The Point

MAY 17, 2021

For example, ad groups that are focused on search queries around a particular product category, say “CRM Software,” are ideal for demos, trials, buying guides and other information tailored for active buyers. Photo by Niklas Ohlrogge on Unsplash.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

Heinz Marketing

JANUARY 3, 2019

This week I’m excited to feature Deidre Moore , director of demand generation for TimeTrade. Diedre is a demand gen veteran of many years at several well-known national B2B brands, and apparently has the best of both worlds as well – she’s a foodie married to a chef! What apps/software/tools can’t you live without?

Demand Generation 86

Demand Generation Work Management Demand Generation 86

Customer Experience Matrix

OCTOBER 27, 2008

Over the weekend I completed "Demand Generation vs. Customer Relationship Management", the third in my trio of papers explaining where demand generation systems fit into the larger world of customer management software. While writing the new paper I slightly revised the scope diagram I published last week.

Paper 120

Paper Demand CRM Marketing Automation Services 120

Customer Experience Matrix

OCTOBER 20, 2008

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Customer Experience Matrix

MAY 27, 2009

Eloqua yesterday announced Eloqua Prospect Profiler , which makes it easier for salespeople to review prospect behaviors that are captured by the demand generation system. Replacing the relationship-building is more difficult, but demand generation systems can help somewhat by responding appropriately to prospect behaviors.

Eloqua 120

Eloqua Paper Profiling Marketing Automation Services 120

Sprout Social

MAY 18, 2016

If you’re going to drive the customers and interest you need to survive you need to start generating demand for your product or service. What Is Demand Generation? Demand generation is the idea of creating a need for your product or service in the minds of your potential customers. Hey #SanAntonio !

Demand Generation Agencies 82

Demand Generation Agencies Demand Generation Demand Webinar Metrics 82

The Point

JUNE 11, 2010

Recently invested in marketing automation software? Great lead nurturing starts with more than just software. Learn more in Spear’s newest white paper : “Top 10 Tips For Lead Nurturing Success: How to Get the Most From Your Lead Nurturing Program, and How to Plan for Success if You’re Just Getting Started.”.

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

Vision Edge Marketing

DECEMBER 15, 2020

Whether you’re buying cars, software, or any other category, buyers are influenced more by their peers than by the vendor themselves.”. Its relatively easy to spin up a demand generation experiment around this strategy. Give them the list of the peers and their respective groups. Promote this content to the peer groups.

Peer-to-peer 286

Peer-to-peer Buy Sales Cycle B2B Sales 286

Customer Experience Matrix

APRIL 5, 2009

Demand generation systems are in that second stage. CEO and co-founder Brian Giese had extensive experience in business sales and marketing and with existing demand generation systems when he began developing True Influence two years ago. These are not yet standard features on most demand generation products.

Demand Generation 120

Demand Generation Digital Asset Management Demand Marketing Management 120

The Point

JULY 18, 2011

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. Benefits/Applications/ROI (including case studies, if possible). How to choose a solution/vendor.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

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. You can access the complete report on the Software Advice blog – no registration required.). (You

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

KoMarketing Associates

MAY 1, 2013

Last month, Content Marketing Institute (CMI) released its report , “B2B Software Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America,” sponsored by the International Data Group (IDG). The report, which highlights responses from more than 1400 B2B software marketers across the U.S. Percentage of the Pie.

Marketing Management 120

Marketing Management Marketing Budget Budget Programs Peer-to-peer 120

The ABM Agency

FEBRUARY 19, 2023

Reading Time: 10 minutes Account Based Marketing (ABM) is a powerful strategy for B2B organizations that can be used to drive demand and increase customer loyalty. ABM focuses on targeting specific accounts, rather than casting out wide nets hoping for the best results. Table of Contents: What is Account Based Marketing?

