The Point

OCTOBER 18, 2012

Coming in quick succession, all these announcements represent a potentially dramatic shift in the use of display advertising as a demand generation tool for B2B advertisers. Financially, is Google prepared to lose all those clicks (and click revenue) that would disappear as a result? Technically, it should be possible.

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

NOVEMBER 10, 2016

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. 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

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. Cue the advent of search marketing and Google AdWords.). And though there’s merit in a more proactive, targeted approach to demand generation, especially in light of the technologies (e.g. You millennials won’t remember this.) Be aggressive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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

MARCH 7, 2019

Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing , an article that you can read online here. HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. (HS) Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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 gift “teaser” (e.g. send iPad case, request meeting to get the iPad). What did we miss?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

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

NOVEMBER 20, 2015

Planning on integrating Account-Based Marketing into your demand gen mix in 2016? – Paid search advertising on Google via the new “customer match” program. Here are 7 steps to developing and executing a successful ABM program: 1. Identifying target accounts either via sales input and/or predictive modeling.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

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

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. marketing agencies marketing agency skype'

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 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.

Paid Content 100

Paid Content PPC Twitter Linkedin 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

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

NOVEMBER 15, 2022

When contacts engage with that first layer of ads, run retargeting ads across LinkedIn, Facebook, and Google Display Network offering different content assets to spark additional engagement. You could expand the reach further by using the same list to run account-targeted ads via a programmatic network or content syndication. Click To Tweet.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

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

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

MAY 19, 2020

Integration of other, online channels ( Google , Facebook , LinkedIn , Programmatic) to nurture prospects outside the inbox. . 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.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

SEPTEMBER 23, 2015

But be careful – some experts claim that the technique can be subject to penalty by Google if they believe it represents an attempt to “ manipulate links to your site ”.). Create a separate demand generation blog. Email all new blog content to your marketing database. BONUS TIP: 11. No problem.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 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

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. When the results are in, add your analysis, and then package the data and commentary into a “survey report” that you can then leverage in demand generation, lead nurturing, social media, PR, even as a Webinar. Answer: you get creative.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 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

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. Improve tracking to better measure PPC effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 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. The post 5 Demand Generation Tips for Start-Ups appeared first on The Point.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

MARCH 6, 2013

The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content in their bourbon from 45 percent to 42 percent, ostensibly in order to boost supplies of its product to meet high consumer demand. We Listened.” The same message also appeared on their Facebook page (image above.)

Social Media 100

Social Media PR SIC Media 100

The Point

AUGUST 23, 2016

Whatever the reason, in-person events are starting to be more of a fixture on demand gen calendars. Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map. Sell peer interaction. The same reason that salespeople love in-person events (i.e.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

JANUARY 12, 2023

Marketers will be rushing to figure out Google Analytics 4 (GA4), how it’s different, and what’s important. Demand generation has become increasingly sophisticated and yet there’s a tendency to deploy many programs in tactical or siloed fashion. — Lynn Dodds, Vice President Creative Services.

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

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. Make your blog count.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 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. I expect any marketing email to have a tangible offer of immediate value, not just a link that the company deems I might find of interest. 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

MARCH 17, 2015

(AF) In addition to company-based advertising (typically via some form of IP tracking), more and more B2B companies are using other forms of programmatic advertising to generate demand. HS) I have this pet theory that Google will inevitably offer demographically targeted search advertising in the not too distant future.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

AUGUST 25, 2022

Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers still insist on promoting live Webinars, and expect attendees to show up on a specific day at a specific time, fully cognizant they’ll have the option to watch the recorded event at a later date?

Webinar Metrics 52

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

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

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