The Point

NOVEMBER 27, 2018

Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. After all, as earned media, the “cost” of organic social is basically zero. I spoke to Daniel Kushner, CEO of B2B social media management platform company Oktopost , for his perspective. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Ranking 203

The Point

JULY 1, 2013

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? ” My response: “John, it’s very difficult but not impossible to target sales and marketing titles via content syndication. Re-title existing content if needed. However, it can be done.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

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

OCTOBER 8, 2009

I’m ready to conclude that many PR agencies don’t really get it when it comes to social media. Either that, or they’re just choosing to frame the discussion in such a way as to greatly limit the potential of their clients’ social media initiatives. Recently I was made privy to a social media plan authored by a client’s PR agency.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 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. 51% responded “somewhat effectively”. •

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 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. Report: What’s Working in Email Marketing Click To Tweet.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

AUGUST 27, 2019

Here then, based on our experience, are some of the key reasons why many of those campaigns fail to meet expectations: (A quick caveat – the list below applies almost exclusively to Sponsored Content, the most common ad format on LinkedIn, and, in our experience, the most effective for demand generation.). * Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

SEPTEMBER 6, 2011

Leveraging social media to help maintain mindshare, keep prospects informed. Typical of many companies, iDirect was emailing the database regularly, but the program was largely tactical and email content tended to company-centric news like press releases and product announcements.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

APRIL 19, 2023

If you’re aiming at the wrong companies, not even the best content or creative will save you. Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) I asked Jeff to explain exegraphics and how they work: How would you describe exegraphics to a marketer?

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 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

NOVEMBER 29, 2017

Or Social Media Analytics. Know Your Content. Without good content, even the most artful, compelling campaign is doomed. Good content is what fuels modern demand generation. Today’s buyers demand relevancy – or even personalized content. If we only had ABM, you hear. Or Predictive.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

DECEMBER 13, 2019

I see video content taking its seat at the top. 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.”. – Ashley Kennedy, Digital Media Director. “I

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

MARCH 23, 2023

Diligently applied, CRO can increase conversion rates over time by up to 2-10x and dramatically impact the ROI from campaigns and media spend. 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.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

FEBRUARY 14, 2024

At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer can produce. Based on our firm’s experience creating survey content for B2B clients , here are a few important tips to keep in mind: 1. Not all survey reports are created equal.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

JANUARY 19, 2021

Statistics show that video content will account for 82% of total internet traffic by 2022 (Facebook and LinkedIn being the top two platforms for video marketing, now ahead of YouTube). “I think a significant trend for B2B marketing and sales in 2021 will be video. ” – Tom, VP Business Development.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

MARCH 8, 2018

Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. Technology marketers love analyst reports. However, in my experience, most tech companies don’t know how to market them.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

OCTOBER 8, 2020

Creating content that appeals to those different stages (and not just active buyers). Running “always on” campaigns (social media, SEM, display) that make your company findable. A few suggestions: * Reaching and engaging with prospective customers at every stage of the buying journey.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Optimize post titles for search.

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

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. Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MAY 3, 2016

To achieve maximum ROI, companies still need the talent, the message, and the content to execute effectively. Put another way, even the best technology can be undone by lack of skills, a faulty value proposition, or content that doesn’t resonate.). 75 percent of high-performing teams report that social is generating ROI.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

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. (HS) Landing pages, for example. Now it’s a common practice.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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. Results are also promoted on Twitter ( @brandolympics ) and using the hashtag: #BrandOlympics2016. “The

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

MAY 28, 2020

Maintain ABM campaigns and continue to generate awareness and engagement at identified target accounts.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) This is content marketing, pure and simple. Most notable: not once in the entire copy is the company or product mentioned. What I like: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

FEBRUARY 11, 2014

Content marketing is here to stay – how do you leverage your past content investments to ignite faster growth? What content do you have and what’s the best content to leverage for each inbound marketing campaign? Where is your content rich and thin versus what’s needed to grow faster?

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Ranking 100

The Point

SEPTEMBER 19, 2018

Think social media management, content management, marketing automation, reporting and analytics. Wherever you are early on in your career, learn, train, get certified in as many technologies as you can, especially if it’s on someone else’s dime. You don’t have to be a programmer or even a techie.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

APRIL 26, 2017

CEO Lucas made a compelling argument in the opening keynote that prospective customers want “quality, not volume” in the content and messaging they see from vendors. They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) good content, and solid creative. Again, look at ABM.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

AUGUST 24, 2012

Here are what I found to be the most interesting highlights: • The most common projects being undertaken in the technology sector in Q2 were (in order) content creation, social media, and mobile site development. Customer acquisition was the main catalyst for 62% of advertising investments in Q2. •

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

AUGUST 9, 2012

A client asks: “I know I can filter our Pay-Per-Lead ( content syndication ) leads on geography and company size. Guess what: if the publisher is unable to charge for some percentage of the leads he/she generates from your content, you will end up paying for them anyway, in the form of a higher Cost Per Lead (CPL).

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

OCTOBER 7, 2014

While LinkedIn Ads placed in a page rail are often best suited for lead generation, Sponsored Updates lend themselves to both lead generation and more viral branding and content sharing. Anything else will distract potential leads from clicking through to your intended offer or content.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

DECEMBER 16, 2013

the growth in pay-per-lead (PPL) media channels like content syndication or sponsored content, whereby B2B marketers pay for leads (usually filtered by geography, company size, even job title) who downloaded a specific content asset, typically from a publisher’s Website. I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

JULY 14, 2015

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Step 1: Fulfill marketing content via email. I discuss other compelling reasons to fulfill content via email in this earlier post.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100

The Point

APRIL 21, 2010

Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value. What is it about the blog’s design that turned into the perfect “prescription” for Navicure’s social media strategy? The results have been startling.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

JUNE 5, 2018

However, respondents also indicated that they’re finding it difficult to drive that inbound traffic: only 34% said they were happy with their organic search results; only 31% were satisfied with their social media efforts; and, less than a quarter (21%) were satisfied with the impact of their blogs.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

DECEMBER 14, 2010

Take 7 minutes out of your day to listen to the first part of a podcast I recorded recently with social media expert Steve Farnsworth about trends and best practices in B2B lead generation. Steve and I share insights and opinions on how B2B marketers can develop, source, and leverage content to generate and nurture leads more effectively.

Lead Generation 100

Lead Generation Generation Leads Lead 100

The Point

JUNE 24, 2010

How do you tweet about the content multiple times without seeming repetitive? Factoids are brief glimpses into the content on offer. They can be excerpts, but they also stand alone as facts or tips or news or opinion in their own right, even outside the context of the content as a whole. So you just launched a new white paper.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100