The Point

JUNE 30, 2017

In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. In the agency business, such as ours , this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

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?

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

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.” To me, this is a campaign that works. Not necessarily. Will I be asked for a code?

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

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

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

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. ”.

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

MAY 16, 2018

There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s customer base: A competitor gets acquired. There are 2 key truths to keep in mind when mounting a competitive campaign: 1. So what do most competitive campaigns do? The company suffered a data breach.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

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.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

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.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JULY 27, 2018

It’s ironic then, that in an Age of Account-Based Marketing (ABM) and Intent Data and IP-based Advertising, when B2B marketers are looking for any short cut possible to find, meet, engage, and close the prospect who is ready to buy, that high bar offers are more and more popular. Photo by Drew Beamer on Unsplash.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

SEPTEMBER 12, 2013

Try these techniques to improve the performance of your next campaign: 1. If you don’t test subject line and your campaign performs below expectations, you’ll never know what effect your subject line had on results. Social sharing icons provide the recipient the opportunity to share your content and extend the reach of your campaign.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

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.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

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.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

OCTOBER 11, 2022

What are the most effective strategies for email marketing campaigns, such as subscriber segmentation and personalization? Marketers are better off segmenting messages and campaigns by 2-3 key personas. Now, all B2B email should be optimized for mobile pretty exclusively. Personalization is over-rated. Then it was “mobile-first.”

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

NOVEMBER 10, 2014

Let me count the ways in which this campaign went off the rails: 1. An effective B2B email immediately delivers the What (the offer), the Why (the key benefit), and the How (the call to action). Again, why on earth am I being told this? Remember, if you don’t grab the reader in the first two paragraphs, the game is lost.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

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.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

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.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

MARCH 17, 2014

When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. But it’s also times like these when your campaign is most at risk. ” It could be the one thing that saves your campaign from imminent disaster.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

MARCH 16, 2010

But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. In fact, any experienced search marketer will tell you that many of the quickest ways to improve PPC campaign performance fall into the category of eliminating wasteful spending. employment. inexpensive.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

AUGUST 16, 2016

During the Olympics, many global brands run extensive campaigns, sometimes putting a large percentage of their yearly marketing budget towards these efforts. Throughout the games in Rio, Origami Logic tracks marketing activities by both Olympic sponsors and non-sponsors, and highlights results on a campaign microsite developed by Spear.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

AUGUST 18, 2014

Here are 10 tips for designing an effective trade show follow-up campaign. A follow-up campaign is one designed to address the other 90 percent of show leads, including show attendees who never made it to your booth, and to ensure that no other potentially qualified leads fall through the cracks. Any response (e.g.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

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.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

FEBRUARY 25, 2022

Trust me: not all marketing campaigns perform at the level showcased on LinkedIn. 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. Not all companies are tracking marketing-attributed revenue down to the penny.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

JANUARY 21, 2014

Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign. A few days later, Kevin responded with the results: “Based on your input, I made the following changes to the Forrester campaign: 1. What would you change?”. Shortened body copy text.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

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. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Approval cycles on partner-related campaigns can be complex, so it’s wise to have agreement up front on who needs to review what, and how quickly. Don’t let last-minute security protocols prevent you from getting a campaign in market. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

MARCH 22, 2024

For a more detailed discussion of email creative best practices (and real-life examples of what NOT to do), check out our recorded Webinar: “ A Crash Course in B2B Email Creative.” And it’s producing a sea of sameness. Here a few simple tips for helping your Webinar email stand out in the inbox: 1. Don’t tell people what they already know.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

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. Yes, even if you’ve identified the ideal audience, and mastered the perfect bid strategy, copy and design are ultimately what drive clicks and conversions.

Linkedin 241

Linkedin Paid Search Agency Ads Effectiveness 241

The Point

JULY 25, 2014

From a lead generation perspective, however, the campaign is a hot mess. I wrote in a recent post about how B2B marketers are seeing diminished returns from content marketing initiatives because they insist on pumping out content that is essentially product collateral in sheep’s clothing. This campaign is a perfect example.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

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.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

APRIL 23, 2015

At a time when 40-50 percent of all emails are received on a mobile device , it’s more critical than ever that the key components of any email campaign — offer, key benefits, call to action — are immediately visible in the very first few lines of your message. Why the reader should care, and. * How to respond.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

JUNE 30, 2021

Well, it matters only because many B2B marketers who haven’t yet stepped foot in the ABM waters are under pressure, from management or sales or both, to do so. Alas, too many companies consider ABM to be synonymous with one-to-one, high-touch campaigns exclusively, in the belief that one-to-one marketing is the only “true” ABM.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

JUNE 25, 2019

Marketing attribution is a hot topic these days in B2B circles. Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment impacts revenue. Do you have a naming convention for programs and campaigns?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

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.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

APRIL 23, 2013

Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. If I were being picky, I’d change only a couple of things about the ExactTarget campaign. For more tips on email creative, download a copy of the white paper: “ Top 10 B2B Email Marketing Mistakes.”.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

MARCH 18, 2020

Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. How to Approach Demand Gen in Challenging Times #B2B Click To Tweet. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. A survey is the ideal “no content” campaign because it creates its own offer. Answer: you get creative. Answer: you get creative. Run a survey.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100