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. promote company’s approach to [company’s technology & product category]. 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

JULY 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. The post How Do We Find People Who Are Ready to Buy Our Product? appeared first on The Point.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 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. Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

NOVEMBER 10, 2016

The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 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.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

SEPTEMBER 24, 2012

Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Sell the demo, not the product. Here are 3 tips to consider: 1. Here are 3 tips to consider: 1.

Promotion 100

Promotion Product Tips Webinar Metrics 100

The Point

MARCH 22, 2024

Avoid reference to “we” and focus on “you,” as in: you’ll learn, you’ll hear, you’ll discover … Here’s another recent example from my inbox: During the webinar, we’ll explore the capabilities of the document model and [Product X], coupled with [Product Y} and [Product Z.] Sell the event, not the product.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

SEPTEMBER 25, 2018

Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. He says (in summary): “It’s because their needs outgrow system capabilities.”. Customers need a plan.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

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. What could be more fundamental to sales results?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JUNE 17, 2016

And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better. Don’t I know my product better than some agency copywriter?”. Well, Mr. Marketer, it can be plenty difficult. But wait,” you say.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

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 result is fewer unqualified leads from people who would never buy your product.

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., before the campaign goes into final production.). Register for this exclusive event today and learn how …”) and then launches into a laundry list of product features. I doubt it.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

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 Scoring 124

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.” is its ability to target specific audience demographics: job title, industry, etc. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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. Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. Far from it.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

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

JANUARY 29, 2015

As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!) Experts say that marketing has changed more in the last five years than in the twenty years that preceded it. 2015 is no exception. we see some very exciting new demand gen channels entering the fray.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

APRIL 30, 2013

It’s why systems consultants are reinventing themselves as “demand generation agencies.” They’re not, and here’s the simple reason why: Demand generation, by definition, generates measurable demand for your product. 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

JUNE 9, 2014

A good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate awareness, or promote your brand. Effective email copy is not like a letter to your grandma; unless, that is, you’re asking Grandma to sponsor you for the 5K Fun Run at the park.

Copywriting 100

Copywriting Urgency Marketing Paid Search Agency Act-On 100

The Point

MAY 17, 2021

And this much is true: late-stage offers are more likely to attract prospects who are genuinely in the market for a particular product or solution. Many B2B companies have a tendency to over-rely on late-stage offers (demos, in particular) in their search campaigns, on the assumption that search lead automatically wants to evaluate a product.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

NOVEMBER 15, 2022

Avoid product- or brand-centric emails that simply tout your product and will only ever appeal to a small subset of active buyers. Instead, focus on early-stage CTAs that serve to simply identify potential customers with a problem you can solve.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

MARCH 17, 2014

Even the best of companies tend to evaluate copy, message, and other creative elements against their own internal set of standards, usually standards based on how the “powers-that-be” have decided your product or service should be positioned in the marketplace.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

MARCH 18, 2020

Here’s a summary of what we’re telling them: * If you’re putting any kind of marketing messages in market, it’s critical to avoid – at any cost – the appearance of promoting your service or product as a quick solution to current problems. Provide (as many are) free versions of your product, or premium features, or extended licenses.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

OCTOBER 11, 2022

Buyers want information of value that isn’t just a list of reasons to buy your product. What content strategies are successful B2B companies leveraging to create standout campaigns that promote further brand interaction? More than ever, marketers need to think of themselves as publishers.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

NOVEMBER 14, 2014

Taken at face value, however, this implies that product companies should never engage in content marketing, or do anything other than offer prospects the opportunity to demo the product. Sure, demos attract more qualified leads, because prospects who want to view the product are inevitably further along in the sales process.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

FEBRUARY 24, 2015

For example, you may wish to measure the performance of “branded terms” – the name of your company, product names, names of competitors – based on impressions, or even ad position, whereas more generic terms will be measured on Cost Per Lead or Cost Per Qualified Lead. Your tracking system can never be good enough.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

SEPTEMBER 9, 2014

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product. 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

FEBRUARY 11, 2014

For example, Captora can pass hidden field information into your marketing automation product to automate your scoring and nurturing programs. Should a demand generation agency like Spear be nervous? [PA] Captora improves the value those companies get from their marketing automation investment.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

SEPTEMBER 30, 2013

If you want nurturing to mean more than just simply “staying in touch,” and if shorter sales cycles, better qualified leads, and higher sales productivity could all make a tangible difference to your bottom line, then marketing automation is worth the plunge.”

Lead Nurturing 100

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

The Point

OCTOBER 29, 2021

Successfully converting free trials and (self-serve) demos requires that the user engage with the product early, frequently, and in a manner that drives home perceived value. Here are just some of the more creative ways we’re seeing clients use chatbots to increase sales engagement, shorten sales cycles, and drive revenue: 1.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

MAY 19, 2020

Leveraging of social engagement data, through a solution like Oktopost , to inform lead score, identify topic/product interest, generate sales alerts, and direct specific leads into more relevant nurture streams based on how and if those individuals engage with social content. Photo by Marvin Meyer on Unsplash.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

OCTOBER 22, 2020

Engagement programs can also be paused at any time for more tactical batch sends (ex: Webinars, product announcements) but otherwise should run indefinitely. Again, the purpose of an engagement program isn’t about convincing someone within a fixed period of time to talk to sales or to buy your product.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

JANUARY 23, 2018

Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

MAY 16, 2018

Their flagship product is being end-of-lifed. No matter how much someone might hate their current product/solution/vendor, bringing in a replacement can be a painful process, particularly for anything involving technology. But telling the customer that he/she bought the wrong product will almost always backfire. Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

MARCH 8, 2018

Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. The information value of an analyst report – no matter how complimentary – is not that it says nice things about your product.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

APRIL 16, 2019

B2B clicks can be very expensive, but – depending on your product category and the cost of your solution – a high cost per click can actually be a bargain compared to the potential revenue that a new customer generates. Failure to Understand How Much You Can Pay to Acquire a Customer.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

SEPTEMBER 12, 2013

Sell the offer, not the product. Describe the offer in terms that will appeal to someone experiencing the problems/issues that your product/service/solution can solve. as titles for sections of content). Email sub-heads should 1) be action-oriented and 2) tie back to the offer. When marketing events, include specifics.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

JUNE 23, 2020

Indeed, those who announce that anything is “dead,” marketing-wise, typically have an agenda in mind, most often selling you a product or solution to facilitate whatever replaces the (allegedly) departed. But there are still 5+ billion email accounts worldwide. Email is very much alive.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264