The Point

JULY 27, 2021

A big thank you to Tom Meriam, Spear’s VP Business Development and resident ABM expert, for allowing me to brazenly steal his recent LinkedIn post for this article. For a more in-depth discussion of target account selection and other elements of ABM planning, watch our recorded Webinar, “ A Pragmatic Guide to ABM Success.”.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

DECEMBER 13, 2019

– Tom Meriam, Vice President, Business Development. The demand for better attribution will also pressure the big ad platforms – Google, Bing, Facebook, LinkedIn – to create more robust reporting options. The big trend of audience-based targeting will continue into 2020. – Ashley Kennedy, Digital Media Director.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

MAY 28, 2020

Certainly there are other business justifications for ABM. However, the speed at which business conditions made a sudden U-turn this spring reinforces the notion – I would argue – that few companies can afford to go “all in” on ABM to the exclusion of a concurrent, more traditional approach to demand gen. Absolutely.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

JULY 30, 2020

Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). Most will link from search or social media.). Market subscriptions aggressively , and not just on the home page. 5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand Click To Tweet.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

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 19, 2021

Statistics show that video content will account for 82% of total internet traffic by 2022 (Facebook and LinkedIn being the top two platforms for video marketing, now ahead of YouTube). ” – Tom, VP Business Development. “I think a significant trend for B2B marketing and sales in 2021 will be video.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

SEPTEMBER 19, 2018

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. And yet, in the Twitter era, good business writing is a skill both in high demand and short supply.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

FEBRUARY 14, 2018

On LinkedIn recently, one sales executive opined that anecdotal evidence (i.e. It matters much less that the prospect reads that content, or upon reading the content, is more inclined to do business with your company. Think about that for a moment. People Don’t Read Your White Papers.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JANUARY 17, 2019

But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process. In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email. The second makes the case for fast response times.

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Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

MARCH 25, 2016

Let’s face it: most business inboxes get flooded every day with Webinar invitations. Most business professionals live and die by their online calendars. Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar. Sell the event, not the product.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

OCTOBER 25, 2017

Because, guess what: the buyer is still in control, and he or she will respond, and engage, and buy, when he/she decides the time is right, and when he/she perceives that the relevant business pain or opportunity merits action. Even the best, most creative, most tightly orchestrated outbound campaign succeeds on an accident of timing.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

APRIL 26, 2017

For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). 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.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JULY 1, 2013

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? Seems pretty easy to find technology ones, but a little less clear on the business side.” However, it can be done. Based on our firm’s experience, my recommendations would be: 1.

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Demand Generation Paper Sales Qualified Leads Content 100

The Point

OCTOBER 21, 2009

Two important notes: * 86 percent of the emails reviewed were from business-to-consumer companies, so B2B companies should be cautious about extrapolating the data as projections for their own markets. Bebo , LinkedIn and Delicious all performed well. * days (far longer than one would expect from standard email response data).

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

JUNE 27, 2012

Games and contests aren’t likely to generate a high percentage of qualified leads as a rule, but they can still serve a serious business purpose. Especially in the context of lead nurturing , the more ways a prospective customer is connected to your company – by email, Facebook, Twitter, LinkedIn, Pinterest, Google+, etc.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

APRIL 23, 2020

Regardless of the economic climate, business audiences love to benchmark themselves and their organizations against their peers. Like surveys, podcasts are ideal fodder for social media (especially LinkedIn), lead nurturing , and demand gen. Host a survey. Update and refresh email and landing page templates.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

JANUARY 30, 2018

In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. Good content that provides clear, compelling information on how to solve a business problem generally wins.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

FEBRUARY 4, 2013

Optify’s suite of digital marketing software is Web-based, so they’re able to extract metrics directly from their clients’ Web activity without any selection bias, excepting any prejudice due to the type of organization with whom they do business. Optify’s customers are primarily small- to mid-size companies.).

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Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

DECEMBER 23, 2014

Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Which social media platform makes most sense for your business? What’s the difference between the various ad formats?

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PPC Advertisements Advertising Cost Per Thousand 100