Account Based Marketing 52

Account Based Marketing Paid Content ABM Sales Management 52

The ABM Agency

FEBRUARY 19, 2023

Reading Time: 10 minutes Account Based Marketing (ABM) is a powerful strategy for B2B organizations that can be used to drive demand and increase customer loyalty. ABM focuses on targeting specific accounts, rather than casting out wide nets hoping for the best results. Table of Contents: What is Account Based Marketing?

Account Based Marketing 52

Account Based Marketing Paid Content ABM Sales Management 52

Customer Experience Matrix

JUNE 3, 2009

Summary: Serena Software is pleased with Marketbright's Visio-style interface for complex campaigns. The real work is in designing the campaigns, not setting them up in the software. Second of three posts on demand generation interfaces.) See my recent white paper Restoring the Balance for more on this.)

Work Management 120

Work Management Marketing Automation Services Marketing Management Demand Generation Agencies 120

Rev

MAY 10, 2023

Account based marketing (ABM) on paper sounds like a great idea. All you have to do is create a campaign that targets a specific account or set of accounts, track the results and adjust your strategy as needed. Consider using advanced marketing technology to quickly identify which accounts fit your company best.

Account Based Marketing 78

Account Based Marketing Ideal Customer Profiles ABM Tactics 78

Content Marketing Institute

OCTOBER 31, 2018

Think about software company HubSpot. In 2006, the marketplace for email marketing automation software was crowded – and getting more so. HubSpot created demand in a different way. It invented a new category of digital marketing – calling it “inbound” – and carved a niche for itself in the business software marketplace.

Top of Funnel 94

Top of Funnel Demand Generation Demand Generation Agencies 94

Marketing Insider Group

AUGUST 25, 2020

With the aid of today’s sales automation software, you can learn which salesperson is the best fit for each customer and assign them automatically. Use Account-Based Marketing to Target High-Value Customers. You can even target customer segments by the time of day. That’s just the tip of the iceberg.

Automation 270

Automation Sales Qualified Leads Lead Scoring Lead Ranking 270

The Point

APRIL 21, 2010

Navicure turned to its demand generation agency, Spear Marketing Group , for help. After consulting with the client on the blog’s objectives, content strategy, and target audience, Spear redesigned the blog from the ground up, and re-launched it as “ The Daily Practice.”. The results have been startling. .

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

Webbiquity

NOVEMBER 17, 2020

It’s important to produce content that serves the needs of your target customers throughout the buyer journey. Prospective customers want variety: they need PR-type blog posts during the awareness phase, videos and product comparisons during the consideration phase, and white papers and case studies when they make decisions.

Top of Funnel 258

Top of Funnel ROI Marketing Automation Services Work Management 258

Customer Experience Matrix

OCTOBER 15, 2013

As I mentioned in last week''s post , I’m writing a paper on stages of marketing automation deployment. The paper itself will be available to Webinar attendees. The premise of the paper and Webinar is marketing automation has a problem: clients who don’t move beyond basic email functions are unhappy.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Automation BtoB 120

Sales Engine

MAY 19, 2016

In the context of digital marketing and demand generation, lead intelligence is the sales rep’s ability to predict high probability pain points that a prospect may have before trying to establish contact so that they may have a more fruitful consultative conversation. This can take several forms: Web pages viewed.

Sales Qualified Leads 159

Sales Qualified Leads B2B Marketing Webinar Metrics Marketing & Strategy 159

Onalytica B2B

JANUARY 8, 2019

Key Topics: B2B Marketing, Demand Generation, and Marketing Technology. My very first professional job was an inside sales rep for a PC-based software company that sold developer tools in the early 90’s. Brian Hansford – VP of Marketing Performance at Heinz Marketing. Location: Redmond, WA USA.

Marketing Budget 108

Marketing Budget Budget Programs Demand Generation Agencies Work Management 108

The Point

SEPTEMBER 11, 2012

If there’s one key element of demand generation copy that distinguishes it most from, let’s say: product collateral, or PR, or even social media, it’s this: a demand generation campaign is designed to drive action. Note also the sub-head: “The paper explores 4 conclusions as follows …” and ask yourself: “Why do I care?”

