The Point

JANUARY 23, 2018

Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. 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.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

SEPTEMBER 25, 2018

Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. He says (in summary): “It’s because their needs outgrow system capabilities.”. What can be improved? Plenty.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

NOVEMBER 10, 2016

The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

AUGUST 27, 2019

Indeed, because Cost Per Click on LinkedIn can be higher on average than Google, first-time advertisers tend to have little patience with the channel. Non-Content Offers. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 16, 2018

Their flagship product is being end-of-lifed. No matter how much someone might hate their current product/solution/vendor, bringing in a replacement can be a painful process, particularly for anything involving technology. But telling the customer that he/she bought the wrong product will almost always backfire. Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

NOVEMBER 27, 2018

Just listen to marketing guru Gary Vaynerchuk, perhaps the biggest champion for advertising on Facebook and other channels, who says that social media advertising is “grossly underpriced” and that companies have a window of opportunity to take advantage before big brands drive up the cost. All of which begs the question: what about organic?

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

AUGUST 21, 2018

I haven’t asked Joe directly, but I believe he means that, in the absence of a genuine need for a product or solution, marketing rarely creates that need. Even if your product is trailblazing a new category, or solving a problem that few companies know they have, you can still orient your marketing to capture demand.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

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

FEBRUARY 24, 2015

Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. how much each desired action is costing in the aggregate, and. which precise keywords are generating those actions at the lowest cost. It’s easy to see why.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

SEPTEMBER 11, 2017

At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing. The result is fewer unqualified leads from people who would never buy your product.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

JULY 20, 2018

Sell the offer, not the product. Adjust your copy and key selling points accordingly. * For Google ads specifically, an effective landing page contributes to a higher “quality score” and a lower cost per click. Don’t pitch your company. Should You Use the Same Landing Page for Email and Online Ads? via @spearmktg. Click To Tweet.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

DECEMBER 12, 2014

Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

FEBRUARY 6, 2015

The entrepreneurs who appear on the show are all pitching a product, a service, the Next Big Thing. The other is someone who knows their numbers – revenue, margins, manufacturing cost, cost of customer acquisition. Instantly, the entrepreneur presents them with a prototype of that very product. Know your facts.

Tips 100

Tips Telemarketing Class Training 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. For the publishers, I can see the appeal: the opportunity to diversify their product portfolio, add another revenue stream, and charge higher CPLs.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

JULY 23, 2012

As I wrote previously in a white paper, “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies ,” focusing demand generation investment on acquiring net new, hot leads is an expensive proposition at best, and at worst, a recipe for failure.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

SEPTEMBER 16, 2010

But the biggest advantage of third party opt-in email lists was cost. Email campaigns were still a fraction of the cost of direct mail. Fast forward to today, and that cost advantage has essentially disappeared.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

SEPTEMBER 19, 2012

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

DECEMBER 16, 2011

Say you’re marketing a new product, and inbound marketing alone (content syndication, search, social media) won’t cut it. You decide that you want to email those prospects with an offer to download a white paper about the business problem your product solves. Cost is around 65-70 cents per name.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

NOVEMBER 26, 2012

If the secret to success of an effective email subject line is to grab the attention of someone with a potential interest in your product or service, you can be forgiven for thinking that the simplest way to determine that interest is to ask a Yes/No question. Slash the High Cost of Software Maintenance.

Paper 100

Paper Email Marketing Software B2B Marketing 100

The Point

JANUARY 13, 2015

MQLs/Cost Per MQL. SQLs/Cost Per SQL. MQLs and SQLs can be useful measures for companies with complex products and long sales cycles, because they provide a picture of campaign success more immediately than would be the case waiting for leads to enter the pipeline or close as deals. However, not all leads are created equal.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

NOVEMBER 14, 2014

Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.). Taken at face value, however, this implies that product companies should never engage in content marketing, or do anything other than offer prospects the opportunity to demo the product.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JANUARY 31, 2011

That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity. But the marketing team needed search to contribute more to the company’s overall lead generation goals.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JANUARY 29, 2015

As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!) In my experience, B2B marketers often pay too little attention to the quality of their marketing database, for example, because the incremental cost to send an email to a bad name is effectively zero.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

FEBRUARY 11, 2014

How to ignite your company’s growth so marketing is filling your sales pipeline with more new buyers than needed to beat your future revenue goals…AND without increasing your cost per visit and cost per lead. Content marketing is here to stay – how do you leverage your past content investments to ignite faster growth?

