The Point

MAY 28, 2020

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. An approach that orchestrates touch points from marketing, sales, and customer success. Most sales teams are starved for opportunities. Absolutely.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

NOVEMBER 27, 2018

Precious few B2B marketers can show true ROI from organic social activity, and even less are using organic social media in a systematic way to either generate social leads or drive those leads through the demand generation funnel. So yes, paid social media can be an effective demand gen channel. times higher. Click To Tweet. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

NOVEMBER 29, 2017

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. It’s one of the oldest demand generation clichés that list matters above all else. Know Your Content.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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.).

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

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. The 7 th Annual B2B Buyer’s Survey polled 283 B2B C-level executives, VPs and Directors and is published by Demand Gen Report.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

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. The most common use case quoted for chatbots in a B2B context is increasing the rate at which Web visitors convert to actionable sales leads. in particular. They’re a complementary technology.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

AUGUST 29, 2017

When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. What is the primary objective? Click To Tweet. Email to prospect.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JUNE 7, 2017

And the qualities that make it an effective sales email are lessons for anyone embarking on a sales outreach campaign, or any rep who writes emails, for that matter. My company provides data science consulting to sales/marketing/demand gen organizations. 5 key principles to an effective sales email via @spearmktg.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

SEPTEMBER 21, 2017

I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. As a sales professional or as a marketer, if you engage with a qualified prospect and that prospect doesn’t convert immediately to an opportunity, there’s every reason to stay in touch with that individual over time. Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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. Email Signatures – design a custom HTML email signature banner promoting the show and provide it to your sales, pre-sales, and customer support team, along with instructions on how to add the signature in popular email clients.

Trade Show 100

Trade Show Traffic Demand Creativity 100

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.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

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

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. Here are just some of the more creative ways we’re seeing clients use chatbots to increase sales engagement, shorten sales cycles, and drive revenue: 1. Trial & Demo Conversions.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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. This requires a constant re-loading of the sales funnel with new, expensive leads.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

DECEMBER 14, 2012

Specifically, the question is: How much of our total demand generation budget should we spend on generating net new leads, and how much should we spend on converting the leads we have? The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed. Her response to a Google ad.).

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

NOVEMBER 22, 2016

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. The post Which Comes First: Lead Nurturing or Inside Sales? appeared first on The Point.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

JANUARY 9, 2015

I was reminded of this principle earlier today when a colleague forwarded an email received from a inside sales representative at a technology company looking to partner with our agency. B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

JUNE 30, 2021

Well, it matters only because many B2B marketers who haven’t yet stepped foot in the ABM waters are under pressure, from management or sales or both, to do so. 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?

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. Good content is at the center of any effective demand generation.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

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

OCTOBER 1, 2021

By forcing someone to comply with your process, you’re not making them more interested in doing business with your company (or talking to sales); more likely, the result is the exact opposite. In our work with B2B clients , fewer companies are demanding that forms reject personal emails.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

OCTOBER 8, 2020

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. And yes, in those cases, educating the market is a critical first step in order to generate the need.

Demand Generation Agencies 173

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

The Point

JANUARY 27, 2022

After all, ABM has the most value for companies with long, complex sales cycles. In a tiered structure, a company can continue broader demand generation (Tier 3) but introduce more targeted, personalized outreach to higher-propensity industries or personas (Tier 2), perhaps via channels like content syndication or paid social ads.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

SEPTEMBER 9, 2014

On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?”. In fairness to my VP friend, he won’t be the last to ask the question (or its close cousin, “How many touches does it take to make a sale?”)

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

JANUARY 17, 2019

Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

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? I doubt it.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

OCTOBER 25, 2018

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. As I’ve written previously in this space , that’s completely backwards, and a waste of valuable sales resources.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

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. Set appropriate thresholds for sales follow-up.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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

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.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. We call that approach Content Selling. (HS)

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) Now, third-party intent data is a powerful tool , and, if you’re a B2B marketer, deserves to be a part of your demand generation planning. Effective demand generation.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

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? (HS) Why has intent data become such a hot topic in B2B? But is that real?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

FEBRUARY 14, 2018

On LinkedIn recently, one sales executive opined that anecdotal evidence (i.e. However, in the context of demand generation , it matters very little whether they read it or not. But what if the insight gained from these technologies is unwelcome news, namely that people are downloading, but not actually consuming, marketing content?

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

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. In later stages, the measuring stick is more likely to be Sales Qualified Accounts, Meetings, or Pipeline.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157