The Point

MAY 28, 2020

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. A strategy based on generating engagement from buying groups (and the way large corporations make purchase decisions) vs. individual leads. My prescription?

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

NOVEMBER 27, 2018

Precious few B2B marketers can show true ROI from organic social activity, and even less are using organic social media in a systematic way to either generate social leads or drive those leads through the demand generation funnel. Integrating Social Leads into the Demand Generation Funnel via @spearmktg. Click To Tweet. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

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. Marketing Success & the Accident of Timing Click To Tweet.

Demand Generation Agencies 173

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

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. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Why is that?

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

DECEMBER 5, 2023

For example, our agency runs on a Google Workspace account but the domain is unique to us.) Furthermore, if these new rules are successful in combatting spam, inboxes may become less noisy and the “good” email marketers will have a better opportunity to generate engagement. Yahoo’s rules are expected to be similar.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

JULY 30, 2019

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.).

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. In our business, demand generation and content marketing are nearly synonymous. Good content is the fuel that feeds demand generation success. AN) Hello, Howard. HS) Content is everything these days. 2015 is no exception.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

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

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. The post Which Content, Tactics & Technologies Are Driving Demand Generation ROI? appeared first on The Point.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

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.) 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. Effective demand generation.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

MAY 28, 2019

One, because I’m generally wary of any technology that promises to “revolutionize” B2B marketing, and two, because I struggled to envision the use case for chatbots beyond customer service and support. However, the more I learn about chatbots, the more I get excited about their potential for B2B marketing, and demand generation.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

DECEMBER 6, 2022

People (in-house or outsourced, salaries or agency fees) * Content (Webinars, ebooks, video) * Technology & infrastructure. If you outsource 100% of your programs to an agency, your people costs may be higher but (says the agency owner with no bias whatsoever) your metrics should be higher.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

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 Microsite 100

The Point

APRIL 30, 2013

Demand generation is hot. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” As a demand generation marketer, however, I have an issue when brand marketers start to muscle in our turf.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

NOVEMBER 10, 2016

Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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. If I were to have written the plan, the primary objectives would have read: * drive search-generated traffic and net new sales leads. *

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

SEPTEMBER 19, 2018

(I still remember how one of my very first emails – innocent, I thought – generated a furious response from a department head.) It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. Work for an agency.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

SEPTEMBER 23, 2020

The more accounts reaching MQA status, the better your ABM strategy is working to generate interest from those targeted accounts. At the same time, more traditional, early-stage measures like leads or conversions are mostly irrelevant in the context of an account-based strategy. Opportunities/Pipeline Value/Pipeline Velocity.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

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.” Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. Stale Creative.

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.” ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated. Instead, let’s call such programs “target account campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

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. At our agency, many new marketing automation clients come to us facing a common scenario. Why Is #MarketingAutomation Maturity Still Woeful? Click To Tweet.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. BONUS TIP: 11. No problem.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

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. There was once a time when we would generate a lead and our job would be done. Gated & Secondary Offers. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

SEPTEMBER 11, 2017

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. 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.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

MARCH 22, 2024

And it’s producing a sea of sameness. Here a few simple tips for helping your Webinar email stand out in the inbox: 1. Don’t tell people what they already know.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

OCTOBER 20, 2014

Just when did demand generation get this complicated? The simple act of generating leads – primarily through online means – has never been easier. This sentiment was borne out in a recent survey on lead generation strategy conducted by Ascend2 Research. In reality, however, things aren’t quite so convoluted.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

NOVEMBER 15, 2022

For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement. For Tier 1 accounts, conduct targeted, personalized sales outreach, but (critically) support those efforts with marketing air cover to the same companies. How Should I Market to Purchased Lists?

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

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

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Spear is a Marketo agency partner.) “A Improve deliverability and overall email performance as measured by open and click rates. .

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

MAY 20, 2014

At our agency , we use Litmus , an online service, to test email designs across a range of technologies, including Outlook, Gmail, iPhone, etc., Janrain failed to test the email fully before launching. Emails that may look magnificent as static designs can often run afoul of certain email clients, particularly in the mobile sphere. (At

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

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.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

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.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JANUARY 21, 2014

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' Thanks to Kevin and [24]7 for being willing to share the results!

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

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. Email isn’t dead, by any means, but marketers are also realizing that there are real synergies possible by combining email with other channels, both online and offline. Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 10, 2013

What does this mean for the demand generation marketer? But it’s critical to remember that regardless of the business benefit, the success of any demand generation campaign relies equally on a more human appeal to the individual prospect. In fact, the same study states that business value is a prerequisite for consideration.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Lead Scoring Personalization 100

The Point

DECEMBER 13, 2019

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. Look for sales enablement and sales orchestration to become a standard part of every demand generation campaign brief. Here’s to another exciting year!

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222