The Point

NOVEMBER 27, 2018

Just listen to marketing guru Gary Vaynerchuk, perhaps the biggest champion for advertising on Facebook and other channels, who says that social media advertising is “grossly underpriced” and that companies have a window of opportunity to take advantage before big brands drive up the cost. All of which begs the question: what about organic?

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JANUARY 23, 2018

Tech companies have short-term horizons for a number of reasons: * Many are private and depend on short term results to prove viability and therefore ensure their ongoing funding. Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. .

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JANUARY 21, 2020

The most common reasons given for hosting landing pages as part of a company’s main Website are these: * It allows us to derive SEO benefit from site traffic to our main domain * We have more design flexibility if we’re building pages in our CMS * The Web team owns the site and doesn’t want us creating pages on our own. Sensitive Data.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

MAY 17, 2021

Ultimately, by building brand credibility and trust through a systematic, well-designed lead nurturing program, you’ll close more deals by having educated the buyer first. The Risks of Over-Reliance on Late-Stage Content Click To Tweet. Another channel where a healthy content mix is vital is paid search (SEM).

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JANUARY 7, 2020

Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. Build foundational programs that scale easily. Start building your ABM program early. Some demand generation programs scale more easily and quickly than others.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

NOVEMBER 12, 2019

However, if it’s a prerequisite for anything you ever do in demand gen, you’re doing your company and sales team a disservice by limiting engagement to only those prospects already in the more advanced stages of the buying journey. Effective demand generation. is a mix of hunting AND gathering. Photo by Timon Studler on Unsplash.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

FEBRUARY 18, 2020

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. You’d assume, therefore, that marketing automation maturity – the level of sophistication at which companies employ the technology – has improved.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

APRIL 26, 2018

The lure of intent data is learning which companies are going to buy from you and when. CC) Intent data is looking at what an individual or a company has recently done to determine what may be of current interest to them. But is that real? HS) How do you define Intent Data to a layman? (CC)

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

DECEMBER 13, 2019

I think B2B companies are just beginning to realize that they need to invest in more than just static content and instead build more interactive assets that open the door for new forms of engagement.”. – Crystal Martin, Art Director. “I I believe 2020 will be a year of category consolidation in B2B martech.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

FEBRUARY 27, 2018

Of these, GDPR is the most far-reaching in that it not only impacts email communication (the focus of CAN-SPAM and CASL) but also the way companies gather, store, protect, share, and utilize personal data. Simply cloning your CASL program for EU leads and contacts will give you a great starting point for building out a GDPR program.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

OCTOBER 15, 2019

3) you could be generating the wrong types of leads altogether, namely either people that simply aren’t ready to engage with sales, or perhaps the wrong titles at the wrong companies. 2) lead nurturing. may not be doing enough to educate the prospect , “warm up” the lead, or drive additional engagement, or. Account-Based Marketing (ABM).

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

SEPTEMBER 25, 2018

So, it may just be that Steve’s data is biased in favor of those companies who need a more full-featured solution. Both customers and vendors need to leverage experienced, tech-savvy consultants, agencies and other service providers, not to manage systems, but to design and build the programs that truly drive ROI.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

JUNE 20, 2018

In the marketplace, this disparity between, on the one hand, the appeal of ABM as a marketing strategy, and, on the other, the resources required to make it work, creates a conundrum for those companies eager to give ABM a try but unwilling to make the investment required as a first step. In most cases, the answer is no. Alas, no.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

JULY 17, 2017

FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase. IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies).

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

NOVEMBER 13, 2018

Marketers can’t know what laws are coming down the legislative pike, but there are ways to be prepared, and to minimize the wholesale disruption and process upheaval many companies faced in May of 2018, when GDPR went into effect. Above all, marketers must build and maintain trust.