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

OCTOBER 29, 2014

Advances in technology now allow us to cost-effectively capture, store, share, analyze and visualize these data – things like faster CPUs, cheaper memory, and massive parallel processing. Social media has contributed greatly, certainly, but so has the overall increase in web traffic, digital transactions, video and apps.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

JULY 19, 2010

However, in my view, relying too heavily on Webinars as a lead generation tool is simply setting the proverbial bar too high, and doing so can eliminate a large subset of prospects who may have a genuine interest in your product or service but just don’t have the time or the inclination to attend an event. When are Webinars a fit?

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

MARCH 16, 2010

Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. At the ad group level, use negative terms that are specific to that particular product group, industry, or landing page, but that might not apply across the entire campaign. job openings. job search.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

SEPTEMBER 29, 2011

For a more detailed discussion on the value of a lead nurturing approach, download a free copy of Spear’s white paper: “ Lead Recycling™: A More Cost Effective Approach to Demand Generation for High-Technology Companies ”.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

JANUARY 25, 2012

Improve conversion (click to lead) rates by just a percentage point or two and you can increase lead volume (and slash Cost Per Lead) disproportionately. Remember, it’s not the company you’re selling, or the product, it’s that white paper or video or Webinar the prospect gets when he or she fills out the form. Not “learn more.”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 9, 2011

By one account , more than 97 percent of all consumers use the Internet when researching products or services in their local area, of whom 90 percent use search engines. At no cost to them. And you can populate that Places Page with a lot of information, including: • details about your business/products/services.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

FEBRUARY 4, 2011

Increased sales productivity due to better identification of sales-ready leads. Marketing automation systems also make it easier to track the true ROI of marketing programs, so companies can make smarter marketing investments based on more than just response rates and Cost Per Lead.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

JULY 15, 2010

This sounds extraordinary, but how much did the leads cost you in the first place? How much does it cost you to qualify and nurture a lead into a real sales cycle? Here’s an irony — one you’ll never hear from me about any other product: Salesforce is too easy to use.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

SEPTEMBER 12, 2013

Avoid “learn more” and “for more information” at all costs. Sell the offer, not the product. Describe the offer in terms that will appeal to someone experiencing the problems/issues that your product/service/solution can solve. Asking yes/no questions puts the onus on the reader to decide whether he/she should read further.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

FEBRUARY 10, 2010

Still, mail has its disadvantages — first amongst them: cost (comparatively, anyway) — and secondly, responding to a direct mail campaign via the Web is clunky at best: go to the PC (assuming you’re not reading your mail at your desk), type in the URL (avoiding typos), and fill out the form.

Microsite 100

Microsite Demand Generation Trade Show CAN-SPAM 100

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. However, on the plus side, you’re also eliminating the cost and hassle and risk of marketing the survey in the first place.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

MARCH 29, 2017

Heck, you can pick up the phone and buy hundreds of leads on a Cost Per Lead basis. If your nurture program consists of primarily early stage offers (white papers on trends and best practices and the like), you’ll struggle to identify and engage with prospects who may be ready to take the next step and actively evaluate your product.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

OCTOBER 14, 2010

The clients we work with are concerned with more basic, day-to-day issues: enhancing sales productivity, converting more inquiries to sales-ready leads (or trial users to paying customers), better leveraging their marketing database, and increasing demand generation ROI. I’m just not sure the rest of us are quite there yet.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100