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. Sewell, Spear President.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Harvard Business School professor Frank Cespedes says “ any strategy lives or dies on the basis of its customer value proposition ” and I couldn’t agree more. McKesson versus United Healthcare).

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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

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

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

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. Are you integrating third-party intent data?

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

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. Now, not only was I not ready, I barely remember what his company does.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

DECEMBER 12, 2017

Despite this, more than a third of those surveyed cited a lack of adequate analytics tools and processes for measuring success, while more than two-thirds don’t use analytics data to help make key business decisions.

CMO 218

CMO Customer Surveys Analytics Planning 218

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. Yes, there are technologies that will help. If we only had ABM, you hear. Or Predictive. Or Social Media Analytics. Photo by Cathryn Lavery on Unsplash.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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. We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM. The third paragraph references two competitors with whom the vendor already does business.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

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

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. Inbound, “always on” programs like content syndication , paid social advertising, and paid search (SEM). 4 Ways to Avoid the Q4 Revenue Scramble Click To Tweet.

Account Based Marketing 130

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

The Point

MARCH 22, 2019

The classic business case for lead scoring has been a function of inbound marketing and the traditional lead funnel. Companies generate a mix of qualified and unqualified leads, the argument goes, and lead scoring is one tool for helping to sort the good from the bad. 3 Key Reasons Not to Give Up on Lead Scoring Click To Tweet.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

OCTOBER 25, 2018

The true business value of lead nurturing is how effectively it moves leads through the demand funnel, and therefore more appropriate measurements are lead velocity, reduction in sales cycle, lead-to-close rates, pipeline acceleration, and an increase in opportunities. News flash: email clicks are not a valid success metric.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

AUGUST 27, 2019

business) email address. Making sure that your company page is current, accurate, informative, and populated with relevant content will help to establish trust and drive additional engagement from those who feel less inclined to click on an ad. Audience Size.

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

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. Busy IT executives, who form the majority of the Sungard AS prospect base, receive hundreds of emails every day, many of them from vendors like Sungard AS.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 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. Predictive analytics and similar advancements will help close the gap.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

JANUARY 24, 2013

Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing. Knowing the objections that impede sales will help you craft a lead nurturing program that successfully addresses those concerns first-hand.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. Here, “7 Proven Strategies to Transform Your Business” is clear, concise, and promises immediate value. Repeat the call to action. Fulfill your offer via email.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

APRIL 26, 2017

Yes, business buyers are tiring of automated campaigns and endless streams of emails, especially now that the power to launch automated campaigns is being placed in the hands of salespeople. Volume, left unchecked,” he continued, “can damage a brand.”

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JULY 1, 2013

Seems pretty easy to find technology ones, but a little less clear on the business side.” Look at broader PPL networks that include a significant number of non-tech business sites – two examples would be Madison Logic and NetLine. Based on our firm’s experience, my recommendations would be: 1.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

MARCH 3, 2015

Even though marketing automation is indeed a primary business driver for Spear, I’m not convinced that the particular scenario that Mr. Raab predicts is in our future. Most won’t, I suspect, because it takes them too far outside their core business focus. But, actually: no. Some agencies will adapt, and be successful at it.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

JANUARY 9, 2015

is more effective than: “Call me to discuss how we can help.”. Hey Dan, I know you’re busy. So, for example: “Click to download our free white paper”. is infinitely preferable to: “Click to learn more”. and “Call me for a free 10-minute consultation”. Just give me a 1, 2 or 3 –.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. Please don’t hesitate to call or email me directly if I can help in any way. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

MAY 18, 2011

Michael is founder and CEO of the Silver Bullet Group , a firm that helps companies improve sales performance by increasing the effectiveness of messaging and deliverables such as marketing content, sales tools, collateral, and sales/channel training. of the best-seller, “ Create the Business Breakthrough You Want.&#. (HS)

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

NOVEMBER 5, 2009

But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. By nature this is a very short sighted goal and this misalignment inherently impacts processes and business results. (HS)

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

DECEMBER 28, 2010

If you’re in the, say: Widget Alignment business, you can be forgiven for thinking that your lead generation programs should be laser-focused on finding people that need their widgets aligned. Fully half the email copy consists of questions posed to the reader: • Thinking about taking your business global? • Then you’ve lost him. .

Email Marketing 100

Email Marketing Lead Generation Paid Search Agency Lead Scoring 100

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. Inevitably, much of the business case for a marketing automation solution comes down to intangibles. How do you know where marketing automation will help?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

APRIL 19, 2012

On that score, there’s a lot to like about the email campaign below from CallidusCloud , a leading provider of cloud-based business software solutions. Admittedly, it’s a particular pet peeve of mine, but as an early mentor once told me: in business writing, exclamation points are a crutch for a weak argument. What do you think?

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

AUGUST 17, 2010

Small Business. The advantage of using direct mail to target small business is that there’s likely to be no mail room and fewer gatekeepers between you and your target recipient. Most small business owners receive their mail directly, and at their place of business. Top Management. Customer Marketing.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

JANUARY 13, 2015

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. And best of all, the revenue that the campaign delivered to the business. Nothing else really matters.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

OCTOBER 8, 2015

We talked a few months back and I gave you pricing on our solution and I just wondering if you have any needs currently where we could help?”. Get your salespeople out of the lead nurturing business. It’s [Name] from [Company]. I have two issues with this. The first is voicemail. Certainly not me. Do me a favor.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

JUNE 18, 2013

KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. In your view, does that flood of new content help or hinder the average salesperson? All from helping deliver better content to prospects during the sales process. (HS) Bad content leaves the island.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 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

FEBRUARY 4, 2011

Most salespeople are compensated on closed business, NOT on keeping leads warm. Marketing automation helps accelerate the pace at which both cold and warm leads move along the sales cycle by providing information of value independent of sales follow-up.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

SEPTEMBER 29, 2011

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. If you’re looking for incremental business, don’t forget the leads you have. Why is Marketo’s percentage so much higher than the average? And two, more obviously: the company does a very good job nurturing slow leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100