The Point

MARCH 3, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Perhaps having agencies run them is the real solution instead.”.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

FEBRUARY 25, 2022

Now, granted, maybe my perspective is colored by the fact that, as a marketing agency, we work mainly with companies who need help. But conversations with enough marketers over the years tells me that most B2B organizations, big and small, struggle with some element of their marketing execution.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

MARCH 7, 2019

With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email marketing today? (HS) HS) As a demand generation agency , we’ve designed and produced more direct mail in the last two years than in the previous five. Direct mail? Chat bots?). (HS) Now it’s a common practice. (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

DECEMBER 13, 2019

The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. I asked the best subject matter experts I know, my colleagues at Spear Marketing Group , what trends they think will highlight the next 12 months in B2B demand generation. – Crystal Martin, Art Director. “I

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

FEBRUARY 28, 2023

At our agency , we’ve developed and executed a wide range of MDF-funded programs for dozens of tech clients. Work with your BD representative or agency partner to define clear expectations and KPIs. Spear Marketing Group is a full-service B2B agency and authorized agency partner for a number of leading technology suppliers.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. For example, at our agency , we use Slack channels to alert specific sales execs when a prospect requests to “contact sales.”.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

JANUARY 19, 2021

Will B2B marketing, and demand generation in particular, revert to “normal” once the pandemic subsides and economic recovery kicks in, or are recent trends destined to become staple tactics in the months and years to come? I predict we’ll start seeing more credit ratings and payment scores appended to B2B marketing data.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

APRIL 16, 2019

Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. Here are the five most common “fails” we see in B2B search campaigns: Not Bidding on the Correct Keywords.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

DECEMBER 6, 2022

Based on the work we do with our agency’s B2B clients , here’s a basic, funnel-based approach to determining a realistic demand gen budget based on specific revenue targets: 1. People (in-house or outsourced, salaries or agency fees) * Content (Webinars, ebooks, video) * Technology & infrastructure.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

MAY 30, 2013

In days long past, companies hired one marketing firm, usually an advertising agency, to coordinate a broad spectrum of marketing needs. The era of agency specialization is well and truly upon us. One byproduct of agency specialization is a loss of geographic proximity.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

APRIL 26, 2018

In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. How should the average B2B marketer be looking to leverage intent data in their demand generation mix? HS) Why has intent data become such a hot topic in B2B? But is that real?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JUNE 18, 2019

7 Key Principles of #B2B Email Creative Click To Tweet. On July 16, 2019 at 11 AM PT, I’ll be discussing these principles and other tips in a live Webinar, “ A Crash Course in B2B Email Creative.” The post 7 Key Principles of B2B Email Creative appeared first on The Point. An arresting header image. Register for the event here.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. B2B marketers are focused on the short term, to their detriment. B2B companies are entering an era of “do it yourself” marketing.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg. Click To Tweet.

Paid Search Agency 241

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

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) A content map is a very useful exercise and one that every B2B company should initiate and then maintain over time. AN) Hello, Howard.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

DECEMBER 5, 2023

For example, our agency runs on a Google Workspace account but the domain is unique to us.) This means, in effect, that you won’t know how much of your list is subject to the new rules. Yahoo’s rules are expected to be similar.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

FEBRUARY 18, 2020

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Not in the least, according to a recent UK survey , which reported, amongst other findings, that just 2% of B2B marketers use marketing automation to its full capacity.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Advertising Agencies 147

The Point

MAY 11, 2015

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. But is data all that’s needed to drive B2B marketing success? The post Does Creative Still Matter in B2B Marketing? Sure, data rules the roost.

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Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

NOVEMBER 22, 2017

Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “ Driving B2B Engagement with Personalized Content.” To view the Webinar, “Driving B2B Engagement with Personalized Content”, click here. The post Driving B2B Engagement with Personalized Content appeared first on The Point.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

OCTOBER 8, 2020

In 25+ years of running a marketing agency, I have rarely gained a client who wasn’t already thinking at some level about hiring an agency or seeking outside marketing assistance. I am not convincing people that they need to hire an agency.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

OCTOBER 8, 2009

I’m ready to conclude that many PR agencies don’t really get it when it comes to social media. Recently I was made privy to a social media plan authored by a client’s PR agency. Aren’t PR agencies paid to generate awareness and propagate their clients’ points of view? expand company’s leads database and community of followers.

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Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

NOVEMBER 12, 2019

Now, third-party intent data is a powerful tool , and, if you’re a B2B marketer, deserves to be a part of your demand generation planning. OR … I could choose to focus exclusively on those marketers shown to be researching marketing agencies. No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 23, 2015

Here then is my modern version of “Above the Fold” for today’s B2B email marketers: 1. For more tips on B2B email marketing, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes ”. Why the reader should care, and. * How to respond.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. What I’ve appreciated in working with Spear is that they share that same ROI focus – which you don’t always see in search agencies. That alignment is a big reason why I think this campaign has been such a success.”.

SEM 222

SEM Cost Per Click Paid Search Agency Enterprise Management 222

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. But effective to the point that they generate 71% of all sales leads? I doubt it.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Lead Scoring 100

The Point

NOVEMBER 29, 2017

After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. In an era when B2B marketing is so technology-driven, marketers can be forgiven for thinking that the only thing keeping them from success is one more layer in their technology stack. Know Your Content.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. Do you agree?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

MAY 18, 2016

If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs. Based on our experience, here are the most common paid search mistakes made by B2B marketers.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

SEPTEMBER 23, 2016

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” The post Winning B2B Email Campaign Keeps it Simple appeared first on The Point. Not necessarily.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

OCTOBER 11, 2022

Now, all B2B email should be optimized for mobile pretty exclusively. What content strategies are successful B2B companies leveraging to create standout campaigns that promote further brand interaction? For more thoughts on how to get more from your email campaigns, watch our recorded Webinar: “ A Crash Course in B2B Email Creative.”.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

MARCH 22, 2024

For a more detailed discussion of email creative best practices (and real-life examples of what NOT to do), check out our recorded Webinar: “ A Crash Course in B2B Email Creative.” Sell the event, not the product. The post How to Make a Webinar Email Stand Out appeared first on The Point.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

SEPTEMBER 25, 2018

These comments align with industry studies (most recently: Forrester ) bemoaning the inability of B2B marketers to fully leverage marketing automation to its full capability, most specifically in areas like lead nurturing and customer marketing. (Our Customers need a plan.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

APRIL 26, 2017

Our agency was a sponsor, so booth duty prevented me from taking in many of the educational sessions. The last two decades have seen a sea change in B2B marketing, much of it driven by data, analytics, and advances in marketing technology. Email may be losing its B2B dominance. But here are my main observations from the week.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JUNE 30, 2017

In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. In the agency business, such as ours , this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JANUARY 21, 2020

As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also. But those companies are in the minority, especially within B2B.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

JANUARY 20, 2011

Our agency recently developed a report summarizing the results of a B2B marketing survey commissioned by Google and conducted by research company Ipsos OTX. In the survey, more than 600 B2B marketing executives answered questions about their budgets, marketing mix, and key challenges for 2011.

Planning 100

Planning Allocation B2B Marketing Google 100

The Point

SEPTEMBER 19, 2018

Work for an agency. At some point early in your career, work for an agency. One of my very few career regrets is not experiencing agency life early on. Agency life can be intense: the wins feel better, and the failures hit harder. You’ll wear more hats. You’ll learn how to sell (see #4, below.) Soak up technology.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165