The Point

JANUARY 11, 2024

Precious few speak to our own, selfish motivations: adding value to the agency-client relationship, expanding our service portfolio, and yes, driving revenue for the agency. Most of these pitches inevitably revolve around the functionality of the product or solution in question and the benefits to be gained by our clients.

Advertising Agencies 173

Advertising Agencies Demand Generation Agencies Campaigns Paid Search Agency 173

The Point

NOVEMBER 15, 2022

For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement. You could expand the reach further by using the same list to run account-targeted ads via a programmatic network or content syndication. How Should I Market to Purchased Lists?

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

MAY 17, 2021

When planning campaigns or designing ads, it’s easy to gravitate towards late-stage content (Webinars, analyst reports, demos, case studies) on the assumption that such offers generate more “qualified” leads. However, it’s critical to align search offers (and not just ad copy) with ad groups tailored to a particular buying stage.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

OCTOBER 29, 2021

Consider adding custom chatbots to thank you pages as a way to identify hot leads that might be ready to talk to sales.). Chat is just another layer, one that can identify an existing prospect and respond with language, or content, that pushes that individual to take the next step in the sales journey.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

DECEMBER 21, 2018

There’s a fascinating article over at LinkedIn: “ You Are What You Signal ,” in which the authors discuss the concept of “signaling theory” in advertising, best summarized in simple terms as the way in which ads “signal” a consumer into trusting a particular brand. Apple knows that expensive signals quality, which sells more phones.”.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

APRIL 26, 2018

In the consumer world, for example, if you look at something online: a shirt, a tablet, you’re likely to see retargeting ads trying to push you to complete that purchase. Lead Generation: targeting these same companies through lead gen channels like content syndication, LinkedIn sponsored updates, and Facebook ads.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

MARCH 23, 2023

Common tests can include: * Streamlining and adjusting placement of lead forms * Adding social proof (quotes, reviews, award badges) * Adding video (explainer videos, customer testimonials) * Modifying CTA button text and design * Modifying offer description (e.g. If there are differences of opinion, test the idea anyway.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Or an ad on LinkedIn. What’s your unique selling proposition (USP) in the context of your partnership with this particular vendor? But “easy” doesn’t always equate to the best choice.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

APRIL 16, 2019

Failure to do this often results in wasted ad budget and spending valuable ad dollars on terms that generate expensive clicks but don’t convert at the same high rate. Over time, the keyword list can be refined to maximize budget share and impression share based on the search queries that are driving the most conversions.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JUNE 25, 2019

Many popular MAPs and CRMs have add-on packages that can be added to enhance reporting capabilities. Are you using Salesforce Campaigns and corresponding statuses for all of your marketing efforts? Campaign reports are one of the most powerful tools available without adding on a dedicated reporting tool.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

JULY 17, 2017

FINDING : 63% of respondents said they noticed ads from the solution provider they chose during the research phase. IMPACT : Use retargeting ads not only to generate net new leads, but also to maintain awareness throughout the buying cycle; expand lead nurturing “beyond the inbox” to include ads on platforms like LinkedIn.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

DECEMBER 5, 2023

I wrote recently on this blog about a general, prescribed approach to the use of purchased lists that leans heavily on personalized sales outreach, paid social ads, display advertising, and content syndication , with bulk sends only as a last resort. (As

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

DECEMBER 12, 2017

Here’s my take on some of the key findings from the report: Digital ad spending increased 14% since 2016, compared to virtually zero growth (0.6%) in traditional ad spending. You can download an executive summary of the survey results here. No surprises here, as digital marketing continues to grow at a healthy pace.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

NOVEMBER 10, 2016

The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC). Aggressive testing of ad copy.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

MAY 30, 2014

Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? Hint: Maybe Not)”. Five years ago, those same companies were only spending 16% of their marketing budgets on digital.). • What do you think?

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MAY 9, 2017

That is, marketing teams that embark on ABM initiatives end up provisioning dynamic web content and ad delivery tools and then realizing they lack the account-level messaging to create all the dynamic pages and ads required to run the campaigns. History repeats itself all over again – only this time it’s a steeper hill to climb.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

NOVEMBER 23, 2021

Enter the good people at Metadata.io , who analyzed nearly $15 million in customer ad spend on LinkedIn and Facebook to generate a compelling benchmark report covering everything from click-through rate (CTR) to cost per lead (CPL). It shows the most common calls to action (CTAs) used in LinkedIn ads designed for lead generation. .

