For the marketing team at Cognism, demand generation campaigns have been the talk of the town recently! After months of brainstorming, discussing, and researching, the team have nailed down a new framework. It’s one that helps to shape every demand gen campaign going forward. And no — it’s not just…

Economic downturns are scary. They change the dynamic of the sales markets. Internal budgets might be cut, along with the expendable cash in businesses you’re prospecting. And generally, put everyone on edge with the uncertainty. However, in times of hardship, there are always opportunities that emerge like a phoenix from…

The marketing landscape is ever-evolving. Just as you think you’ve got it down, something changes and you have to adapt. Marketers will often try to get ahead of the curve, anticipating the next phase so they can prepare and get ahead of the competition. This means keeping an eye on…

LinkedIn is a core part of your demand gen strategy. Why? In B2B, it’s the number one platform for educating your audience and adding value to your industry. A lot of companies don’t use it wisely, though. Their LinkedIn feeds are used for promoting content, rather than providing value. No…

Successful demand gen doesn’t happen overnight. It takes passionate, skilled people, working together in a team with a clear layout. Think of it as a well-oiled machine, bursting with creativity. Now, we understand the thought of structuring, hiring and managing your team can cause anxiety — especially if you’re faced…

I’m avoided by all, but finding me is vital to the success of a sales call. What am I? Spoiler alert — I’m the pain! And by pain, we mean the problems faced by your target accounts and prospects. The thorn in their side. 9 times out of 10, you’re…

In Cognism’s old lead gen world, a campaign looked a little different to how we run them now. Because when the strategic direction of a company and its goals change, so too must the way you run your marketing campaigns. So how do you go from a lead gen campaign…

When marketing and sales don’t work well together, you may as well be trying to swim upstream with a weight tied to your ankle. You might be able to swim to the top, but it makes things pretty tricky and is going to take a lot longer. Misalignment can cost…

Let’s not beat around the bush, outbound these days is hard. Prospects know every trick in the book, and they’re tired of overdone, unpersonalised and uncreative approaches. They won’t just reply to an email because they’re at work anymore. So if you want to turn heads and capture attention for…