The Point

JULY 30, 2020

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand. 5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand Click To Tweet.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) Here are 3 models to consider when making the decision on how to serve up lead generation content on your Website: The “Free for All” Model. So the question is: To gate or not to gate?

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

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? What’s changed? (CC)

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

AUGUST 18, 2011

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?”. My advice: don’t fight it. 2) creating a landing page that promises fulfillment with speed and convenience. And what of the people who are determined to ignore instructions?

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

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). Download content from the prospect’s Website. Comment on a blog post the prospect wrote.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MARCH 18, 2014

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Fernandez as an example – will never respond.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

FEBRUARY 11, 2014

How to add brains and reach to our customer’s beautiful/brand-centric websites. Modern websites must be optimized for both brand and to capture new buyers before they find your competition. We make this happen immediately and then expand your website brand into new pools of purchase-ready buyers. HS] Thanks Paul!

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Ranking 100

The Point

MAY 20, 2014

The base template for the email appears to be a responsive design, but the main header image is a fixed width (it neither expands nor shrinks), so when the body of the email expands to accommodate a larger screen, the header image immediately looks awkward, and disjointed from the rest of the design – more like a banner ad on a Website.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

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. Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 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. Those same companies would never consider assigning a TV spot, a national print ad, or a new Website, to just any staff member with the time and inclination to produce them. Direct mail?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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

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

JANUARY 27, 2010

Spear (“Marketing with a Point”) is a full-service agency that specializes in demand generation and lead management, but also offers a full suite of marketing and advertising services including general advertising, branding, and Web design. Check out the Spear Website for more detail, including samples of our work.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Demand Generation Work Management 100

The Point

OCTOBER 14, 2010

The clients we work with are concerned with more basic, day-to-day issues: enhancing sales productivity, converting more inquiries to sales-ready leads (or trial users to paying customers), better leveraging their marketing database, and increasing demand generation ROI. Why does Marketo publish their pricing on their Website?

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

JUNE 26, 2009

Conversion rates for organic traffic to a corporate Website may be as high as 10 percent or more. Tags: B2B Marketing Demand Generation Landing Pages Lead Management Lead Nurturing Marketing Automation direct marketing lead generation b2b demand generation demandbase marketo.

DemandBase 100

DemandBase Landing Pages Leads Lead 100

The Point

OCTOBER 7, 2014

In our experience with high-tech clients, we’re seeing fairly consistent success advertising on LinkedIn, primarily due to the ability to target specific demographics, a feature that Google would do well to emulate. However, as “native advertising,” Sponsored Updates can also generate 5x the engagement rate (including likes and shares).

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

SEPTEMBER 20, 2010

First, it should be generating sales leads. And frankly, it should look at least as good as your Website. Let’s do a Q4 campaign targeting the financial services industry.”. It should contribute significantly to overall search traffic and SEO rankings. Spend more on content and less on media. What will the offer be?”.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

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

FEBRUARY 10, 2010

Sure, you could mail CD-ROMs that launch automatically and connect the user to your Website, but that’s so 1990. Tags: B2B Marketing Demand Generation Direct Mail direct marketing lead generation b2b demand generation b2b lead generation direct marketing best practices.

Microsite 100

Microsite Demand Generation Trade Show CAN-SPAM 100

The Point

AUGUST 8, 2013

Assigning the same value therefore, say: 1 point per page, to every page on your Website, fails to differentiate between high-value and low-value pages. Web page activity is a useful measuring stick to gauge a prospect’s interest in your company and solution, but not all Web pages are created equal.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

JULY 12, 2013

Here, Silverpop includes top navigation (Facebook, Twitter, Website) and a footer with contact information, more links back to the main Website, and yet more social links. Presenting any opportunity to do otherwise is a distraction from the primary call to action, and almost guaranteed to lower response.

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

JULY 19, 2010

The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. Our clients see tremendous returns by placing on-demand Webinars (available via registration) on their corporate Websites, or on third party content sites and ad networks.

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. The campaign generated click-through rates (CTR) that were more than 450% higher than average, and the emails drove almost 4,000 unique visits to the new Website.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

OCTOBER 20, 2011

The graphic image at right adds visual interest (in an illustrative style consistent with the company’s brand and Website ) but not in a way that forces vital selling copy down the page. In sum, the Radian6 email demonstrates a simple truth of content-based demand generation: you don’t need to sing the praises of your product to be effective.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

FEBRUARY 28, 2023

Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media). If you do invest in lead generation, set clear expectations for sales follow-up. Or an ad on LinkedIn. Consider your options carefully. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

AUGUST 8, 2011

If the top budget priority for 2011 is “increasing customer acquisition,” it seems contrary at best to suggest that lead generation (alternatively, demand generation or “feeding the funnel”) is dropping in precedence. Note: you can access excerpts of the CSO Insights report via the Marketo Website. It’s an approach.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

The Point

MAY 6, 2010

What about areas of interest, stated or implied (for example, by virtue of visits to specific pages on your Website)? Tags: B2B Marketing Database Marketing Lead Management Lead Nurturing Marketing Automation b2b demand generation b2b lead generation. How much information does a sales rep have about a qualified lead?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JUNE 18, 2013

HS) The overwhelming trend in B2B demand generation today is for marketing to not only drive raw inquiries, but also to convert and nurture those inquiries into sales-ready leads. For more information on the Knowledgetree solution, visit their Website or follow them on Twitter at @KnowledgeTree. HS) Thanks Daniel!

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

AUGUST 25, 2015

Furthermore, that individual hasn’t downloaded that content from your Website, and may not even be familiar with your brand or even remember your company’s name from the white paper they downloaded mere days ago. (That individual may well be a great candidate for your product, it’s just that he/she doesn’t know it yet.).

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

MAY 4, 2015

Mention the target audience to dissuade unqualified downloads. For more tips on how to get the most from your content syndication program, download a copy of our new white paper: “8 Tips for Content Syndication Success,” available for free download from the Spear Website. Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

AUGUST 9, 2012

If it’s important that you only target specific regions, you’re probably better off considering either a list purchase, or possibly even paid search (SEM). Filtering by job title is, in our experience, rarely worth the additional cost, for the same reasons.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

JANUARY 8, 2013

Will I be directed to a Website? Ironically, there’s a simple solution: craft a white paper about “intelligent queuing” and use the same benefit bullets to sell the offer: “In an insightful white paper, discover how breakthroughs. in intelligent queuing technology allow you to:”. Learn more” is the worst possible call to action.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

FEBRUARY 11, 2013

For more information on Full Circle CRM, visit their Website at www.fullcirclecrm.com. By keeping all the data in Salesforce, there’s one source of truth, and that allows marketing and sales to have more meaningful conversations about how to grow their companies faster. HS: Thanks Bonnie!

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

JUNE 20, 2012

lead nurturing) or when you want to segment emails by product line or target audience. Marketo users : Download a free set of professionally-designed email and landing page templates, along with complete instructions for how to download into Marketo, now available on the Spear Website. Use sidebars.

Template 100

Template Tips Landing Pages Marketo 100

The Point

APRIL 4, 2024

The “2024 State of B2B Content Consumption & Demand Report” can be downloaded from the NetLine Website (registration required). If NetLine’s data holds true, this suggests more marketers should be adding playbooks and trend reports to their content development plans.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

JANUARY 25, 2012

Short anecdote: when a former client insisted on having the logo on their landing page be a live link back to their Website, we were able to show that 15% of PPC visitors were escaping through that logo.). The landing page should have one purpose only, and that’s getting the prospect to fill out a form.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100