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. The demand for better attribution will also pressure the big ad platforms – Google, Bing, Facebook, LinkedIn – to create more robust reporting options.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

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

NOVEMBER 12, 2019

In fact, he went as far as to classify anything else (a simple LinkedIn campaign, for example) as merely a “shotgun” approach. Furthermore, even the best third-party intent data only ever delivers a subset of the total number of hot leads out there. Do You Want Intent Data with That? Click To Tweet. No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

MARCH 24, 2021

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. But if that emotional response becomes the measuring stick by which B2B ads and campaigns are judged, we’re heading down a road where creative looks cool, wins awards, but doesn’t generate the results our clients are hoping for.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

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. Maintain ABM campaigns and continue to generate awareness and engagement at identified target accounts. My prescription?

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

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

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

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

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. Get creative. Add Social links. Comments welcome.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

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

MARCH 7, 2019

More broadly, however, it’s online media that are being implemented alongside email, particularly channels like LinkedIn, Facebook, Google and programmatic platforms like ListenLoop through which companies can target online ads to members of a specific email list. These have particular application in lead nurturing and customer marketing.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 17, 2019

But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

OCTOBER 25, 2017

Even the best, most creative, most tightly orchestrated outbound campaign succeeds on an accident of timing. Instead, the most effective B2B demand generation today is an integrated mix of yes: targeted, outbound campaigns, but with a foundation of “always on” inbound marketing. Click To Tweet.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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.). If “demand generation” means no more than a LinkedIn ad and a handful of leads purchased through content syndication , then yes: demand generation will continue to disappoint.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

APRIL 26, 2017

For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). Yes, business buyers are tiring of automated campaigns and endless streams of emails, especially now that the power to launch automated campaigns is being placed in the hands of salespeople. BDR spam, anyone?).

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

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

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 other words, if you’re extremely satisfied with your marketing outcomes, independent of what those outcomes are or the metrics employed, you’re labeled one of the best.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

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

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MARCH 25, 2016

If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. Consider a 4-week paid search (SEM) campaign leading up to the date of the Webinar. Leverage social media to extend the reach of your campaign.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 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). report is more than just a useful vehicle for benchmarking the performance of your own campaigns.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

OCTOBER 21, 2009

Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. Bebo , LinkedIn and Delicious all performed well. * Test their location in the email. Test text links vs. icons.

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

DECEMBER 6, 2010

26 Must-Have Negative Keywords for B2B PPC Campaigns. Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best. How to Answer a Question: 5 Tips for Making the Most of LinkedIn. Comments after the fold. 7 Mistakes To Avoid In Your Next Webinar Invitation. Salesforce.com Webinar Invitation Gets It Right.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

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. – Economic Buyer. – Technical Buyer.

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? Clean up your data. Talk to sales.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

AUGUST 25, 2017

Use LinkedIn to identify clients/past employers directly. If I were hiring an agency, I’d review that list and either a) find a company where I already know people on the marketing team, or b) choose a company in a similar category and search on LinkedIn to find possible connections. – What are the 3 things your agency does best?

Demand Generation Agencies 198

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 198

The Point

FEBRUARY 4, 2013

Should this impact on when B2B marketers plan their demand generation campaigns – perhaps focusing on Q1 and late Q3/early Q4? More than 10 percent of the reporting companies discontinued their paid search (SEM) campaigns in 2012. B2B companies reported much higher traffic in the first quarter and from September to mid-November.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

DECEMBER 23, 2014

Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Is it best to start with CPM, or CPC? Which social media platform makes most sense for your business? What’s the difference between the various ad formats?

PPC 100

PPC Advertisements Advertising Cost Per Thousand 100