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.

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The Point

JULY 18, 2014

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value. That means just shy of two-thirds of survey respondents felt that content marketing is delivering business value. In her interview, Ms.

Forrester 100

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The Point

SEPTEMBER 23, 2020

At the same time, more traditional, early-stage measures like leads or conversions are mostly irrelevant in the context of an account-based strategy. The simple fact is that there is no, one KPI that works for every ABM strategy, company, or even group of accounts. Marketing Qualified Accounts (MQAs).

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Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

JANUARY 23, 2018

When you work primarily with high-tech clients , you learn to cope with a great deal of short-term thinking. 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.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

MAY 16, 2019

” The post Why this Webinar Invitation Works appeared first on The Point. For a more detailed view of what makes for a great Webinar invitation, download our white paper: “ Top 10 Tips for Webinar Invitation Success.”

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Webinar Metrics Creativity Paid Search Agency B2B Sales 100

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

MARCH 23, 2023

Increasingly, however, it’s being leveraged as an effective, affordable way to maximize campaign performance across a range of different demand generation channels. guided tour vs. demo, live stream vs. Webinar) By challenging assumptions and testing new ideas, CRO helps keep demand generation efforts fresh and current.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

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. Be up front about the way you like to work. Comments welcome.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

OCTOBER 15, 2019

In fact, ABM works best in combination with more traditional, funnel-based demand generation, and integrating ABM into the overall demand generation mix (focused on high-value, high-propensity accounts, say) can pay real dividends for most companies. Conversational Marketing. Conversational Marketing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

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

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. You will not hit your targets on the back of new Q4 leads.

Account Based Marketing 130

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

The Point

SEPTEMBER 30, 2022

Can PESO do the same for demand generation ? Examples in a demand generation context include social media advertising, display advertising, or sponsored content. Earned Media generates engagement through activities that are not paid placements. The #PESO Model & Your Demand Generation Strategy Click To Tweet.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

OCTOBER 8, 2020

And yes, in those cases, educating the market is a critical first step in order to generate the need. But even then, I would argue, marketing – and demand generation in particular – isn’t wholly about convincing the buyer that they have the need you can solve, and that they need to solve it today.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

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. The post Tips for Increasing SDR Engagement Rates appeared first on The Point.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

MAY 18, 2011

To answer these questions, I sat down recently with messaging expert Michael Cannon to get his insight on how companies can improve results from programs like inbound marketing, demand generation, and lead nurturing by creating more effective marketing content. These messaging categories are typically descriptive.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

NOVEMBER 10, 2016

Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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. – Gerry, Art Director.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

OCTOBER 25, 2016

And too often, we’re seeing those same companies – particularly in the B2B tech space where our firm works – investing in martech in advance of, or in place of, getting some very fundamental issues addressed. Issues that, alas, take more work than writing a purchase order for new software. Content is hard work. Poor Messaging.

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Buy Telemarketing Top of Funnel Demand Generation 100

The Point

MARCH 22, 2019

I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system that clearly doesn’t work (or is completely ignored by the sales team) and have no apparent motivation to fix it. How did we get here? So, is lead scoring a dying art?

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

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. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

SEPTEMBER 1, 2009

Tags: B2B Marketing Demand Generation Landing Pages marketo online marketing thank you pages web design.

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Landing Pages Marketo Demand Generation Tagging 100

The Point

MAY 30, 2014

As a partner in a B2B marketing agency that 1) serves high-tech clients exclusively and 2) whose work is 90% digital, I found these reports somewhat surprising. marketing automation and related technologies make it easier than ever for clients to produce campaigns and generate demand using in-house resources.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. But effective to the point that they generate 71% of all sales leads?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

OCTOBER 10, 2013

What does this mean for the demand generation marketer? But it’s critical to remember that regardless of the business benefit, the success of any demand generation campaign relies equally on a more human appeal to the individual prospect. Learn how to slash time to market by up to 90 percent …”.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

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

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. We were able to provide new ideas based on our pool of experience and what we knew was working for other companies in the tech space.”.

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Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

SEPTEMBER 19, 2018

Work for a big company. Early in your career, however, there’s a lot to be said for learning to navigate the dynamics of working in a large organization. (I I still remember how one of my very first emails – innocent, I thought – generated a furious response from a department head.) Work for an agency.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

JULY 1, 2013

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? ” My response: “John, it’s very difficult but not impossible to target sales and marketing titles via content syndication. Re-title existing content if needed. Download a copy here.

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Demand Generation Paper Sales Qualified Leads Content 100

The Point

JULY 23, 2012

Of course, in the real world – a world of sales quotas, quarterly revenue goals, and impatient investors – not all stake-holders, especially salespeople, are interested in the notion that the most effective lead generation strategy is a long-term proposition. This requires a constant re-loading of the sales funnel with new, expensive leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

FEBRUARY 11, 2014

How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA] At Captora, we identify, create, and optimize hyper-targeted CaptureSites (hyper-optimized microsites) that dramatically expand the reach of search, advertising, and social marketing campaigns. HS] Thanks Paul!

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Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

MARCH 29, 2012

Start with a prominent headline (“Subscribe” works just fine) and consider descriptive selling copy that “sells” the various options: “Get instant notice of our new posts by following this blog through RSS or Twitter, or become an email subscriber and receive a convenient monthly summary of new content in your inbox.

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The Point

AUGUST 1, 2013

Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. Conversely, a poorly designed lead scoring system – one that labels good leads bad and vice-versa, can quickly result in sales disenchantment, to the point where good leads are routinely ignored and demand generation ROI suffers accordingly.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 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.

Trade Show 100

Trade Show Traffic Demand Creativity 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. What’s working? 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?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

MAY 11, 2015

Marketers are strategic players, contributors to the bottom line, demanding of a seat at the “revenue table”. As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. Sure, data rules the roost.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 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