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

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

APRIL 29, 2021

Furthermore, new IP addresses require a stringent “warming” strategy to ready that domain for sending. An optimal mix of email frequency, cadence, and relevance, founded on general best practices, should generate few complaints. Otherwise, service providers will interpret a high volume of emails from your new domain as spam behavior.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

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? . Then (critically), as specific, high-potential accounts show awareness, engagement and intent, those accounts can shift to a high-touch, Tier 1 strategy. Is One-to-One Marketing the Only True ABM? Click To Tweet.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

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. Lead to sale conversion rates? Up-sell/cross-sell revenue? Customer retention? Photo by John T on Unsplash.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Advertising Agencies 147

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? But then reality kicked in, and companies realized (and are still realizing, to this day) that technology alone, without adequate resources, people, planning, strategy, content, and creative, won’t solve anything. So it is, I would argue, with ABM.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

OCTOBER 15, 2019

That doesn’t mean that an inbound strategy should be abandoned entirely in favor of ABM at the first sign of leads that don’t convert. That doesn’t mean that an inbound strategy should be abandoned entirely in favor of ABM at the first sign of leads that don’t convert. We send monthly emails to our database” is not a nurture strategy.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

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. A strategy based on generating engagement from buying groups (and the way large corporations make purchase decisions) vs. individual leads.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

NOVEMBER 10, 2016

The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC). Increasing the number of negative keywords to reduce consumer impressions and unqualified clicks.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

MARCH 7, 2019

HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. DGR) What other channels/tools are companies using to augment their email marketing strategies? DGR) Can you share any best practices or recommendations for marketers looking to augment their email strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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

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. It’s no longer enough to have a solid strategy around marketing automation. – Anne Angele, Director of Technology & Marketing Automation.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JANUARY 19, 2021

2020 was a year of change for marketers worldwide, much of it not for the best of reasons. We asked our colleagues at Spear Marketing Group to identify their best demand generation predictions for 2021 and the trends they believe are most likely to have staying power. – Ben, Creative Director. “I

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

APRIL 22, 2020

Here are some best practices that are often common factors when companies get the best return from their content syndication program: Set proper expectations. A Nurture Strategy for Content Syndication Leads Click To Tweet. The post A Nurture Strategy for Content Syndication Leads appeared first on The Point.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JANUARY 13, 2017

If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JANUARY 24, 2017

Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. In a previous post, I discussed key strategies for following up with trade show leads. Here are 7 ideas for increasing booth traffic and lead volume at the show: 1.

Trade Show 100

Trade Show Traffic Demand Creativity 100

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. Why do you think sales and marketing alignment is a persistent issue? LDW: Stunning, right?

Forrester 194

Forrester Lead Ranking Lead Scoring Paid Search Agency 194

The Point

JULY 27, 2018

Instead, high bar offers like meetings are best utilized: * As “secondary” offers on thank you pages or follow-up emails (e.g. “If For a more detailed look at offer strategy, download our free white paper: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.”.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

JULY 25, 2014

Or to learn just how exposed my applications are compared to best practice standards? What a pity that the offer strategy is so, well, monstrous. How much better would this campaign be if it promoted the value of the assessment WITHOUT introducing the product?

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

APRIL 8, 2015

The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. The report is available as a free download from the Spear Website.

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

JANUARY 29, 2015

What is the first B2B marketing strategy that marketers must consider for 2015? (HS) AN) Are you looking at new B2B marketing strategies or tried-and-true approaches this year? AN) How do you see the role of data playing out in B2B marketing strategies this year? (HS) AN) Hello, Howard. HS) Content is everything these days.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

JULY 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

NOVEMBER 25, 2013

Moreover, a strategy based on tiptoeing around those who fail to engage in the past is unlikely to win that engagement in the future. 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. Testing emails thoroughly prior to launch is just one.)

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

JULY 8, 2014

Even under the best of circumstances, it usually takes a compelling business message, and information of significant value, to coax a response from an audience that is constantly bombarded with promotional emails. Typically, best practice frowns upon large images in emails, so this approach was a significant departure.).

Demand Generation Agencies 100

Demand Generation Agencies Case Study Case Studies Paid Search Agency 100

The Point

JANUARY 9, 2015

B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0 telemarketing telesales email copywriting email copywriting tips inside sales best practices sales email best practices sales emails sales techniques'

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

AUGUST 29, 2013

You might consider a two-part email strategy, sending the primary email invitation two weeks in advance, followed by a reminder email a week later. My response: “We recommend sending Webinar invitations a minimum of seven days prior to the event, and preferably two weeks if possible.

Webinar Metrics 100

Webinar Metrics Promotion Advertising Benchmark Demand Generation 100

The Point

MARCH 17, 2014

Even the best of companies tend to evaluate copy, message, and other creative elements against their own internal set of standards, usually standards based on how the “powers-that-be” have decided your product or service should be positioned in the marketplace. You just want it out the door and off your desk.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

MARCH 18, 2014

And marketing automation – the technology that empowers more personal, timely, relevant emails – just may be the best thing to happen to marketing since the Sears Catalog. Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies. And that’s all how it should be.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 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. Comments welcome.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

DECEMBER 3, 2013

B2B Marketing Campaign Strategy Content marketing Demand Generation E-mail email design email marketing Event Promotion Webinar Invitations Webinars b2b demand generation eloqua Joe Chernov Oracle Webinar best practices webinar campaigns webinar marketing webinar promotion webinar strategy Webinar tips'

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100

The Point

DECEMBER 28, 2017

We saw the same issue when marketing automation first emerged – companies were besotted by the promise of MA, but many failed to achieve that promise because they didn’t have the vision, the strategy, or the content in place. DGR) What do you see as the biggest trends in marketing automation in 2018? (HS)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

APRIL 23, 2015

A high percentage of those messages are ignored, whilst the remainder is scanned at best. 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. Mobile Devices.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

OCTOBER 30, 2013

B2B Marketing Campaign Strategy Content marketing email marketing Landing Pages Lead Management Lead Nurturing Marketing Automation b2b demand generation b2b lead generation lead nurturing best practices lead nurturing tips Marketo best practices Marketo partner marketo tips'

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

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

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Inbound marketing doesn’t work, or at best is grossly inefficient. Mix up your offer strategy. The reason? No segmentation.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

JUNE 29, 2015

Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use? Is this a technology problem relating to ease of use?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Marketing Management 100

The Point

JANUARY 17, 2019

I’ve written previously in this space about how automated lead nurturing works best, not as a dumping ground for unqualified leads, but as something that works in parallel with sales development to increase lead conversions and maximize SDR productivity.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168