The Point

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5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria. That’s not because email is going away any time soon.

Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

The Olympics are a big marketing opportunity for many of our customers and we came to Spear with an idea to create a one-stop resource for data-driven digital marketers during the games. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. Results are also promoted on Twitter ( @brandolympics ) and using the hashtag: #BrandOlympics2016.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

– Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. – Paid search advertising on Google via the new “customer match” program. In our experience, the most effective ABM campaigns share 4 common traits. integrated – so that targeted contacts see a consistent, cohesive message via multiple channels. – Economic Buyer.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag. But though I quibble with the general sentiment, Ms. In her interview, Ms.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views. Aggressive testing of ad copy. Sewell, Spear President.

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5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

The other is someone who knows their numbers – revenue, margins, manufacturing cost, cost of customer acquisition. However, in most companies, there are good customers and bad customers, good margins and bad margins, relationships that will build your brand and improve your reputation, and others that are doomed to fail. Confession: at our house, we watch a LOT of reality TV.

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Does Creative Still Matter in B2B Marketing?

The Point

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. List. 2. Offer. 3.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

5 Key Tips for Driving Attendance at Field Events

The Point

they get to personally interact with potential customers) can also be a selling point to the prospective attendee. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. No-one cares. Sell the venue.

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Are Agencies the Future of Marketing Automation?

The Point

Our firm works with dozens of marketing automation customers, for whom our technical team is intimately involved “under the hood” as it were, but few if any of those clients are interested in surrendering complete management of the software to us. This isn’t exactly new but what once seemed like a niche strategy now looks more like a standard approach. But, actually: no. It’s a win-win-win.

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The One Marketing Automation Guide You’ll Ever Need?

The Point

Core to the new guide are detailed profiles of 20 marketing automation tools, plus ratings (based on more than 1,600 authenticated user reviews), pros and cons, customer demographics, and responses from the vendors themselves. Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. appeared first on The Point.

Is Technology Making Marketing Agencies Obsolete?

The Point

In theory, today’s marketing technology enables B2B companies to move prospects seamlessly from raw inquiry to qualified opportunity to paying customer, and then attribute that sale to the associated campaign. Hint: Maybe Not)”. Specifically: • IDC reports that digital marketing spend by technology companies will surpass non-digital spend by the end of 2016. What do you think?

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What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

What else can I sell to my current customers? Which of my customers are likely to churn? Citrix and RingCentral are two good customer examples. The second is “selling more to your current customers” – companies with many products to sell, but unsure which of their customers are the best targets for specific products. The second is about the technology.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Why This Holiday Email Campaign Misses the Mark

The Point

It eliminates the much larger universe of potential customers who may have the very challenge/issue/problem that your solution can solve, and want information on how to solve that problem, but aren’t yet convinced yet that they need a product to do it for them. Take the email campaign below from security vendor Symantec. If your offer is a Webinar, sell the value of that event.

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

and each one of those channels could utilize a variety of targeting elements – for example: • retargeting via Web data. • Web-based “nurturing” via uploaded CRM records. • so-called “lookalike” audience targeting modeled on a marketer’s own customer base or top prospects. Let’s start with a definition. audience creation leveraging third party data sources. contextual targeting.

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Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads? Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Far from it.

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

When posting a Sponsored Update, create a custom image, one that’s optimized for click-throughs, rather than just let LinkedIn pull an image from your post or article. 3. Twitter Website Cards (note: these are separate and distinct from Lead Generation Cards) enable the advertiser to include a custom headline, image, and Call to Action on a Promoted Tweet. Billion with Google in 2013.

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B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Email Marketing 101: No-One Cares About Your Product

The Point

Take, for example, the email below from Lavi Industries , a company whose product, Qtrac IQ, allows brick-and-mortar retailers to report on and analyze customers waiting in line at stores. The subject line (not seen here) is “The latest technology driving the customer experience”. Here are the 5 biggest mistakes that Lavi made: 1. The entire body copy is all about the product.

5 Common Content Syndication Mistakes

The Point

Some will allow custom qualifying questions (“What CRM software do you use?”) But every filter you add adds incremental cost to the lead, for the simple reason that the publisher needs to recoup the cost of those prospects who downloaded your content but who don’t meet the required criteria. And yet content syndication is no slam dunk. Excessive Use of Filters. Most marketers over-filter.

