The Point

MARCH 24, 2021

As someone who’s had a hand in developing hundreds, if not thousands, of B2B ads, emails, creative content and campaigns over 25+ years, I can honestly say that not once has story arc, soundtrack, or emotion played a role in determining the success of that creative. ” To which I say: rubbish.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

JANUARY 17, 2019

At this particular company, all leads flowed first to a team of Sales Development Reps (SDRs), and were required to be contacted and qualified by that team before proceeding further along the funnel. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

MAY 9, 2017

It’s the idea that vendors develop a deep understanding of the business goals and challenges of individual target accounts and then tailor value propositions and ongoing communications that specifically demonstrate how the vendor can deliver the business outcomes the prospect is seeking.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JULY 27, 2021

A big thank you to Tom Meriam, Spear’s VP Business Development and resident ABM expert, for allowing me to brazenly steal his recent LinkedIn post for this article. For a more in-depth discussion of target account selection and other elements of ABM planning, watch our recorded Webinar, “ A Pragmatic Guide to ABM Success.”.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

SEPTEMBER 24, 2019

CRITICAL: Develop a process for responding to requests for access to and/or deletion of personal information (note: under CCPA, businesses must respond to such requests within 45 days and delete up to 12 months of data). Develop a process for notifying your database of changes to data collection. .

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

SEPTEMBER 12, 2019

As a tool to help companies execute and operationalize ABM, Spear Marketing Group developed the Opportunity-Based Marketing Framework, a proprietary model based on the SiriusDecisions Demand Unit Waterfall that works for both lead-based and account-based strategies. but rather “How do we operationalize?”

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

AUGUST 25, 2020

To better help our clients plan, design, operationalize, and scale their ABM strategies , the team at Spear developed a workbook designed to assist companies in assessing their ABM readiness. What gaps were identified and what content needs to be developed or customized for specific accounts, account types or personas?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JUNE 20, 2018

Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign. Thanks to Tom Meriam, Spear’s VP Business Development (and resident ABM guru) for his contributions to this article. Can you create ABM-like campaigns and still generate results?

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

DECEMBER 6, 2022

If you have little if any content that’s suitable for demand gen, for example, you’ll spend more on content development than the formula otherwise allows for. If you outsource 100% of your programs to an agency, your people costs may be higher but (says the agency owner with no bias whatsoever) your metrics should be higher.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

JANUARY 19, 2021

” – Tom, VP Business Development. Tactically, this will mean deeper audience segmentation (and more data), improved creative, and personalized content that maps better to buyer and customer interests.”

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

NOVEMBER 20, 2015

Here are 7 steps to developing and executing a successful ABM program: 1. Identifying and/or developing a critical mass of relevant offer content to support the campaign, content that is specific and relevant to target roles, for example: – Power User. 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

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.

Microsite 100

Microsite Campaigns Demand Generation Agencies Branding 100

The Point

AUGUST 29, 2017

Below is a list of potential touchpoints that our team developed recently in the process of designing a cold outreach sales play for an ABM client. More importantly, if your competitors are using these same channels, how do you make your communication relevant, personalized, and compelling to the prospect?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

APRIL 22, 2020

As a marketer, consider developing a specific, follow-up email cadence in a sales enablement platform like SalesLoft , a program that reps can trigger on demand when alerted to do so. Again, companies who convert more content syndication leads over time engage with those leads in a very intentional, purpose-built manner.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

MARCH 15, 2016

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g. Target Account Campaigns). Which is true, sort of.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

JANUARY 7, 2020

Spoiler alert: no amount of Q4 spend – not even with intent data, ABM, conversational marketing (chat), content experience and any other bells and whistles you might have at your disposal – will enable you to suddenly make up for leads and opportunities that should have been developed weeks and months ago.

Account Based Marketing 130

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

The Point

AUGUST 21, 2018

It matters because if we as B2B marketers develop messages and content and campaigns that assume otherwise – namely, that we are somehow going to generate demand and interest for our product in the absence of a genuine need (an issue especially prevalent in ABM ) – those campaigns will fail to generate the results we’re looking for.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

OCTOBER 10, 2013

For those of us in the business of developing marketing campaigns, particularly when the pace of said campaign development is fast and furious, it’s all too easy to fall into the trap of believing that all prospects really care about is the difference that our product or service can make to their business.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

AUGUST 24, 2012

Here are what I found to be the most interesting highlights: • The most common projects being undertaken in the technology sector in Q2 were (in order) content creation, social media, and mobile site development. Customer retention and development lagged far behind.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

