The Point

DECEMBER 5, 2023

Yahoo has yet to define their rules in detail, but Google’s are published here and summarized as follows: The new Google rules affect companies sending 5,000+ emails per day to any Google users, including Gmail accounts but also (crucially) Google Workspace domains. That may be a challenge, however, for all but the smallest companies.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

AUGUST 27, 2019

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers ), quickly rivaling search advertising on Google. is its ability to target specific audience demographics: job title, industry, etc. Poor Company Page.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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

DECEMBER 6, 2022

Industry standards for this figure vary widely, from 25% to 80%. The calculator uses industry standard figures for conversion rates (Lead to MQL, Close Rate, etc.), Start with your revenue goal for the year (or deals x ASP/ARR). Define the percentage of that revenue (or pipeline) for which marketing is responsible.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

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

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. But targeting the right audience is more than simply defining a target account list, or key industries, or buying personas. If we only had ABM, you hear.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

FEBRUARY 28, 2023

Yet industry surveys report that as much as 60 percent of available MDF funds go unused. Weaving that story into content, ads, and other campaign assets will help your company stand out. By some measures, that may add up to $15 billion of unspent marketing budget every year in the US alone.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JUNE 24, 2022

How should companies adapt their demand generation playbook to better serve the needs of the self-serve buyer? However, companies planning their content strategy would be wise to consider every opportunity to identify and leverage third-party sources. Key Finding 1: Buyers have all but replaced vendor-provided content.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 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. Are there industries that have a higher renewal rate?

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

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. But is that real? HS) How do you define Intent Data to a layman? (CC)

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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

MARCH 7, 2019

HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. DGR) What other channels/tools are companies using to augment their email marketing strategies? Are you seeing more companies taking an ABM approach to email and personalizing their efforts by account/persona?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 15, 2019

3) you could be generating the wrong types of leads altogether, namely either people that simply aren’t ready to engage with sales, or perhaps the wrong titles at the wrong companies. 2) lead nurturing. may not be doing enough to educate the prospect , “warm up” the lead, or drive additional engagement, or. Account-Based Marketing (ABM).

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

SEPTEMBER 19, 2018

Work for a big company. You’ll almost certainly work harder, and earn less, than you would at a large company, but the nature of the agency business means you’ll get exposed to a much broader range of (client) companies, industries, and product categories. Take a sales training class if your company offers one.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

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

SEPTEMBER 25, 2018

So, it may just be that Steve’s data is biased in favor of those companies who need a more full-featured solution. Not that it makes his experience any less legitimate or accurate. In the broader market, however, our agency’s experience tells a different story. 2) an inability to show sufficient ROI from their original investment.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

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

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

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

MAY 16, 2019

I’ve written often about the dismal state of B2B creative , so it’s good to see at least one B2B company get it right. . Too many tech companies do the opposite – i.e. tell the reader that if he/she can’t make the live event, a recording will be sent to them. Sell the Offer, Not the Product. * Personally, I love this.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

APRIL 22, 2016

Our firm produces dozens of client email campaigns every month, and for almost all of those clients (mostly B2B technology companies ) we use responsive design across the board – for both emails and landing pages – to ensure that campaigns render optimally on mobile devices. The industry ratio is even lower.). Well, not so fast.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

JANUARY 27, 2016

This exercise does two things: it allows us to 1) compare those metrics to accepted industry standards, and 2) identify any specific issues or bottlenecks. 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.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

JUNE 29, 2015

Are most B2B companies getting maximum value from their investment in marketing automation? A recent industry survey by Spear Marketing Group suggests: no. Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Marketing Management 100

The Point

NOVEMBER 22, 2017

During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real success with their personalization strategies. You can view the recorded version of the event here.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

DECEMBER 16, 2015

Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Expert advice from industry thought leaders on how to choose, plan for, and make the most from your marketing automation investment. • Teaser: only one vendor was top-rated in all three categories.).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

APRIL 19, 2017

In contrast, content that relies heavily on statistics or market data – an industry trends report, for example – will lose its appeal after only a few short months. In fact, to the extent your content doesn’t explicitly promote your company or solution, the higher the credibility and the greater the perceived value.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

SEPTEMBER 16, 2011

In my experience, the problem in these situations is invariably that the content on offer did not align with the types of leads the company was trying to generate. When embarking on a content marketing strategy, one of the critical first steps is to determine the types of leads you want to generate.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

OCTOBER 29, 2014

The use of analytics in B2B marketing and sales is actually lagging other industries. For the most part, companies rely on instinct and, perhaps, lead scoring via marketing automation. A recent study found that 44% of companies using marketing automation have also implemented lead scoring. We see it all around us.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

OCTOBER 3, 2012

Even while fewer than 30 percent of contacts on average actually change companies (your numbers may be higher depending on the industries you serve, or even target geographies), one thing is certain: the data you have in your CRM database on an individual customer or prospect is likely to be outdated after a mere 12 months.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

SEPTEMBER 20, 2010

Sales teams need the push to meet year-end numbers, whilst at other companies, spending marketing dollars in Q4 is simply a matter of “use it or lose it.” Or is it simply a dumping ground for company propaganda posing as thought leadership? Industry statistics vary, but search CPLs typically average around $50-100 for B2B marketers.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

NOVEMBER 15, 2010

Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. Take advantage of it. Don’t dump all inbound leads into the same bucket.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

MAY 30, 2013

In days long past, companies hired one marketing firm, usually an advertising agency, to coordinate a broad spectrum of marketing needs. It’s also very likely that each of those same firms will focus on a particular industry: say, healthcare or high-tech. The era of agency specialization is well and truly upon us.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

DECEMBER 14, 2012

No longer does demand generation rely in total on the acquisition of net new prospects; companies now realize that the most efficient way to acquire warm leads, leads that can ultimately become opportunities and then deals, is to cultivate the cold leads that already exist in their database. Her response to a Google ad.).

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

MAY 30, 2014

Melnick posits his question largely on the basis of IDC research that shows the rate of growth in digital marketing spend amongst technology companies significantly outpacing the equivalent growth of digital marketing as a percentage of agency revenue. Personal experience aside, I fear he may have a point.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

NOVEMBER 14, 2014

In this case, to their credit, Software Advice is candid about their sample population (mostly large companies) and where their results align with, or depart from, other recent industry research. As with any research report, however, it’s wise to look at the data, and the conclusions drawn from that information, with a critical eye.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JANUARY 24, 2013

Some companies market very homogenous product lines; others market products that cover a wide swath of functionality, business needs, and markets. How different are leads from one another in terms of functional role, industry, company size? How often does a sales lead hear from your company over time?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

AUGUST 15, 2012

Segment by persona or industry. Your message has a better chance of success if it’s targeted and relevant to an individual’s buyer persona or industry. If your company markets different products, it doesn’t make sense to be delivering the same message to everyone, regardless of interest. Or target campaigns by key verticals.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100