Email Campaigns 100

Email Campaigns Campaigns Demand Generation Broadcasting 100

DealSignal

MAY 8, 2023

Leverage B2B intent data to identify in-market accounts using your ABM account list and run a campaign targeted at your target personas, with a Q4 imperative. Run a highly-personalized email marketing campaign targeted at ideal buyer personas in under-engaged and under-penetrated ABM accounts.

Ideal Customer Profiles 52

Ideal Customer Profiles Paid Content Marketing & Strategy Marketing Strategy 52

PureB2B

MARCH 28, 2022

Lead generation is the result of passive thought leadership and segmented marketing outreach. Most B2B marketers do this, especially if you’re selling healthcare software. Here are some easy-to-implement SEO best practices to help increase the quality of leads you’re generating. Intent Data.

Lead Generation 62

Lead Generation Lead Ranking Lead Scoring Marketing Qualified Leads 62

The Point

APRIL 23, 2013

One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader. The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

ANNUITAS

FEBRUARY 27, 2014

Without a strategy in place, it will only be a sophisticated piece of software. A Demand Strategy is not a list of tactics or a “drip campaign”. Webinars, white papers and videos do not constitute a strategy. A Demand Strategy is not internally focused. Technology is only an enabler of a well-defined strategy.

Demand 100

Demand Webinar Metrics Buyer Personas Marketing & Strategy 100

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

Zoominfo

JULY 25, 2023

This creates efficiencies and keeps morale high by informing which just-right leads to target with just-right messaging. Growth marketing is a newer concept that can supplement demand gen marketing by seeing acquisition as the first stage instead of the last stage of the funnel. Tools Findability is key to content marketing success.

Ideal Customer Profiles 130

Ideal Customer Profiles Lead Ranking Lead Generation Sales Management 130

The Point

MAY 27, 2014

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. “Get a complete picture of your company in just seconds.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

Marketing Insider Group

APRIL 20, 2015

I had lunch with two leaders in the marketing technology and software startup space last week. When I moved to marketing, I committed myself to two things: Marketing should be accountable for driving quantifiable business value. Someone who downloads a white paper or registers for your webcast is not a lead. Demand Generation'

Lead Ranking 100

Lead Ranking Sales Qualified Leads Lead Scoring Marketing Qualified Leads 100

The Point

MAY 20, 2014

The Webinar invitation below from Janrain , a software company in Portland, Oregon, illustrates some of the perils inherent in those choices. For more email tips, download a copy of our white paper: “ Top 10 B2B Email Marketing Mistakes.”.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

Webbiquity

AUGUST 1, 2019

Here’s why and how, as a marketer, you may want to integrate new lead generation tools and processes into your B2B lead generation strategy and campaigns. At the top of the funnel, offer a white paper, ebook, checklist, or a free industry guide. At mid-funnel, invite prospects to register for a webinar or a free trial.

Marketing Automation Services 203

Marketing Automation Services Lead Generation Top of Funnel Lead Scoring 203

nDash

MAY 26, 2022

Understanding which audiences to target. The best way for marketers to design the best ways to communicate with their target audiences they must compile detailed information about these prospects – B2B marketing tools help them achieve that goal. eBooks, guides, and white papers. Determining the best channels to use. Webinars.

Work Management 52

Work Management Marketing Management Marketing Automation Services B2B Marketing 52

The Point

JUNE 24, 2010

So you just launched a new white paper. For example, at right is a landing page we created for a new white paper published by a client, Navicure. A basic tweet in support of the white paper would read: New white paper: how to choose the right medical claims clearinghouse – [URL]. Try factoids.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The ROI Guy

SEPTEMBER 13, 2011

It is very easy for us to maintain and continue to evolve the content within the Interactive White Paper , and the personalization rules. No custom software application development / programming is needed to specify the content or rules.

Budget Programs 40

Budget Programs Paper Tools Class 40