The Point

JUNE 18, 2019

You generate engagement by convincing the reader of the value of the information on offer, whether that information is a white paper, a Webinar, or a demo. 7 Key Principles of #B2B Email Creative Click To Tweet. The post 7 Key Principles of B2B Email Creative appeared first on The Point. An arresting header image.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

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.

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

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.” Look for core content such as white papers that can be “sliced” into multiple assets and versioned more readily for specific industries, roles, etc.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

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. Photo by Amy Hirschi on Unsplash.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

SEPTEMBER 11, 2017

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. For more tips on effective social advertising, download our free white paper: “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook. ”.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

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 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. One of the areas we recommend consistently to our clients is to do more with the corporate blog.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

FEBRUARY 28, 2023

Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media). Spear Marketing Group is a full-service B2B agency and authorized agency partner for a number of leading technology suppliers.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

MAY 17, 2021

Many B2B companies have a tendency to over-rely on late-stage offers (demos, in particular) in their search campaigns, on the assumption that search lead automatically wants to evaluate a product. 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

NOVEMBER 12, 2019

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. In fact, he went as far as to classify anything else (a simple LinkedIn campaign, for example) as merely a “shotgun” approach. No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 19, 2017

Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. Let’s be clear here – we’re not saying you should convert your white paper into sales collateral. Are the topics and stats current—no more than a year or so old? There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MAY 27, 2014

Unfortunately, the “If X, then you need Y” school of writing crops up often in B2B marketing, in part, one supposes, because it’s a convenient though lazy way to connect a pain point with a company’s product or service. Download a free copy of our white paper on integrated business applications and learn how to …”.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

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.” The post Winning B2B Email Campaign Keeps it Simple appeared first on The Point. Not necessarily.

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Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

SEPTEMBER 21, 2017

For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”. Provide a means to contact sales on the thank you page or in the fulfillment email that is sent to the prospect upon completing the registration form.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. Adapted from the white paper, “ 8 Tips for Content Syndication Success.”. I’m following up to learn: 1.

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Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

JULY 27, 2018

So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). * a demo or free trial is a high bar offer (due to the time and resources required). *

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Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 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. Note: I wrote a white paper on this very topic.). Why is that?

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 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.

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Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

JULY 1, 2013

The right white paper title can serve as a very effective way to target the right audience, regardless of where it’s hosted. B2B Marketing Content marketing Content Syndication Demand Generation lead generation White Papers b2b demand generation madison logic netline White Paper Syndication'

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Demand Generation Paper Sales Qualified Leads Content 100

The Point

MAY 4, 2015

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. Remember: an abstract is, essentially, an ad. Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

OCTOBER 15, 2019

Like ABM, chat is not a cure-all, but the strategic, selective use of chatbots in marketing campaigns and on B2B sites is showing real potential for capturing leads who might not otherwise fill out a form, and driving more sales conversations from those that do. 2) lead nurturing. Here are four potential solutions when leads don’t convert: 1.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

AUGUST 27, 2019

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers ), quickly rivaling search advertising on Google. is its ability to target specific audience demographics: job title, industry, etc. Non-Content Offers. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

NOVEMBER 29, 2017

In an era when B2B marketing is so technology-driven, marketers can be forgiven for thinking that the only thing keeping them from success is one more layer in their technology stack. And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account. Click To Tweet.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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. The 42-page white paper includes insights from industry thought leaders such as Ardath Albee, Jay Baer, Kristin Zhivago, as well as yours truly (see Page 13).

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Aggregage Trends B2B Thought Leadership B2B 100

The Point

JULY 16, 2015

Seriously though, that is one gorgeous white paper. And, as the primary offer, it’s front and center in the email, which (as readers of this blog will be tired of me preaching) is one of the keys to B2B email success. Let me count the ways: The aforementioned white paper image is HUGE. The offer image.

CMO 100

CMO Paper Marketing Management Marketing Proposals 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

JULY 14, 2011

Sure, your product may be wonderful, but the reason people respond to emails is because they want the offer: the white paper, the Webinar, the information kit. For more tips on B2B email design, download a free copy of our white paper: “ Top 10 B2B E-mail Marketing Mistakes.”. Sell the Offer.

Creativity 100

Creativity B2B Verticals Paper 100

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative , so it’s good to see at least one B2B company get it right. .

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JULY 20, 2018

When a reader arrives at a landing page from an email campaign, he or she has already received a critical mass of information about you and the offer – whether that offer is a white paper, Webinar, demo, or whatever. It’s a relatively safe assumption that he or she is already “sold.” For Webinars, include a photo of the speaker.)

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. And they can be a refreshing change in what otherwise might be a steady stream of white paper offers and Webinar invites. Answer: you get creative. Drive subscriptions. Do you broadcast a monthly newsletter to your database?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Now, it’s true that white papers generate a wider spectrum of leads – some highly qualified, some merely “tire kickers.”

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Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

MARCH 8, 2018

For a more detailed read on lead generation offers, download our free white paper: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers. ”. Photo by Billy Huynh on Unsplash. The post How to Market an Analyst Report appeared first on The Point.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. For the average B2B marketer, I’m not so sure this is a wise move. Here’s why: First, some context. Click To Tweet.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

JANUARY 21, 2014

I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”. This could also be a way to break up the first paragraph (see above.)”. The revised email can be seen in the second thumbnail to the right.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. See this earlier post for recommendations on what makes an effective white paper.). The following is a recipe for a good information kit.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

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

JUNE 24, 2010

So you just launched a new white paper. For example, at right is a landing page we created for a new white paper published by a client, Navicure. A basic tweet in support of the white paper would read: New white paper: how to choose the right medical claims clearinghouse – [URL]. Try factoids.

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Landing Pages Paper Demand Generation Comparison 100