The average person spends five to six hours on their phones, while the average smartphone user unlocks their device around 150 times.  What the heck are we doing with our devices all day? Well, when we’re not endlessly scrolling the web or social media, we’re probably texting. In 2023, 15 million texts are sent per minute while nearly 70% of people open up a new text message within five minutes of receiving it. With endless stats like this in mind, businesses are presented numerous opportunities and touchpoints to engage their target market through SMS.  What is SMS marketing? SMS, an […]

As William Shakespeare once wrote, “To be or not to be, that is the question.” Marketers have a similar classic debate: gated versus ungated content. While 80% of B2B content marketing assets are gated and lead generation is one of the top objectives for marketers, it’s not an open and shut case. That’s why we’ve gathered everything you need to know about gated content in this post. Here, we’ll explore what gated content is and how it compares to ungated content. Then, we’ll dive into gated content best practices and look at some examples. Table of Contents What is Gated […]

In the paid acquisition world, clicks can seem like the holy grail. But if you really think about it, clicks only tell you if people arrive to your content. A better way to measure your content’s converting capabilities is cost per acquisition. This metric is a better indicator of whether your content is engaging and emotionally resonant enough to persuade your audience to stay and, ultimately, buy your product or service. Read on to learn more about what exactly it is, the formula for calculating it, how its bidding process works, and some principles for crafting creative and convincing ad […]

If you ask 10 different B2B marketers what “demand generation” means, you’ll get 10 different answers. Unfortunately, there are a lot of misconceptions about demand generation in B2B marketing. In this guide, we’ll clear up the confusion. You’ll get an updated definition of demand generation, along with the components of a successful demand generation strategy. And finally, you’ll learn why demand generation is not the same as lead generation. What is demand generation? Demand generation captures the umbrella of marketing programs that get customers excited about your company’s product and services without trying to explicitly sell to them. Demand generation programs can help […]