The Point

JUNE 7, 2017

My company provides data science consulting to sales/marketing/demand gen organizations. Anyhow – I’m reaching out because I’d like to explore partnering with Spear Marketing. We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

JULY 27, 2018

a consultation or meeting is a high bar offer (not only due to the time required but, like a demo or free trial, it requires that the prospect be at a stage in the sales process or otherwise is feeling enough “pain” where he/she is ready to meet with sales.).

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

JANUARY 23, 2018

Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process. Prospects may simply not be ready to engage with sales because either 1) they don’t know such a solution exists, or 2) they may not be aware they have the problem in the first place.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

APRIL 26, 2017

Marketing automation also took off like a rocket but hit some bumps early on when practitioners realized that, to be successful, they needed more than just technology and technology consultants, but also strategy (what do I send to whom, when?), good content, and solid creative.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. Does all this mean that buying into marketing automation requires you to first hire an agency or consultant? No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

AUGUST 8, 2013

consultant titles, companies below a certain size, non-supported geos) or behavioral (e.g. Too many companies ignore negative scores altogether, with the result being that junk leads slip through the cracks and sales confidence suffers. Negative scores can be demographic (e.g. inbound traffic from consumer sites, visits to career page.).

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

NOVEMBER 27, 2018

In fact, one of our customers, a large global consultancy, recently compared the ROI of social ads with that of social advocacy. Coupled with the fact that it’s harder and harder to get audiences’ attention online, companies have come to believe that social media is a strictly pay-to-play arena, understandably so. times higher.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

FEBRUARY 24, 2015

B2B Marketing Campaign Measurement Google AdWords lead generation PPC Advertising search marketing SEM paid search Paid Search Agency Paid Search Consultants Paid Search Tips PPC ppc best practices sem best practices' For a free copy, click here.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

MARCH 3, 2015

But I suggest that companies are more interested in a consultative relationship, in the acquisition of best practices, and in achieving knowledge transfer to a fledgling marketing operations staff, than they are in telling their agency: “Here, YOU manage this stuff.”.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

SEPTEMBER 30, 2013

B2B Marketing Demand Generation E-mail Lead Management Lead Nurturing Marketing Automation b2b demand generation email marketing lead nurturing best practices lead nurturing strategy lead nurturing tips Marketo agency Marketo consultant'

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

SEPTEMBER 17, 2014

B2B Marketing Campaign Measurement Demand Generation lead generation Lead Management Lead Nurturing Marketing Automation Marketo lead conversion rates marketo Marketo agency marketo consultants Marketo partner Sungard AS'

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

MAY 14, 2012

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

JANUARY 9, 2015

and “Call me for a free 10-minute consultation”. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. So, for example: “Click to download our free white paper”. is infinitely preferable to: “Click to learn more”. is more effective than: “Call me to discuss how we can help.”.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

AUGUST 1, 2013

B2B Marketing Campaign Measurement Demand Generation Lead Management Lead Nurturing Marketing Automation lead scoring lead scoring best practices lead scoring mistakes lead scoring schema lead scoring tips Marketo best practices marketo consultants Marketo lead scoring Marketo partner'

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

MAY 16, 2015

Equally interesting is that the share allotted to tech-related services (implementation, management, best practice consultation, campaign development) has increased 200 percent in the same period.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

AUGUST 20, 2015

Agencies, consultants, media buyers, even the marketer’s own Web team, are being devalued and displaced by a raft of marketing technology that puts more power in the hand of the individual marketer to design, build, launch, manage, and track campaigns. (Note: I wrote a white paper on this very topic.).

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

MARCH 1, 2011

Recently I was invited to participate in a discussion with Sridhar Ramanathan, a 20-year Silicon Valley veteran and General Partner at the Aventi Group , a leading consulting firm specializing in accelerating revenue for technology companies.

