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.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JULY 30, 2020

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand. 5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand Click To Tweet. from your Blog ”. Photo by Domenico Loia on Unsplash.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

AUGUST 21, 2018

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.”. Even if your product is trailblazing a new category, or solving a problem that few companies know they have, you can still orient your marketing to capture demand.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

NOVEMBER 27, 2018

Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. And yet, at most B2B companies, social media is still relegated to a role loosely defined as awareness, community-building, or even PR. Are B2B marketers ignoring a huge opportunity? times higher.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

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.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

MAY 28, 2020

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. In times like these, and beyond, a balanced, diversified approach to demand generation is the smart investment. Simply put, buyers are few right now.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

JUNE 24, 2022

Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic. The TrustRadius report focuses primarily on how technology vendors should adapt their selling process to these new buying habits, but it’s also worth considering some of the key findings and their implication for the demand marketer.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

NOVEMBER 29, 2017

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. It’s one of the oldest demand generation clichés that list matters above all else. If we only had ABM, you hear.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JULY 30, 2019

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.).

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

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) In our business, demand generation and content marketing are nearly synonymous. Good content is the fuel that feeds demand generation success.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

MAY 28, 2019

Like so many other trends that first take root in the consumer realm, B2B companies are starting to take note, to the point where chatbots – programs designed to simulate (and stimulate) conversation with online users – are being heralded as the “next big thing” in B2B marketing. Confession: I was a chatbot skeptic. in particular.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

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?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

MARCH 7, 2019

Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing , an article that you can read online here. With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email marketing today? (HS) Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

SEPTEMBER 15, 2015

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. .

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 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. Read more about the survey results on Lori’s blog.). for lead management to 3.35

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

OCTOBER 11, 2022

A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers. Then it was “mobile-first.”

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

JANUARY 24, 2017

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.

Trade Show 100

Trade Show Traffic Demand Creativity 100

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.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

APRIL 30, 2013

Demand generation is hot. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” As a demand generation marketer, however, I have an issue when brand marketers start to muscle in our turf. No problem.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

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.

Linkedin 241

Linkedin Paid Search Agency Ads Effectiveness 241

The Point

MARCH 17, 2014

B2B Marketing Campaign Planning Campaign Strategy Copywriting Creative Demand Generation email marketing lead generation B2B email creative B2B email marketing email creative email marketing agency email marketing best practices email marketing creative email marketing tips'

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

SEPTEMBER 17, 2009

Tags: B2B Marketing direct marketing b2b demand generation b2b lead generation Demand Generation.

Demand Generation 100

Demand Generation Demand Generation Tips 100

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

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. The reality is that ABM (now ABX, in some circles) is ever-evolving and so what qualifies as ABM is a moving target. Also, does it matter?

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

DECEMBER 14, 2012

Specifically, the question is: How much of our total demand generation budget should we spend on generating net new leads, and how much should we spend on converting the leads we have? The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

MAY 11, 2015

Marketers are strategic players, contributors to the bottom line, demanding of a seat at the “revenue table”. 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. Sure, data rules the roost.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

OCTOBER 15, 2019

In fact, ABM works best in combination with more traditional, funnel-based demand generation, and integrating ABM into the overall demand generation mix (focused on high-value, high-propensity accounts, say) can pay real dividends for most companies. Good content is at the center of any effective demand generation.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JANUARY 7, 2020

You can write off the Q4 Revenue Scramble as just “the way business works,” or you can start the new year by putting in place the kind of planning and foundational demand gen programs that will minimize, or even eliminate, the mad dash for the finish line 9-10 months later. The cold hard reality is that successful B2B demand generation.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

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.”. Want to guess how many of those leads arrive via our clients’ Websites?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

AUGUST 24, 2009

Tags: B2B Marketing Demand Generation Lead Management Lead Nurturing lead generation telemarketing appointment setting b2b demand generation b2b lead generation Cold Calling.

Demand Generation 100

Demand Generation Demand Cold Calling Telemarketing 100

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.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) Now, third-party intent data is a powerful tool , and, if you’re a B2B marketer, deserves to be a part of your demand generation planning. Effective demand generation.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 4, 2024

The lead generation experts at NetLine just released their “ 2024 State of B2B Content Consumption & Demand Report ,” a meaty 38-page guide based on data from more than 6 million content registrations. Even in the throes of an uncertain economic climate, B2B buyers’ appetite for quality gated content shows no sign of abating.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

FEBRUARY 14, 2018

However, in the context of demand generation , it matters very little whether they read it or not. Remember: to be effective, demand generation content should appeal to, and generate engagement from, a prospective customer looking to solve a pain, problem, or issue that your company, product or solution can address. via @spearmktg.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JULY 27, 2021

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. It’s not a prerequisite that a target account shows some level of engagement to be a candidate for ABM, but accounts that show no engagement demand a different approach.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351