architecture of buyer engagement in four parts: Objective, Strategy, Structure and Style.
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Blog · 2017
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Blog · 2016
A Sound Strategy That Healthcare Marketers Could Learn from Colin Powell
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Lead scoring allocates resources to the leads most likely to convert — and aligns sales and marketing on what “ready” means.
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Strategic Email Marketing Tips to Improve Deliverability, Open and Click Rates
First-party data, segmentation, concise mobile-responsive copy, clear CTAs — and testing, always testing.
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Brand awareness, engagement, targeting, cost-effectiveness and insight — with a B2B qualifier: the right followers beat follower count.
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Blog · 2021
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Blog · 2026
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Blog · 2026
Why Sales and Marketing Leaders Are Turning to ABM
Finite audiences, known high-potential accounts and operational buying triggers are driving leaders to account-based marketing.
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Blog · 2025
The Science of Success: Measurement Strategies to Optimize B2B Marketing
Move past MQL counts and vanity metrics to the KPIs that predict revenue — and the frameworks that connect them.
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Blog · 2025
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Aligning strategy and creative through data — so campaigns can be held accountable for revenue, not just activity.
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Segmentation and customer profiling are the foundation of personalized B2B messaging — starting with data quality.
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