10 Uncomfortable B2B Marketing Realities
The Point
JULY 26, 2022
How does marketing theory and thought leadership stack up with the B2B marketing realities most marketers face every day?
This site uses cookies to improve your experience. By viewing our content, you are accepting the use of cookies. To help us insure we adhere to various privacy regulations, please select your country/region of residence. If you do not select a country we will assume you are from the United States. View our privacy policy and terms of use.
The Point
JULY 26, 2022
How does marketing theory and thought leadership stack up with the B2B marketing realities most marketers face every day?
The Point
OCTOBER 29, 2021
If you ask most B2B marketers how they use chat platforms like Drift , the immediate answer would most likely be: converting Web visitors. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context. 8 Surprising B2B Use Cases for Chatbots Click To Tweet. Retargeting.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
The Point
JULY 26, 2022
Why B2B campaigns that attempt to short cut the buyer journey are destined to disappoint
The Point
MARCH 24, 2021
A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise. B2B creative works when it generates measurable results and drives business, period.
The Point
FEBRUARY 28, 2020
Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. A #B2B Email Pre-Flight Checklist Click To Tweet. For a more comprehensive discussion of B2B email best practices, view our recorded Webinar: “ A Crash Course in B2B Email Creative. ”.
The Point
APRIL 19, 2023
Most marketers accept this axiom implicitly, and yet B2B companies routinely define their target audience with more attention to logos and aspiration than actual fit. Think of it as psychographics, but for B2B. What’s the potential impact for a B2B marketer? What makes them different from demographics?
The Point
DECEMBER 13, 2019
The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. 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. – Crystal Martin, Art Director. “I
The Point
JANUARY 19, 2021
Will B2B marketing, and demand generation in particular, revert to “normal” once the pandemic subsides and economic recovery kicks in, or are recent trends destined to become staple tactics in the months and years to come? I predict we’ll start seeing more credit ratings and payment scores appended to B2B marketing data.
The Point
JUNE 24, 2022
Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic. As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. Meeting the Needs of the Self-Serve B2B Buyer Click To Tweet.
The Point
APRIL 16, 2019
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. Here are the five most common “fails” we see in B2B search campaigns: Not Bidding on the Correct Keywords.
The Point
SEPTEMBER 24, 2019
and other recent regulations (CAN-SPAM, CASL), CCPA is something that every B2B marketer needs to understand and prepare for. CCPA: What B2B Marketers Need to Know Click To Tweet. At our agency , we’re telling B2B clients to regard regulations like CCPA as the rule, not the exception. This article from IRMI is a good one.)
The Point
APRIL 26, 2018
In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. How should the average B2B marketer be looking to leverage intent data in their demand generation mix? HS) Why has intent data become such a hot topic in B2B? But is that real?
The Point
JUNE 18, 2019
7 Key Principles of #B2B Email Creative Click To Tweet. On July 16, 2019 at 11 AM PT, I’ll be discussing these principles and other tips in a live Webinar, “ A Crash Course in B2B Email Creative.” The post 7 Key Principles of B2B Email Creative appeared first on The Point. An arresting header image. Register for the event here.
The Point
JUNE 5, 2018
Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. B2B marketing leaders need to realize that technology alone does not drive change.
The Point
JULY 17, 2017
Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg. Click To Tweet.
The Point
MARCH 7, 2019
With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email marketing today? (HS) Trends in #B2B Email: #ABM, Deliverability & Integrated Campaigns Click To Tweet. And ABM has impacted B2B marketing more broadly in a similar fashion. Photo by Anete L?si?a
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. The post Report: B2B Buyers Engaging Earlier with Sales appeared first on The Point. Photo by Amy Hirschi on Unsplash.
The Point
FEBRUARY 27, 2018
Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. 5 Basic Things Every #B2B Marketer Needs to Do to Prepare for #GDPR via @spearmktg.
The Point
NOVEMBER 22, 2017
Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “ Driving B2B Engagement with Personalized Content.” To view the Webinar, “Driving B2B Engagement with Personalized Content”, click here. The post Driving B2B Engagement with Personalized Content appeared first on The Point.
The Point
MAY 18, 2016
If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs. Based on our experience, here are the most common paid search mistakes made by B2B marketers.
