The Point

OCTOBER 18, 2012

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries).

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

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. Cue the advent of search marketing and Google AdWords.). You millennials won’t remember this.) But then inbound marketing happened. Be aggressive! Be proactive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

AUGUST 29, 2017

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). Send company swag (e.g. t-shirt, water bottle). Send gift “teaser” (e.g.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

OCTOBER 10, 2013

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. What does this mean for the demand generation marketer? When actually, nothing could be further from the truth. In fact, the same study states that business value is a prerequisite for consideration.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

JANUARY 20, 2011

Our agency recently developed a report summarizing the results of a B2B marketing survey commissioned by Google and conducted by research company Ipsos OTX. Least surprising result (it is Google, after all): Search Marketing (SEM and SEO) was ranked the most effective channel for generating new leads.

Planning 100

Planning Allocation B2B Marketing Google 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!)

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Google also defines the key factors through which an advertiser can improve that landing page experience. Only then will you be able to gauge whether or not the changes had the desired effect.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

MARCH 7, 2019

HS) As a demand generation agency , we’ve designed and produced more direct mail in the last two years than in the previous five. Email isn’t dead, by any means, but marketers are also realizing that there are real synergies possible by combining email with other channels, both online and offline. Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

MAY 30, 2013

Today, modern marketing channels have become so fragmented that B2B marketers are much more likely to work with a stable of agencies – a demand generation agency , for example, plus a branding firm, a PR shop, perhaps even an SEO consultant. Thanks to the Spear Marketing Group account team for their contributions to this post.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

NOVEMBER 20, 2015

Successful ABM campaigns typically are: • segmented – so that any and all communication is as relevant to an individual account and decision-maker/role as possible. integrated – so that targeted contacts see a consistent, cohesive message via multiple channels. Identifying the channels and tactics necessary to drive the target results.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

SEPTEMBER 28, 2009

Title your posts for Google and Twitter. If your blog post showed up in a Google listing, would someone click on it? Tags: B2B Marketing Blogs Social Media blog marketing lead generation b2b demand generation b2b lead generation Demand Generation. Forget nuance.

Demand Generation 100

Demand Generation Leads Lead Marketing Qualified Leads 100

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Billion with Google in 2013. Ready to take the plunge into Social PPC?

Paid Content 100

Paid Content PPC Twitter Linkedin 100

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

SEPTEMBER 8, 2010

This month, Google released a new feature called Priority Inbox , designed to help Gmail users better cope with email overload by automatically determining which emails are most important to you. Disclaimer: Google is a Spear Marketing Group client.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

AUGUST 16, 2016

In coordination with their demand generation agency, Spear Marketing Group , the company developed an integrated marketing program that would measure, and highlight, which brands were executing “gold medal” campaigns. The site looks great on mobile devices also, which was a real priority for us.”.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

JANUARY 30, 2018

In “ The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000 ,” the two authors cover everything from when to make the first marketing hire, to what marketing technologies to buy first, to how best to leverage marketing data. Good Content is Your Secret Weapon. Use Outbound and Inbound Channels.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

NOVEMBER 15, 2022

More times than not, however, the best approach is a segmented strategy that combines targeted sales outreach complemented by marketing support. For Tier 1 accounts, conduct targeted, personalized sales outreach, but (critically) support those efforts with marketing air cover to the same companies. Click To Tweet.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

SEPTEMBER 1, 2009

As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. Tags: B2B Marketing Demand Generation Landing Pages marketo online marketing thank you pages web design.

Landing Pages 100

Landing Pages Marketo Demand Generation Tagging 100

The Point

MAY 19, 2020

8 Use of sales alerts triggered by actions from key accounts, demo requests, or “contact us” form fills, perhaps via a dedicated Slack channel for real-time notification and to enable faster sales response. Integration of other, online channels ( Google , Facebook , LinkedIn , Programmatic) to nurture prospects outside the inbox. .

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

SEPTEMBER 23, 2015

Linking keywords within blog posts to targeted Web pages or landing pages has long been an effective way to drive sales leads and also increase the “authority” (in SEO parlance) of the linked pages. Create a separate demand generation blog. Link keywords within blog content to relevant Web pages. BONUS TIP: 11.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JANUARY 31, 2011

Navicure turned to their demand generation agency, Spear Marketing Group , for help. Once Spear felt that that campaign was close to fully optimized on Google, they expanded the campaign to Yahoo and Bing, search engines that had contributed over marginally to the previous campaign.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JULY 20, 2018

Someone responding to a Google text ad, or a LinkedIn sponsored post may be only curious, or intrigued by your offer, but likely isn’t “sold” yet. Adjust your copy and key selling points accordingly. * For Google ads specifically, an effective landing page contributes to a higher “quality score” and a lower cost per click.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JANUARY 6, 2014

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. Improve campaign measurement.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

JANUARY 12, 2023

AI is already making content creation much faster, making it easier to produce content that is personalized and targeted to a specific profile. In general, AI will make marketing more efficient and effective, and companies who leverage it fully will realize a competitive advantage.”. — Sandi Settle, Group Account Director.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

JANUARY 25, 2012

Be sure to include sufficient selling copy to a) adequately sell the offer, b) address any anticipated concerns or objections, and c) help ensure a high quality score by offering what Google calls “ relevant and original content ” – i.e. content related to the offer in the ad. Don’t include external links.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. These days, however, it’s not enough to simply display a row of icons (RSS, Tweet, Email) and expect the reader to act.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JULY 13, 2012

If you want to share links, well: that’s what Twitter, Facebook, Google+, Pinterest et al are for. Is lead nurturing always about generating measurable response, increasing lead scores, progressive profiling, and moving leads to sales? But maybe that’s just me.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

FEBRUARY 16, 2017

Add the offer to the ad rotation in your Google AdWords campaign. The risk from an integrated campaign is much less because you’re not putting all your demand generation eggs in one basket, as it were. Let’s say you have access to a new analyst report in which your solution is featured prominently.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

MARCH 17, 2015

Both leverage the power of Big Data, and both offer the ability to dramatically change the way that B2B marketers target, segment, and engage with prospective buyers. HS) I remember back in 2012 when companies like Demandbase and Bizo (now part of LinkedIn ) first announced “company targeted advertising.” contextual targeting.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

AUGUST 25, 2022

Why then do live Webinars continue to be such a staple of the B2B demand generation mix? Blame work-from-home distractions, amongst other factors.). Two reasons, I suggest: One, Webinars require less work and fewer creative cycles, on balance, compared to, say: an ebook or a white paper.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

The Point

JUNE 16, 2015

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. These include plural forms and what Google determines are relevant variations that may not be as relevant for you. To download your free copy, click here.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100