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. Or Social Media Analytics. In this context, by “act” I mean that the client and his/her company have built a solid foundation on which virtually every campaign or program has a reasonable chance of success.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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. Leveraging social media to help maintain mindshare, keep prospects informed. All-hands discovery session yields important insights, priorities.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

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.” Thanks to Tim and Allie on the Spear media team for their contributions to this post.

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. That’s almost entirely due to the emergence of ABM, where direct mail is perceived (accurately, in our experience) to be an effective tool for driving engagement, albeit at a higher cost.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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. But here are my main observations from the week.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

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

MARCH 22, 2024

No social media manager needs to be reminded about the need to produce content quickly. Here’s an opening for an email I received a few weeks ago: One of the hardest parts of managing an organic social strategy is the need to churn out compelling posts at the speed of…well, the internet. Enter Artificial Intelligence (AI).

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

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

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

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., Emails that may look magnificent as static designs can often run afoul of certain email clients, particularly in the mobile sphere. (At before the campaign goes into final production.).

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

AUGUST 20, 2015

Agencies, consultants, media buyers, even the marketer’s own Web team, are being devalued and displaced by a raft of marketing technology that puts more power in the hand of the individual marketer to design, build, launch, manage, and track campaigns. (Note: I wrote a white paper on this very topic.).

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 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

NOVEMBER 27, 2018

Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. After all, as earned media, the “cost” of organic social is basically zero. I spoke to Daniel Kushner, CEO of B2B social media management platform company Oktopost , for his perspective. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

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

OCTOBER 11, 2022

How can organizations refine and enhance their databases while adhering to the seemingly ever-changing privacy landscape; One of the implications that we’re seeing due to data privacy laws (and the hurdles they present for email marketers) is a growing reliance on other channels – in particular, social media.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

APRIL 30, 2013

It’s why systems consultants are reinventing themselves as “demand generation agencies.” 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 the marketing movement of the moment. No problem.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 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

FEBRUARY 11, 2014

Should a demand generation agency like Spear be nervous? [PA] B2B Marketing Content marketing Demand Generation lead generation Marketing Automation Marketo search marketing Social Media Act-On b2b demand generation b2b lead generation Captora marketo Marketo agency Marketo partner paul albright' HS] Thanks Paul!

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

APRIL 21, 2010

Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value. Navicure turned to its demand generation agency, Spear Marketing Group , for help. convert that search traffic to measurable sales leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 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

AUGUST 25, 2017

As one of the principals at a B2B marketing agency , I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?), Most agencies (ours included) provide their client list online for all to see. What’s their social media strategy?

Demand Generation Agencies 198

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 198

The Point

SEPTEMBER 9, 2014

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. b2b demand generation b2b marketing agency B2B Marketing Strategy idc rule of seven sirius decisions'

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

SEPTEMBER 30, 2013

Integrate social media seamlessly into email campaigns in a way that extends the reach and value of the campaign. . • Reflect campaign information (sent, opened, clicked) automatically within your CRM system, giving sales reps more information about prospect behavior. What other differences did I miss? Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

MARCH 18, 2014

Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies. I’m old enough to remember when list-based marketing was the workhorse of B2B demand generation (or, as we called it back then, “direct marketing.”) Those days are long gone. And that’s all how it should be.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 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? (Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

NOVEMBER 28, 2011

Use Google Alerts, social media, and your PR agency to help spot potential topics. To the right is a recent “newsletter makeover” our agency conducted for Microfinance Information Exchange (MIX) , the premier source for microfinance performance data and analysis. Host the newsletter as a blog.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

MARCH 23, 2023

Diligently applied, CRO can increase conversion rates over time by up to 2-10x and dramatically impact the ROI from campaigns and media spend. That cumulative approach can pay big dividends. In the ideal, CRO is an ongoing process of constantly testing new ideas and improvements.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

DECEMBER 13, 2019

– Ashley Kennedy, Digital Media Director. “I Look for ways to more accurately measure the performance of your paid campaigns, potentially eliminating the need for third party point solutions.”. I expect the role of the CMO to evolve with the rise of revenue operations (the convergence of sales ops, marketing ops, and customer success).

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

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

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. Are you creating a display ad, an email, social media content, a web page?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

SEPTEMBER 12, 2013

Follow” icons promote your company’s social media channels. B2B Marketing Copywriting Creative E-mail email design email marketing Graphic Design B2B email marketing email best practices email copywriting email marketing agency email mistakes' Don’t confuse social “sharing” icons with “follow” social icons.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

JANUARY 19, 2021

Instead of increasing media spend to drive more and more low-converting leads, I believe we’ll see an increased focus and investment on conversion optimization in 2021, with an emphasis on “down funnel” stages. #B2B Demand Generation Predictions for 2021 Click To Tweet.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

JULY 23, 2012

Because our agency works primarily with high-tech companies, we see this kind of pressure often. Media options abound that will enable a company to focus on specific job titles, company revenues, industries, etc., but “budgeted to buy (insert your product or service here)” – not so much.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

DECEMBER 21, 2018

However, in the world of digital media, signaling theory might give us a reason to look at online advertising as more than just generating clicks and form conversions. Not all of us are selling phones or other products where branding and emotional connection and image clearly make a difference.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

FEBRUARY 22, 2010

One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site. Tags: Social Media linkedin. For example, my tweet on the question shown above read: Great discussion on LinkedIn about subject. line best practices: [link].

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

MAY 28, 2020

Maintain ABM campaigns and continue to generate awareness and engagement at identified target accounts.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

APRIL 16, 2019

Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. 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.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

MARCH 8, 2018

But as news items, they belong in a press release, or on social media, not in a demand generation email designed (presumably) to drive engagement. “Just Released: Gartner Magic Quadrant for (Category) – (Company Name) Named a Leader” echoes the headline. Now, these sentiments may be newsworthy.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216