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

NOVEMBER 10, 2016

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

FEBRUARY 24, 2015

Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Excerpted from the Spear white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google Adwords™ Campaign Isn’t Working and What to Do About It.” It’s easy to see why.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Google also defines the key factors through which an advertiser can improve that landing page experience.

Landing Pages 100

Landing Pages Lead Ranking Lead Scoring PPC 100

The Point

JANUARY 24, 2017

Google AdWords – place ads on AdWords using the show name (and variations) as keywords. Tip: math challenges work best vs. general knowledge because the answer can’t be googled.). Signatures can be an extremely effective (and free!)

Trade Show 100

Trade Show Traffic Demand Creativity 100

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

JULY 20, 2018

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. Adjust your copy and key selling points accordingly. * For Google ads specifically, an effective landing page contributes to a higher “quality score” and a lower cost per click.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

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. Add More Detail. Comments welcome.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Billion with Google in 2013.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

MAY 18, 2016

If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. Key Finding 1: Buyers have all but replaced vendor-provided content. Less and less of that content is vendor-provided.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

OCTOBER 25, 2017

Cue the advent of search marketing and Google AdWords.). Even the best, most creative, most tightly orchestrated outbound campaign succeeds on an accident of timing. Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. Be aggressive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

NOVEMBER 25, 2013

But in practice this is a much more severe issue for B2C marketers, for whom a reputation problem with one ISP, say a Yahoo or Google, can have enormous implications for deliverability. This is not to say that instituting a few common sense best practices designed to minimize spam score and maximize deliverability is a bad idea.

Deliverability 100

Deliverability CAN-SPAM Lead Ranking Lead Scoring 100

The Point

SEPTEMBER 8, 2010

This month, Google released a new feature called Priority Inbox , designed to help Gmail users better cope with email overload by automatically determining which emails are most important to you. Two, acquisition is not what email does best. Disclaimer: Google is a Spear Marketing Group client.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

The Point

JUNE 8, 2016

Google AdWords Customer Match – similar to the custom audience programs offered by the big social networks, Google also allows advertisers to upload a list of email addresses and then reach those precise contacts via ads on Search, Gmail or YouTube.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MAY 30, 2013

Along the way, we’ve developed some best practices for how to make that long distance relationship work best. Annual planning meetings are some of the best opportunities to have the agency fly out and meet face-to-face. (Or The best agency/client relationship is a partnership. Be up front about the way you like to work.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JANUARY 25, 2012

Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Include a clear, specific call to action. Not “learn more.” No “For more information …” Make the reward specific and tangible. Sell the offer. Don’t include external links.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

OCTOBER 10, 2013

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. B2B Marketing Branding Content marketing Demand Generation Webinar Invitations Webinars b2b demand generation B2B demand generation agency b2b lead generation b2b marketing agency Webinar best practices'

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Lead Scoring Personalization 100

The Point

JULY 13, 2012

In his post, Jon proposes extending the rule to lead nurturing, and states that “some of the best (lead nurturing) emails provide useful and compelling content in the email itself” – that is to say: without an offer. If you want to share links, well: that’s what Twitter, Facebook, Google+, Pinterest et al are for.

Lead Nurturing 100

Lead Nurturing Lead Ranking Lead Scoring Campaigns 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.

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

The Point

AUGUST 23, 2016

Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map. Key to convincing prospective attendees that your event can be – without question – the best possible use of their time, is to offer specific, concrete details. Sell peer interaction. Be specific.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

NOVEMBER 20, 2015

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

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing & Strategy 100

The Point

FEBRUARY 8, 2011

In addition to tips, ideas, and opinions from some of the brightest minds in social media, the report also includes links to more than 60 articles and blog posts about blogging strategy, tactics, and best practices for B2B Marketers. Title blog posts with Google search results in mind.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

JANUARY 13, 2017

The best way to expand your SEM offer strategy, therefore, is to set up separate campaigns with separate and distinct offers, keyword groups, and landing pages: • a demo or trial campaign focused on brand, product, or category keywords. • Most likely they’re simply looking to solve a problem.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

DECEMBER 6, 2010

Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best. Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post. Comments after the fold.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

NOVEMBER 28, 2011

Examples could be Case Studies, Best Practices, Industry News, Opinion/Analysis, etc. Use Google Alerts, social media, and your PR agency to help spot potential topics. Brainstorm all possible topics for the newsletter (keeping in mind the audience and goal, as above) and then whittle that list down into 4 or 5 categories.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

JUNE 16, 2015

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. Eliminating wasted spend – monies spent on clicks that aren’t converting into qualified leads – is one of the best ways to generate higher ROI from your paid search campaign.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

JANUARY 30, 2018

In “ The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000 ,” the two authors cover everything from when to make the first marketing hire, to what marketing technologies to buy first, to how best to leverage marketing data.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

JANUARY 6, 2014

It’s a pretty sure bet that Google will change their search algorithms again this year, and SEM practitioners everywhere will tinker away under the hood of their precious PPC campaigns, in a valiant attempt to stay ahead of the curve and the competition. Improve SEM conversion rates.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

AUGUST 25, 2022

Instead, B2B marketers should: * Record Webinars and promote them as on-demand events, skipping the live broadcast altogether * Test other, non-Webinar terms for the recording: video podcast, expert roundtable, fireside chat, panel discussion (buyers are burned out on the term “Webinar” as much as they are on the events themselves) * Promote the recorded (..)

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52