The Point

FEBRUARY 28, 2019

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Creativity 216

Creativity B2B 216

The Point

NOVEMBER 15, 2023

A good creative brief is the foundation for an effective marketing campaign. In the face of deadlines, however, and at the normal, torrid pace of modern marketing, creative briefs are often viewed as an extra step, an annoyance, and an unnecessary obstacle to getting content in market. Why are briefs so important?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

OCTOBER 11, 2022

For more thoughts on how to get more from your email campaigns, watch our recorded Webinar: “ A Crash Course in B2B Email Creative.”. Publish these studies and reports on a regular cadence, and a company becomes not just a thought leader but an industry authority, one that can build an engaged, opted-in community of potential customers.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

FEBRUARY 28, 2020

Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative. For a more comprehensive discussion of B2B email best practices, view our recorded Webinar: “ A Crash Course in B2B Email Creative. ”. Two popular testing solutions for this purpose are Litmus.

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

JULY 14, 2011

Is your lead generation email ready for primetime? Measure it against these 5 criteria before hitting “send.”. Get to the Point. By the time your reader is done with the first paragraph, does he or she know what the offer is, why he/she wants it, and how to get it? If you’re making people wade through two or more paragraphs of copy (e.g. “As

Creativity 100

Creativity B2B Verticals Paper 100

The Point

OCTOBER 29, 2021

And now that chat is becoming a staple of the B2B tech stack, creative marketers are finding ever more innovative ways for leveraging their investment to drive engagement throughout the lead lifecycle. However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JANUARY 19, 2021

Here’s what they had to say: “With the emergence of 5G technology and lower latency, creative trends will continue to generate opportunities for more interactive formats (videos, 3D renderings, interactive graphics) and short snippets that are immersive and quick to load. – Ben, Creative Director. “I

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

DECEMBER 21, 2018

There’s another ramification for signaling theory in B2B marketing, and it has to do with creative. Very few B2B companies can rival Apple for beautiful (read: “expensive-looking”) ads, and I’ve bemoaned the general state of B2B creative previously in this space. Click To Tweet. Photo by Hermes Rivera on Unsplash.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

JUNE 28, 2011

“Always show an image of the offer.” It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it seem more “real,” more tangible.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

MARCH 7, 2019

HS) I’ve long been frustrated at the dismal state of B2B email creative. I believe this is due to two factors: 1) creative is now an afterthought to marketing technology and data, and 2) companies believe anyone can write an email. But it’s clear that no such standard applies to email creative. Photo by Anete L?si?a

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative , so it’s good to see at least one B2B company get it right. .

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

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. If you’re aiming at the wrong companies, not even the best content or creative will save you.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

AUGUST 27, 2019

Stale Creative. Note: you can extend the shelf life of a specific content offer by simply changing ad creative, especially with a new image. As native advertising, and as different from Google (where a prospect only sees your ad if he/she is searching on a relevant topic), LinkedIn ads have a finite shelf life. Saying Too Much.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JULY 27, 2021

Do everything else right (message, offer, creative, etc.), In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. the experts told us, and, if you’re sending to the wrong people, it’s all for nought.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

DECEMBER 11, 2018

But then reality kicked in, and companies realized (and are still realizing, to this day) that technology alone, without adequate resources, people, planning, strategy, content, and creative, won’t solve anything. Shortchanging message, offer and creative. So it is, I would argue, with ABM. Top 10 #ABM Mistakes via @spearmktg.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

MARCH 17, 2014

When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. Creative development can be an insular process. You just want it out the door and off your desk. But it’s also times like these when your campaign is most at risk.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

MARCH 22, 2017

And yet if I were to choose the one thing that dooms more B2B email creative to mediocrity and worse, it would be just that: telling people stuff they already know. To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she doesn’t already know.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

SEPTEMBER 11, 2017

The creative requirements for sponsored updates are simple – a few lines of text and a custom image. 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

JUNE 17, 2016

The attitude of many marketers towards creative, and copywriting in particular, seems to be “how difficult can it be?”. And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

JULY 30, 2020

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand. One of the areas we recommend consistently to our clients is to do more with the corporate blog.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

FEBRUARY 28, 2023

A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results. Many will even help write the proposal to apply for funds. What content assets or other calls to action (CTAs) have worked best in the past?

