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. Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. In our business, demand generation and content marketing are nearly synonymous. Good content is the fuel that feeds demand generation success. we see some very exciting new demand gen channels entering the fray.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

JULY 27, 2021

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. It’s not a prerequisite that a target account shows some level of engagement to be a candidate for ABM, but accounts that show no engagement demand a different approach.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

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

OCTOBER 11, 2022

A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

SEPTEMBER 23, 2015

Create a separate demand generation blog. Let’s say that social media strategy at your company is owned by the PR folks, and they’re not too crazy about the demand gen team converting their precious blog into some kind of lead generation vehicle (the nerve!). BONUS TIP: 11. No problem. from your Blog: 10 Tips for Higher Blog ROI.”.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

OCTOBER 10, 2013

For those of us in the business of developing marketing campaigns, particularly when the pace of said campaign development is fast and furious, it’s all too easy to fall into the trap of believing that all prospects really care about is the difference that our product or service can make to their business. Far from it.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process. But here’s the reality: most demand generation is a long-term process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

OCTOBER 1, 2021

In a recent LinkedIn poll , almost half of the respondents (46%) indicated they’d rather force prospects to enter business emails on forms, even if it resulted in higher abandonment rates. Statistics from conversion optimization company Hushly indicate that only 44% of users will provide business emails when requested.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

JANUARY 27, 2022

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. Here’s why: ABM is not a campaign.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

JANUARY 7, 2020

You can write off the Q4 Revenue Scramble as just “the way business works,” or you can start the new year by putting in place the kind of planning and foundational demand gen programs that will minimize, or even eliminate, the mad dash for the finish line 9-10 months later. takes time. Build foundational programs that scale easily.

Account Based Marketing 130

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

The Point

FEBRUARY 14, 2018

However, in the context of demand generation , it matters very little whether they read it or not. Remember: to be effective, demand generation content should appeal to, and generate engagement from, a prospective customer looking to solve a pain, problem, or issue that your company, product or solution can address. It doesn’t.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more of the lead funnel. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

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. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.”

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

MARCH 24, 2021

Brand recognition is the exception if only because certain B2B brands drive engagement no matter what, but even then, that brand recognition is never (at our demand gen agency , anyway) a goal unto itself. B2B creative works when it generates measurable results and drives business, period.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” business) email address. is its ability to target specific audience demographics: job title, industry, etc.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JUNE 30, 2017

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.” 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.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

NOVEMBER 10, 2016

Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

JANUARY 17, 2019

As a demand generation marketer, 2 data points from the report stood out: – contact rates were 400% higher when SDRs used 3+ media types; and – contact rates increased 100X when a call was attempted within 5 minutes. The second makes the case for fast response times.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

SEPTEMBER 19, 2018

It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. And yet, in the Twitter era, good business writing is a skill both in high demand and short supply. Work for an agency. You’ll wear more hats.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. And though there’s merit in a more proactive, targeted approach to demand generation, especially in light of the technologies (e.g. You millennials won’t remember this.) You rented a list and pushed your message to that list. Be proactive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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. And then have to justify the business value 12 months later when the license renewal comes due.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

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. My company provides data science consulting to sales/marketing/demand gen organizations. The third paragraph references two competitors with whom the vendor already does business. Click To Tweet.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

DECEMBER 21, 2021

What trends will dominate the demand generation landscape in 2022? B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. – Jon, Business Development Director. 6 #B2B Demand Generation Trends to Watch Click To Tweet.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

SEPTEMBER 12, 2019

As a tool to help companies execute and operationalize ABM, Spear Marketing Group developed the Opportunity-Based Marketing Framework, a proprietary model based on the SiriusDecisions Demand Unit Waterfall that works for both lead-based and account-based strategies. but rather “How do we operationalize?”

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

MAY 16, 2018

How about: * a white paper on “10 Most Popular PBX Features (& Top 10 Pet Peeves)”. * a “Business Phone System User Satisfaction Survey” (with a free gift card for responding). * a product comparison matrix or third party report comparing leading phone systems (“How Does Your Current System Rank?”). Again, I do not.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

MARCH 22, 2019

The classic business case for lead scoring has been a function of inbound marketing and the traditional lead funnel. Marketing, in turn, sees no reason to fix the system because “sales doesn’t use lead scoring.”. The second reason has to do with the trend towards Account-Based Marketing (ABM). Faster lead velocity means shorter sales cycles.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JUNE 5, 2018

However, when you consider that, in our model, a 5 represents the most advanced state of practice from a business theory perspective, and a 1 represents basic control and management of a process, you recognize how difficult the transition from 1 to 5 really is. for lead management to 3.35 for organization. I was shocked, at first.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. 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.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

OCTOBER 20, 2014

Just when did demand generation get this complicated? In results based on responses from more than 400 business leaders and marketing professionals, Ascend2 reported that marketers’ concerns about lead generation have veered away from lead volume and towards lead quality. In reality, however, things aren’t quite so convoluted.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

MARCH 18, 2014

If those purchased lists, as is often the case, filter into the company’s demand generation engine, the result is the kind of indiscriminate, untargeted campaigns that are the topic of Phil’s rant. I’m old enough to remember when list-based marketing was the workhorse of B2B demand generation (or, as we called it back then, “direct marketing.”)

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

SEPTEMBER 21, 2017

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. For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

OCTOBER 22, 2013

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a more targeted, aggressive approach.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

MAY 30, 2014

Like so many other industries, the agency business is changing radically: • the old school commission structure is being replaced by fee-for-service, or even pay-for-performance, leaving agencies to scramble for new, value-added services. Helping clients achieve closed-loop demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MAY 30, 2013

Today, modern marketing channels have become so fragmented that B2B marketers are much more likely to work with a stable of agencies – a demand generation agency , for example, plus a branding firm, a PR shop, perhaps even an SEO consultant. The more your agency knows, the more they can contribute fresh thinking. Comments welcome.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

NOVEMBER 10, 2014

The opening paragraph (“If your business is like most Small and Midsized Businesses …”) falls victim to one of email marketing’s worst copywriting clichés – the “If You’re This, Then You’re That” method. It’s only halfway down the page that I’m finally offered a reason to respond. At best, this tells me something I already know.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

SEPTEMBER 17, 2014

Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. 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.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100