Open Rate 100

Open Rate Email Marketing Lead Ranking Tips 100

The Point

MAY 14, 2013

In his post “ 7 Email Subject Line Myths Exploded ,” email consultant Tim Watson writes that spam trigger words like “free” aren’t the problem they once were, because whereas in years past email was largely filtered on content, now the biggest variable is reputation. Other experts have seen similar results.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

OCTOBER 29, 2021

If you ask most B2B marketers how they use chat platforms like Drift , the immediate answer would most likely be: converting Web visitors. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

DECEMBER 17, 2010

Now as founder and principal consultant at TrellisOne Consulting , she helps B2B companies transform marketing practices, aligning them with business objectives in order to improve sales performance. She has a lot to say about how B2B companies need to adapt better to the reality of how their customers buy products and services.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

JUNE 14, 2011

Marketo did not solicit this blog post, nor were they consulted on its content.]. The email would open just as strongly if it started with: “Did you know that over 64% of decision-makers …”. All in all, a job well done. Full disclosure: Spear Marketing Group is a Marketo agency partner.

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100

The Point

APRIL 30, 2013

It’s why systems consultants are reinventing themselves as “demand generation agencies.” Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. No problem. I understand.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

FEBRUARY 11, 2013

Andrea Wildt, former product director for the marketing product at Salesforce.com, had been working with Roan Bear, an expert Salesforce consultant, on a project where a client wanted to get an accurate tracking of the marketing impact on their revenue. It was the third time they had worked on such a request.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

JULY 23, 2012

Many high-tech products are first-of-breed solutions and/or of a complexity that involves multiple stake-holders and demands a more long-term, consultative selling process. Media options abound that will enable a company to focus on specific job titles, company revenues, industries, etc.,

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

NOVEMBER 5, 2009

Recently I sat down with Barbara Angius Saxby, founder of Accelent Consulting , to discuss the role of new technologies in helping companies achieve what Barbara calls “process excellence.” She has nearly 25 years experience in strategic marketing, management, and international business development, the past ten as a consultant. (HS)

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

SEPTEMBER 29, 2011

Prospects may simply not be ready to buy a solution because either 1) they don’t know such a solution exists, or 2) they may not even be aware they have the relevant problem in the first place; • focusing on only the most qualified prospects leaves many potential (albeit, more long term) deals on the table.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

MAY 30, 2013

Today, modern marketing channels have become so fragmented that B2B marketers are much more likely to work with a stable of agencies – a demand generation agency , for example, plus a branding firm, a PR shop, perhaps even an SEO consultant. 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

MARCH 9, 2011

Google was neither involved in, nor consulted for, this article. Do your part as a civic-minded marketer and help your local shops increase their visibility online. Disclaimer: Google is a Spear Marketing Group client. The views expressed are entirely those of the author.].

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

DECEMBER 5, 2023

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. Do the new Google/Yahoo deliverability rules make using a third-party list too risky? How should we approach the campaign differently?”

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

APRIL 21, 2010

After consulting with the client on the blog’s objectives, content strategy, and target audience, Spear redesigned the blog from the ground up, and re-launched it as “ The Daily Practice.”. Navicure turned to its demand generation agency, Spear Marketing Group , for help.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

OCTOBER 11, 2022

A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

JULY 13, 2022

LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience.

Linkedin 241

Linkedin Paid Search Agency Ads Effectiveness 241

The Point

SEPTEMBER 23, 2020

Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

MAY 19, 2020

It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JANUARY 27, 2022

When companies look to get started in Account-Based Marketing (ABM) , the first step is very often a pilot campaign. On paper, the logic makes sense: * pick a handful of key accounts * execute an ABM campaign against those accounts * measure results * determine whether ABM is “worth the investment” on a larger scale.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

JUNE 25, 2019

[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.]. Marketing attribution is a hot topic these days in B2B circles. Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment impacts revenue.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

APRIL 19, 2023

There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative. In more modern terms, this means that in order to drive conversions, and pipeline, and revenue, targeting the right audience is paramount.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130