The Point

JULY 27, 2021

Independent of intent data, are there company or market events or trends that suggest a particular account deserves priority? Having case studies in place that prove success at other companies in the space is a huge advantage. Having case studies in place that prove success at other companies in the space is a huge advantage.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

JANUARY 19, 2011

what questions to ask in developing an effective demand gen strategy. In under 10 minutes, you’ll learn: • the most effective demand generation vehicles in today’s digital environment. inbound or outbound – what makes sense for your product? Listen to the podcast now or download it to your favorite mobile device.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Demand Generation Companies 100

The Point

SEPTEMBER 24, 2019

Don’t be fooled into thinking that only California companies need pay attention. Any company that does business in California, markets to California residents, or has annual gross revenues in excess of $25 million, is subject to CCPA. 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

SEPTEMBER 12, 2019

While there’s little debate about the value of a well-planned, well-executed Account-Based Marketing (ABM) strategy, where many B2B companies struggle – and where ABM initiatives tend to stall – is in that phase between planning and execution, where strategy and account planning meet tactics, plays and content.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

MARCH 24, 2021

As someone who’s had a hand in developing hundreds, if not thousands, of B2B ads, emails, creative content and campaigns over 25+ years, I can honestly say that not once has story arc, soundtrack, or emotion played a role in determining the success of that creative. ” To which I say: rubbish.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

JANUARY 17, 2019

At this particular company, all leads flowed first to a team of Sales Development Reps (SDRs), and were required to be contacted and qualified by that team before proceeding further along the funnel. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

DECEMBER 13, 2019

I think B2B companies are just beginning to realize that they need to invest in more than just static content and instead build more interactive assets that open the door for new forms of engagement.”. – Tom Meriam, Vice President, Business Development. “I see video content taking its seat at the top.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JANUARY 11, 2024

Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner.

Advertising Agencies 173

Advertising Agencies Demand Generation Agencies Campaigns Paid Search Agency 173

The Point

MAY 9, 2017

HS) Where do most B2B companies trip up when it comes to executing on ABM? (SP) The tidal wave of investor cash in martech companies over the past 10 years has created a hype cycle whereby the answer to every marketing challenge is to provision another tool. The power to convert leads lies in the message – not the software.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. The 7 th Annual B2B Buyer’s Survey polled 283 B2B C-level executives, VPs and Directors and is published by Demand Gen Report.

Paid Search Agency 241

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

The Point

AUGUST 25, 2020

To better help our clients plan, design, operationalize, and scale their ABM strategies , the team at Spear developed a workbook designed to assist companies in assessing their ABM readiness. Industry, Company Size, Installed Technologies, Other). Are those roles different in any way from your target personas? If so, how?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JUNE 20, 2018

In the marketplace, this disparity between, on the one hand, the appeal of ABM as a marketing strategy, and, on the other, the resources required to make it work, creates a conundrum for those companies eager to give ABM a try but unwilling to make the investment required as a first step. In most cases, the answer is no.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

DECEMBER 6, 2022

If you have little if any content that’s suitable for demand gen, for example, you’ll spend more on content development than the formula otherwise allows for. If you outsource 100% of your programs to an agency, your people costs may be higher but (says the agency owner with no bias whatsoever) your metrics should be higher.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

JANUARY 19, 2021

” – Tom, VP Business Development. I believe 2021 is the year when ABM fully enters the marketing mainstream and becomes a standard part of the demand generation mix, versus (as it has been) a tactic or philosophy that companies must somehow choose to “adopt” to the exclusion of other strategies.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

APRIL 22, 2020

Indeed, much of the success that companies see with content syndication has more to do with what happens with leads AFTER they’re generated – i.e. how those leads are responded to, nurtured, and ultimately converted.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

AUGUST 29, 2017

What is the level of prior engagement (cold, warm, hot) and how aware is the audience of our brand, company, solution? Below is a list of potential touchpoints that our team developed recently in the process of designing a cold outreach sales play for an ABM client. Send company swag (e.g. What is the primary objective?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

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. Indeed, for most companies, and as a complement to more traditional, funnel-based programs , ABM can generate larger opportunities that are more likely to close.

Account Based Marketing 130

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

The Point

DECEMBER 11, 2018

Is ABM a fit for our company, our product, and our audience? In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes. The hype around ABM has subsided. These are not impulse purchases.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

AUGUST 16, 2016

Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. 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

MARCH 15, 2016

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g. Target Account Campaigns). Which is true, sort of. And … repeat.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

AUGUST 21, 2018

It matters because if we as B2B marketers develop messages and content and campaigns that assume otherwise – namely, that we are somehow going to generate demand and interest for our product in the absence of a genuine need (an issue especially prevalent in ABM ) – those campaigns will fail to generate the results we’re looking for.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

OCTOBER 18, 2012

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries).

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

JANUARY 24, 2017

Direct Mail – sure, it’s more expensive, but guess what: relatively few B2B companies use mail, so there’s less competition. Develop a custom landing page describing your presence at the show, with an emphasis on demos, presentations, and networking events. Here are 7 ideas for increasing booth traffic and lead volume at the show: 1.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JUNE 17, 2016

And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better. Creative developed in-house almost inevitably becomes stale and insular. Marketer, it can be plenty difficult. The guy could write copy.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

OCTOBER 8, 2015

Unfortunately the budget for the campaign got cancelled, so I emailed the rep, told her the bad news, and that I would continue to keep her company and product in mind for future needs. I meet the demographic criteria, I’m aware of the company, but I don’t have immediate needs (though I may in the future.) It’s [Name] from [Company].

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

MAY 16, 2015

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MAY 17, 2021

Many B2B companies have a tendency to over-rely on late-stage offers (demos, in particular) in their search campaigns, on the assumption that search lead automatically wants to evaluate a product. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

OCTOBER 10, 2013

For those of us in the business of developing marketing campaigns, particularly when the pace of said campaign development is fast and furious, it’s all too easy to fall into the trap of believing that all prospects really care about is the difference that our product or service can make to their business.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. I sat down with her recently to find out more about her company and what makes their solution different. HS: Thanks Bonnie!

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

AUGUST 24, 2012

In their most recent report, the Pearlfinders Index Q2 2012 (free download, no registration required), the company offers detailed insight on trends and patterns across a wide spectrum of marketing services. Customer retention and development lagged far behind.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

JANUARY 27, 2016

For example, if a company’s Lead-to-MQL rate is lower than it should be, that could mean several things: 1. the company is generating the wrong type of leads. the company is doing a poor job nurturing and following up with raw inquiries. the company’s definition for MQL is too stringent. #1 The results were dramatic.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

JUNE 1, 2010

Blockdot builds games across Web, mobile, and social platforms, and is considered one of the pioneers in developing games for advertising purposes. HS: What kind of companies are using games for marketing? MT: We build games for both B2C and B2B companies, as well as publishers. Games cross all industries and demographics.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

JULY 21, 2016

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

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) I’ve seen very few companies, at least on the B2B side, manage SEM in-house effectively.

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0

The Point

AUGUST 20, 2015

Marketers are judged (particularly by sales, and even more so in technology companies) on “what have you done for me lately.” B2B companies are entering an era of “do it yourself” marketing. But therein lies the quandary. Note: I wrote a white paper on this very topic.). Marketing is suffering from a knowledge gap.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

MARCH 17, 2014

The marcom director wants to change the headline so it conforms to the “approved company message” And you need to broadcast by the end of the week. Creative development can be an insular process. The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

JULY 18, 2014

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. They simply want information of value.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100