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 …). Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. What is the general nature of the program? (Ex:

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

APRIL 26, 2018

Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions. Intent data can help marketers identify a lot of that anonymous research activity. Where do B2B customers see the greatest ROI? (CC) CC) Our customers leverage our data in a combination of ways.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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

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

JUNE 23, 2020

Email, as one example, plays a very different (and less dominant) role in the marketing mix than it did only a few years ago, having migrated from acquisition to nurture and customer marketing. But there are still 5+ billion email accounts worldwide. Email is very much alive.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

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

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. Tailoring conversations to existing customers that drive upsell/cross-sell opportunities, or ask for referrals. in particular.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

DECEMBER 12, 2017

Marketers plan to increase spending on analytics by more than 300% over the next 3 years in order to, according to Deloitte, “improve customer experience.”

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

DECEMBER 11, 2018

But personalization relies first on understanding your audience, defining an Ideal Customer Profile (ICP), defining key personas within the buying committees at your target accounts, and doing the research it takes to develop and document the pain points and value propositions most likely to resonate with those specific individuals.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

NOVEMBER 27, 2018

In fact, one of our customers, a large global consultancy, recently compared the ROI of social ads with that of social advocacy. HS) How does Oktopost help companies capture engagement and ROI from organic social? (DK) However, that’s not necessarily true. times higher.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Ranking 203

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 224

The Point

AUGUST 27, 2019

If your ad links to a custom landing page, make sure that page is fully responsive and that the form is easy to complete on a mobile device. “What you’ll learn”, “3 reasons to attend”). Poor User Experience. On average, 57 percent of LinkedIn users are on mobile devices , so ensuring a mobile-friendly user experience is key.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JUNE 30, 2017

A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? There’s only one problem: there really is no such thing as an “ABM Campaign.”.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

APRIL 26, 2017

The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. CEO Lucas made a compelling argument in the opening keynote that prospective customers want “quality, not volume” in the content and messaging they see from vendors. Email may be losing its B2B dominance.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JUNE 8, 2016

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Harvard Business School professor Frank Cespedes says “ any strategy lives or dies on the basis of its customer value proposition ” and I couldn’t agree more.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Ranking 206

The Point

FEBRUARY 11, 2014

How to add brains and reach to our customer’s beautiful/brand-centric websites. The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. PA]All of our customers have invested in marketing automation.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Ranking 100

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 Ranking Lead Scoring PPC 100

The Point

AUGUST 16, 2016

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

OCTOBER 29, 2014

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.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

NOVEMBER 20, 2015

Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”. – Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. – Paid search advertising on Google via the new “customer match” program.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing & Strategy 100

The Point

AUGUST 24, 2012

Whereas the data is primarily aimed at marketing agencies (the firm’s primary clients), the report provides useful data that can also help marketing teams make budgeting decisions for the rest of 2012. Customer retention and development lagged far behind.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

MAY 30, 2014

Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation. It’s not enough for agencies to simply know how to use systems like marketing automation. 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

JULY 1, 2013

Make sure the title of your content is very sales- or marketing-specific, so that the title alone will help filter out those outside of your target audience. Again, not all media properties offer custom filters, and if they do, you’ll pay $10+ additional per lead for the privilege. ”) and filter on that.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

MAY 18, 2011

Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? MC) I think a better framework is to think about how both represent different categories of customer messaging. That’s where firms like ours can help. (HS)

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

MARCH 3, 2015

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. Successful clients in turn drive technology adoption, license renewals, and revenue growth.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

NOVEMBER 28, 2011

Here then are a few lessons learned to help your e-newsletter succeed and prosper: 1. It cannot cater to customers and prospects and press/analysts and be in any way cohesive and effective. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

MARCH 9, 2011

And therein lies a way that, as a marketer, you can help give your favorite local businesses a leg up in the Internet marketing department. customer reviews. coupons (that customers can either print or use via their mobile phone). Do your part as a civic-minded marketer and help your local shops increase their visibility online.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

MAY 16, 2015

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

JANUARY 24, 2013

Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing. What is the range of products in which a prospective customer could express interest?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

MAY 11, 2015

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. But is data all that’s needed to drive B2B marketing success? I don’t believe so.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. How do you know where marketing automation will help? Below are 10 questions to help analyze your current processes and indentify opportunities for ROI.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. In fact, all of our customers today (with one exception) use both Salesforce and a top marketing automation system.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

MAY 4, 2015

However, a well-written abstract can make an enormous difference in helping your content asset stand out from the crowd and, ultimately, driving both increased lead volume and improved lead quality. Abstracts (the short descriptions that accompany content online) are often an afterthought. Remember: an abstract is, essentially, an ad.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

SEPTEMBER 6, 2011

Custom workflow helps profile leads, identify high-potential opportunities. Next, Spear designed a custom lead nurturing workflow – a series of automated email communications to be triggered by different types of both inbound inquiries (Web registrations) and imported lists.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

NOVEMBER 5, 2009

But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. Now that process can be tracked from the beginning including the campaign strategy and prospect profile. Thanks Barbara!

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100