The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

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

The Point

AUGUST 25, 2015

It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Marketing Qualified Leads Leads Lead 100

The Point

NOVEMBER 22, 2017

Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “ Driving B2B Engagement with Personalized Content.” As a sneak preview, here are some of the key takeaways from our discussion: Marketing content is devalued. Successful content today is about Value, not Volume.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

MAY 4, 2015

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought. Download this paper now. Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

JUNE 11, 2010

Learn more in Spear’s newest white paper : “Top 10 Tips For Lead Nurturing Success: How to Get the Most From Your Lead Nurturing Program, and How to Plan for Success if You’re Just Getting Started.”. Download your copy of the white paper here. Other topics on tap include: * Scrapping Traditional for Content Marketing. *

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

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. Download a copy here.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

JULY 30, 2020

But it doesn’t necessarily take all new content or a massive blog redesign (read: time and money) to have even the most PR-centric blog start generating real value. Optimize post titles for search and engagement (and re-title older content if you need to.) Link keywords within blog content to relevant pages on your main Website.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. Or, they’ll waste time looking for content.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. What content assets or other calls to action (CTAs) have worked best in the past? What’s your unique selling proposition (USP) in the context of your partnership with this particular vendor? 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

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

SEPTEMBER 21, 2017

By putting informational content, content of real value (versus content that simply sells your product) in front of prospects on a regular basis, you’ll generate conversations with buyers who, at minimum, have an active interest in solving the very problem or issue that your solution or service can address. Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

JANUARY 27, 2022

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. When companies look to get started in Account-Based Marketing (ABM) , the first step is very often a pilot campaign.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

MAY 10, 2011

A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. There are three basic ways to fulfill that offer content: 1. Direct the reader to a thank you page containing a link to the content. Send the reader the content as an email attachment.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. You can expand the appeal of content like these by packaging them into information kits. Regardless of content, multimedia offers almost always improve response.).

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) At one end of the spectrum, there are those that believe gating Web content is the most efficient way to convert Web visitors to actionable sales leads.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 23, 2013

Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader. Using email to promote content? Remember these tips: 1.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

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

AUGUST 10, 2009

Tags: B2B Marketing Content Syndication Content marketing Demand Generation Inbound marketing Lead Nurturing SEM White Paper Syndication White Papers lead generation b2b demand generation b2b lead generation marketo.

SEM 100

SEM Content Marketing Marketing Automation Services Marketo 100

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

OCTOBER 30, 2013

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

AUGUST 18, 2011

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?”. For example, consider packaging content in the form of an “information kit” to increase the perceived value. My advice: don’t fight it.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

OCTOBER 15, 2019

Better Content. Good content is at the center of any effective demand generation. strategy, but “good content” is more than just well-written and informative. An effective nurture program is automated, segmented, and responds in real time to leads who exhibit signs of increased interest or intent.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MARCH 3, 2010

In a recent article (member access only), Marketing Sherpa offers up some intriguing research into how prospective tech buyers view email offer content, and how those views can differ dramatically from common assumptions held by marketers. white papers) tends to perform better than does promotional content (e.g. In a word: no.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

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

NOVEMBER 29, 2017

Know Your Content. Without good content, even the most artful, compelling campaign is doomed. Good content is what fuels modern demand generation. And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account. If not, make creating that deck a priority.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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

APRIL 4, 2024

The lead generation experts at NetLine just released their “ 2024 State of B2B Content Consumption & Demand Report ,” a meaty 38-page guide based on data from more than 6 million content registrations. Even in the throes of an uncertain economic climate, B2B buyers’ appetite for quality gated content shows no sign of abating.

Trends 299

Trends B2B Thought Leadership B2B Content 299

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. It’s a relatively safe assumption that he or she is already “sold.”

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JULY 27, 2016

My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. Does that mean you should only ever use late stage content? No it doesn’t.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

APRIL 18, 2011

Good video content engages customers and prospects like no white paper or webinar can. And integrating video content into a campaign microsite or lead nurturing program is an effective way to add spark and visual interest and drive response. How could you see using this kind of content for your company? Enter Animoto.

Cost 100

Cost Video Marketing Effectiveness Microsite 100

The Point

JANUARY 23, 2018

Focusing campaigns, content, and resources on BOTH generating net new leads but also nurturing existing prospects. Adapted from the Spear white paper: “ Lead Recycling: A More Cost-Effective Approach to Demand Generation for High-Technology Companies ”. Photo by Armando Ascorve Morales on Unsplash.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JUNE 24, 2010

So you just launched a new white paper. 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.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The Point

NOVEMBER 14, 2014

Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending in the marketplace. Now, it’s true that white papers generate a wider spectrum of leads – some highly qualified, some merely “tire kickers.”

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JULY 25, 2014

I wrote in a recent post about how B2B marketers are seeing diminished returns from content marketing initiatives because they insist on pumping out content that is essentially product collateral in sheep’s clothing. That’s right, if you’re not convinced by the assessment to buy our product, we’ll send you a white paper that will!

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

MAY 16, 2018

How about: * a white paper on “10 Most Popular PBX Features (& Top 10 Pet Peeves)”. * a “Business Phone System User Satisfaction Survey” (with a free gift card for responding). * a product comparison matrix or third party report comparing leading phone systems (“How Does Your Current System Rank?”). No thank you. Again, I do not.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

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. But in general, I would argue, and with the right systems, people, and processes, you can do better by nurturing and qualifying leads in-house.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110