The Point

DECEMBER 12, 2017

The main driver is almost certainly mobile advertising, which experts have estimated at accounting for more than 70% of digital media spend overall. For example, TV advertising alone may be diminishing in significance, but it still makes up more than one-third of all media outlays.

CMO 218

CMO Customer Surveys Analytics Planning 218

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

OCTOBER 1, 2021

In the COVID era, the line between work and personal lives is blurring, so prospects are also more likely to conduct research, download and consume content, and engage with business advertising at home, and on a personal account.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Its top 25 US-based search advertisers alone spent more than $1.3

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

NOVEMBER 10, 2016

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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. Google also defines the key factors through which an advertiser can improve that landing page experience. Those factors are: • Providing relevant, useful and original content.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

OCTOBER 18, 2012

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries).

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

JUNE 17, 2016

In the days of Mad Men, advertising clients wouldn’t dream of writing their own copy. Advertising was about big ideas, big concepts, and crafting that story was left to the professionals. 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.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

MAY 16, 2015

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

JULY 20, 2018

The good news is that you should still be able to leverage much of the copy, content and creative assets you use for, let’s say: an email landing page, and then adapt that page for online advertising without having to start from scratch.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

MAY 3, 2016

A related statistic that helps explain the massive jump in social marketing – Salesforce says that 80 percent of high-performing marketers plan to increase spending on social advertising, making it the third largest area reported for increased investment.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

NOVEMBER 20, 2015

– Programmatic display advertising, to reach ideal contacts at targeted accounts via ad networks, perhaps with account- or industry-specific ad creative. – Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. – Paid search advertising on Google via the new “customer match” program.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

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

JANUARY 29, 2015

A complementary, and related, technology is programmatic display advertising. Historically, we haven’t done a lot of pure display advertising (outside of SEM and retargeting) for our B2B clients because it’s been tough to make the CPL numbers pencil out. HS) Data is critical.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

APRIL 23, 2015

“Above the fold” is a term that originated in the heyday of print advertising and direct mail. It’s estimated that, in an era of information overload, the average person receives anywhere between 3,000 and 20,000 advertising messages a day. look below the fold.). Consider two factors: 1. Attention Span.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

SEPTEMBER 15, 2015

One observation of note – technologies that are currently hot topics in the marketing press (and on this blog), particularly predictive analytics and programmatic advertising , barely enter the radar in this survey. . • Top issues for B2B marketers are 1) lack of budget, and 2) lack of resources or know-how.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

APRIL 30, 2013

Over at TechCrunch, writer Josh Constine recently penned an intriguing article about the potential for social media platforms eating into Google’s near monopoly on search advertising. It’s a compelling case, but then Josh goes further: “A solid model for understanding Web advertising is the purchase intent funnel.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

JANUARY 7, 2020

Inbound, “always on” programs like content syndication , paid social advertising, and paid search (SEM). Build foundational programs that scale easily. Some demand generation programs scale more easily and quickly than others.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

JULY 18, 2014

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

SEPTEMBER 23, 2016

But what’s the best way to get the most from your Facebook advertising investment?”. In fact, BounceX doesn’t even try to convince me that Facebook advertising is difficult, or complex, or tough to manage without their advice. So, for example, BounceX could have led their email with something along the lines of: “At 1.4

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

MARCH 15, 2016

One day that object might be predictive analytics , the next, it’s programmatic advertising. But the fact that it has risen to such prominence, so quickly, says as much about what I’ll call the “marketing hype cycle” as it does about ABM on its own merits. Say what you want about us marketers, we love our bright shiny objects.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

MAY 16, 2019

The body copy opens with a statement of fact: “Amazon’s fast-growing digital ad solution attracts more digital advertisers daily,” but it’s a short opening, and from there the copy jumps right into information about the offer and why the reader should attend.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

