The Point

NOVEMBER 29, 2017

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. It’s one of the oldest demand generation clichés that list matters above all else. Know Your Content. Click To Tweet.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. LDW: This was a surprising number for me – in a good way. LDW: Yes and no. I’m ambivalent.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JULY 30, 2019

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.).

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

OCTOBER 18, 2016

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle.

Demand Generation 100

Demand Generation Demand Generation Top of Funnel 100

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

JUNE 7, 2017

As someone who has sold SaaS before + works with demand gen firms regularly, I really agree with your critique that “No lead generation vendor will qualify and convert leads better than you will” That was definitely the case for me, even when working with an internal SDR resource. Best, [Name of Rep]. Click To Tweet.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. In our business, demand generation and content marketing are nearly synonymous. Good content is the fuel that feeds demand generation success. AN) Hello, Howard. HS) Content is everything these days. 2015 is no exception.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

NOVEMBER 15, 2022

A client asks: “What’s the best way to market to purchased lists like ZoomInfo ? We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. Curious as to your opinion?”. There’s no one approach to cold lists that works for every company and every audience.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

FEBRUARY 28, 2023

A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results. What content assets or other calls to action (CTAs) have worked best in the past? But “easy” doesn’t always equate to the best choice. What actions do you want your prospects to take?

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JANUARY 6, 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. Improve campaign measurement.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 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. And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. BONUS TIP: 11.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

FEBRUARY 14, 2024

True, if you generate survey data through a third-party service, you generally won’t receive those responses as leads, or know how specific individuals answered specific questions. To generate true thought leadership and brand awareness and sales leads, a survey needs careful planning, from choosing a topic to marketing the data.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

DECEMBER 23, 2014

Looking to include social media advertising as part of your demand generation mix in the new year? Is it best to start with CPM, or CPC? 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.

PPC 100

PPC Advertisements Advertising Cost Per Thousand 100

The Point

JANUARY 21, 2016

Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. If you’ve got the content nailed, turning your blog into a demand generation machine may require little more than a few simple changes. Sourcing, developing, and publishing great content is the hard work.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JUNE 10, 2013

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Of course, designing demand gen campaigns solely to generate highly qualified leads is problematic.

Demand Generation 100

Demand Generation Demand Sales Qualified Leads Generation 100

The Point

JANUARY 27, 2022

ABM is best viewed as a strategic initiative, with a level of investment and planning appropriate for a fundamental shift in the way a company drives revenue. It’s possible to generate quick results from ABM, but it’s unrealistic to expect them, or to conduct any proper evaluation of ABM on execution in a very tight window.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

JULY 13, 2022

LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience.

Linkedin 241

Linkedin Paid Search Agency Ads Effectiveness 241

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. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context. Progressive Profiling.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JANUARY 17, 2013

Generate 10 deals per quarter from contacts already in our CRM database. What is about social media that you think will extend and improve your demand generation mix? Webinars can be an important part of the demand generation mix, and Sales loves them because they’re viewed as generating more “qualified” leads.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

MARCH 23, 2023

Increasingly, however, it’s being leveraged as an effective, affordable way to maximize campaign performance across a range of different demand generation channels. A highly trafficked page can generate test results very quickly. In the ideal, CRO is an ongoing process of constantly testing new ideas and improvements. Offer Appeal 2.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

APRIL 30, 2013

Demand generation is hot. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” As a demand generation marketer, however, I have an issue when brand marketers start to muscle in our turf. No problem.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

MARCH 20, 2018

Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. Knowing why one subject line generated a higher response is a learning you can then continue to leverage going forward. Reminder: Email Best Practices Webinar. Name, Location, Industry).

Demand Generation Agencies 234

Demand Generation Agencies Demand Generation Urgency Marketing Webinar Metrics 234

The Point

JULY 27, 2021

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. 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.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

DECEMBER 14, 2010

With the new year almost upon us, here’s a quick way to increase the effectiveness of your lead generation programs in 2011. Take 7 minutes out of your day to listen to the first part of a podcast I recorded recently with social media expert Steve Farnsworth about trends and best practices in B2B lead generation.

Lead Generation 100

Lead Generation Generation Leads Lead 100

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) Here are 3 models to consider when making the decision on how to serve up lead generation content on your Website: The “Free for All” Model. So the question is: To gate or not to gate?

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

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.” Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JULY 18, 2011

This demands, however, that the content of your white paper be oriented towards solving a problem and not convincing the reader why your product is the best thing since sliced bread. Based on papers that have proven highly successful for our clients, here’s a typical outline for an effective, lead generation-oriented white paper: 1.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

JUNE 30, 2021

And so then the natural question is: what does it mean to “do” ABM, and where’s the best place to start? . Well, it matters only because many B2B marketers who haven’t yet stepped foot in the ABM waters are under pressure, from management or sales or both, to do so.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

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 sales enablement and sales orchestration to become a standard part of every demand generation campaign brief. Here’s to another exciting year!

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

APRIL 23, 2020

With the right design, frequency, and content, however, a blog can be a key driver for SEO and lead generation. Hosting a survey can be an effective (and relatively inexpensive) way to generate meaningful data, data that can then be converted into offer assets like a survey report, blog posts, infographics, etc. Create a podcast.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

AUGUST 8, 2011

A recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo , sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation. I have two major issues with the analysis: 1.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

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.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

DECEMBER 5, 2023

Lastly, these new regulations only reinforce what should be email marketing best practices, regardless: * Focus on value, not volume * Strive for relevancy, at all costs (hint: segmentation) * Offer information that solves problems vs. pitches a product Note that I don’t mention personalization. Basic, token-based personalization (e.g. “Hi

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

MARCH 8, 2018

But as news items, they belong in a press release, or on social media, not in a demand generation email designed (presumably) to drive engagement. Why would I download a report when I already know said report is going to tell me your solution is the best? Now, these sentiments may be newsworthy. Photo by Billy Huynh on Unsplash.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

MAY 30, 2023

Rather than cut back on paid search (SEM) budget arbitrarily, look for keywords, ad groups, and campaigns that generate a bunch of clicks (and thus cost money) but few conversions. As a first step, try segmenting existing nurture tracks by persona.) * Explore user-generated content. Identify and eliminate wasted spend in search.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147