The Point

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Surprise: Most B2B Advertising Isn’t Good. Or Is It?

The Point

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.

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5 Basic Things Every B2B Marketer Needs to Do to Prepare for GDPR

The Point

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.

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Why Companies Buy Marketing Automation Software

The Point

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology.

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Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Not in the least, according to a recent UK survey , which reported, amongst other findings, that just 2% of B2B marketers use marketing automation to its full capacity.

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If Lead Nurturing is the Question, is Software the Answer?

The Point

Do you use a specific software for lead nurturing? And here’s my response: “There are plenty of good software options there for lead nurturing. However, I suspect you’ll be hearing from many of the software vendors shortly, so let me answer your question in a different way: Software is not the solution.

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Step Away from the Email Software and No-One Gets Hurt

The Point

The post Step Away from the Email Software and No-One Gets Hurt appeared first on The Point. One bad email fed into an automation engine can destroy a thousand viable prospects before you know it. Just step away and let us professionals handle it.

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If You Write B2B Copy, You Need This Blog Post

The Point

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. It’s also horribly ineffective. To download your free copy, click here.