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. The 7 th Annual B2B Buyer’s Survey polled 283 B2B C-level executives, VPs and Directors and is published by Demand Gen Report.

Paid Search Agency 241

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

The Point

MAY 28, 2019

One, because I’m generally wary of any technology that promises to “revolutionize” B2B marketing, and two, because I struggled to envision the use case for chatbots beyond customer service and support. However, the more I learn about chatbots, the more I get excited about their potential for B2B marketing, and demand generation.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. In our business, demand generation and content marketing are nearly synonymous. Good content is the fuel that feeds demand generation success. we see some very exciting new demand gen channels entering the fray. AN) Hello, Howard.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 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. Make the call to action an “add to calendar” link or design a custom landing page promoting all your events at the show and how to sign up. Offer an additional incentive to people who pre-register.).

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JULY 27, 2021

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. Is the account in my Ideal Customer Profile (ICP) or is it just on my “wish list”? Are your internal teams (sales, marketing, customer success) aligned behind specific accounts?

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

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. No problem.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

MARCH 17, 2014

A customer, for example. B2B Marketing Campaign Planning Campaign Strategy Copywriting Creative Demand Generation email marketing lead generation B2B email creative B2B email marketing email creative email marketing agency email marketing best practices email marketing creative email marketing tips'

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

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.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

OCTOBER 11, 2022

A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers. Photo by Brett Jordan on Unsplash.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

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.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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?

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JUNE 30, 2021

I wrote earlier in this space about how companies looking to move to a more ABM-centric approach, or simply seeking to integrate ABM into their overall demand gen mix, are wise not to abandon more traditional, broad-based demand generation altogether. .

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

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. Consider adding custom chatbots to thank you pages as a way to identify hot leads that might be ready to talk to sales.). 8 Surprising B2B Use Cases for Chatbots Click To Tweet.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. 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. But here’s the reality: most demand generation is a long-term process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

OCTOBER 8, 2020

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. A few suggestions: * Reaching and engaging with prospective customers at every stage of the buying journey.

Demand Generation Agencies 173

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

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 Scoring Lead Ranking 193

The Point

AUGUST 27, 2019

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.” is its ability to target specific audience demographics: job title, industry, etc. Non-Content Offers. Poor User Experience.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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. Instead, let’s call such programs “target account campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

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) But is that real?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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. Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

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 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? ABM is radically different from inbound, funnel-based demand gen in many ways, and it starts with how to measure success. Look at your own customer data. Is ABM a fit for our company, our product, and our audience? Measuring the wrong thing.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

FEBRUARY 18, 2020

In the succeeding five years, the marketing technology landscape has exploded, marketing automation has become a cornerstone of the martech stack, and demand for marketing operations professionals has never been higher. Vendors focused on new licenses vs. customer retention. In a rush to deploy, customers lack a strategic vision.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

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. Photo by ????

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

JUNE 5, 2018

HJS: Your survey indicates that a clear majority of marketers are engaged across the lead lifecycle, including customer marketing. That immediately shifts the focus from “net new” customer acquisition to customer retention. The answer to sales and marketing alignment has been identified: it’s the customer, stupid!

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

OCTOBER 25, 2017

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

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

MARCH 7, 2019

Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing , an article that you can read online here. HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. (HS) Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JUNE 20, 2018

Similarly, can a company skip the complex process of strategic planning that ABM demands, jump right into account-based campaigns and still expect measurable results? Cross-sell/upsell to existing customers. Call it ABM-y Customer Marketing. In most cases, the answer is no. Can you shortcut #ABM and still make it work?

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

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

SEPTEMBER 12, 2019

As a tool to help companies execute and operationalize ABM, Spear Marketing Group developed the Opportunity-Based Marketing Framework, a proprietary model based on the SiriusDecisions Demand Unit Waterfall that works for both lead-based and account-based strategies. An Opportunity-Based Marketing Framework for #ABM Click To Tweet.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

AUGUST 29, 2017

Ex: cold outreach, warm outreach, account penetration, customer retention, cross-sell/upsell …). Just as with integrated demand generation programs , a combination of different channels, deployed in a prescribed sequence, is more likely to bring about success compared to relying on one channel alone (for example, email).

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

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.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

SEPTEMBER 19, 2018

It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. At bare minimum, you’ll be a better marketer for learning why customers buy. Work for an agency. At some point early in your career, work for an agency.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

MAY 30, 2014

. • marketing automation and related technologies make it easier than ever for clients to produce campaigns and generate demand using in-house resources. Agencies need to deliver strategic thinking and new ideas for how clients can more fully integrate marketing technology into their demand generation strategy.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 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.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MARCH 18, 2014

Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. Look, I’m a huge proponent of using email as a vehicle to nurture both existing prospects (people who have engaged with your company and/or otherwise “raised their hand”) and existing customers.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100