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

DECEMBER 5, 2023

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. How should we approach the campaign differently?” Hi Sally”) is a band-aid at best, and may even increase spam complaints by branding your message immediately as a marketing email.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

MARCH 22, 2024

Talk about lessons, tips, techniques, strategies, templates, best practices – anything that conveys an immediate learning benefit, and something tangible that the reader can take away from the event and put to practical use. And it’s producing a sea of sameness. Here a few simple tips for helping your Webinar email stand out in the inbox: 1.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” is its ability to target specific audience demographics: job title, industry, etc. Non-Content Offers. Only testing will tell.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

SEPTEMBER 23, 2020

That means late stage KPIs won’t register until potentially weeks or months into the campaign. For a more detailed look at how and where these KPIs best fit, and to learn more about the OBM Framework, see our free ebook: “ The Pragmatic Guide to ABM Success.”. Photo by William Warby on Unsplash.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

OCTOBER 29, 2021

However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative. Lead nurturing has long since become more than just an email channel, as marketers expand nurture campaigns to include channels like remarketing, content syndication, paid social, and even direct mail.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

FEBRUARY 18, 2020

The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a primary business case for purchasing marketing automation in the first place. The software freed up a backlog of campaigns waiting to be executed. Reduced sales cycle?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

JULY 13, 2022

However, whereas there’s plenty of information online about the mechanics of LinkedIn advertising (bid strategy, audience definition), it’s much harder to find proven best practices for the creative aspects of an effective LinkedIn ad.

Linkedin 241

Linkedin Paid Search Agency Ads Effectiveness 241

The Point

NOVEMBER 10, 2016

Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. More importantly, the campaign started to generate real business results. Aggressive testing of ad copy.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? Not only is ABM success not measured by clicks, conversions, and leads, but the KPIs may vary according to campaign stage. ABM is typically best-suited for companies selling complex solutions to buying committees at large enterprises.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

DECEMBER 13, 2019

I asked the best subject matter experts I know, my colleagues at Spear Marketing Group , what trends they think will highlight the next 12 months in B2B demand generation. Look for ways to more accurately measure the performance of your paid campaigns, potentially eliminating the need for third party point solutions.”.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

MARCH 8, 2018

Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. Why would I download a report when I already know said report is going to tell me your solution is the best?

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

FEBRUARY 27, 2018

The Web is littered with articles, Webinars, and very extensive reports about the specific, detailed requirements of GDPR and how best to achieve compliance. We recommend all marketers consult with legal counsel on how best to fully comply with GDPR. This is not one of those articles. Let Visitors Opt-Out of Cookie Tracking.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

JULY 27, 2018

For ABM campaigns in particular, it’s become something of an accepted truth that if you’re going to the trouble of constructing a highly personalized, highly orchestrated, multi-channel, multi-touch campaign, then naturally you want to ask the prospect for a meeting. Photo by Drew Beamer on Unsplash.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

APRIL 16, 2019

Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. Here are the five most common “fails” we see in B2B search campaigns: Not Bidding on the Correct Keywords.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). Do you have a naming convention for programs and campaigns? Are you using Salesforce Campaigns and corresponding statuses for all of your marketing efforts?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

APRIL 19, 2023

If you’re aiming at the wrong companies, not even the best content or creative will save you. Enter Exegraphics, an entirely new way of looking at companies that allows marketers to more accurately define, and target, those organizations that are the best fit for a particular product or solution.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

OCTOBER 15, 2019

In fact, ABM works best in combination with more traditional, funnel-based demand generation, and integrating ABM into the overall demand generation mix (focused on high-value, high-propensity accounts, say) can pay real dividends for most companies. Better Lead Nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MAY 17, 2021

That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re researching best practices, actively evaluating potential vendors, or somewhere in between. Another channel where a healthy content mix is vital is paid search (SEM).

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

FEBRUARY 28, 2020

Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a campaign aligns with current best practices and therefore stands the best chance of success. Is that offer specific & tangible? Remember, he who hesitates is lost.).

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

DECEMBER 15, 2020

What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: * Non-responsive leads can weigh down engagement rates and create a distorted view of campaign metrics.

Lead Scoring 162

Lead Scoring Lead Ranking Marketing Qualified Leads Leads 162

The Point

JANUARY 13, 2017

Smart technology marketers look to capture buyers early on in the sales cycle, then engage them in a consistent nurture campaign to build credibility, trust, and to position their solution favorably for when the buyers are ready to engage with sales. 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

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

FEBRUARY 24, 2015

Going beyond that basic set-up, a critical step in being able to gauge the true success of any search campaign, requires a modest investment in time and resources that most companies figure they can live without. The foundation of a strong search campaign is knowing what you want to achieve. Your search campaign should measure: 1.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

JANUARY 21, 2020

A client asks: “Should we be hosting our campaign landing pages in Marketo? As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

NOVEMBER 25, 2013

The bigger question is: as a B2B marketer, and more specifically, a B2B email marketer, is any of this really critical to your day-to-day campaigns? And who amongst us hasn’t received a panicked message from a boss or board member or client who found the latest campaign buried in his/her spam folder? I really do.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

MARCH 17, 2014

When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. But it’s also times like these when your campaign is most at risk. Don’t laugh – sometimes the best way to evaluate technology marketing is to show it to a layperson.)

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

JULY 8, 2014

The goal of the campaign was to forge an immediate connection with the new brand for those prospects who had been interacting regularly with the old company. The campaign generated click-through rates (CTR) that were more than 450% higher than average, and the emails drove almost 4,000 unique visits to the new Website.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

OCTOBER 22, 2019

Congratulations: your last email campaign generated a really high click-through rate. and email campaigns become more pronounced. Email bots make it increasingly difficult to gauge overall campaign performance and, on another front, can play havoc with triggered actions such as lead scoring. The culprit? Email bots. Scary stuff.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

APRIL 23, 2015

A high percentage of those messages are ignored, whilst the remainder is scanned at best. At right is a screenshot of how the campaign appears on an Android device. A typical business user receives more than 100 email messages alone daily , many of us much more. Grabbing the reader’s attention immediately has never been more vital.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

AUGUST 1, 2013

Demographic scores are best thought of as how interested you are in a prospect. Faulty inactivity campaigns. Companies routinely use “inactivity” campaigns to subtract points if, for example, a prospect takes no action for 3 months. Multiple campaigns assigning lead scores. Watch this space for Part 2, coming soon.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketing Qualified Leads 100

The Point

JANUARY 27, 2016

This new report shares insights, ideas, best practices, and real-life examples of how to measure lead nurturing performance beyond basic email metrics like open and click rates. We audited their lead management process from end-to-end and recommended a few key changes: • revamping email creative to better adhere to best practice standards.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

OCTOBER 30, 2013

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

SEPTEMBER 19, 2018

A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. The best marketers I know also know how to sell. If marketing software is a merit badge, be an eagle scout. Career Advice for a Young Marketer via @spearmktg. Click To Tweet.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

MAY 14, 2013

In follow-up to the recent 2013 Marketo Summit , the marketing team at ReachForce , a leading provider of B2B data services, sent a message to attendees (including this blogger) crowing about the success of their traffic builder campaign , an email that generated a 42.8% The subject line that generated such success? Well, apparently, they do.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

DECEMBER 12, 2014

Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

DECEMBER 3, 2013

I’ve had kind words to say about Eloqua’s marketing creative in this space previously, but what was then an edgy, ground-breaking campaign from the likes of Joe Chernov (then Eloqua VP Content Marketing, recently named VP of Content at Hubspot ) is now corporate marketing pablum at its worst. (Click the thumbnail image to view full-size.).

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100