The Point
SEPTEMBER 23, 2016
In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” The post Winning B2B Email Campaign Keeps it Simple appeared first on The Point. Not necessarily.
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. B2B marketers are focused on the short term, to their detriment. B2B companies are entering an era of “do it yourself” marketing.
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. AN) Hello, Howard.
The Point
MAY 11, 2015
As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. But is data all that’s needed to drive B2B marketing success? The post Does Creative Still Matter in B2B Marketing? Sure, data rules the roost.
The Point
APRIL 23, 2015
Here then is my modern version of “Above the Fold” for today’s B2B email marketers: 1. For more tips on B2B email marketing, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes ”. Why the reader should care, and. * How to respond.
The Point
OCTOBER 11, 2022
Now, all B2B email should be optimized for mobile pretty exclusively. What content strategies are successful B2B companies leveraging to create standout campaigns that promote further brand interaction? For more thoughts on how to get more from your email campaigns, watch our recorded Webinar: “ A Crash Course in B2B Email Creative.”.
The Point
OCTOBER 11, 2021
ABM may be revolutionizing B2B marketing but it won't solve every challenge. Learn the ABM realities marketers face when planning their first initiative.
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).
The Point
MAY 27, 2014
Unfortunately, the “If X, then you need Y” school of writing crops up often in B2B marketing, in part, one supposes, because it’s a convenient though lazy way to connect a pain point with a company’s product or service. It’s also horribly ineffective. Adapted from “The High Tech Direct Marketing Handbook”.
The Point
OCTOBER 1, 2021
B2B marketers seem divided on the question. Historically, the attitude towards personal emails in B2B marketing has been that they betray a lower level of intent. In our work with B2B clients , fewer companies are demanding that forms reject personal emails.
The Point
OCTOBER 10, 2021
The humble email newsletter is still a key marketing channel for many B2B companies. Discover 9 tips for newsletter success.
The Point
FEBRUARY 8, 2011
Tony Karrer and Tom Pick, founders of the popular B2B Marketing site B2B Marketing Zone just released a compelling report on B2B Blogging Trends in 2011. 2011 may be the year when B2B companies finally realize blogs are more than just a PR vehicle for propagating so-called thought leadership.
The Point
JUNE 23, 2020
B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels. One fixture of B2B marketing for more than a decade is the lead funnel, brought to prominence by the analysts at SiriusDecisions (now part of Forrester.) Cold-calling is dead.
The Point
JULY 15, 2009
Here’s a new site to head for when you’re looking for the latest insight, news, or tips on B2B Marketing. B2B Marketing Zone was launched earlier this month by a pair of Web entrepeneurs, Tony Karrer (BrowseMyStuff) and Tom Pick (WebMarketCentral). B2B Marketing Zone is designed to be a one-stop destination for B2B [.].
The Point
OCTOBER 18, 2012
Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries).
The Point
AUGUST 8, 2013
Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. Most B2B companies have a certain lead score threshold at which prospects are deemed ready for sales. For Part 1 of this post, click here.). Scoring every Web page visit the same. Scoring “contact sales” incorrectly.
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.
The Point
SEPTEMBER 12, 2013
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' Use tools such as Litmus to perform spam filter tests prior to broadcast and preview your campaign across different email clients.
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.
The Point
JULY 13, 2022
LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience.
The Point
JULY 14, 2011
For more tips on B2B email design, download a free copy of our white paper: “ Top 10 B2B E-mail Marketing Mistakes.”. Consider decreasing the vertical height of the images or moving them to the sidebar so that key messages are more easily viewable in the preview pane and on mobile devices.
The Point
AUGUST 1, 2013
Drawn from that experience, here are 10 examples of the most common scoring mistakes we see B2B companies make: 1. In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology.
The Point
DECEMBER 21, 2011
But never did we expect our card to be described as “Best B2B Holiday Card of the Year.” Like any company this time of year, when we send out holiday cards to customers, friends, and partners we hope to show our appreciation to the people that make our work possible and also spread a little cheer along the way.
The Point
JANUARY 11, 2024
Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner.
Expert insights. Personalized for you.
Are you sure you want to cancel your subscriptions?
Let's personalize your content