The Point

SEPTEMBER 23, 2020

Average Deal Size can be, for many, the “nirvana” of ABM measurement because increasing the average value of a deal, and lifetime customer value, can be the primary reason for deploying an ABM strategy in the first place. The simple fact is that there is no, one KPI that works for every ABM strategy, company, or even group of accounts.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

NOVEMBER 10, 2016

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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. Customer retention and development lagged far behind. 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

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

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.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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? Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

APRIL 26, 2017

The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. Our agency was a sponsor, so booth duty prevented me from taking in many of the educational sessions. For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.).

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

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.” “What you’ll learn”, “3 reasons to attend”). Poor User Experience.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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.” Successful ABM programs require the buy-in, sponsorship, and active involvement of multiple teams, notably sales, but possibly even customer service, at every stage of the process.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

SEPTEMBER 11, 2017

At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing. The creative requirements for sponsored updates are simple – a few lines of text and a custom image.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

JANUARY 21, 2020

This question comes up all the time in client work, and not just with Marketo customers. We’ve always hosted them on our main site and simply embedded Marketo forms. Is there a big advantage to hosting them separately?”.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

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. These have particular application in lead nurturing and customer marketing. DGR) What other channels/tools are companies using to augment their email marketing strategies? Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 29, 2015

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. Good content is the fuel that feeds demand generation success. It’s a very exciting time to be in the space.

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.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. B2B Marketing Creative E-mail email design email marketing lead generation Marketo b2b demand generation b2b lead generation email copywriting Marketo agency marketo agency partner Marketo partner'

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

OCTOBER 10, 2013

His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more immediate and personal. Most companies market Webinars in terms of how the information can impact the prospect’s business: “Hear how Customer X used Software Y to increase revenue …”.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

APRIL 30, 2013

It’s why systems consultants are reinventing themselves as “demand generation agencies.” At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Remember, branding is what your agency calls your marketing program when they can’t measure it.). No problem.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

FEBRUARY 11, 2014

How to add brains and reach to our customer’s beautiful/brand-centric websites. Captora shows where customers have deep content (and thin content) relative to their competitors. And we provide a data-driven content roadmap so our customers are clear about what content investments will fuel future growth. [HS]

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

NOVEMBER 16, 2011

I’ve written previously in this space about how corporate social media initiatives are so often in the hands of people, notably PR agencies, for whom lead generation is neither a priority nor a core competency. Put a PR agency in charge of social media, and I can pretty much guarantee you’ll generate PR, not leads.)

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

AUGUST 16, 2016

In coordination with their demand generation agency, Spear Marketing Group , the company developed an integrated marketing program that would measure, and highlight, which brands were executing “gold medal” campaigns. Results are also promoted on Twitter ( @brandolympics ) and using the hashtag: #BrandOlympics2016.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

MAY 11, 2015

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it. But is data all that’s needed to drive B2B marketing success? I don’t believe so.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

JUNE 14, 2011

(Tangentially, I’d argue that more companies should select marketing agencies by the same criteria.). And aside from the sophistication that no doubt powers when, how, and what Marketo communicates with prospective customers, their marketing creative (which, you could argue, has nothing to do with technology) is pretty darn good also.

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100

The Point

MARCH 17, 2014

A customer, for example. B2B Marketing Campaign Planning Campaign Strategy Copywriting Creative Demand Generation email marketing lead generation B2B email creative B2B email marketing email creative email marketing agency email marketing best practices email marketing creative email marketing tips'

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

NOVEMBER 28, 2011

It cannot cater to customers and prospects and press/analysts and be in any way cohesive and effective. It’s far preferable to focus your newsletter on one, specific audience (say, existing customers) and a corresponding goal (say, reducing churn and increasing upsell opportunities.) A newsletter cannot be all things to all people.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

MARCH 18, 2014

Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. Look, I’m a huge proponent of using email as a vehicle to nurture both existing prospects (people who have engaged with your company and/or otherwise “raised their hand”) and existing customers.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

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. educate, cultivate, and nurture existing customers and prospects. enhance company’s image by delivering insight to key online communities.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

SEPTEMBER 19, 2012

When our agency works with open source, freemium, and cloud software companies we normally recommend those clients extend their lead nurturing programs to include at least one or two emails after the expiration date – say, a week later and then two weeks after that.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

SEPTEMBER 6, 2011

After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management. Custom workflow helps profile leads, identify high-potential opportunities. All-hands discovery session yields important insights, priorities.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

NOVEMBER 14, 2014

Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads? Second, let’s consider what the survey respondents most likely meant by “lead quality” in this context.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JULY 23, 2012

Because our agency works primarily with high-tech companies, we see this kind of pressure often. A potential customer might have precisely the problem that a particular product or service solves and are anxious to solve that problem, yet may not feel as though they’re ready to buy and so fail to respond to the campaign.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

NOVEMBER 25, 2013

Anecdotally, I can recount any number of client email campaigns over the last 15 years or so in the agency business where a particular test cell that generated a lower delivery rate, even a lower open rate, ended up generating more leads.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

MAY 18, 2011

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. What defines great marketing content?

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

NOVEMBER 15, 2023

But if you delay those discussions until later, when your creative team or agency has already invested time in copy decks and design layouts, you risk delaying the project more than had you started with a solid brief. It’s quicker and easier to revise a key message in a creative brief than when it’s a headline in layout.)

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

APRIL 8, 2010

Your subscribers, customers, prospects, ANYONE that you email regularly, should have an easy, intuitive, immediate accessible means of updating his/her contact information, including email address. In fact, my only option was to unsubscribe, and then re-subscribe with my new address. That’s crazy.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

NOVEMBER 9, 2009

And sorry, but “provide customer or employee training” is not a benefit. At our agency, we use Web conferencing a great deal, both internally and with clients, and we do so for one reason: it makes phone calls – meetings that were never going to be anything but phone calls – more productive. I can do that today.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

JUNE 1, 2010

Customer loyalty? A custom game is where we build new code or perhaps even modify existing code and also create new art. There’s a lot we can accomplish with re-skins, but a custom game can you provide more flexibility. Going forward, companies and agencies are asking a lot about HTML5. Demand generation? Brand awareness?

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. Now that process can be tracked from the beginning including the campaign strategy and prospect profile.

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100