The Point

OCTOBER 22, 2020

A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?”. Note: the goal of this initial phase is not to convert, per se. Photo by Who’s Denilo ? on Unsplash.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

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. Here are 8 simple questions to help you decide whether that content is good enough.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

OCTOBER 29, 2021

I can help.”) Progressive profiling is a standard feature of best-in-class nurture programs, and leverages marketing automation technology and pre-filled forms to capture incremental information about existing prospects. can increase conversions AND speed time to sale. Progressive Profiling.

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. Up-sell/cross-sell revenue?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

JUNE 25, 2019

Fortunately, there are now some excellent third-party reporting, analytics and attribution tools that can help marketers get closer to attribution nirvana. At the very least, getting a better sense of what’s possible with your existing tools can help you select the right third-party solution when you need it.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

DECEMBER 11, 2018

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. 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

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

SEPTEMBER 24, 2019

Even if you’re not technically subject to the law today, these types of data privacy and collection processes are quickly becoming standard best practice. A big thank you to Anne Angele, Spear’s resident compliance guru, for her help with this article. The post CCPA: What B2B Marketers Need to Know appeared first on The Point.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

APRIL 26, 2018

Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions. Intent data can help marketers identify a lot of that anonymous research activity. The post How to Best Leverage B2B Intent Data appeared first on The Point. HS) Thanks Charles! Photo by Wyron A on Unsplash.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

AUGUST 16, 2019

For the reader, preview text provides another layer of information that helps that individual determine which emails to open and which to ignore (or mark as spam.) If written as wholly independent messages, no matter how compelling individually, the effect to the reader will be confusing at best.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

MARCH 22, 2019

That initial set-up is typically basic at best, usually as part of an overall “rush to value” and an impatience to get the system live. Companies generate a mix of qualified and unqualified leads, the argument goes, and lead scoring is one tool for helping to sort the good from the bad.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

AUGUST 27, 2019

Ad creative (headline, descriptive copy, image) is the obvious variable to test in LinkedIn, but it can be just as powerful to learn which audience segments respond best to a specific content offer. . * Not Testing Audience. Does targeting by “Skills” work better than “Job Title”?

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JUNE 7, 2017

We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM. Best, [Name of Rep]. The post The Best Sales Email I’ve Received All Year appeared first on The Point. I believe there could be a similar opportunity with Spear. Can we grab 15 minutes to discuss further?

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

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. The answer to sales and marketing alignment has been identified: it’s the customer, stupid!

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

NOVEMBER 12, 2019

Furthermore, even the best third-party intent data only ever delivers a subset of the total number of hot leads out there. Without that foundation, you’ll be constantly scrambling to refill the pipeline with more “hot leads.”. Do You Want Intent Data with That? Click To Tweet.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

AUGUST 22, 2014

Earlier this month, I was interviewed by James Obermayer of the Sales Lead Management Association (SLMA) as we discussed how companies can decide when marketing automation is a fit for their organization, and how best to take the plunge. That interview is now available as a free podcast. You can access the full podcast here.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

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

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. We also believed that deprecatory humor would help inspire a connection between the company and its prospects.”. This presented a challenge.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

JANUARY 9, 2015

is more effective than: “Call me to discuss how we can help.”. telemarketing telesales email copywriting email copywriting tips inside sales best practices sales email best practices sales emails sales techniques' So, for example: “Click to download our free white paper”. is infinitely preferable to: “Click to learn more”.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

AUGUST 18, 2014

The best use of a follow-up campaign is to qualify leads by offering a range of options for further engagement. a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. Any response (e.g.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

MAY 16, 2015

There’s no sign that email won’t continue to be the workhorse that it is in helping to filter, qualify, cultivate and progress leads through the sales cycle. Even as B2B marketers aren’t always getting the most from their new investments , many are leveraging outside expertise to put the technology to best use.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MAY 30, 2014

Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation. Providing fresh ideas, new insights, and proven best practices. Marketing technology can do a lot of things well.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MAY 11, 2015

Without either of those two factors in place, even the best creative will suffer. Conversely, even the best data and the perfect offer can be undone by subpar copy and design. Good content – and, more specifically, here I mean offer content – is the fuel that feeds modern B2B marketing.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

OCTOBER 20, 2014

Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. Predictive analytics and similar advancements will help close the gap.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

OCTOBER 30, 2013

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. Landing pages help drive further engagement.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MARCH 3, 2015

But I suggest that companies are more interested in a consultative relationship, in the acquisition of best practices, and in achieving knowledge transfer to a fledgling marketing operations staff, than they are in telling their agency: “Here, YOU manage this stuff.”. It’s a win-win-win.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

APRIL 26, 2017

ABM acceptance is now a given, but to deliver on the technology’s promise, companies like Marketo and Engagio (and their partners , ahem) will need to help those customers execute. What plays should I run?) and the wealth of content needed to support hyper-targeted campaigns.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

AUGUST 25, 2015

Please don’t hesitate to call or email me directly if I can help in any way. By far the best approach to content syndication leads, however, is to bypass sales altogether, and instead direct those leads into a series of nurturing emails designed to identify (via further engagement) those prospects that indeed merit direct sales follow-up.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

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 Social links.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

OCTOBER 29, 2014

Modern marketers don’t have to guess which of their leads are best. The second is “selling more to your current customers” – companies with many products to sell, but unsure which of their customers are the best targets for specific products. HS) What makes a company a good fit for predictive analytics? What makes Lattice different? (BK)

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 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

NOVEMBER 28, 2011

Here then are a few lessons learned to help your e-newsletter succeed and prosper: 1. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers. Examples could be Case Studies, Best Practices, Industry News, Opinion/Analysis, etc.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

FEBRUARY 11, 2014

What content do you have and what’s the best content to leverage for each inbound marketing campaign? The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. How does your content compare to your competition?

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. How do you know where marketing automation will help? Below are 10 questions to help analyze your current processes and indentify opportunities for ROI.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 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. Exceptions to this rule occur when your offer is a demo or free trial, situations in which an extra dose of credibility helps sell the offer. Include a clear, specific call to action.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

JANUARY 13, 2012

It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. Make the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

FEBRUARY 22, 2010

Responding frequently and proactively to questions on LinkedIn helps to build your reputation for expertise in a very tangible way. It’s how I ended up posting the response shown at right, in response to the question: “Need help with subject line for email campaign.”. line best practices: [link]. Answer the question.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100