The Point

AUGUST 29, 2017

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. What other touchpoints or channels have you seen be successful for ABM sales plays? Email to prospect. Email from your boss. Email from the CEO.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JUNE 23, 2020

B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels. Even if you acknowledge that change as fact, however, it’s easy to become cynical (as I have) when vendors and thought leaders are constantly proclaiming the “death” of the old ways.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. 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

OCTOBER 11, 2022

How can organizations refine and enhance their databases while adhering to the seemingly ever-changing privacy landscape; One of the implications that we’re seeing due to data privacy laws (and the hurdles they present for email marketers) is a growing reliance on other channels – in particular, social media.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

DECEMBER 12, 2017

What these growth numbers don’t reflect, however, is the relative absolute spend in digital vs. traditional channels. B2B Marketers, particularly those focused on the SMB market, would be wise not to ignore traditional channels in their rush to digital.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

JANUARY 17, 2019

In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email. This is lead nurturing beyond the inbox , and part of a larger B2B trend towards omni-channel marketing, a reflection of multi-channel synergies and the simple fact that not all prospects like to be contacted in the same way.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

MARCH 7, 2019

However, these days it’s less likely to be a standalone channel. Email isn’t dead, by any means, but marketers are also realizing that there are real synergies possible by combining email with other channels, both online and offline. DGR) What other channels/tools are companies using to augment their email marketing strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JUNE 25, 2019

However you do it, it’s critical that lead source be tracked consistently, across the board, for both online and offline channels. . Naming conventions should include key elements like timeframe and channel, and instituted in a consistent, predictable way that allows you to easily pull reports when needed. *

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

JUNE 24, 2022

The demand generation playbook now extends to lead nurturing , pipeline acceleration, and sales enablement, with all the programs, channels, and content those strategies require to be successful. The days when a marketer’s primary responsibility was simply generating raw leads to throw at sales are behind us.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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

NOVEMBER 14, 2014

The report, however, goes further – ranking trade shows as far and away the most effective demand gen channel in their “BtoB Channel Effectiveness Quadrant,” surpassing (by some margin) even demand gen workhorses like email marketing and PPC. Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JANUARY 27, 2022

In a tiered structure, a company can continue broader demand generation (Tier 3) but introduce more targeted, personalized outreach to higher-propensity industries or personas (Tier 2), perhaps via channels like content syndication or paid social ads.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

JUNE 30, 2017

That is not to say, however, that you can’t successfully design and execute a highly targeted, tightly integrated, multi-channel, multi-touch campaign aimed at a finite number of specific, key accounts. It is a strategic initiative that involves (or should involve) both sales and marketing at all levels of the organization.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

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

DECEMBER 6, 2022

Raw leads (form-fills) can convert to MQLs at widely disparate rates based on channel and CTA (e.g. The calculator uses industry standard figures for conversion rates (Lead to MQL, Close Rate, etc.), We prefer to base budgets on MQLs vs. raw inquiries. SEM, Webinars, content syndication) so using MQLs allows for a more even playing field.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

JULY 30, 2019

Marketers have more options, more channels, more technologies at their disposal than ever, but good, effective demand generation. Whether it’s intent data or BANT-qualified cost per lead (CPL) programs, demand gen has become a race to the next short cut. In Defense of Demand Generation in the Age of #ABM Click To Tweet.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

MARCH 18, 2020

To help make up for the lead shortfall caused by cancelled shows, look to channels like content syndication to refill the funnel with guaranteed leads that meet specific demographic criteria. . * If it just feels like the wrong time to be marketing to a particular audience, consider a renewed investment in content.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

JUNE 30, 2021

In a tiered structure, a company can continue broader demand generation (Tier 3) but introduce more targeted, personalized outreach to higher-propensity industries or personas (Tier 2), perhaps via channels like content syndication or paid social ads.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

SEPTEMBER 12, 2019

The OBM Framework (see graphic) provides a straightforward approach to ABM execution by helping companies 1) determine the appropriate channels and tactics for different stages in the buying cycle, and 2) demonstrate the value generated from an ABM investment. An Opportunity-Based Marketing Framework for #ABM Click To Tweet.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

APRIL 19, 2023

These days, revenue teams are being asked to optimize the way they spend budget, and exegraphics allows them to do that by targeting accounts with precision.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

JUNE 5, 2018

They continue to engage with a mélange of digital and human channels. Since marketing has control over those digital channels, marketers are getting drawn into onboarding, value realization, and advocacy building. Account-Based Marketing (ABM) has also accelerated the trend.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. How will you measure success?

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JUNE 8, 2016

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. through ads on display, video, mobile and social networks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MAY 28, 2020

My prescription? Maintain ABM campaigns and continue to generate awareness and engagement at identified target accounts.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

AUGUST 16, 2016

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

JULY 20, 2018

There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different. A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. My response: In short: no. Photo by rawpixel on Unsplash.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

OCTOBER 25, 2017

Though most marketers think of ABM as an outbound tactic, in the let’s-mail-something-dramatic-to-our-top-accounts-to-get-them-to-meet-with-us way, ABM is also more effective if it employs a strategic mix of both outbound and inbound channels. Photo by Tristan Colangelo on Unsplash.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

AUGUST 27, 2019

Indeed, because Cost Per Click on LinkedIn can be higher on average than Google, first-time advertisers tend to have little patience with the channel. Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

DECEMBER 28, 2017

Some might say: “Video is the best content for demand generation ,” for example, but the reality (as it’s always been) is that different people respond to different messages, and content, and even lead generation channels, in different ways.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

SEPTEMBER 11, 2017

And perhaps it’s because of that simplicity that very few LinkedIn ads, in my view as a dedicated ad watcher, take full advantage of the channel with either copy or imagery that are truly engaging. The creative requirements for sponsored updates are simple – a few lines of text and a custom image.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.?

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

NOVEMBER 29, 2017

Failure to measure the true revenue (or pipeline) contribution of marketing activity, however, can lead to investing in programs or channels because they “look” successful when in fact they’re not. ROI measurement and accurate campaign attribution are not simple tasks, mainly because they require 1) data hygiene and 2) sales compliance.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MARCH 3, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. But, actually: no.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

JUNE 20, 2018

Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign. Add predictive technology, ideally equipped with intent data , and use advanced scoring to “bubble up” high value accounts with a propensity to buy.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

MAY 3, 2016

Question: does advertising on LinkedIn “count” as social media, or should it really be viewed as another advertising channel, i.e. Social PPC ? I’d be curious to know, if you were to take Social PPC out of the mix, how many “high-performers” are reporting measurable success with their organic social media channels.).

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

FEBRUARY 11, 2014

As co-founder and CEO of Captora , Paul is now channeling his expertise into a new generation of marketing technology that captures and converts new buyers across inbound marketing channels. Today over 70 percent of new buyers find your company via inbound marketing channels (search, advertising, social).

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100