The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. The Risks of Over-Reliance on Late-Stage Content Click To Tweet.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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. Creating content that appeals to those different stages (and not just active buyers).

Demand Generation Agencies 173

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

The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. Quality content = quality leads.

Lead Ranking 162

Lead Ranking Lead Scoring Cost per Lead CPL 162

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) OR … I could choose to focus exclusively on those marketers shown to be researching marketing agencies. My argument: no, you wouldn’t. . No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

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. use targeted, insightful content to attract and engage with qualified prospects. expand company’s leads database and community of followers.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

APRIL 19, 2023

If you’re aiming at the wrong companies, not even the best content or creative will save you. Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) I asked Jeff to explain exegraphics and how they work: How would you describe exegraphics to a marketer?

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

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. Have you created a message deck that defines these selling points, by audience sector, to guide your agency partners, reduce creative cycles, and ensure that every sales outreach and marketing message is in sync?

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

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

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

The Point

SEPTEMBER 23, 2020

A Marketing Qualified Account, the ABM equivalent of a Marketing Qualified Lead, is an account that attains a certain threshold, normally measured by an account score informed by specific behaviors such as engagement and content consumption. MQA is a useful KPI for mid-stage accounts moving from or to an “engaged” or “prioritized” status.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

SEPTEMBER 15, 2015

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. Video was named the content type that marketers project will be most essential in the coming year. •

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that content is good enough. There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

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.” As a sneak preview, here are some of the key takeaways from our discussion: Marketing content is devalued. Successful content today is about Value, not Volume.

Personalization 133

Personalization Lead Ranking Lead Scoring B2B 133

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. McKesson versus United Healthcare).

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Ranking 206

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” Non-Content Offers. is its ability to target specific audience demographics: job title, industry, etc. Saying Too Much.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MARCH 7, 2019

HS) As a demand generation agency , we’ve designed and produced more direct mail in the last two years than in the previous five. An email landing page is usually fairly spare in terms of content, whereas a landing page for an online ad is generally more robust, since the reader knows much less about your company and your offer.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JUNE 30, 2017

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.” 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.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

FEBRUARY 18, 2016

According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent. However, I think there are two other, more significant reasons why so much content marketing gets ignored: 1. What lessons can we learn from Contently’s misfire?

Content 100

Content Promotion Lead Ranking Lead Scoring 100

The Point

APRIL 26, 2017

Our agency was a sponsor, so booth duty prevented me from taking in many of the educational sessions. Even for this branding cynic (motto: “branding is what your agency calls something when they can’t measure it”), it’s hard not to believe that the b-word may be on its way back. good content, and solid creative.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

MAY 18, 2011

What defines great marketing content? Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? HS) In the agency business, we see first-hand the struggles that clients are facing to create a steady stream of compelling content.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

MAY 4, 2015

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. Remember: an abstract is, essentially, an ad.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

JANUARY 29, 2015

(HS) Content is everything these days. In our business, demand generation and content marketing are nearly synonymous. It’s almost a cliché to say so at this stage, but without quality content, it’s virtually impossible to generate maximum return from both “top of the funnel” lead generation, lead nurturing , or customer marketing.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

DECEMBER 16, 2013

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. Want to guess how many of those leads arrive via our clients’ Websites? Virtually none. To be clear, I’m not saying that a B2B Website shouldn’t be optimized for demand generation. I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

OCTOBER 20, 2014

Just look at the sudden influx of companies boasting so-called “predictive analytics” solutions – software that allows marketers to better score leads, acquire new names, target market sectors, and even refine message and content, based on highly sophisticated algorithms. Just when did demand generation get this complicated?

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

OCTOBER 29, 2021

Lead nurturing has long since become more than just an email channel, as marketers expand nurture campaigns to include channels like remarketing, content syndication, paid social, and even direct mail. Consider conversations that drive subscriptions (“Interested in receiving great content like this in your mailbox every month?”)

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

NOVEMBER 10, 2014

” B2B Marketing Content marketing Copywriting Creative Demand Generation email design email marketing lead generation b2b demand generation B2B email agency b2b lead generation email best practices email copywriting email copywriting tips email marketing agency Integra SMB marketing'

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

MARCH 22, 2024

No social media manager needs to be reminded about the need to produce content quickly. Instead, open with an immediate promise of value: Join our Webinar on March 7 and learn six easy, practical ways to create and deploy social content faster than your competition by leveraging the power of AI. Enter Artificial Intelligence (AI).

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

AUGUST 20, 2015

Never mind that, over the long term and with the appropriate lead nurturing in place, other lead generation tactics (notably content marketing) are far more cost-effective. No wonder lead quality is such a pressing issue. But therein lies the quandary. Note: I wrote a white paper on this very topic.). Nor will it write landing page copy.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Ranking Lead Scoring 100

The Point

OCTOBER 10, 2013

It means that whereas communicating business value is vital, campaigns that ignore the personal value of an offer – be it content, a marketing event, even a software demo – will perform less well compared to those that also sell that offer in terms that appeal to the individual, not just the business.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Lead Scoring Personalization 100

The Point

AUGUST 24, 2012

Whereas the data is primarily aimed at marketing agencies (the firm’s primary clients), the report provides useful data that can also help marketing teams make budgeting decisions for the rest of 2012. You can download a complete copy of the Q2 Pearlfinders Index here.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

MAY 14, 2013

In his post “ 7 Email Subject Line Myths Exploded ,” email consultant Tim Watson writes that spam trigger words like “free” aren’t the problem they once were, because whereas in years past email was largely filtered on content, now the biggest variable is reputation. So, what to do? Well, test, of course.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

APRIL 4, 2024

The lead generation experts at NetLine just released their “ 2024 State of B2B Content Consumption & Demand Report ,” a meaty 38-page guide based on data from more than 6 million content registrations. Even in the throes of an uncertain economic climate, B2B buyers’ appetite for quality gated content shows no sign of abating.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

JULY 1, 2019

For example, at our agency , we use Slack channels to alert specific sales execs when a prospect requests to “contact sales.”. Re-evaluate your current system to ensure that there’s a hierarchy of alerts – from emails to assigned tasks – that properly align with different types of prospect behavior. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Ranking 124

The Point

SEPTEMBER 17, 2014

In early 2014, Sungard AS hired B2B demand generation agency Spear Marketing Group to audit their current lead nurturing programs and to recommend improvements, with two main objectives: • Increase the rate at which new leads and existing prospects convert to Marketing Qualified Leads (MQLs). Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

AUGUST 22, 2014

But companies still need to be prepared to invest significant resources to garner return, particularly in the area of content development. B2B Marketing Lead Management Marketing Automation best marketing automation software marketing automation agency marketing automation partner marketing automation ROI Marketo agency Marketo partner'

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

FEBRUARY 11, 2014

Content marketing is here to stay – how do you leverage your past content investments to ignite faster growth? What content do you have and what’s the best content to leverage for each inbound marketing campaign? Where is your content rich and thin versus what’s needed to grow faster?

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Ranking 100

The Point

MAY 11, 2015

Good content – and, more specifically, here I mean offer content – is the fuel that feeds modern B2B marketing. Good content ensures that the information you’re offering is topical and relevant. When it comes to marketing success, data and content are simply the foundation.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100