The Point

APRIL 21, 2010

How do you reinvent a company blog in a way that does more than simply provide a platform for thought leadership? That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

AUGUST 24, 2011

Spear is designing a new Website for the company and the client is having a hard time choosing between two home page designs. Your opinion is needed! One of our B2C clients, Elegant Clutter , is a boutique furniture and home accessories store in Danville, California.

Opinions 100

Opinions Design Marketing Websites Companies 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

APRIL 19, 2023

If you’re aiming at the wrong companies, not even the best content or creative will save you. Most marketers accept this axiom implicitly, and yet B2B companies routinely define their target audience with more attention to logos and aspiration than actual fit. Exegraphic data helps you understand how a company executes its mission.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

FEBRUARY 25, 2022

Not all companies are tracking marketing-attributed revenue down to the penny. Now, granted, maybe my perspective is colored by the fact that, as a marketing agency, we work mainly with companies who need help. Trust me: not all marketing campaigns perform at the level showcased on LinkedIn.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

MARCH 22, 2024

Here a few simple tips for helping your Webinar email stand out in the inbox: 1. A Webinar email should be about the reader, not the company hosting the event. And it’s producing a sea of sameness. Don’t tell people what they already know. Use second person. Don’t tell the reader what the speakers will talk about.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

OCTOBER 29, 2021

It might be counter-intuitive to place chatbots on the “contact us” page, where – in theory – a visitor is already highly motivated to engage with the company. I can help.”) Responding to those specific companies, by name (“Hey Google! can increase conversions AND speed time to sale. Lead Nurturing.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

MARCH 18, 2020

But don’t communicate even a HINT of “things are bad, our service/product/solution can help.” Inbound marketing increases the chances of reaching the companies who, despite everything, are actively looking for answers to business challenges. Thanks to my colleagues Gina Miller and Tom Meriam for their help with this article.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

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

APRIL 29, 2021

The most common business case for using a separate email domain is that doing so can help protect a company’s main Web domain (companyname.com) from spam complaints, and thus minimize the chance of that same domain being blacklisted. Is this something you’d recommend? ”. Photo by Solen Feyissa on Unsplash.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

JUNE 23, 2020

Today, ABM is a very real and effective way of driving demand, but even its most fervent disciples would acknowledge that, at most companies, ABM co-exists with other strategies rather than having replaced them altogether. To download the SiriusDecisions report (free download, registration required), click here.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

APRIL 26, 2018

The lure of intent data is learning which companies are going to buy from you and when. CC) Intent data is looking at what an individual or a company has recently done to determine what may be of current interest to them. Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

OCTOBER 22, 2020

The intent here is engage the person at the point of interest, drive further engagement, leverage progressive profiling, and help qualify leads for potential sales follow-up. A successful lead nurturing program builds a relationship over time to where you’re the company that individual thinks of when the need occurs.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

FEBRUARY 18, 2020

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. You’d assume, therefore, that marketing automation maturity – the level of sophistication at which companies employ the technology – has improved. Click To Tweet.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

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

MAY 19, 2020

stack up against those companies who push the envelope in both nurture strategy and their use of complementary technologies? To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Many will even help write the proposal to apply for funds. What is the value-add that makes you distinct from other partners in a way that customers would want to work with you? What actions do you want your prospects to take?

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

AUGUST 25, 2020

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. Industry, Company Size, Installed Technologies, Other). Filling those gaps will make you better prepared to reap maximum benefit from a fully-deployed ABM strategy.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

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

SEPTEMBER 21, 2017

Now, not only was I not ready, I barely remember what his company does. That’s because I haven’t had any communication from him or his company in the last 6 months that wasn’t a direct solicitation to do business with the firm. His message today was, in summary: “Are you ready to engage with us yet?”. Photo by NeONBRAND on Unsplash.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 27, 2019

Poor Company Page. Expect that some percentage of people who view your Sponsored Content will opt to click through to your company page. Does targeting by “Skills” work better than “Job Title”? Only testing will tell.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

NOVEMBER 29, 2017

In this context, by “act” I mean that the client and his/her company have built a solid foundation on which virtually every campaign or program has a reasonable chance of success. Yes, there are technologies that will help. If we only had ABM, you hear. Or Predictive. Or Social Media Analytics. Click To Tweet. Know What’s Working.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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

MARCH 22, 2019

Companies generate a mix of qualified and unqualified leads, the argument goes, and lead scoring is one tool for helping to sort the good from the bad. An effective, accurate, trusted lead scoring model is a vital cog in a company’s overall lead management process. 3 Key Reasons Not to Give Up on Lead Scoring Click To Tweet.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

OCTOBER 25, 2018

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. For those companies, it makes no difference whether they nurture leads or not. Think about that. That’s just depressing. (The

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

JUNE 25, 2019

Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment impacts revenue. Fortunately, there are now some excellent third-party reporting, analytics and attribution tools that can help marketers get closer to attribution nirvana.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

JUNE 30, 2017

In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. In the agency business, such as ours , this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MAY 28, 2019

Like so many other trends that first take root in the consumer realm, B2B companies are starting to take note, to the point where chatbots – programs designed to simulate (and stimulate) conversation with online users – are being heralded as the “next big thing” in B2B marketing. They’re a complementary technology.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

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? 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. Send company swag (e.g.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. HS) Where do most B2B companies trip up when it comes to executing on ABM? (SP) Remember, brands create preference and help people makes choices. SP) It’s critically important.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

DECEMBER 12, 2017

Despite this, more than a third of those surveyed cited a lack of adequate analytics tools and processes for measuring success, while more than two-thirds don’t use analytics data to help make key business decisions.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

JUNE 7, 2017

The email below (I’ve purposely omitted both the company and the rep’s name) is one such example. Immediately I know that the writer has invested time in research, and knows what our company does. My company provides data science consulting to sales/marketing/demand gen organizations. Can we grab 15 minutes to discuss further?

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

SEPTEMBER 20, 2016

The following is an excerpt from an interview I conducted recently with the folks at TechnologyAdvice , a leading online provider of information resources to help IT professionals make informed buying decisions. I’ve seen very few companies, at least on the B2B side, manage SEM in-house effectively. Reposted with permission. (TA)

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0

The Point

JULY 17, 2017

IMPACT : Find creative ways to source, and leverage, reviews and recommendations for your product; for example: TechValidate , a “customer content creation platform” that helps companies generate fact-based case studies and other customer evidence for use in marketing.

Paid Search Agency 241

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

The Point

APRIL 26, 2017

The companies showing early success with ABM aren’t simply tailoring emails to individual accounts or buyers. Now that the initial wave of ABM hype is subsiding, some early adopters are reporting the same challenges, albeit amongst a consensus that ABM is a revolutionary shift and a true game-changer for the right companies.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JULY 1, 2019

programs and hand off leads to sales at the first opportunity, but there are more incremental steps that companies can take to ensure – if buyers are indeed ready to engage earlier in the process – that they have the opportunity to do so. Now, I’m not about to advocate that we all dismantle our lead nurturing. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124