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

The Point

OCTOBER 25, 2016

And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. But no company that I know of paved their way to marketing success solely by buying software. But no company that I know of paved their way to marketing success solely by buying software. Wish it were that easy.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

DECEMBER 21, 2018

Apparently (and this was all news to me), when a product is heavily advertised or advertised in an innately expensive way, consumers believe either 1) the quality of the product must be high, or 2) the company advertising has already persuaded lots of people to buy its product, presumably to justify the investment. Click To Tweet.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

MAY 9, 2017

HS) Where do most B2B companies trip up when it comes to executing on ABM? (SP) The tidal wave of investor cash in martech companies over the past 10 years has created a hype cycle whereby the answer to every marketing challenge is to provision another tool. The power to convert leads lies in the message – not the software.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Our job was to build on that foundation and identify opportunities for improvement.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

MAY 23, 2017

Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe. Question: is this a smart choice for marketers?

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

SEPTEMBER 20, 2016

Fact is, there’s a lot we can contribute on a strategic level – what’s working for other companies, where to best spend your demand generation dollar – that has nothing to do with more tactical services like media and creative. (TA) I’ve seen very few companies, at least on the B2B side, manage SEM in-house effectively.

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0

The Point

DECEMBER 14, 2012

No longer does demand generation rely in total on the acquisition of net new prospects; companies now realize that the most efficient way to acquire warm leads, leads that can ultimately become opportunities and then deals, is to cultivate the cold leads that already exist in their database. Her response to a Google ad.).

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

JUNE 1, 2010

Blockdot builds games across Web, mobile, and social platforms, and is considered one of the pioneers in developing games for advertising purposes. HS: What kind of companies are using games for marketing? MT: We build games for both B2C and B2B companies, as well as publishers. The future is anyone’s guess!

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

AUGUST 20, 2015

Marketers are judged (particularly by sales, and even more so in technology companies) on “what have you done for me lately.” B2B companies are entering an era of “do it yourself” marketing. But therein lies the quandary. Marketing is suffering from a knowledge gap. There’s only one problem: technology doesn’t do strategy.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 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. Yes, marketing technologies – and marketing automation in particular – make it easier than ever for companies to generate campaigns and leads.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

SEPTEMBER 6, 2011

Using satellite technology for internet connectivity has particular appeal for companies with operations in remote, hard-to-reach locations, so it’s no surprise that iDirect’s market is heavily segmented, focused on key sectors such as oil & gas, maritime, and federal/military.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JANUARY 13, 2017

Smart technology marketers look to capture buyers early on in the sales cycle, then engage them in a consistent nurture campaign to build credibility, trust, and to position their solution favorably for when the buyers are ready to engage with sales.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MAY 14, 2012

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

JANUARY 29, 2015

A content map is a very useful exercise and one that every B2B company should initiate and then maintain over time. But programmatic advertising offers the ability to target those ads based on very specific demographic and psychographic criteria, even by company name. Good content is the fuel that feeds demand generation success.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

FEBRUARY 11, 2014

Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. I sat down with Paul recently to talk about his new company and where Captora fits into the ever-expanding landscape of marketing technology.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

AUGUST 1, 2013

In my experience, companies new to marketing automation often launch scoring schemas too quickly as part of an overall rush to value, and by the time the schema gets corrected, sales needs to be re-sold and re-trained on what they now regard as inaccurate and irrelevant data. No separate scores for behavioral and demographic values.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JUNE 18, 2013

We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. When a sales person upsells to a financial services company in Germany, certain messages will resonate better compared to a manufacturer in the US. Then, apply “Survivor” rules.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

OCTOBER 20, 2011

Most notable: not once in the entire copy is the company or product mentioned. Note that whereas there’s no mention of the product, the people most interested in what the ebook has to offer (“…how companies are integrating social tools and strategies …”) are by default those that will be interested in Radian6 solutions. What I like: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

JULY 21, 2016

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

JUNE 27, 2012

A survey has the added benefit of projecting your company as an industry thought leader on the survey topic. Games can be used effectively to collect or update basic profile data (name, company, email), uncover additional contacts within customer or prospect accounts, or build up an existing database.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

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. Maybe companies are just really bad at it. The reason? The lead funnel is obsolete. Maybe demand generation isn’t broken.

Sales Qualified Leads 50

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