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The Point
JUNE 23, 2020
Indeed, those who announce that anything is “dead,” marketing-wise, typically have an agenda in mind, most often selling you a product or solution to facilitate whatever replaces the (allegedly) departed. to reflect what they say is the reality of the B2B marketplace and how modern purchase decisions get made. Email is very much alive.
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. However, it’s critical to align search offers (and not just ad copy) with ad groups tailored to a particular buying stage.
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The Point
JUNE 24, 2022
The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even if that office is now their living room). Key Finding 1: Buyers have all but replaced vendor-provided content.
The Point
DECEMBER 11, 2018
Is ABM a fit for our company, our product, and our audience? How can ABM best coexist with a more traditional funnel-based demand generation model? For example, in the very early stages of an ABM campaign, success is best measured by Account-Based Awareness and Account Engagement. These are not impulse purchases.
The Point
OCTOBER 10, 2013
Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more immediate and personal.
The Point
APRIL 30, 2013
They’re not, and here’s the simple reason why: Demand generation, by definition, generates measurable demand for your product. It’s a compelling case, but then Josh goes further: “A solid model for understanding Web advertising is the purchase intent funnel. Well, OK, it might do those things, but that’s not its purpose. Wait, what?
The Point
JULY 23, 2012
In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. Some of the main reasons are these: • It’s difficult if not impossible to target a message exclusively to those prospects that are ready to buy. but “budgeted to buy (insert your product or service here)” – not so much.
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