Resources

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Strategies, benchmarks, and perspectives for B2B technology marketers reaching IT buyers.

Strategy

Matching Content to Demand Programs: A Tech Marketer's Playbook

The asset isn't a deliverable that supports a demand program — it is the program. Choose the buyer's state of readiness first, select the Advance B2B program engineered for that state, then specify the asset and the independent-vs-vendor authorship ratio that fuels it. Pairing the right payload with the right delivery system requires no new targeting, audience access, or technology — only the discipline to ask, before every brief, what state the buyer is in and what authorship ratio matches the trust between this buyer and this brand.

Nick Cavalancia6 min read

Strategy

Opt-In B2B Audiences: Why Consent-Based Demand Generation Always Wins

Opt-in B2B audiences engage at 3–5x the rate of non-opt-in data and produce dramatically higher MQL-to-SQL conversion. They meet GDPR, CCPA, and CASL requirements by design — not as a retrofit. And they build a direct relationship between the buyer and the content that rented or scraped data fundamentally cannot replicate. For B2B demand generation in 2026, opt-in is not the premium option. It is the operating standard.

Bruce Kidd10 min read

Strategy

Install-Base Targeting for B2B Vendors: How to Reach Your Best-Fit Buyers

Install-base targeting identifies B2B audiences by the technology they currently use — not by generic demographic filters like industry or company size. The result is a dramatically more relevant audience: buyers who already understand a category, already have a budget envelope for it, and already have a process for evaluating technology in the space. Programs that target by installed technology consistently outperform generic ICP-only programs on engagement, conversion, and pipeline contribution.

Bruce Kidd9 min read

Strategy

Why Content Quality Determines B2B Demand Generation Campaign Success

The audience matters. The program structure matters. But in a content syndication campaign, the content is the variable that determines whether a program performs or disappoints. A great audience delivered to forgettable content produces weak engagement, high drop-off, and leads that sales will not trust. Buyers engage with content that teaches them something about their business — not content that describes your product. This is not a stylistic preference. It is a structural driver of campaign performance that most demand-gen teams underestimate until they see two programs running side by side.

Bruce Kidd10 min read