The Point

Trending Sources

An Email is Not a Campaign: the Case for Integrated Marketing

The Point

B2B Marketing Campaign Strategy Content marketing Demand Generation Event Marketing Integrated Marketing lead generation b2b lead generation integrated campaign integrated campaigns integrated demand generation integrated marketing agency lead generation agencyI get that. We all make compromises. An email campaign here. A search campaign there. You’re not reinventing the wheel here.

The Demise of the White Paper is Greatly Exaggerated

The Point

Aaron Dun wrote a great article last month for CMSWire in which he detailed strategies that he believes B2B Marketers need to adopt to stay current in “a highly digital, connected world.” B2B marketers have long understood that identifying prospects by role, company type and selling stage, and then targeting content and campaigns to those same segments, is a sure recipe for success.

Paper 124

Email 101: Tell Me Something I Don’t Already Know

The Point

And yet if I were to choose the one thing that dooms more B2B email creative to mediocrity and worse, it would be just that: telling people stuff they already know. Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. Sounds obvious, right? And even then, they should be as short as possible.

Email 75

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Direct Mail – sure, it’s more expensive, but guess what: relatively few B2B companies use mail, so there’s less competition. In a previous post, I discussed key strategies for following up with trade show leads. Offer an additional incentive to people who pre-register.).

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More. For more B2B copywriting tips, check out our infographic: “ 10 Commandments of Email Copywriting “ The post B2B Copywriting: 5 Common Terms & Phrases to Avoid appeared first on The Point. Why should I click on your ad? Submit.

Infographic: Top 10 Types of Demand Generation Content

The Point

The infographic below covers some of the most popular forms of B2B demand generation content, and some of the advantages and disadvantages of each. Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Or start with one core piece of content – say, a white paper – and then repurpose it in multiple forms.

Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

Can technology solve every problem of the modern B2B marketer? Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources. The post Infographic: 8 Ways to Get B2B Demand Gen Back on Track appeared first on The Point. Click on the infographic below to view full size.

Demand 107

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

And too often, we’re seeing those same companies – particularly in the B2B tech space where our firm works – investing in martech in advance of, or in place of, getting some very fundamental issues addressed. We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. We all want the quick fix, right? Wish it were that easy. Certainly.

Buy 87

Is B2B Lead Generation Really This Difficult?

The Point

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. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that?

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

In “ Targeting, Predictive Tools & Intent Data Are Key Trends in Email Marketing Evolution ,” DGR’s Brian Anderson provides a comprehensive overview of the innovative techniques and tools contributing to changes in the way that B2B marketers utilize email marketing as part of their overall demand generation mix. You can view and download a copy of the complete report here. Why? (HS)

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

B2B Marketing blog marketing Blogs Inbound marketing Interactive Design lead generation Social Media blog best practices blog design blog lead generation blog leads blog ROI blog subscribers social media design social media ROIThe social media landscape is littered with business blogs that, on the surface, do everything right. Click on the infographic to view full size.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Does Creative Still Matter in B2B Marketing?

The Point

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? Good content – and, more specifically, here I mean offer content – is the fuel that feeds modern B2B marketing. List.

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. Top issues for B2B marketers are 1) lack of budget, and 2) lack of resources or know-how. appeared first on The Point.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

B2B Marketing Cold Calling inside sales Lead Management Lead Nurturing Marketing Automation Sales 2.0 Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful. But no. Certainly not me.

Winning B2B Email Campaign Keeps it Simple

The Point

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.” For more tips on B2B email marketing, download a copy of our free white paper, “ Top 10 B2B Email Marketing Mistakes.”. Not necessarily. Unlock?

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. In our experience, the most effective ABM campaigns share 4 common traits. – Economic Buyer.

How Do We Find People Who Are Ready to Buy Our Product?

