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.” Click To Tweet. •

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

AUGUST 25, 2020

Not every Account-Based Marketing (ABM) strategy starts from the same place. For others, it’s identifying a target account list. Just us every journey starts with the first step, however, it’s generally a good idea in ABM planning to first conduct an honest assessment of where you are, what you need, and who does what.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

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. In many circumstances, however, personal value may be the differentiator, and even a primary factor, in the final selection process.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

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. I can help.”) can increase conversions AND speed time to sale.

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? ” Photo by Fidel Fernando on Unsplash.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

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. My personal demand gen predictions? Here’s to another exciting year!

Demand 222

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?

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JANUARY 27, 2022

Pilot campaigns are modest in scope, and they cause companies to dabble in ABM without the lead time, personalized content, technology, research, data, and other key investments that a more thought-out strategy merits. ABM is a long-term proposition. are resonating best – can be applied to the more high-stakes, Tier 1 plays.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. But here’s the reality: most demand generation is a long-term process. And you’ll generate more qualified leads, at a lower cost, if you adopt a longer-term approach. Photo by Armando Ascorve Morales on Unsplash.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. The best demand generation content does more than attract a crowd; it generates engagement from, and dialogue with, prospects who at the very least have the specific pain or problem that your product or solution can solve.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JANUARY 7, 2020

You can write off the Q4 Revenue Scramble as just “the way business works,” or you can start the new year by putting in place the kind of planning and foundational demand gen programs that will minimize, or even eliminate, the mad dash for the finish line 9-10 months later. The cold hard reality is that successful B2B demand generation.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

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

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

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? But is that real?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JANUARY 17, 2019

As a demand generation marketer, 2 data points from the report stood out: – contact rates were 400% higher when SDRs used 3+ media types; and – contact rates increased 100X when a call was attempted within 5 minutes. Yes, you can tightly manage lead distribution and SLAs to ensure that leads get called within 5 minutes.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JUNE 20, 2018

Can a company make do with less than the careful planning, audience definition and profiling, sales enablement, executive buy-in, personalized content, and dedicated technology typically required of a successful ABM initiative and still make it work? Target account campaigns. Cross-sell/upsell to existing customers.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

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. Photo by ????

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

DECEMBER 28, 2017

Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. I was honored to be invited to contribute my thoughts as part of the report, reproduced (with permission) below. (DGR) What new opportunities do you see for demand gen and engagement in 2018? (HS)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

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

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

AUGUST 29, 2017

Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. More importantly, if your competitors are using these same channels, how do you make your communication relevant, personalized, and compelling to the prospect? Send a text message. bottle of wine).

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

DECEMBER 16, 2013

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? Lack of personalization. Creating personalized messaging and content is one thing. Creating personalized messaging and content is one thing. Approaching account selection like a wish list. Not knowing your audience.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

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

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

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. a demo or free trial is a high bar offer (due to the time and resources required). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

MAY 30, 2014

Personal experience aside, I fear he may have a point. marketing automation and related technologies make it easier than ever for clients to produce campaigns and generate demand using in-house resources. Helping clients achieve closed-loop demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

SEPTEMBER 21, 2017

Knowing when a prospect is ready to take that next step, or ready to re-engage with your firm, relies on setting an appropriate threshold – a “bar” if you will – for that person to respond to sales or marketing outreach. If you set that bar too high, i.e. if the threshold is “are you ready to talk to sales?”,

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

MARCH 18, 2014

I’ll even agree that any type of “spray and pray” advertising – the type that makes no attempt to target the right audience, deliver relevant content, or offer information of value, should be frowned upon if not outlawed completely. But let’s say your sales team wants to go after 200 “target accounts” within the financial services industry.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

NOVEMBER 10, 2014

Secondly, the paragraph is all first person: “We’ll explain the advantages Ethernet delivers …” so it sounds like a sales pitch, versus second person: “You’ll read about the advantages Ethernet delivers …” which would imply information of value and the benefits of responding.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

SEPTEMBER 9, 2014

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. If your company has been persuasive online, you’ll make the short list. Or it could take months.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 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. Are you seeing more companies taking an ABM approach to email and personalizing their efforts by account/persona? (HS) Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

SEPTEMBER 30, 2013

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth. Do I need it in order to do lead nurturing?”. Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

APRIL 23, 2013

Even when the writer attempts to communicate why the content would be of value, it’s communicated in first person terms (“we will show how your business …”) versus a more effective second person (“you’ll learn how …”). If I were being picky, I’d change only a couple of things about the ExactTarget campaign.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 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. You’ll learn how to get noticed, how to work as part of a team, and yes: how to deal with a wide range of personalities. Work for an agency.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

AUGUST 11, 2015

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. I write all this because in talking to demand generation marketers most days, it’s clear that the marketing powers-that-be have collectively drunk the customer journey Kool-Aid. Well, not so fast.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 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. Offer opportunities to sign up for a personalized demo.

Trade Show 100

Trade Show Traffic Demand Creativity 100