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

MARCH 7, 2019

More broadly, however, it’s online media that are being implemented alongside email, particularly channels like LinkedIn, Facebook, Google and programmatic platforms like ListenLoop through which companies can target online ads to members of a specific email list. These have particular application in lead nurturing and customer marketing.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 27, 2022

In a tiered structure, a company can continue broader demand generation (Tier 3) but introduce more targeted, personalized outreach to higher-propensity industries or personas (Tier 2), perhaps via channels like content syndication or paid social ads. are resonating best – can be applied to the more high-stakes, Tier 1 plays.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

JUNE 30, 2017

. • Target account campaigns are possible leveraging only the most basic in marketing automation and ad technology (for example, programmatic display advertising.) To be executed at scale, ABM typically requires other functionality, such as account-level scoring, advanced sales play orchestration, and Ad/Web personalization.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JUNE 17, 2016

What’s more, today’s dominant advertising channels – banners, text ads, emails – don’t hold the same mystery that print ads did in their day. Marketers care more about segmentation than tag lines. Copy has become an afterthought. Well, Mr.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

JANUARY 21, 2020

Depending on the system, native landing pages provide added functionality that isn’t available through embedded forms. It also allows marketing teams to make changes to those pages (for testing purposes, or optimization) more quickly. Should I host landing pages in my #marketingautomation system? Click To Tweet. Functionality. Effectiveness.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

NOVEMBER 22, 2017

Content personalization maximizes the relevancy, and therefore the effectiveness, of marketing content by making an ad, an email, a Web page or a content asset personally relevant to the target individual. As a sneak preview, here are some of the key takeaways from our discussion: Marketing content is devalued. a message deck).

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

DECEMBER 13, 2019

The demand for better attribution will also pressure the big ad platforms – Google, Bing, Facebook, LinkedIn – to create more robust reporting options. Look for ways to more accurately measure the performance of your paid campaigns, potentially eliminating the need for third party point solutions.”.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JUNE 30, 2021

In a tiered structure, a company can continue broader demand generation (Tier 3) but introduce more targeted, personalized outreach to higher-propensity industries or personas (Tier 2), perhaps via channels like content syndication or paid social ads. Is One-to-One Marketing the Only True ABM?

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

NOVEMBER 27, 2018

In fact, one of our customers, a large global consultancy, recently compared the ROI of social ads with that of social advocacy. They discovered that while ads garnered a nearly 4% conversion rate, which is pretty high, advocacy garnered an almost 52% conversion rate, which is 12.5 However, that’s not necessarily true. times higher.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

APRIL 19, 2023

Some of the most common and impactful ways we see exegraphics being used to drive revenue include: * Optimizing paid media channels by eliminating low-fit accounts that result in low-quality leads * Adding exegraphic insights to accounts in your CRM database, allowing you to approach them with specific, highly relevant messaging or content * Helping (..)

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

JUNE 8, 2016

. • Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

AUGUST 29, 2017

Target the prospect with custom, campaign-specific ads on LinkedIn ( LinkedIn Matched Audiences ), Google ( Customer Match ) or Facebook ( Custom Audiences ). Send company swag (e.g. t-shirt, water bottle). Send gift “teaser” (e.g. send iPad case, request meeting to get the iPad).

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MARCH 17, 2015

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. What do people mean by “programmatic ad buying”? (AF) HS) Hi Andrew.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

MAY 30, 2013

One of the primary added values of working with a third-party agency is that they bring a fresh perspective to your ongoing marketing initiatives. Ad Agencies B2B Marketing Business Direct Marketing Agencies B2B demand generation agency b2b marketing agency demand generation agency dropbox fuzebox just.me Comments welcome.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JULY 30, 2019

If “demand generation” means no more than a LinkedIn ad and a handful of leads purchased through content syndication , then yes: demand generation will continue to disappoint.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

DECEMBER 15, 2016

As consumers, we’re all so used to being followed around the Web by retargeting ads that they’ve become almost invisible. The one thing I would have added? It arrived in my inbox only minutes after I checked flight schedules for a trip to San Francisco, only to change my mind and book the flight elsewhere. What happens when I click?

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

JANUARY 17, 2019

Similarly, though SDRs now have options beyond email and phone for outreach, notably LinkedIn, the benefits of such outreach are multiplied when they’re supported by marketing, perhaps by a simple remarketing program through a programmatic ad network or a channel like Facebook.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JANUARY 24, 2017

Google AdWords – place ads on AdWords using the show name (and variations) as keywords. LinkedIn Ads – Place sponsored updates on LinkedIn using a custom image with an emphasis on speaking slots, demos, networking events, and specific, compelling reasons to drop by the booth. Signatures can be an extremely effective (and free!)

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. In short, the better your quality score, the lower your cost per click, the more likely someone will see and click on your ad, and the less you’ll pay for that click.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JUNE 20, 2018

Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign. Add predictive technology, ideally equipped with intent data , and use advanced scoring to “bubble up” high value accounts with a propensity to buy.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168