The Point

NOVEMBER 15, 2022

Click To Tweet. Re-market to those who click on ads but don’t complete a form. You could expand the reach further by using the same list to run account-targeted ads via a programmatic network or content syndication. How Should I Market to Purchased Lists?

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

SEPTEMBER 23, 2020

4 Ways to Measure #ABM Success Click To Tweet. For accounts with little to no awareness of your company, and no record of intent, measuring mere engagement (clicks, page visits) from those companies is a legitimate measure, albeit early stage, of ABM success.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

FEBRUARY 28, 2020

A #B2B Email Pre-Flight Checklist Click To Tweet. Is it obvious what happens when I click on the button? Save My Seat”, “Download Guide”, “View Webinar” are all examples of CTAs that let the reader know EXACTLY what to expect when he/she clicks on the button. If you absolutely have to do this, make it a sentence at most.

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

JANUARY 11, 2024

The 2 Most Common Mistakes in Partner Recruitment Campaigns Click To Tweet One significant driver for why so many partner recruitment campaigns default to a “sign up now” approach is a lack of partner-related content.

Advertising Agencies 173

Advertising Agencies Demand Generation Agencies Campaigns Paid Search Agency 173

The Point

OCTOBER 22, 2019

Congratulations: your last email campaign generated a really high click-through rate. It’s an issue that B2B marketers are experiencing with increasing frequency: open rates and click-through rates that don’t quite match up, typically in the form of an abnormally high “click to open” (CTO) rate. The culprit? Email bots.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JULY 30, 2020

If someone reads the current title in a search result, is there a reason to click? 5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand Click To Tweet. Here are our top 5 suggestions for changes you can implement quickly and easily: 1. Don’t assume that people reading individual posts are navigating from the main blog.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

JUNE 23, 2020

Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet. To download the SiriusDecisions report (free download, registration required), click here. For everyone else – and, in particular, enterprise marketers and ABM devotees – a move to this newer approach is an evolution well-worth considering.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

MAY 17, 2021

The Risks of Over-Reliance on Late-Stage Content Click To Tweet. In fact, a failure to align offers with ad groups can be a prime culprit in poor conversion (click-to-lead) rates. Besides an effective lead nurture program, the other key factor in properly leveraging early-stage content is use of the appropriate KPIs.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

DECEMBER 15, 2020

” Opens and clicks, for example, are very different metrics. Click To Tweet. * Examine whether specific segments or list sources (particularly third-party lists) are more non-responsive, and look to optimize the communication to those segments. How Quickly Should I Suspend or Delete Non-Responsive Leads?

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

OCTOBER 11, 2022

Report: What’s Working in Email Marketing Click To Tweet. Having a customer or user or prospect follow you or your company on LinkedIn, for example, and the ongoing communication and brand awareness that permits, can be just as effective as opt-in email. Plus, you don’t have to worry about bad data when someone changes jobs.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

NOVEMBER 10, 2016

The company chose Spear for the firm’s experience with other B2B technology clients , and also for their unique, holistic approach to SEM, one that focused not just on driving clicks and click volume, but rather qualified sales leads at the lowest possible cost. Average Cost Per Click decreased by more than 60 percent.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

OCTOBER 25, 2018

Here are my other key takeaways from the report, a recommended read for any demand generation marketer: More than two-thirds (67%) of survey respondents said that they’re measuring the success of their nurture programs based on email click-through rates. News flash: email clicks are not a valid success metric. Click To Tweet.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

MARCH 24, 2021

Click To Tweet. There’s much that B2B marketers can learn from our B2C counterparts, but to pretend that B2B advertising should be held to the same fuzzy standards is to miss the point of B2B marketing entirely. Surprise: Most B2B Advertising Isn’t Good.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

NOVEMBER 27, 2018

Our advanced analytics suite even goes into granular detail, such as the network, post and exact message which generated the clicks and conversions. Click To Tweet. (HS) For example, likes, shares, and clicks are all indications of a buyer’s content preference. Social media is no longer only a brand awareness channel.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

OCTOBER 1, 2021

The Case for Allowing Personal Emails on Lead Gen Forms Click To Tweet. If nothing else, a personal email address allows you to nurture, educate, and build a relationship with a prospect over a longer period, increasing the likelihood that they’ll reach out to your company when the appropriate need occurs (even at their next company.).

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

JULY 27, 2021

10 Tough Questions to Evaluate Your Target Account List Click To Tweet. Conversely, does the company use a competitive solution that may prove difficult to replace? A target account’s current tech stack can be a prime factor in deciding whether it merits ABM investment.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

SEPTEMBER 24, 2019

CCPA: What B2B Marketers Need to Know Click To Tweet. Otherwise, here are some key steps: * Review what data your company is collecting (not just contact information but also purchase history, cookies, click history, geo data, etc.). First, if your company is already CASL- and GDPR-compliant, you’re most of the way there.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

JULY 17, 2017

Click To Tweet. To download a free copy of the 2017 survey report, click here. FINDING : 72% of respondents said that the timeliness of a vendor’s response to inquiries was a significant factor in selecting a winning solution. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JUNE 18, 2019

