The Point

FEBRUARY 25, 2022

But conversations with enough marketers over the years tells me that most B2B organizations, big and small, struggle with some element of their marketing execution. Marketing attribution is a good example. My advice was: if you’re only tracking clicks, track leads. If you’re only tracking leads, track MQLs (and Cost Per MQL).

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) A content map is a very useful exercise and one that every B2B company should initiate and then maintain over time. One is predictive analytics.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC).

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

DECEMBER 28, 2017

The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. DGR) What were the biggest changes/challenges for B2B marketers in 2017? (DGR)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

APRIL 26, 2017

The last two decades have seen a sea change in B2B marketing, much of it driven by data, analytics, and advances in marketing technology. B2B will be technology-driven for the foreseeable future, and yet many of the dominant themes of this year’s summit were pure throwbacks. Email may be losing its B2B dominance.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

NOVEMBER 29, 2017

In an era when B2B marketing is so technology-driven, marketers can be forgiven for thinking that the only thing keeping them from success is one more layer in their technology stack. Or Social Media Analytics. It seems almost quaint to suggest that B2B marketers should track success. If we only had ABM, you hear. Or Predictive.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182