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JUNE 27, 2018

The key to Webinar success, I would argue, isn’t about wild and wacky creative, though good creative never hurts. As a marketer, how do you make your Webinar invitations stand out from the crowd, a challenge made bigger when you’re presenting on a topic (say, GDPR) that is so commonplace as to be completely generic?

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

MAY 30, 2014

in B2B circles, the emergence of content marketing as the dominant form of demand generation leads some clients to question the value of “big idea” creative (agencies’ traditional calling card). Redefining what makes great creative. There will always be value in good creative. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

APRIL 22, 2014

B2B Marketing Creative E-mail email design email marketing Graphic Design Infographics Mobile Marketing B2B email marketing email best practices email creative email marketing agency mobile marketing responsive design responsive email design' Click on the infographic to view full-size.

Design 100

Design Mobile Marketing Advertising Agencies Paid Search Agency 100

The Point

MAY 21, 2018

What you might call the Dismal State of B2B Email Creative is, I believe, creditable to two factors: 1. Creative is now an afterthought to marketing technology and data. But creative, clearly, doesn’t matter. But it’s clear that no such standard applies to email creative. Don’t get me started about AI.) It’s an email.

Creativity 189

Creativity B2B Copywriting Mobile Advertising 189

The Point

DECEMBER 12, 2017

Yet many of the same companies madly adopting these bright shiny new objects fail to measure their campaigns in a way that effectively optimizes investment, creative, and, ultimately, ROI.

CMO 218

CMO Customer Surveys Analytics Planning 218

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.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JUNE 9, 2014

” One reason why testing is so fundamental to email marketing is that different people respond to different offers, benefits, and creative in general. The bottom line is that, eve today, these techniques are proven to increase response. “… and more.” Urgency is king.

Copywriting 100

Copywriting Urgency Marketing Paid Search Agency Act-On 100

The Point

JULY 17, 2017

IMPACT : Find creative ways to source, and leverage, reviews and recommendations for your product; for example: TechValidate , a “customer content creation platform” that helps companies generate fact-based case studies and other customer evidence for use in marketing.

Paid Search Agency 241

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

The Point

APRIL 23, 2013

For more tips on email creative, download a copy of the white paper: “ Top 10 B2B Email Marketing Mistakes.”. Use both text and button-style calls to action.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

OCTOBER 25, 2017

Even the best, most creative, most tightly orchestrated outbound campaign succeeds on an accident of timing. Because, guess what: the buyer is still in control, and he or she will respond, and engage, and buy, when he/she decides the time is right, and when he/she perceives that the relevant business pain or opportunity merits action.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JUNE 24, 2022

The challenge for marketers in this climate is to find creative ways of providing buyers an unfettered opportunity to view and try the product, without sales involvement, but still maximize conversions.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

DECEMBER 15, 2020

Maybe prospects are just tired of the same emails and messages over and over again, but might respond to a creative spark.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

NOVEMBER 20, 2015

– Programmatic display advertising, to reach ideal contacts at targeted accounts via ad networks, perhaps with account- or industry-specific ad creative. Developing the relevant creative for implementation via the selected channels. – Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

SEPTEMBER 25, 2018

Too many very smart marketing ops people know which buttons to press, but can’t drive strategy or creative. It’s not enough to simply train a client how to use the technology. Marketing ops needs an expanded portfolio and greater investment. Customers need a plan.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

JULY 8, 2014

We believe the decision to use humor for this campaign had a significant impact on its success,” commented Gilda Raczkowski, Spear’s Creative Director. Our concept poked fun at the client’s brand by implying (tongue in cheek) that it was “out of touch” and needed a refresh.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

JUNE 30, 2017

ABM has different metrics (“leads” as such don’t really enter into the conversation), requires a different creative approach that is specific to companies, personas, even individuals, and demands highly personalized, relevant content.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235