APRIL 4, 2024

If NetLine’s data holds true, this suggests more marketers should be adding playbooks and trend reports to their content development plans. Case studies have long been viewed as mid-stage or late-stage offers, but playbooks and trend reports are more often regarded as thought leadership, and not necessarily high-intent.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

JULY 8, 2014

To achieve this, Spear developed a “visual bridge” leveraging Sungard AS’ new brand identity in a fun and conceptual way, using imagery and copy that was starkly different from most other marketing emails, or anything that the prospects had seen previously from the company.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

MAY 20, 2014

The header graphic was developed independent of the email design as a whole, and thus not integrated into the overall user experience; 2. My suspicions are these: 1. Janrain failed to test the email fully before launching. before the campaign goes into final production.).

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

APRIL 5, 2011

Recently, a client sent us results of a focus group they had conducted, results that included an evaluation of direct mail concepts we’re developing for one of their products. The story reminded me of a similar experience we had with a client a few years ago for a campaign that targeted software developers.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

JUNE 1, 2010

Blockdot builds games across Web, mobile, and social platforms, and is considered one of the pioneers in developing games for advertising purposes. Over the past 10 years, B2B accounted for roughly 10-20 percent of our game development, but we expect that to increase significantly. What platforms are you developing for primarily today?

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

JANUARY 11, 2024

Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner.

Advertising Agencies 173

Advertising Agencies Demand Generation Agencies Campaigns Paid Search Agency 173

The Point

JUNE 17, 2016

Creative developed in-house almost inevitably becomes stale and insular. The guy could write copy. Even if you have a copywriter on staff, a good writer, there’s another key reason why you should leave that writing to an outside firm. It reflects “how we’ve always written copy.”

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

AUGUST 15, 2012

Consider developing a campaign based on visits to key, high-value Web pages, or for prospects who download high-value content. Consider developing campaigns that are segmented by product interest based on prospect behavior such as Web visits, Webinar registration, or content downloads. Campaigns based on behavior.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

DECEMBER 11, 2018

But personalization relies first on understanding your audience, defining an Ideal Customer Profile (ICP), defining key personas within the buying committees at your target accounts, and doing the research it takes to develop and document the pain points and value propositions most likely to resonate with those specific individuals.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

APRIL 1, 2014

In our work developing lead nurturing programs for B2B companies , we often hear statements like the following: “We won’t be implementing lead nurturing for new leads because our telesales manager says his team is following up on every lead.”.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JANUARY 24, 2017

Develop a custom landing page describing your presence at the show, with an emphasis on demos, presentations, and networking events. channel to generate awareness for an upcoming show, particular to your customer base and current prospects. Google AdWords – place ads on AdWords using the show name (and variations) as keywords.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

FEBRUARY 11, 2013

In the meantime, our CTO, Dan Appleman, had moved from the Microsoft platform to Force.com and had developed many software projects in APEX, the programming language for the Salesforce platform. In addition, Salesforce had just extended their platform to support the development of robust yet highly customizable solutions.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

AUGUST 25, 2015

And once your inside sales team or lead development group concludes that a set of leads aren’t up to snuff, forget it: you’ll have a very difficult time convincing them otherwise. You will immediately start to hear feedback from sales along the lines of: “They’re not interested in our product – they only wanted the white paper.”.

Autoresponders 100

Autoresponders Lead Marketing Qualified Leads Leads 100

The Point

MAY 16, 2015

Equally interesting is that the share allotted to tech-related services (implementation, management, best practice consultation, campaign development) has increased 200 percent in the same period.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MAY 11, 2015

At our agency , we help clients clean up marketing data, develop segmentation strategies, and build compelling content because we know those are the minimum requirements every client needs to be effective. Creative is the “secret sauce” that sets one campaign, one white paper, one ebook, one Webinar apart from another.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

MARCH 17, 2014

Creative development can be an insular process. When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. You just want it out the door and off your desk. But it’s also times like these when your campaign is most at risk.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

JANUARY 19, 2011

what questions to ask in developing an effective demand gen strategy. In under 10 minutes, you’ll learn: • the most effective demand generation vehicles in today’s digital environment. inbound or outbound – what makes sense for your product? Listen to the podcast now or download it to your favorite mobile device.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Demand Generation Companies 100

The Point

MAY 4, 2015

Inside you’ll learn how the latest developments in endpoint protection allow corporations to: • Protect networks from ultra-low prevalence attacks. Gain conclusive visibility on file executions. Adapt and learn from encounters as they happen.

Paper 100

Paper Content Advertising Agencies Conference 100