The Point

JANUARY 24, 2017

LinkedIn Ads – Place sponsored updates on LinkedIn using a custom image with an emphasis on speaking slots, demos, networking events, and specific, compelling reasons to drop by the booth. Brain Teasers – you know those “98% of people get this wrong” brain teasers on LinkedIn that generate thousands of comments?

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

FEBRUARY 22, 2010

One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site. LinkedIn now boasts more than 60 million registered users , but far fewer than that number are active members in group discussions and in LinkedIn’s “Answers” section.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

FEBRUARY 25, 2022

Trust me: not all marketing campaigns perform at the level showcased on LinkedIn. Not all companies are tracking marketing-attributed revenue down to the penny. Not all organizations have reaped torrents of revenue through a seamless migration to ABM.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

FEBRUARY 28, 2023

Define up front the kind of system access needed to implement the program being funded: marketing automation, CRM, CMS, LinkedIn accounts, email templates, image libraries, etc. A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results. Be realistic.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JULY 27, 2021

The two are not mutually exclusive, and successful ABM marketers learn how to leverage both in creating an account list with the best chance of success. A big thank you to Tom Meriam, Spear’s VP Business Development and resident ABM expert, for allowing me to brazenly steal his recent LinkedIn post for this article.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

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.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

OCTOBER 1, 2021

In a recent LinkedIn poll , almost half of the respondents (46%) indicated they’d rather force prospects to enter business emails on forms, even if it resulted in higher abandonment rates. Should you allow prospects to enter a personal email address when they fill out lead gen forms? B2B marketers seem divided on the question.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JULY 30, 2020

Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). Most will link from search or social media.). Market subscriptions aggressively , and not just on the home page. 5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand Click To Tweet.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

MAY 19, 2020

Modern, best-in-class lead nurture programs focus less on automation, and more on leveraging intent data, AI, social engagement, Web behavior and a host of other variables in order to deliver their messages – through a variety of channels – to the right person at the right time. Photo by Marvin Meyer on Unsplash.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JUNE 26, 2013

Anecdotally, our experience is that the difference in lead quality between Webinar registrants who show up on the day, and those who don’t, can be minimal at best. These are guidelines, so by all means experiment to find the precise timing and intervals that work best for your audience.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

MAY 3, 2016

The report covers a wide range of trends and topics, but focuses on the best practices most common amongst “high-performing” marketing teams. In Salesforce’s defense, there’s little practical way to define high-performing marketing teams short of every company in the survey being able to report on the same metrics, preferably ROI.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

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. ABM was born of a time when (in hindsight) we marketers had it good.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

JULY 30, 2019

A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). Instead, the real problem with modern demand generation is the way in which it’s practiced. The real answer to that question, I would argue, is more nuanced.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JULY 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. Someone responding to a Google text ad, or a LinkedIn sponsored post may be only curious, or intrigued by your offer, but likely isn’t “sold” yet. My response: In short: no.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JANUARY 17, 2019

I’ve written previously in this space about how automated lead nurturing works best, not as a dumping ground for unqualified leads, but as something that works in parallel with sales development to increase lead conversions and maximize SDR productivity.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

APRIL 26, 2017

For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). That’s going to require more than just implementation and configuration, but counsel, best practices, and hands-on assistance with strategy (How do I select target accounts? What plays should I run?)

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

FEBRUARY 14, 2018

On LinkedIn recently, one sales executive opined that anecdotal evidence (i.e. But what if the insight gained from these technologies is unwelcome news, namely that people are downloading, but not actually consuming, marketing content?

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JUNE 8, 2016

Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JUNE 20, 2011

Best Practices – strategies, tips and techniques for improving results, ROI, efficiency, productivity, value, etc. question you’ve heard from a customer or potential customer, or a question you see online (good online sources for questions are LinkedIn , Focus.com , and Quora.) What’s different now compared to 1 year ago?

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

MARCH 25, 2016

Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar. Finally, schedule a series of tweets starting 2 weeks prior to the event. Vary the copy, and include images where possible, such as speaker photos.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JANUARY 13, 2017

However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice. Most likely they’re simply looking to solve a problem. an “early stage” campaign focused on pain points, problems, and opportunities.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

NOVEMBER 23, 2021

Enter the good people at Metadata.io , who analyzed nearly $15 million in customer ad spend on LinkedIn and Facebook to generate a compelling benchmark report covering everything from click-through rate (CTR) to cost per lead (CPL). It shows the most common calls to action (CTAs) used in LinkedIn ads designed for lead generation. .

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

NOVEMBER 20, 2015

– Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. . – Programmatic display advertising, to reach ideal contacts at targeted accounts via ad networks, perhaps with account- or industry-specific ad creative. – Paid search advertising on Google via the new “customer match” program.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

APRIL 23, 2020

Like surveys, podcasts are ideal fodder for social media (especially LinkedIn), lead nurturing , and demand gen. Are your email designs consistent with current best practices as well as brand guidelines? How much does your current resource library reflect your newest and best content? Update your resource center.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

FEBRUARY 4, 2013

Is this because paid search is becoming ineffective as a lead generation vehicle, or is it (as I suspect) because so many companies attempt paid search without a full understanding of basic SEM best practices? This mirrors what our agency is seeing with the growing success of channels like Promoted Tweets.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

JANUARY 30, 2018

In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. Their article inspired me to reflect on some of the start-ups that our agency has worked with over the years.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168