FEBRUARY 11, 2014

Today over 70 percent of new buyers find your company via inbound marketing channels (search, advertising, social). At Captora, we identify, create, and optimize hyper-targeted CaptureSites (hyper-optimized microsites) that dramatically expand the reach of search, advertising, and social marketing campaigns.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

APRIL 19, 2017

Also, certain lead generation channels – notably native advertising like LinkedIn Sponsored Updates – need to be refreshed more quickly. In contrast, content that relies heavily on statistics or market data – an industry trends report, for example – will lose its appeal after only a few short months.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

FEBRUARY 24, 2015

B2B Marketing Campaign Measurement Google AdWords lead generation PPC Advertising search marketing SEM paid search Paid Search Agency Paid Search Consultants Paid Search Tips PPC ppc best practices sem best practices' For a free copy, click here.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

JULY 27, 2018

It’s ironic then, that in an Age of Account-Based Marketing (ABM) and Intent Data and IP-based Advertising, when B2B marketers are looking for any short cut possible to find, meet, engage, and close the prospect who is ready to buy, that high bar offers are more and more popular.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

OCTOBER 25, 2017

Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. Instead, the most effective B2B demand generation today is an integrated mix of yes: targeted, outbound campaigns, but with a foundation of “always on” inbound marketing.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JUNE 8, 2016

Google AdWords Customer Match – similar to the custom audience programs offered by the big social networks, Google also allows advertisers to upload a list of email addresses and then reach those precise contacts via ads on Search, Gmail or YouTube. through ads on display, video, mobile and social networks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MARCH 7, 2014

B2C Marketing Mobile Marketing B2C marketing churros Disney Disneyland mobile advertising mobile marketing' Scannable mobile tickets and fast passes (like boarding passes for airplanes) and audible reminders when my fast pass window is approaching. And while you’re at it, free wi-fi please. And charging stations. You’re welcome.

Mobile Advertising 100

Mobile Advertising Mobile Marketing Marketing & Strategy Paper 100

The Point

JANUARY 27, 2010

Spear (“Marketing with a Point”) is a full-service agency that specializes in demand generation and lead management, but also offers a full suite of marketing and advertising services including general advertising, branding, and Web design.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Demand Generation Work Management 100

The Point

JUNE 1, 2010

Blockdot builds games across Web, mobile, and social platforms, and is considered one of the pioneers in developing games for advertising purposes. HS: What objectives do marketers typically have in mind when developing games for advertising purposes? However, it’s critical to view games as both content and advertising.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

AUGUST 24, 2012

Customer acquisition was the main catalyst for 62% of advertising investments in Q2. • . • Customer acquisition moved squarely to the forefront of marketing objectives, with more than 90 percent of marketing execs reporting it as their primary goal, an increase from 70 percent a year earlier.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

MARCH 9, 2011

Local advertising is a big deal these days (see Groupon , LivingSocial et al), and Google wants to be the leader in local search. You’ll be asked to verify your identity by phone or mail, at which point you can edit the information on the page and provide potential customers more reasons to choose your business instead of the other guy.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

MARCH 18, 2014

I’ll even agree that any type of “spray and pray” advertising – the type that makes no attempt to target the right audience, deliver relevant content, or offer information of value, should be frowned upon if not outlawed completely. This is the only way that email is going to survive as a useful tool for any of us.”.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

DECEMBER 6, 2010

I’m reminded of this because of the top 4 posts listed above, one is about PPC advertising, two are about Webinars, and the last is about direct mail: hardly the most cutting-edge topics. Would that person be motivated to read more? If not, you still have work to do.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

AUGUST 9, 2012

A filter means that you, as the advertiser, will only accept and pay for leads that meet a certain demographic criteria. Can I also limit leads to certain job titles?”. My response: To best answer the question, let’s discuss what lead filters are and how they work.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

APRIL 5, 2011

Focus groups have tremendous value for many things — notably to help evaluate brand advertising and basic positioning. In the mail, the letter package out-pulled the self-mailer by a factor of three to one. But for direct mail, they’re notoriously unreliable.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100