The Point

JULY 30, 2019

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.).

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Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

MAY 28, 2019

However, the more I learn about chatbots, the more I get excited about their potential for B2B marketing, and demand generation. But chatbots aren’t going to replace forms any more than Account-Based Marketing (ABM) has replaced funnel-based demand gen. The post Is it Time to Add Chatbots to Your Demand Generation Engine?

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Demand Generation Agencies Demand Generation Demand Top of Funnel 127

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.

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Demand Generation Agencies Lead Scoring Lead Ranking Personalization 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. Offer opportunities to sign up for a personalized demo. The post 7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic appeared first on The Point.

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The Point

OCTOBER 11, 2022

A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers. Personalization is over-rated.

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Marketing Report Email Marketing Co-Registration Privacy 246

The Point

JULY 27, 2021

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. It’s not a prerequisite that a target account shows some level of engagement to be a candidate for ABM, but accounts that show no engagement demand a different approach.

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Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

JUNE 30, 2021

The danger with that thinking, however, and the risk with an approach to ABM that prioritizes highly personalized, highly orchestrated, content-intensive, high-touch campaigns, is that those programs are expensive, relatively high risk, and can take weeks or months to get in market, albeit with a big payout if they succeed.

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Account Based Marketing ABM Planning Demand Generation Agencies 162

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. One of the biggest current trends in Account-Based Marketing (ABM) is the integration of chat technology and personalized conversations to identify, engage, and capture prospects from targeted accounts.

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Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

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?

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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. If yours is 6-18 months, don’t expect to run a 3-month campaign and generate meaningful ROI.

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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. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process. 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

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.”

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Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 24, 2021

Brand recognition is the exception if only because certain B2B brands drive engagement no matter what, but even then, that brand recognition is never (at our demand gen agency , anyway) a goal unto itself. Personally, I’ll opt for advertising that generates revenue, not feelings. Photo by Jason Rosewell on Unsplash.

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Advertising Agencies Advertisements Advertising Paid Search Agency 312

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.

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

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? ABM is radically different from inbound, funnel-based demand gen in many ways, and it starts with how to measure success. Lack of personalization. Creating personalized messaging and content is one thing. Measuring the wrong thing.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

AUGUST 27, 2019

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.” You’ll generate a higher conversion rate compared to third-party forms, but you’re also more likely to capture a personal (vs.

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Paid Content Advertising Agencies Linkedin Advertisements 241

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. The follow-up will have more context and be more effective for it.

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Lead Scoring Lead Ranking CPL Cost per Lead 162

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? ” That’s what intent data can uncover.

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Intent Data Intent Bombora Account Based Marketing 209

The Point

DECEMBER 28, 2017

Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. DGR) What new opportunities do you see for demand gen and engagement in 2018? (HS) HS) Marketing is becoming more and more personalized. There are fewer hard and fast rules that apply to all audiences.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

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.

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Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

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)

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Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. 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.) You rented a list and pushed your message to that list. Be proactive!

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Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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.

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Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

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. – Lynn, Creative Director. “I

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Demand Generation Agencies Demand Generation Demand Trends 147

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.”. Virtually none.

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Demand Generation Agencies B2B Sales Sales Leads Microsite 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.

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Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

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. Be specific.

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Demand Generation Agencies Demand Generation Tips Copywriting 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 Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). *

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Account Based Marketing Campaigns Multi-Channel Demand Generation 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?”,

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Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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.

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Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

JUNE 5, 2018

What do you think that says, if anything, about where most marketers stand in their adoption of ABM as a demand generation strategy? You simply can’t deliver the experience that today’s business consumer demands: timely, well-placed delivery of more personalized content at the right time, at scale, without marketing technology.

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Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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. Providing fresh ideas, new insights, and proven best practices.

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Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 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.

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Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

MARCH 18, 2014

And marketing automation – the technology that empowers more personal, timely, relevant emails – just may be the best thing to happen to marketing since the Sears Catalog. I’m old enough to remember when list-based marketing was the workhorse of B2B demand generation (or, as we called it back then, “direct marketing.”)

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Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

NOVEMBER 20, 2015

Planning on integrating Account-Based Marketing into your demand gen mix in 2016? – Real-time Web personalization to deliver account-specific or industry-specific content on campaign-specific landing pages or on the advertiser’s main Website. Here are 7 steps to developing and executing a successful ABM program: 1.

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Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

MARCH 22, 2024

Use second person. A Webinar email should be about the reader, not the company hosting the event. Don’t tell the reader what the speakers will talk about.

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Webinar Metrics Marketing AI Creativity Planning 182