A Really Useful B2B Marketing Benchmark Report from Optify

The Point

Optify’s customers are primarily small- to mid-size companies.). The data contained in the report were extracted by analyzing more than 62 million Website visits, 215 million page views, and 350,000 leads from more than 600 Optify customers. You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish.

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

How to add brains and reach to our customer’s beautiful/brand-centric websites. Captora shows where customers have deep content (and thin content) relative to their competitors. Why would someone already using marketing automation look at Captora? [PA]All of our customers have invested in marketing automation. How does your content compare to your competition?

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

5 Tips for Successful Survey Campaigns

The Point

First, let’s explore why else survey campaigns have become so popular: • Survey data can provide valuable insight into important market trends or customer needs. I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. At first, the concept of “online seminars” was so novel that the topic of the event barely mattered.

Key B2B Demand Generation Strategies for 2015

The Point

It’s almost a cliché to say so at this stage, but without quality content, it’s virtually impossible to generate maximum return from both “top of the funnel” lead generation, lead nurturing , or customer marketing. But now we’re seeing the emergence of other, complementary channels that allow marketers to target prospective customers even before they reach out of their own initiative.

In Defense of Unsolicited Email

The Point

Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. But that’s different from saying (as my Marketo friend would have it) that email should never be used for any situation other than a) to an existing customer and b) any other contact from whom you’ve received explicit permission. Stop buying lists.

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Branding is Not Demand Generation. Stop Pretending That It Is.

The Point

At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. understand. Well, OK, it might do those things, but that’s not its purpose. Wait, what?

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Does a Demo Ever Make Sense as a Demand Generation Offer?

The Point

Focus your demand generation efforts too much on generating demos, and you’ll be leaving 60-70 percent of potential prospects (and customers) on the table simply because they’re just not at the stage to where they’re ready to listen to a product pitch. Worse yet, I fear the condition (let’s call it “demo-itis”) may be contagious. It’s easy to understand the appeal that demo offers provide.

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Now it’s about how to extend the reach of every campaign, from demand generation to lead nurturing to customer communications. Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Social sharing buttons (Like, +1, Tweet, etc.) Surprising?

Why I Don’t Care About Spam Rates and Sender Reputation (and Neither Should You)

The Point

This is founded on the practice by some ISPs to use engagement (opens and clicks) as a means to decide which marketing messages make it into their customers’ inboxes. Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. really do. HTML design is another.

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Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

Because when we design demand gen campaigns, we drive prospects to custom landing pages and campaign microsites that 1) are hosted separate from the main Website, and 2) are optimized for demand generation (that is, designed specifically to maximize conversion rates and form submissions.). Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none. doubt it.

How to Write a Better Content Syndication Abstract

The Point

Written specifically for CSOs, CISOs and other top-level security executives, this compelling white paper looks at today’s emerging threat landscape, and the myriad of security and operational challenges that prevent organizations from protecting vital corporate and customer data. Abstracts (the short descriptions that accompany content online) are often an afterthought. they drive action.

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. We’re getting ready for a second broadcast and after reading one of your recent blog posts, I can already think of at least one thing that we could do better. What would you change?”.

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3 Tips for Getting Prospects to Say “Yes” to a Meeting

The Point

An example of a business benefit could be a custom report prepared specifically for the executive and his or her company based on the information collected in the meeting. Occasionally, however, other factors demand a more targeted, aggressive approach. Perhaps you want to leverage a recent sales win by targeting other executives within that same vertical. So don’t call it a meeting.

Why Chasing Hot Leads is a Bad Idea

The Point

This cold, hard reality: that hot leads will only ever be a subset of the total universe of potential prospects – means that feeding sales a constant stream of qualified leads requires a demand generation strategy that focuses on 1) reaching potential customers at every stage of the selling cycle, and then 2) employing systematic lead nurturing to move those prospects towards sales-readiness.

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5 Simple PPC Landing Page Changes that May Improve Your Quality Score

The Point

So, for example, in that earlier post I wrote: “Be cautious with customer logos, award icons, and gushing quotes of praise for your company or product. However, in the context of quality score, you could argue that testimonials or customer logos “promote trustworthiness” and could therefore improve page position and lower cost per click. Promoting transparency and trustworthiness.