However, anything that provides an alternative to the main call to action: contact us, click here for a demo, even social share buttons, are a potential distraction and could reduce engagement. 7 Key Principles of #B2B Email Creative Click To Tweet. FOCUS: 1 Offer, 1 Message, 1 Call to Action. Drive Action, Don’t Just Relate Facts.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

MARCH 23, 2023

Improving Demand Gen Performance with #CRO Click To Tweet Key to a successful CRO process is deciding what to test. The length of a test period depends on the traffic to the relevant page. A highly trafficked page can generate test results very quickly. Low traffic may mean that meaningful results could take weeks. Offer Appeal 2.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

FEBRUARY 14, 2018

New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads. Click To Tweet. What matters is that the content delivers information of value of a type that appeals to someone to whom you can ultimately sell. People Don’t Read Your White Papers. via @spearmktg.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JANUARY 27, 2022

Why an #ABM Pilot Campaign Might Be a Bad Idea Click To Tweet. A pilot campaign rarely has the lead time to discern which accounts might be appropriate targets for a more high-stakes, high-impact approach.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

NOVEMBER 22, 2017

Click To Tweet. Look at basic engagement metrics (opens, clicks, conversions) but also how long people engage with content (average time per page visit, or percentage of video watched), or even how many people reply to an email (because they perceive the communication as more “human”) vs. simply clicking on a button.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

DECEMBER 21, 2018

However, in the world of digital media, signaling theory might give us a reason to look at online advertising as more than just generating clicks and form conversions. Why the “look” of your digital ads matters even if no-one clicks via @spearmktg. Click To Tweet. I’m not a Starbucks fan just because I like their coffee.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

OCTOBER 22, 2020

Click To Tweet. An early-stage nurture series is more about identifying and flagging those leads with a genuine need. If the person doesn’t engage during this initial stage, it’s probably safe to assume they’re not ready for sales follow-up. When Should I Stop Nurturing a Lead?

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

DECEMBER 6, 2022

How to Calculate Demand Gen Budget: A Rough Guide Click To Tweet. In this tech-driven era, consultant Dave Kellogg suggests a more modern 45/45/10 people/programs/infrastructure split or even 40/40/20.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

SEPTEMBER 11, 2017

In addition to the potential for highly competitive metrics (click-through, conversion rates), advertising on LinkedIn offers another key advantage compared to SEM, namely the ability through audience definition to ensure that the only people who see your ad are those who meet a tightly defined target demographic. Click To Tweet.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

FEBRUARY 28, 2023

MDF Funds & How to Use Them Click To Tweet * Establish firm roles and responsibilities for the review process: marketing, corporate communications, sales, etc. What is the value-add that makes you distinct from other partners in a way that customers would want to work with you?

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

NOVEMBER 29, 2017

Click To Tweet. And yet most companies, even those with sophisticated marketing automation and CRM technologies at their disposal, do a poor job of genuinely measuring campaign success beyond basic metrics like clicks and leads. 3 Demand Generation Priorities to Tackle First via @spearmarketing. Know What’s Working.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MARCH 18, 2020

How to Approach Demand Gen in Challenging Times #B2B Click To Tweet. Think carefully about whether your audience will be there to receive your package. If not, consider teeing up the mailer for launch at a later date, and go digital in the interim.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

AUGUST 16, 2019

In fact, studies suggest that preview text can increase click-throughs up to 30%. 5 Tips for More Effective Email Preview Text Click To Tweet. For the sender, it’s an opportunity – beyond the limited real estate afforded by the subject line – to establish relevance, spark interest, and drive engagement. Don’t ignore it.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

MAY 19, 2020

18 Common Features of a Best-in-Class Lead Nurture Program #leadnurturing Click To Tweet. Nonetheless, the degree to which you currently employ few, some, or most of these features says a lot about the sophistication of your program relative to best-in-class companies, and the associated potential for improvement.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JUNE 30, 2021

Click To Tweet. Then (critically), as specific, high-potential accounts show awareness, engagement and intent, those accounts can shift to a high-touch, Tier 1 strategy. Is One-to-One Marketing the Only True ABM?

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

MAY 18, 2016

By adhering to a few basic principles, even the most lackluster campaign can be improved significantly, primarily by eliminating wasted spend and unqualified traffic, and by ensuring that clicks convert to measurable leads at the highest possible rate. Click on the infographic to view full size.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

MARCH 7, 2019

Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach. Trends in #B2B Email: #ABM, Deliverability & Integrated Campaigns Click To Tweet. These have particular application in lead nurturing and customer marketing. What’s working?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 8, 2020

Marketing Success & the Accident of Timing Click To Tweet. You might be thinking: “Sure, but we’re marketing a technology solution that few people know exists, or even that they have the problem in the first place.” And yes, in those cases, educating the market is a critical first step in order to generate the need.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

APRIL 19, 2023

Exegraphics – What They Are & How They’re Changing B2B Marketing Click To Tweet What are some of the primary use cases for exegraphics? AI also has the ability to prioritize those companies by how closely they match your ideal customer profile. What’s the potential impact for a B2B marketer?

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130