The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Remember, brands create preference and help people makes choices. This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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

AUGUST 29, 2017

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. 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.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

AUGUST 16, 2016

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

JANUARY 7, 2020

Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. Inbound, “always on” programs like content syndication , paid social advertising, and paid search (SEM). 4 Ways to Avoid the Q4 Revenue Scramble Click To Tweet.

Account Based Marketing 130

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

The Point

NOVEMBER 20, 2015

Here are 7 steps to developing and executing a successful ABM program: 1. Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”. Developing the relevant creative for implementation via the selected channels. – Economic Buyer.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 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

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. We also believed that deprecatory humor would help inspire a connection between the company and its prospects.”.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

AUGUST 24, 2012

Whereas the data is primarily aimed at marketing agencies (the firm’s primary clients), the report provides useful data that can also help marketing teams make budgeting decisions for the rest of 2012. Customer retention and development lagged far behind.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

AUGUST 22, 2014

Some of those factors (as I discuss in the interview) include: • Lead Volume – the more sales leads your company generates, the greater chance that marketing automation can have a significant impact to your bottom line by helping convert more of those leads into opportunities and deals.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 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. Please don’t hesitate to call or email me directly if I can help in any way. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 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

MAY 16, 2015

There’s no sign that email won’t continue to be the workhorse that it is in helping to filter, qualify, cultivate and progress leads through the sales cycle. Lead Nurturing Isn’t Just Email Anymore.

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. When it comes to marketing success, data and content are simply the foundation.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

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

MAY 4, 2015

However, a well-written abstract can make an enormous difference in helping your content asset stand out from the crowd and, ultimately, driving both increased lead volume and improved lead quality. Abstracts (the short descriptions that accompany content online) are often an afterthought. Remember: an abstract is, essentially, an ad.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

AUGUST 20, 2015

Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. 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

OCTOBER 8, 2015

Good lead nurturing would maintain that brand awareness, keep me abreast of product developments , deliver innovative use cases that get me thinking about where else I can use this technology, etc. We talked a few months back and I gave you pricing on our solution and I just wondering if you have any needs currently where we could help?”.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

MAY 18, 2011

Michael is founder and CEO of the Silver Bullet Group , a firm that helps companies improve sales performance by increasing the effectiveness of messaging and deliverables such as marketing content, sales tools, collateral, and sales/channel training. HS) What are the biggest mistakes B2B marketers make when developing their messaging? (MC)

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

MAY 30, 2014

clients increasingly work directly with publishers and ad networks directly, aided by developments in technology that allow for programmatic ad buying. • Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

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. Bad content leaves the island.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

FEBRUARY 11, 2014

The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. HS] Content development has become such a critical part of a marketer’s job.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

MAY 18, 2010

If so, what do you use, and how does it help build your pipeline?&#. By all means explore your options, software-wise, but my counsel would be to also (and concurrent with your software research) develop a plan and strategy. Do you use a specific software for lead nurturing? You’ll find the rest of the discussion here.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Lead Nurturing 100

The Point

NOVEMBER 15, 2010

Or 90 percent of your leads may fit the same profile: IT professionals, say, or Web developers. A tip: pose questions in a manner that implies the answer is a benefit to the reader, for example: “Help us send you more relevant information by identifying your primary areas of interest from the list below.”.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

JUNE 20, 2012

The growing adoption of marketing automation systems is empowering B2B marketers to develop, produce, and execute email campaigns more efficiently, and more effectively, than ever before. Use accent colors to highlight the call to action and to help direct the viewer’s eye around the email. Avoid harsh color contrasts.

Template 100

Template Tips Landing Pages Marketo 100

The Point

OCTOBER 29, 2014

It is used in healthcare to determine which patients are at risk of developing certain conditions. BK) Simply put, Lattice helps companies grow with data-driven marketing and sales applications that make complex data science easy to use. The use of analytics in B2B marketing and sales is actually lagging other industries.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

FEBRUARY 27, 2012

All credit for developing this approach (and helping with the description) goes to Dan Reed, Spear’s Technical Production Manager and resident marketing automation guru. Thanks Dan!

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JUNE 26, 2013

It’s fairly common that precious little detail about the Webinar event itself is available when the invitation is being developed, because (shocking!) Tests show that successfully getting the registrant to add the event to his/her personal calendar increases attendance rates dramatically. Add More Detail. Add Social links.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

FEBRUARY 5, 2010

The truth is – it’s not required to develop anywhere near 40 emails, never mind 40 separate tracks, to build a highly effective lead nurturing program. 40 email tracks may help you squeeze every last ounce of benefit from your marketing automation system, but does it deliver 10 times the benefit of a program with only say, 4 tracks?

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

OCTOBER 14, 2010

For one, I can report that no companies are coming to our firm asking us to help them align sales and marketing. Adding a campaign-specific unsubscribe link to outbound emails can help avoid eliminating names from the opt-in pool together. Including the recipient’s company name in subject lines increases response.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

SEPTEMBER 6, 2011

Custom workflow helps profile leads, identify high-potential opportunities. Working with Spear, iDirect developed a system of classification to identify specific categories of end users and partners, a system that required the set-up of new fields in both Salesforce.com and Marketo.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

NOVEMBER 5, 2009

But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. HS) Barbara, what are the most common disconnects between marketing and sales that you see in your work with clients? Thanks Barbara!

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

DECEMBER 17, 2010

Kathleen Schaub has made a career of helping companies drive revenue, most prominently in executive roles at companies such as Sybase, Cadence, and Vanstar (formerly ComputerLand.) Develop campaigns that move buyers from step-to-step. Fewer companies, however, can claim to have adapted their sales process as readily.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

NOVEMBER 9, 2009

Increase productivity” is a throwaway – every software product ever developed can make the same claim. Then there’s a string of lukewarm benefits that really say nothing – or more precisely, nothing specific and compelling – about why online meetings and GoToMeeting in particular is worthy of my investment. I can do that today.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

FEBRUARY 14, 2024

Commentary or analysis from third-party experts adds authority to any survey and helps increase both the credibility and the perceived value of the data. Compile a group of third-party experts or influencers or even customers to discuss the findings in a panel discussion, podcast or video.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

NOVEMBER 15, 2023

Identify the internal or external resources (writers, freelancers, agency partners) who will have primary responsibility for creative development and project management. Shout out to Lynn Dodds, Spear’s VP Creative Services, for her help with this article. Ensure there’s enough time for meetings, reviews, and revisions.

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173