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

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. ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated. Click To Tweet. •

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

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) HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. DGR) How is ABM affecting email marketing strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

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

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

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

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. Personalization is over-rated.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

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

APRIL 22, 2020

A Nurture Strategy for Content Syndication Leads Click To Tweet. The post A Nurture Strategy for Content Syndication Leads appeared first on The Point. Place leads immediately into nurture. Put plainly, a content syndication lead is not sales-ready without clear signs of intent or engagement beyond the initial download.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

MARCH 22, 2024

Here’s an opening for an email I received a few weeks ago: One of the hardest parts of managing an organic social strategy is the need to churn out compelling posts at the speed of…well, the internet. Enter Artificial Intelligence (AI). No social media manager needs to be reminded about the need to produce content quickly.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

JANUARY 13, 2017

If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

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

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

APRIL 22, 2016

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. So what can a B2B marketer do, beyond responsive design?

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

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.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

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

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.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

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

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. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks. How to Approach Demand Gen in Challenging Times #B2B Click To Tweet.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

NOVEMBER 20, 2015

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.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 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 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?

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

SEPTEMBER 12, 2019

While there’s little debate about the value of a well-planned, well-executed Account-Based Marketing (ABM) strategy, where many B2B companies struggle – and where ABM initiatives tend to stall – is in that phase between planning and execution, where strategy and account planning meet tactics, plays and content.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

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).

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

MAY 19, 2020

stack up against those companies who push the envelope in both nurture strategy and their use of complementary technologies? To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

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. Then (critically), as specific, high-potential accounts show awareness, engagement and intent, those accounts can shift to a high-touch, Tier 1 strategy. Also, does it matter?

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

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

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. Do you agree? SP) It’s critically important.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

FEBRUARY 18, 2020

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.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

OCTOBER 15, 2019

That doesn’t mean that an inbound strategy should be abandoned entirely in favor of ABM at the first sign of leads that don’t convert. I’ve made the argument that part of the reason for the rise of ABM is that B2B marketers are really bad at lead nurturing. We send monthly emails to our database” is not a nurture strategy.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

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.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

AUGUST 25, 2015

The post A Follow-Up Strategy for Content Syndication Leads appeared first on The Point. For tips on setting up an effective autoresponder program, see this earlier post. Adapted from the white paper, “ 8 Tips for Content Syndication Success.”.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

FEBRUARY 28, 2023

A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results. Spear Marketing Group is a full-service B2B agency and authorized agency partner for a number of leading technology suppliers. Many will even help write the proposal to apply for funds.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC).

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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.

Advertising Agencies 173

Advertising Agencies Demand Generation Agencies Campaigns Paid Search Agency 173

The Point

JANUARY 7, 2020

The cold hard reality is that successful B2B demand generation. Account-Based Marketing (ABM) has gained the reputation as a “cure all” for everything that ails B2B marketing. takes time. The lesson? Our Opportunity-Based Marketing Framework is a great place to start.).

Account Based Marketing 130

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

The Point

SEPTEMBER 17, 2009

This is the 5th edition of the handbook, a compilation of 65+ tips and techniques on direct marketing strategy, creative, offers, media, and just about everything in between. [.]. Tags: B2B Marketing direct marketing b2b demand generation b2b lead generation Demand Generation. Download your free copy here.

Demand Generation 100

Demand Generation Demand Generation Tips 100