The Point

SEPTEMBER 15, 2015

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. Video was named the content type that marketers project will be most essential in the coming year. •

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

APRIL 4, 2024

The lead generation experts at NetLine just released their “ 2024 State of B2B Content Consumption & Demand Report ,” a meaty 38-page guide based on data from more than 6 million content registrations. Even in the throes of an uncertain economic climate, B2B buyers’ appetite for quality gated content shows no sign of abating.

Trends 290

Trends B2B Thought Leadership B2B Content 290

The Point

APRIL 18, 2011

Good video content engages customers and prospects like no white paper or webinar can. And integrating video content into a campaign microsite or lead nurturing program is an effective way to add spark and visual interest and drive response. How could you see using this kind of content for your company? Enter Animoto.

Cost 100

Cost Video Marketing Effectiveness Microsite 100

The Point

DECEMBER 5, 2023

I wrote recently on this blog about a general, prescribed approach to the use of purchased lists that leans heavily on personalized sales outreach, paid social ads, display advertising, and content syndication , with bulk sends only as a last resort. (As

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

MARCH 3, 2010

In a recent article (member access only), Marketing Sherpa offers up some intriguing research into how prospective tech buyers view email offer content, and how those views can differ dramatically from common assumptions held by marketers. white papers) tends to perform better than does promotional content (e.g. In a word: no.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

JUNE 24, 2022

All this and more is documented and analyzed in an informative new report from TrustRadius: “ 2022 B2B Buying Disconnect: The Age of the Self-Serve Buyer ”, the latest version of an annual survey that reviews changes in business technology buying and selling. ( Visit the TrustRadius blog to read a detailed summary and to access a free download.).

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

FEBRUARY 14, 2024

At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer can produce. Based on our firm’s experience creating survey content for B2B clients , here are a few important tips to keep in mind: 1. Not all survey reports are created equal.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

MAY 9, 2017

Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. I talked to Steve recently about the rise of Account-Based Marketing (ABM) , ABM content, and how and where branding and messaging play a role in ABM success. (HS) HS) Thanks Steve!

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

AUGUST 29, 2017

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. Comment on a blog post the prospect wrote. Download content from the prospect’s Website. What is the general nature of the program? (Ex:

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MARCH 29, 2012

Want a simple way to have your corporate blog show measurable results? If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Offer downloadable content. Share this blog! share this blog with. Take a hard look at your sidebar. Promote subscriptions prominently.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JUNE 5, 2018

Read more about the survey results on Lori’s blog.). You simply can’t deliver the experience that today’s business consumer demands: timely, well-placed delivery of more personalized content at the right time, at scale, without marketing technology. HJS: What did you find the most surprising finding from the survey? for organization.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JANUARY 24, 2017

Blogging – Few companies want blog posts to be overtly promotional, but there are still ways to leverage blog content to drive show traffic. Consider using a similar brain teaser or quiz in your pre-show outreach, and offer a prize to the first 50 attendees to come to your booth with the correct answer.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

NOVEMBER 16, 2011

For example, take this blog our agency designed more than a year ago for Navicure , a leading online medical claims clearinghouse. The blog generated more than 500 leads in its first 9 months alone, and this from a target audience (billing managers at small- to mid-sized medical practices) that can hardly be described as the Facebook crowd.

Social Media 100

Social Media Demand Generation Agencies Media Marketing Qualified Leads 100

The Point

DECEMBER 6, 2010

Without further ado, here are the top 10 most popular blog posts from our blog, “ The Point ” in 2010 (as measured by page views). Blog Makeover Nets Sales Leads for Software Company. Comments after the fold. 26 Must-Have Negative Keywords for B2B PPC Campaigns. 7 Mistakes To Avoid In Your Next Webinar Invitation.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

AUGUST 16, 2016

The microsite features different marketing campaigns each week, spotlights the brands driving the most engagement on social media, and provides articles, blog posts, and other content that showcases top performing campaigns.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

NOVEMBER 14, 2014

Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending in the marketplace. You can access the complete report on the Software Advice blog – no registration required.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JANUARY 29, 2015

This interview originally appeared in the RingLead blog , and is posted here with permission. (AN) HS) Content is everything these days. In our business, demand generation and content marketing are nearly synonymous. Good content is the fuel that feeds demand generation success. AN) Hello, Howard.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

MAY 30, 2014

Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? Today, that value may be in the form of a winning subject line, the title for a blog post, or an inventive way to repurpose old content.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JULY 13, 2012

In my last post , I talked about creative campaign ideas for when you have no content to offer. Or can you get away with a link to content, perhaps content that’s not even your own? Which leads to another question: do certain types of campaigns even need an offer in the first place? Occasionally? Not so much.”.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

