Let’s start with the good news: in B2B technology campaigns, there is usually a meaningful group of accounts already showing signs of buying readiness. Quantum’s analysis of campaign performance over the past two years suggests that, on average, around 10% of a well-defined target audience can be classed as high propensity — actively researching, evaluating or showing signals that make them more likely to be receptive to a relevant conversation. That’s 1 in 10 that we define

Every B2B marketer loves big numbers. That’s hardly surprising of course, given that ‘big’ typically means ‘more’: More leads More activity More pipeline And with ‘more’ comes a distinct sense of momentum. So why then do sales not show a similar sense of excitement? Because – to acknowledge a brutal truth – most of those leads won’t convert. Worse, they won’t just quietly disappear. They’ll consume time, distract focus, and dilute attention. Or to put it another way, bad lead

It’s an all-too-familiar situation in the B2B tech space. Marketing confidently reports hitting their lead targets. Campaign dashboards look strong, content is being downloaded, and the pipeline is set for a much-needed boost. And yet, sales teams are far from impressed. “These leads aren’t ready for a sales conversation” “They’re just researching what’s possible” “The prospect has no urgency to engage” All of which leaves marketing feeling frustrated and sales feeling both

Too often in B2B tech land a client will approach a demand generation agency and start the conversation by stating: “We need leads – fast. Can you help us fill the pipeline?” It’s a fair question. But it’s also the wrong starting point.

Prune, refresh, and replant! Your next content bloom starts here.

Why outdated qualification models leave you invisible, and what marketers can do to get noticed sooner.

Why outdated qualification models leave you invisible, and what marketers can do to get noticed sooner.

If you’ve ever received a list of leads from an agency and thought, they’re not bad, but they’re not buying , you're not the only one....

Knowing your audience is one thing. Knowing who’s ready to buy? That’s a game-changer. Traditional broad-reaching campaigns capture...

What does it take to unlock the full potential of your channel partners? For vendors, effective partner enablement can be the difference...

What does it take to build a partner marketing program that’s resilient, scalable, and, most importantly, successful? It’s not just about...

Channel marketing is a significant investment for tech vendors, and for good reason: 75% of revenue for a typical tech vendor flows...

What’s the mark of a successful channel marketing relationship? If you’re thinking budget, it’s a good start – but there’s much more to...

Timing is everything in demand generation . Reaching a prospect when they’re actively considering solutions can make the difference...

Sporadic, one-off campaigns often feel like the only way to make an impact. You put in the resources, see a short-term burst of activity,...

Let’s be real: B2B tech sales aren’t what they used to be. Gone are the days when leads were simply assessed by a checklist of Budget,...

When it comes to enterprise deals, it’s tempting to think of decision-making as a simple, linear process—identify the key decision-maker,...

The journey from initial awareness to final purchase is anything but straightforward. Prospects don’t move smoothly from one stage to the...

Every marketing and sales team has faced the frustration of drawn-out buying cycles. You’ve delivered your pitch, presented the data, and...

In a surprising move, Google has decided to backtrack on its plan to eliminate third-party cookies from its Chrome browser. This...