The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. 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.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

MAY 3, 2016

75 percent of high-performing teams report that social is generating ROI. In my view, social media remains one of the great untapped opportunities for marketing ROI, especially in B2B. Question: does advertising on LinkedIn “count” as social media, or should it really be viewed as another advertising channel, i.e. Social PPC ?

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 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 Lead Marketing Qualified Leads 100

The Point

MAY 28, 2020

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. Results are also promoted on Twitter ( @brandolympics ) and using the hashtag: #BrandOlympics2016. “The

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

NOVEMBER 29, 2017

Or Social Media Analytics. 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. If we only had ABM, you hear. Or Predictive.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. BONUS TIP: 11.

Business Blogging 100

Business Blogging Generation Lead Scoring Lead Ranking 100

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

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) The headine: “Strategically Social: 5 Keys to Becoming a Social Business” promises a specific, tangible learning benefit (“5 Keys”), drawing the reader into the copy.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

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. Thanks to Tim and Allie on the Spear media team for their contributions to this post. Non-Content Offers. Photo by Kaitlyn Baker on Unsplash.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

OCTOBER 7, 2014

Most social advertising channels offer both CPM (Cost Per Impression) and CPC (Cost Per Click) bidding. Ad copy should always reference a specific offer (e.g. free trial, demo, white paper) – the reader should know precisely what he/she gets when clicking on the ad. Avoid more generic calls to action such as “Learn More.”.

Paid Content 100

Paid Content PPC Twitter Linkedin 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). HS] Thanks Paul!

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

APRIL 26, 2017

But the answer also lies in a more multi-channel approach. They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) The solution being preached at the conference was for personal, relevant, authentic messages. Again, look at ABM. direct mail.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

MAY 16, 2015

As we marketers assume responsibility (or at least accountability) for more of the sales cycle, it makes sense that the strategies, programs, content and channels we employ are brought to bear against more than just the top of the funnel. Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

APRIL 30, 2013

Over at TechCrunch, writer Josh Constine recently penned an intriguing article about the potential for social media platforms eating into Google’s near monopoly on search advertising. You can engage in thought leadership through social media, or propagate early stage content into the marketplace.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

AUGUST 23, 2011

and more, including the role marketing automation can play in lead management, customer marketing, channel marketing, social media, and more. . • 6 real-life marketing campaigns that leveraged marketing automation. You can access the Webinar here.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Webinar Metrics 100

The Point

DECEMBER 17, 2010

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. However, as owners of their company’s digital channels, they must tee-up the deal through digital dialog.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

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

SEPTEMBER 30, 2022

Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Examples in a demand generation context include social media advertising, display advertising, or sponsored content.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

SEPTEMBER 12, 2013

Don’t confuse social “sharing” icons with “follow” social icons. Social sharing icons provide the recipient the opportunity to share your content and extend the reach of your campaign. Follow” icons promote your company’s social media channels. Make your thank you page work harder.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

FEBRUARY 14, 2024

Highlight key findings through visually appealing social media snippets or graphics to generate interest and social sharing. Create anticipation by teasing highlights on social media even while the final report is being produced. Use that “hook” to generate downloads of the complete report.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

MAY 30, 2023

When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. Can a reader subscribe to the blog via email or social media? Developing better sales tools for channel partners, or co-branded campaigns they can execute easily, can pay dividends many times over.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

FEBRUARY 4, 2013

* Twitter is by far the most effective social media channel for generating leads , outperforming Facebook and LinkedIn by a factor of 9 to 1, even though Facebook generates the larger percentage of visits (from social media sources), and LinkedIn shows the highest engagement rates (page views per visit.)

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

JANUARY 17, 2013

Create a social media campaign. What is about social media that you think will extend and improve your demand generation mix? Social media can do many things but, like lead nurturing (see above), it’s only merits investment if you have a firm idea of what you hope to accomplish.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

SEPTEMBER 20, 2016

Fact is, there’s a lot we can contribute on a strategic level – what’s working for other companies, where to best spend your demand generation dollar – that has nothing to do with more tactical services like media and creative. (TA) TA) Are there any particular programs or channels you think a B2B company should NOT outsource?

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0