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 campaign has proved so successful that JW Player elected to expand the monthly media spend by a factor of 6.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

MAY 3, 2016

In my view, social media remains one of the great untapped opportunities for marketing ROI, especially in B2B. No longer the sole province of PR teams , companies are finally waking up to (and seeing results from) social media as a true demand generation engine that drives engagement, leads, and revenue.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 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

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

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 24, 2012

Here are what I found to be the most interesting highlights: • The most common projects being undertaken in the technology sector in Q2 were (in order) content creation, social media, and mobile site development. Customer acquisition was the main catalyst for 62% of advertising investments in Q2. •

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 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. HS] Thanks Paul!

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

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

FEBRUARY 24, 2015

By tracking keyword conversions, you’ll be able to optimize your bid strategy and overall media spend. 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'

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

JUNE 1, 2010

You don’t have to be plugged into the new media scene to know that digital games are HOT. Momentum for a new breed of social and casual games is picking up speed as game titles migrate to the Web, social media, and smartphones. HS: What objectives do marketers typically have in mind when developing games for advertising purposes?

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 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. In fact, I’ve written much more in the last 12 months about social media and lead nurturing, yet many of those posts didn’t make the cut.

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. Again, it’s usually possible to effectively target those users through smart media planning, choosing the right title for your content, and including the appropriate keywords in your abstract.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 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.”. Those days are long gone.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

SEPTEMBER 20, 2010

A blog should be the centerpiece of your social media strategy. There are few B2B companies who don’t invest some consistent percentage of their quarterly marketing budget in paid search advertising (SEM). Spend more on content and less on media. Does your corporate blog contribute to overall marketing ROI in a measurable way?

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

SEPTEMBER 30, 2022

Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Examples in a demand generation context include social media advertising, display advertising, or sponsored content.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

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. Then use those results to alter your direct mail design if necessary.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

DECEMBER 16, 2011

Say you’re marketing a new product, and inbound marketing alone (content syndication, search, social media) won’t cut it. Most rented lists are “opt-in,” at least in the sense that the persons on that list have given their permission to the list owner to receive information from third party advertisers (that’s you.)

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

MARCH 17, 2015

For insight, I turned to Andrew Fischer, a seasoned entrepreneur in both digital media and enterprise software and currently CEO and Co-Founder at Choozle , a Denver-based start-up making waves with their “simple end-to-end digital marketing platform.”. (HS) AF) Simply put, programmatic ad buying is the automation of media buying and selling.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

AUGUST 19, 2010

When it comes to banner ads and online advertising in general, I will confess a prejudice for clean and simple. Adobe has a clean, elegant brand that works effortlessly across all media, but these ads take it a step further. Take these ads by Adobe.

Banner Ads 100

Banner Ads Banners Ads Opt-in 100

The Point

AUGUST 6, 2012

Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. Social media used to mean launching a blog, or designing a corporate Facebook page. . The hottest new form of graphical social media content is memes. Surprising? Infographics? So yesterday.

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100

The Point

NOVEMBER 23, 2021

They’re missing a huge opportunity to produce a type of content (peer comparison) that prospects love, content that can be sliced and diced a million ways (think blog posts, ebooks, infographics, Webinars), and can also be leveraged across demand generation, social media, PR and more. But I digress … The Metadata.io

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

MAY 30, 2012

Spear developed a multi-step demand generation program that combined online text and display advertising, mobile landing pages, social sharing, and automated email response powered by Marketo , MobileIron’s marketing automation platform. Here’s how the campaign worked: 1.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

FEBRUARY 18, 2014

Commodity products are tailor-made for inbound marketing: SEO, paid search (SEM), content marketing, online display advertising. Social media can play a key role in that it helps spread the word about a particular solution or problem. Where does your product fit on the spectrum?

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

FEBRUARY 23, 2016

Surveys have long been a popular lead generation tactic, primarily because they create their own content, content that in turn can be used for inbound marketing, lead nurturing , PR, social media, etc. What are the keys to a successful survey campaign?

Customer Surveys 100

Customer Surveys Campaigns Tips Peer-to-peer 100

The Point

DECEMBER 23, 2014

Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. What’s the difference between the various ad formats?

PPC 100

PPC Advertisements Advertising Cost Per Thousand 100

The Point

JUNE 13, 2014

Like other inbound marketing programs – search, social media, and the like – content syndication is one more way to increase the chances that a qualified prospect, on any given day and at any given time, finds and engages with your company when he or she is searching for your kind of solution, or even researching a relevant topic.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100