NOVEMBER 28, 2011

They commit the publisher to a critical mass of content on an overly aggressive schedule, content that in turn depends on multiple contributors who never seem to share your same sense of urgency. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

DECEMBER 16, 2013

Other trends that are decreasing the role of Websites in B2B demand generation: • the growing prevalence of microsites, blogs, information portals, and communities that exist outside the corporate Website but are designed specifically to generate search rankings, Web traffic, subscribers, contributors, and sales leads. • I doubt it.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Lead Scoring 100

The Point

AUGUST 11, 2015

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. And the more that your message and content reflect a prospect’s stage in the selling cycle, the better. Well, not so fast. If he visits 5 Web pages?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

SEPTEMBER 20, 2010

Improve your blog. Does your corporate blog contribute to overall marketing ROI in a measurable way? A blog should be the centerpiece of your social media strategy. Spend more on content and less on media. Yet offer content usually ends up being an afterthought. Here are some ideas to consider: 1. Sound familiar?

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

OCTOBER 14, 2010

Here are 21 of the more useful, practical or inspiring ideas on lead nurturing, content marketing and demand generation that I heard: 1. Creating a content map that categorizes your content by buying stage and buying persona can help identify gaps in your content portfolio. Think you have enough content?

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

OCTOBER 8, 2009

use targeted, insightful content to attract and engage with qualified prospects. By viewing social media exclusively through the PR prism, and designing blogs (for example) as platforms for propagating the company’s news and views and little else, clients and their agencies are leaving opportunities on the table.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

SEPTEMBER 9, 2014

A quick Web search yields dozens of blog posts and articles on the topic, many quoting the same source, a Doctor Jeffrey Lant and his “Rule of Seven,” a rule that states: “You must contact your buyers a minimum of seven times in an 18-month period for them to remember you.”.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

DECEMBER 12, 2014

Those factors are: • Providing relevant, useful and original content. Similarly, my earlier blog post also suggested that external links (to the advertiser’s home page, for example) may lower conversion rates by providing an “escape route” that is contrary to the desired action, namely having the visitor complete a registration form.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

MARCH 3, 2015

The staff, the expertise, the content, the sales cycles required to sell software effectively are very different. Here’s why: One reason is that agencies aren’t structured to sell software. Most agencies are professional service organizations, staffed and optimized to sell and deliver services.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

SEPTEMBER 6, 2011

Typical of many companies, iDirect was emailing the database regularly, but the program was largely tactical and email content tended to company-centric news like press releases and product announcements. Critically, the agency recommended archiving all newsletter content in a blog format, hosted in WordPress.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

APRIL 8, 2010

When I went to my favorite e-newsletters, blogs, and online periodicals to change my email address, I discovered in most cases that I had no such option. This gives us the ability, if we so choose, to send highly relevant content at a later date to subscribers who have particular areas of interest.

Demand Generation Agencies 100

Demand Generation Agencies Marketo Demand Generation Lead Nurturing 100

The Point

MARCH 13, 2013

A good rule of thumb is 0-3-7: a first email sent immediately, a second sent after 3 days (giving the prospect time to review the content he/she viewed or downloaded, perhaps), and a third sent after a week (as a reminder). This article originally appeared as a guest post on Optify’s Lead Generation Software Blog.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

JUNE 14, 2011

Marketo did not solicit this blog post, nor were they consulted on its content.]. The email would open just as strongly if it started with: “Did you know that over 64% of decision-makers …”. All in all, a job well done. Full disclosure: Spear Marketing Group is a Marketo agency partner.

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100

The Point

APRIL 23, 2020

If your company is one of those scaling back or even hitting “pause” on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big dividends when things get back to normal. Map your content. Fix your blog. Here are 10 ideas to consider.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

SEPTEMBER 30, 2022

Examples in a demand generation context include social media advertising, display advertising, or sponsored content. Shared Media is content that shared across third party platforms, the most obvious example being posts to social media platforms such as LinkedIn or Facebook. A white paper can be a short blog post.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

MAY 30, 2023

Here are 8 ways to get more from your marketing budget when the purse strings get tight: * Repurpose and recycle older content When trends, topics, and technology changes, marketing content can have a short shelf-life. But rather than investing big bucks on new assets, think about recycling older content with a new spin or angle.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

MARCH 18, 2011

Late last year at the Dreamforce conference in San Francisco I was fortunate enough to chat with Maria Pergolino , Marketing Director at Marketo (and renowned all-around Content Marketing Queen.) In an engaging 15-minute discussion, we touched upon topics including: • striking the balance between demand generation and lead nurturing. •

Lead Nurturing 100

Lead Nurturing Conversion Marketo Demand Generation 100