The Point

JUNE 30, 2017

ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated. There’s only one problem: there really is no such thing as an “ABM Campaign.”. 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

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? If you’re simply recycling the same broad messages and demand gen content for your ABM initiative, it’s unlikely to generate the results you’re looking for. Or leverage technologies like Predictive Analytics and Intent Data.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. And though there’s merit in a more proactive, targeted approach to demand generation, especially in light of the technologies (e.g. You millennials won’t remember this.) You rented a list and pushed your message to that list. No, it’s not.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

MAY 16, 2015

Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1. Demand Generation Marketers Need to Think Sales Enablement.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

JUNE 7, 2017

As someone who has sold SaaS before + works with demand gen firms regularly, I really agree with your critique that “No lead generation vendor will qualify and convert leads better than you will” That was definitely the case for me, even when working with an internal SDR resource. Can we grab 15 minutes to discuss further?

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

MAY 11, 2015

However, I’m also concerned that, as marketers, in our haste to throw off our reputation as a bunch of do-nothing artists, we run the risk of relinquishing a creative legacy that still has an important role to play, in demand generation , and in marketing as a whole. Sure, data rules the roost.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

AUGUST 11, 2015

I write all this because in talking to demand generation marketers most days, it’s clear that the marketing powers-that-be have collectively drunk the customer journey Kool-Aid. We data-driven marketers may want to assign meaning to that activity, whether page visits or email clicks or content downloads, but most of the time?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

AUGUST 16, 2016

Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. 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.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? By most metrics, Navicure’s paid search campaign was working well, generating a handful of leads each month at a cost per lead at or below industry standards. Improve tracking to better measure PPC effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

MARCH 15, 2016

One day that object might be predictive analytics , the next, it’s programmatic advertising. But the fact that it has risen to such prominence, so quickly, says as much about what I’ll call the “marketing hype cycle” as it does about ABM on its own merits. Say what you want about us marketers, we love our bright shiny objects.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

APRIL 6, 2016

The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. But while technologies like predictive analytics , marketing automation, and a new breed of ABM solutions hold great promise, they’ll only ever be part of the answer.

Account Based Marketing 100

Account Based Marketing Analytics B2B Mobile Advertising 100

The Point

OCTOBER 7, 2010

A direct mail campaign offering say, a white paper, will generate roughly twice the response of a seminar invitation on the same topic. A survey invitation generates much higher response rates compared to say, a free trial offer. The first of those variables is offer. All can be used as direct mail offers.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

JANUARY 12, 2023

With its ability to automate tasks, personalize content, and deliver rapid insights through predictive analytics, AI will revolutionize the way we marketers do our jobs. Marketers will be rushing to figure out Google Analytics 4 (GA4), how it’s different, and what’s important. The AI-generated design revolution is in full bloom.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

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. BAS) I am pretty excited about the advances in marketing automation systems with built in analytics.

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

MARCH 17, 2015

You could make the case, as I will, that of all the new technologies to enter the marketing technology landscape of late, the two with the potential to have the biggest short-term impact for B2B marketers are Predictive Analytics and Programmatic Ad Buying. How has the landscape in display advertising changed in the last 3 years? (AF)

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

FEBRUARY 4, 2013

Alas, email metrics are NOT included in the report (Optify is better known for SEO and Website analytics) but the results make for some illuminating reading nonetheless. Should this impact on when B2B marketers plan their demand generation campaigns – perhaps focusing on Q1 and late Q3/early Q4?

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

JULY 26, 2017

The same rule applies to demand generation creative and to email copywriting in particular. For a stark reminder of what an email looks like when you don’t drive action adequately, see the campaign below from Verint , a New-York based analytics company.

Copywriting 90

Copywriting Demand Generation Agencies Demand Generation Click Rate 90