The Point

JUNE 30, 2017

That is not to say, however, that you can’t successfully design and execute a highly targeted, tightly integrated, multi-channel, multi-touch campaign aimed at a finite number of specific, key accounts. Instead, let’s call such programs “target account campaigns.” Click To Tweet. •

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

APRIL 30, 2013

Demand generation is hot. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” As a demand generation marketer, however, I have an issue when brand marketers start to muscle in our turf.

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The Point

AUGUST 25, 2020

Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas and associated messages. For others, it’s identifying a target account list. Ex: reach, engagement, engagement minutes, account coverage, meetings).

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Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

DECEMBER 13, 2019

I asked the best subject matter experts I know, my colleagues at Spear Marketing Group , what trends they think will highlight the next 12 months in B2B demand generation. The big trend of audience-based targeting will continue into 2020. The post 6 B2B Demand Gen Predictions for 2020 appeared first on The Point.

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Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JUNE 24, 2022

The TrustRadius report focuses primarily on how technology vendors should adapt their selling process to these new buying habits, but it’s also worth considering some of the key findings and their implication for the demand marketer. How should companies adapt their demand generation playbook to better serve the needs of the self-serve buyer?

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Top of Funnel Cold Calling B2B Demand Generation 130

The Point

OCTOBER 29, 2021

However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative. Welcome back …”) with language that speaks to known, account-specific benefits and pain points can pay big dividends. Responding to those specific companies, by name (“Hey Google!

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JUNE 30, 2021

When it comes to what is, and isn’t, Account-Based Marketing (ABM) , there are as many opinions out there as there are ABM experts. The reality is that ABM (now ABX, in some circles) is ever-evolving and so what qualifies as ABM is a moving target. Also, does it matter?

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. A potential customer might have precisely the problem that a particular product or service solves and are anxious to solve that problem, yet may not feel as though they’re ready to buy and so fail to respond to the campaign.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Ranking 253

The Point

AUGUST 11, 2015

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. No two customer journeys are the same. Well, not so fast.

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Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

SEPTEMBER 23, 2020

For accounts with little to no awareness of your company, and no record of intent, measuring mere engagement (clicks, page visits) from those companies is a legitimate measure, albeit early stage, of ABM success. For example, you may be able to show that Web visits from your target account list have increased by 50 percent.

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Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

MARCH 23, 2023

Increasingly, however, it’s being leveraged as an effective, affordable way to maximize campaign performance across a range of different demand generation channels. guided tour vs. demo, live stream vs. Webinar) By challenging assumptions and testing new ideas, CRO helps keep demand generation efforts fresh and current.

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Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

FEBRUARY 14, 2018

Just to be clear – to the extent that customers and prospective customers DO actually read your content, gain valuable information from that content, and think more highly of you and your company because of it, all the better. However, in the context of demand generation , it matters very little whether they read it or not.

Paper 193

Paper Demand Generation Agencies Lead Ranking Lead Scoring 193

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Photo by Niklas Ohlrogge on Unsplash.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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

JUNE 20, 2018

Target account campaigns. Create alerts and a sales outreach strategy for salespeople to go after engaged contacts, and voila: an “ABM-ish” target account campaign. Cross-sell/upsell to existing customers. Call it ABM-y Customer Marketing. Can you shortcut #ABM and still make it work? Answers via @spearmktg.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel Cost per Lead 168

The Point

AUGUST 27, 2019

is its ability to target specific audience demographics: job title, industry, etc. At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

OCTOBER 8, 2020

And yes, in those cases, educating the market is a critical first step in order to generate the need. But even then, I would argue, marketing – and demand generation in particular – isn’t wholly about convincing the buyer that they have the need you can solve, and that they need to solve it today.

Demand Generation Agencies 173

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

The Point

APRIL 26, 2018

In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. How should the average B2B marketer be looking to leverage intent data in their demand generation mix? Where do B2B customers see the greatest ROI? (CC)

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Intent Data Intent Bombora Account Based Marketing 209

The Point

NOVEMBER 10, 2016

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. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

DECEMBER 21, 2021

What trends will dominate the demand generation landscape in 2022? B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. 6 #B2B Demand Generation Trends to Watch Click To Tweet. – Mirella, Sr.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

MAY 16, 2018

There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s customer base: A competitor gets acquired. But telling the customer that he/she bought the wrong product will almost always backfire. By doing so, you put the customer on the defensive.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Ranking 191

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. You rented a list and pushed your message to that list. And though there’s merit in a more proactive, targeted approach to demand generation, especially in light of the technologies (e.g. No, it’s not.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JULY 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. 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.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

SEPTEMBER 11, 2017

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. 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

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. 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.

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Trade Show Demand Generation Agencies BtoB Lead Ranking 100

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). Helping clients achieve closed-loop demand generation. Providing fresh ideas, new insights, and proven best practices.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

AUGUST 29, 2017

What is the general nature of the program? (Ex: Ex: cold outreach, warm outreach, account penetration, customer retention, cross-sell/upsell …). Target the prospect with custom, campaign-specific ads on LinkedIn ( LinkedIn Matched Audiences ), Google ( Customer Match ) or Facebook ( Custom Audiences ).

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Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MARCH 18, 2014

Stop buying lists. Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. But let’s say your sales team wants to go after 200 “target accounts” within the financial services industry. In those select situations, list buys still have their place.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. But effective to the point that they generate 71% of all sales leads?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

OCTOBER 10, 2013

His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more immediate and personal. What does this mean for the demand generation marketer? Like the ability to keep one’s job. Or the ability to get home at a reasonable hour.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Lead Scoring Personalization 100

The Point

MAY 16, 2015

Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1. Demand Generation Marketers Need to Think Sales Enablement.

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Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

OCTOBER 22, 2013

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a more targeted, aggressive approach.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

SEPTEMBER 21, 2017

For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”. Provide a means to contact sales on the thank you page or in the fulfillment email that is sent to the prospect upon completing the registration form.

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Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 224

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. ”) and filter on that.

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Demand Generation Paper Sales Qualified Leads Content 100

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? ABM journeys often begin with asking sales for a list of their target accounts. Account selection is not the same as compiling a wish list. Look at your own customer data. And therein lies the first mistake.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

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. In theory, anyway.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

JANUARY 24, 2017

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. Signatures can be an extremely effective (and free!)

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