Tips & Insights To Help You Overcome Demand Marketing Challenges

Matt Leap

Matt Leap

Matt Leap is the Vice President of Marketing at HIPB2B. He helps to develop content and demand generation strategies for both HIPB2B and its clients. Matt has experience in various areas of B2B and B2C digital marketing, from email and marketing automation to SEO to display advertising and SEM.

April 2, 2015

4 Traits of a Top-Notch Demand Gen Campaign

Marketers are walking a razor’s edge when it comes to demand generation.   For any given campaign, success requires effective execution on several fronts, while failure is only a key mistake away.  It explains why demand gen is an area where many companies struggle.  In fact, according to a study by IDG, 61% of B2B marketers reported to have problems in this area.   As disheartening as this may seem, all is not lost.  Many companies can and do run consistently successful demand generation campaigns – and it’s not by accident.   In the last year, HiP has fulfilled more than 2,500 demand gen campaigns (both successful and unsuccessful).  As a result, we have a unique view into the art and science that makes up demand generation.  We can say with some certainty that a specific set of traits marks the most successful demand gen campaigns.

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August 13, 2014

A Segmented Approach to Measuring Content Marketing Success

Many companies struggle with measuring content marketing effectiveness. Unlike other marketing activities, there’s not a single set of definitive metrics. This is due largely in part to the variety of outcomes content marketing is expected to deliver. According to Content Marketing Institute’s 2014 benchmark report, B2B content marketers named their top goals as brand awareness, lead generation, customer acquisition, and thought leadership, respectively. These top four goals were named by more than 65% of respondents.

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