The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

MARCH 23, 2023

Set up program, possibly utilizing a dedicated testing platform like Google Optimize (due to sunset after September 2023) or VWO. If adopted and executed consistently, it can also provide insights into audience behavior and preferences that can inform other marketing channels, campaigns, content, and strategies. Define user personas.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

JUNE 24, 2022

Key Finding 1: Buyers have all but replaced vendor-provided content. As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. Less and less of that content is vendor-provided. Meeting the Needs of the Self-Serve B2B Buyer Click To Tweet.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JULY 20, 2018

The good news is that you should still be able to leverage much of the copy, content and creative assets you use for, let’s say: an email landing page, and then adapt that page for online advertising without having to start from scratch. You still have work to do, and the landing page needs to close the deal.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Google also defines the key factors through which an advertiser can improve that landing page experience. Those factors are: • Providing relevant, useful and original content.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

OCTOBER 25, 2017

Cue the advent of search marketing and Google AdWords.). Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. Well now the pendulum has swung yet again, and the same experts are all waving the flag of outbound marketing. Be aggressive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

AUGUST 29, 2017

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. Download content from the prospect’s Website. What is the general nature of the program? (Ex: Comment on a blog post the prospect wrote.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MARCH 7, 2019

More broadly, however, it’s online media that are being implemented alongside email, particularly channels like LinkedIn, Facebook, Google and programmatic platforms like ListenLoop through which companies can target online ads to members of a specific email list. These have particular application in lead nurturing and customer marketing. (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Billion with Google in 2013.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

JUNE 26, 2013

This is critically important: ensure that the thank you/confirmation page, confirmation email, and reminder emails all have a clear, easy-to-use, and prominent icon or link that enables the reader to add the Webinar to his/her Outlook/Google/iCal calendar. the actual content is being created at the same time as the promotional material.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

JANUARY 24, 2017

Google AdWords – place ads on AdWords using the show name (and variations) as keywords. Tip: math challenges work best vs. general knowledge because the answer can’t be googled.). Blogging – Few companies want blog posts to be overtly promotional, but there are still ways to leverage blog content to drive show traffic.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

AUGUST 16, 2016

The microsite features different marketing campaigns each week, spotlights the brands driving the most engagement on social media, and provides articles, blog posts, and other content that showcases top performing campaigns. The site looks great on mobile devices also, which was a real priority for us.”.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

SEPTEMBER 8, 2010

This month, Google released a new feature called Priority Inbox , designed to help Gmail users better cope with email overload by automatically determining which emails are most important to you. Disclaimer: Google is a Spear Marketing Group client.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

SEPTEMBER 23, 2015

And no, #1 is not “write better content” (because you already knew that.). The best way to convert organic blog visitors to subscribers is to write great content. Dump standard widgets like “Tags” and “Categories” and instead use precious sidebar real estate for content that actually drives engagement and sales leads.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

NOVEMBER 20, 2015

content-driven – so that it drives engagement and dialogue, vs. a program that attempts to sell a solution or drive meetings exclusively, and finally. • Identifying and/or developing a critical mass of relevant offer content to support the campaign, content that is specific and relevant to target roles, for example: – Power User.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JULY 13, 2012

In my last post , I talked about creative campaign ideas for when you have no content to offer. Or can you get away with a link to content, perhaps content that’s not even your own? If you want to share links, well: that’s what Twitter, Facebook, Google+, Pinterest et al are for. But maybe that’s just me.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

OCTOBER 10, 2013

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. B2B Marketing Branding Content marketing Demand Generation Webinar Invitations Webinars b2b demand generation B2B demand generation agency b2b lead generation b2b marketing agency Webinar best practices'

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

NOVEMBER 25, 2013

For example, in this earlier post , I discussed how whereas in the past spam triggers were largely triggered by content (for example, the word “free”), we’re told that the biggest variable today is now sender reputation. The theory is that continuing to broadcast to “inactive” contacts can impact sender reputation with that ISP.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

JANUARY 25, 2012

Be sure to include sufficient selling copy to a) adequately sell the offer, b) address any anticipated concerns or objections, and c) help ensure a high quality score by offering what Google calls “ relevant and original content ” – i.e. content related to the offer in the ad. Don’t include external links.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Offer downloadable content. One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

DECEMBER 6, 2010

Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post. Would that person be motivated to read more? If not, you still have work to do.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

FEBRUARY 8, 2011

Title blog posts with Google search results in mind. Forego standard, out-of-the-box sidebar widgets like tag clouds and “categories” in favor of content that actually gets people to engage with your company – for example, links to gated content like white papers and archived webinars, labeled as “additional resources.”.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

NOVEMBER 28, 2011

They commit the publisher to a critical mass of content on an overly aggressive schedule, content that in turn depends on multiple contributors who never seem to share your same sense of urgency. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

SEPTEMBER 1, 2009

As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. The Thank You Page is the forgotten child of online marketing. But is that a missed opportunity? [.].

Landing Pages 100

Landing Pages Marketo Demand Generation Tagging 100

The Point

MARCH 6, 2013

The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content in their bourbon from 45 percent to 42 percent, ostensibly in order to boost supplies of its product to meet high consumer demand. We Listened.” The same message also appeared on their Facebook page (image above.)

Social Media 100

Social Media PR SIC Media 100

The Point

AUGUST 23, 2016

However, I’d argue that for online events, the topic and content being presented are paramount; the format, agenda, and speakers for the event: less so. Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map. Sell the event, not the product. Sell peer interaction.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

JANUARY 13, 2017

If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JANUARY 12, 2023

Whether your role is content, design, media, MOPs, or marketing strategy, most in our organization think AI is about to change the way you work. With its ability to automate tasks, personalize content, and deliver rapid insights through predictive analytics, AI will revolutionize the way we marketers do our jobs.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

JANUARY 30, 2018

Define who you are, what you do, and why it matters, validate those points, and ensure that everything you communicate into the market, from a Google Ad to a sales script, is based fundamentally on that same, consensus message. Good Content is Your Secret Weapon. Either way, Webinars as a content strategy are overused.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

FEBRUARY 16, 2017

Add the offer to the ad rotation in your Google AdWords campaign. Promote the report via content syndication. The abstract that you write for content syndication will leverage the email copy. Option 1: You can dial up an email and blast it out to your prospect database. Or Option 2: • Send an email to your database. •

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

AUGUST 25, 2022

Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers still insist on promoting live Webinars, and expect attendees to show up on a specific day at a specific time, fully cognizant they’ll have the option to watch the recorded event at a later date? Two, salespeople love Webinars.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

The Point

JANUARY 6, 2014

Make content a part of every campaign planning discussion. The right offer is central to the success of any demand gen program, so make offers and content a core element of your planning (and budgeting) process. Besides, good content will fuel demand gen success much more quickly than clever creative.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100