The Point

SEPTEMBER 24, 2019

Don’t be fooled into thinking that only California companies need pay attention. delete the personal information that a business has collected about a consumer. delete the personal information that a business has collected about a consumer. If you meet the criteria as a business subject to CCPA, how should you prepare?

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

MARCH 18, 2020

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long. . Continue to run, develop, and even expand nurture programs.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

MARCH 22, 2024

Avoid the trap of opening the email with a statement of the problem your Webinar is going to show people how to solve, or the business condition that underlies the topic. A Webinar email should be about the reader, not the company hosting the event. Here a few simple tips for helping your Webinar email stand out in the inbox: 1.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

OCTOBER 11, 2022

Few companies have 100% clean data or anywhere close to it, so any attempt at personalization is likely to be rife with errors. Having a customer or user or prospect follow you or your company on LinkedIn, for example, and the ongoing communication and brand awareness that permits, can be just as effective as opt-in email.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

JULY 27, 2021

Independent of intent data, are there company or market events or trends that suggest a particular account deserves priority? Having case studies in place that prove success at other companies in the space is a huge advantage. Having case studies in place that prove success at other companies in the space is a huge advantage.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

JANUARY 27, 2022

When companies look to get started in Account-Based Marketing (ABM) , the first step is very often a pilot campaign. Unfortunately, the pilot approach to ABM is inherently risky, and, as a result, many companies may fail to achieve anywhere close to the desired results and/or end up dismissing ABM as a viable strategy for their business.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

SEPTEMBER 23, 2020

Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

NOVEMBER 15, 2022

Very few organizations can rely exclusively on inbound channels, particularly those companies with solutions that buyers aren’t necessarily searching for. There’s no one approach to cold lists that works for every company and every audience. My response is a definitive: yes. Integrate social selling techniques (e.g.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

SEPTEMBER 19, 2018

Work for a big company. You’ll almost certainly work harder, and earn less, than you would at a large company, but the nature of the agency business means you’ll get exposed to a much broader range of (client) companies, industries, and product categories. Take a sales training class if your company offers one.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

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. I’ve written elsewhere in this space that one of the reasons ABM became so popular is because companies are just really bad at lead nurturing.). Absolutely.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

FEBRUARY 27, 2018

Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. The penalties for non-compliance with GDPR can be severe. Click To Tweet. Protect Your Data.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

SEPTEMBER 12, 2019

While there’s little debate about the value of a well-planned, well-executed Account-Based Marketing (ABM) strategy, where many B2B companies struggle – and where ABM initiatives tend to stall – is in that phase between planning and execution, where strategy and account planning meet tactics, plays and content.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

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

MARCH 24, 2021

B2B creative works when it generates measurable results and drives business, period. That’s a different standard from the one that consumer brands like Starbucks or Nike or Coca-Cola adhere to, companies whose success derives as much from a buyers’ allegiance to that brand, and the feelings that the brand engenders.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

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

SEPTEMBER 21, 2017

Now, not only was I not ready, I barely remember what his company does. That’s because I haven’t had any communication from him or his company in the last 6 months that wasn’t a direct solicitation to do business with the firm. His message today was, in summary: “Are you ready to engage with us yet?”.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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

MAY 9, 2017

HS) Where do most B2B companies trip up when it comes to executing on ABM? (SP) To do this, marketers must establish a process for curating news, events, and business insights for each target account so that they can create relevant content on a weekly or monthly basis that speaks to the business challenges of each target account. (HS)

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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.”. – Tom Meriam, Vice President, Business Development. “I see video content taking its seat at the top.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

APRIL 29, 2021

The most common business case for using a separate email domain is that doing so can help protect a company’s main Web domain (companyname.com) from spam complaints, and thus minimize the chance of that same domain being blacklisted. Is this something you’d recommend? ”.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

FEBRUARY 14, 2018

Just to be clear – to the extent that customers and prospective customers DO actually read your content, gain valuable information from that content, and think more highly of you and your company because of it, all the better. However, in the context of demand generation , it matters very little whether they read it or not. via @spearmktg.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JUNE 7, 2017

from those reps that I haven’t already “blocked”) are bereft of anything approaching relevance or value to our business. The email below (I’ve purposely omitted both the company and the rep’s name) is one such example. Immediately I know that the writer has invested time in research, and knows what our company does.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

AUGUST 27, 2019

business) email address. Poor Company Page. Expect that some percentage of people who view your Sponsored Content will opt to click through to your company page. Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. Audience Size. Only testing will tell.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JANUARY 19, 2021

” – Tom, VP Business Development. I believe 2021 is the year when ABM fully enters the marketing mainstream and becomes a standard part of the demand generation mix, versus (as it has been) a tactic or philosophy that companies must somehow choose to “adopt” to the exclusion of other strategies.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

OCTOBER 25, 2018

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. For those companies, it makes no difference whether they nurture leads or not. Think about that. That’s just depressing. (The

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

DECEMBER 6, 2022

Your number will depend on your business model and sales cycle, amongst other factors. In many cases, the weak point in these funnel-based models is when companies have a too-generous MQL threshold, resulting in a scenario where marketing hits their MQL goals, but pipeline and closed-won numbers don’t keep pace.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

JUNE 30, 2017

In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. In the agency business, such as ours , this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 22, 2017

To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. As a busy IT leader you know …”) that does nothing but try the reader’s patience. Don’t lecture me on a business trend or challenge or problem that you think I should care about.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

APRIL 16, 2019

Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. Yet, many B2B companies don’t take the time to compute these numbers, or even basic funnel metrics.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JANUARY 21, 2020

This is beneficial for companies that might be handling sensitive personal data (e.g. But those companies are in the minority, especially within B2B. Long term, for almost every B2B company, hosting landing pages in a marketing automation platform is more efficient and effective.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

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 : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product.

Paid Search Agency 241

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

The Point

JANUARY 17, 2019

At this particular company, all leads flowed first to a team of Sales Development Reps (SDRs), and were required to be contacted and qualified by that team before proceeding further along the funnel. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

NOVEMBER 29, 2017

After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. In this context, by “act” I mean that the client and his/her company have built a solid foundation on which virtually every campaign or program has a reasonable chance of success. If we only had ABM, you hear.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MAY 16, 2019

I’ve written often about the dismal state of B2B creative , so it’s good to see at least one B2B company get it right. . Note that none of this has anything to do with why you’d want to do business with Marin. Here’s what I think makes this an effective campaign: * The offer is front and center. Sell the Offer, Not the Product. *

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

MAY 16, 2018

The company suffered a data breach. Not information on why he/she should choose your product, or why another company chose your product, but information that dangles the promise of a better, faster, cheaper, safer alternative without suggesting that the customer buy it. Their flagship product is being end-of-lifed. Again, I do not.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

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. Here are just a few thoughts: * Vendors need to focus as much on customer success as they do on new business. Not that it makes his experience any less legitimate or accurate. What can be improved?

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.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168