The Point

B2B Marketing Campaign Planning Campaign Strategy Content marketing Demand Generation Lead Nurturing Offer Strategy b2b demand generation B2B demand generation agency b2b marketing agency B2B Marketing Strategy demand gen offer strategy demand generation agency demand generation best practices demand generation consultant demand generation tipsNo it doesn’t.

Buy 83

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

Our firm produces dozens of client email campaigns every month, and for almost all of those clients (mostly B2B technology companies ) we use responsive design across the board – for both emails and landing pages – to ensure that campaigns render optimally on mobile devices. For comparison, B2B industry standards are 27 percent opens on mobile, compared to 43 percent for B2C.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Most B2B marketers take for granted that content marketing will, by default, generate a wide spectrum of leads – some of them qualified, perhaps, but most just conducting informal research (the proverbial “tire kickers”).

Lead 116

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? B2B Marketing Lead Management Lead Nurturing Marketing Automation Uncategorized hubspot marketing automation best practices marketing automation software marketing automation survey marketing automation tips marketo Marketo agency Marketo consultant Marketo partner pardot

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

B2B Marketing Content marketing Creative Graphic Design Interactive Design Web Design b2b content marketing brand olympics campaign microsite digital design microsite origami logic web designOrigami Logic is a marketing analytics company and a global leader in marketing performance measurement. The site looks great on mobile devices also, which was a real priority for us.”.

10 Ways to Generate More Leads from Your Business Blog

The Point

B2B Marketing blog marketing Blogs Content marketing Demand Generation Email Newsletters lead generation SEO Social Media Uncategorized blog content blog design blog lead generation business blogging tips social media agency social media consultants social media design social media ROIHere are 10 proven ways to generate more leads from your blog. Optimize post titles for search. No problem.

ABM & the Marketing Hype Cycle

The Point

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g. Target Account Campaigns). Which is true, sort of. And that disturbs me, to tell the truth. Right now, it’s ABM.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Why Are People Not Engaging With Our Content?

The Point

Many B2B marketers still haven’t learned how to promote marketing content effectively. According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent. They may be correct. However, I think there are two other, more significant reasons why so much content marketing gets ignored: 1.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

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. More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag. And that contrary view is reinforced, as Ad Age notes, by a separate survey showing that 75% of B2B marketers plan to increase their content marketing in 2014. Today’s B2B buyer doesn’t want to be told which product to buy. 51% responded “somewhat effectively”. •

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

B2B Marketing Campaign Strategy Lead Nurturing B2B lead nurturing trade show follow-up trade show leads trade show strategy trade show tips Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. Here are 10 tips for designing an effective trade show follow-up campaign. Any response (e.g. But don’t overdo it.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Quit Obsessing About the Customer Journey

The Point

Now, to be fair, we certainly have a better understanding of the B2B customer journey today, and it’s certainly true that there are valid, credible insights that can be drawn about the way in which business buyers behave in the aggregate. Suddenly, we are led to believe, the customer journey is all that matters. Well, not so fast. No two customer journeys are the same. Maybe, maybe not.

29 Tips to Improve B2B Email Campaign Performance

The Point

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 Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. That link should sum up your offer, call to action, and a key benefit. Learn how …”).

Infographic: 10 Commandments of Email Copywriting

The Point

No matter what you’re selling – a white paper, a Webinar, a demo, a free trial, or 25% off your latest software – there are certain rules that disciples (ahem) of good B2B email marketing should always follow. B2B Marketing Creative E-mail email marketing Infographics Interactive Design b2b demand generation B2B email creative B2B email marketing Demand Generation email copywriting

Email 135

9 Proven Ways to Increase Webinar Response

The Point

B2B Marketing Campaign Strategy Demand Generation Event Marketing Event Promotion Integrated Marketing Webinar Invitations Webinars event marketing increasing webinar response marketo Webinar attendance Webinar best practices webinar promotion webinar registration webinar response Webinar success Webinar tipsLet’s face it: most business inboxes get flooded every day with Webinar invitations.

SEM 88

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all