The Point

DECEMBER 6, 2022

Based on the work we do with our agency’s B2B clients , here’s a basic, funnel-based approach to determining a realistic demand gen budget based on specific revenue targets: 1. 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.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

MAY 9, 2017

This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff. Brand positioning is a lot of work, but it produces an incredibly powerful Message Map to guide all marketing narratives: website copy, email copy, digital ads, social posts, blogs, etc. (HS) HS) Thanks Steve!

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

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. Here’s how the marketing hype cycle works: 1. And … repeat.

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

JUNE 17, 2016

And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better. Creative developed in-house almost inevitably becomes stale and insular. Well, Mr. Marketer, it can be plenty difficult.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

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

FEBRUARY 11, 2013

Andrea Wildt, former product director for the marketing product at Salesforce.com, had been working with Roan Bear, an expert Salesforce consultant, on a project where a client wanted to get an accurate tracking of the marketing impact on their revenue. It was the third time they had worked on such a request.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

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. Tip: math challenges work best vs. general knowledge because the answer can’t be googled.). channel to generate awareness for an upcoming show, particular to your customer base and current prospects.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

MAY 11, 2015

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. Marketers are no longer the “arts and crafts” people, we’re told.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

JANUARY 19, 2011

In part 2 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the shift from outbound to inbound marketing: what works and why. 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 Marketing 100

Inbound Marketing Paid Search Agency Demand Generation Companies 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. Why Focus Groups Don’t Work for Direct Marketing. The client wanted brash, colorful creative to “break through the clutter.”

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

SEPTEMBER 23, 2016

You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” To me, this is a campaign that works.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 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 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. Hint: agencies hate the word “vendor”.) Trust them.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

AUGUST 22, 2014

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. But companies still need to be prepared to invest significant resources to garner return, particularly in the area of content development. Industry data tells us something different.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

DECEMBER 14, 2010

Steve and I share insights and opinions on how B2B marketers can develop, source, and leverage content to generate and nurture leads more effectively. the type of content that’s working best to generate quality leads. * In just 7 minutes, you’ll learn: * the #1 hurdle companies face in executing more sophisticated lead gen programs. *

Lead Generation 100

Lead Generation Generation Leads Lead 100

The Point

JULY 18, 2014

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value. That means just shy of two-thirds of survey respondents felt that content marketing is delivering business value.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

MAY 30, 2014

As a partner in a B2B marketing agency that 1) serves high-tech clients exclusively and 2) whose work is 90% digital, I found these reports somewhat surprising. clients increasingly work directly with publishers and ad networks directly, aided by developments in technology that allow for programmatic ad buying. •

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MAY 14, 2012

To those of us who work in and around marketing automation every day, none of the results are startling. The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

FEBRUARY 11, 2014

HS] Content development has become such a critical part of a marketer’s job. How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA] HS] On your Website, you say that Captora delivers more leads and does “90 percent of the work.”

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

MAY 18, 2011

For example, most product messaging is a description of what the product does, how it works, and a listing of undifferentiated features and benefits. HS) What are the biggest mistakes B2B marketers make when developing their messaging? (MC) These messaging categories are typically descriptive. It’s the “what” and “how” content.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

FEBRUARY 27, 2012

The method of assigning and subtracting scores described above is based largely on our work with clients using the Marketo platform , but the same overall approach could be adapted to work with virtually any other marketing automation system.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

MARCH 29, 2012

Start with a prominent headline (“Subscribe” works just fine) and consider descriptive selling copy that “sells” the various options: “Get instant notice of our new posts by following this blog through RSS or Twitter, or become an email subscriber and receive a convenient monthly summary of new content in your inbox. Download Now.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JULY 21, 2016

In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1. It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

NOVEMBER 15, 2010

Or 90 percent of your leads may fit the same profile: IT professionals, say, or Web developers. You’ll have more success in the long term if you segment on only the most critical factors at first, and then add further tracks as the program develops and you learn what works.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

APRIL 4, 2024

This is a healthy reminder that no one format works for every buyer or persona or audience, and a mix of formats, even if it’s leveraging the same source content, is the best approach – for example, a Webinar that exists in live and recorded format, short-form video, infographic, and blog post. One exception to this: on-demand Webinars.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

MAY 18, 2010

At our firm we use Marketo , which works extremely well for us. 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. If so, what do you use, and how does it help build your pipeline?&#. It won’t. (No No matter how good the software.).

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Lead Nurturing 100

The Point

SEPTEMBER 6, 2011

After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management. Next, iDirect sought out a partner to provide strategic counsel and advice on best practices.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JUNE 26, 2013

These are guidelines, so by all means experiment to find the precise timing and intervals that work best for your audience. It’s fairly common that precious little detail about the Webinar event itself is available when the invitation is being developed, because (shocking!) Add More Detail.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 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. Then, apply “Survivor” rules.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

MARCH 3, 2010

It’s the working assumption of B2B marketers that prospects don’t want to be sold to. And here’s the good news for those of you for whom offer content is often a barrier to developing or expanding email programs: not every email in your nurturing stream needs to feature yet another new white paper or Webcast.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 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. In fact, I’d like to propose a rule – let’s call it the 80/20 Rule of Lead Nurturing – as follows: 80% of the benefit of lead nurturing is achieved by the first 20% of effort. I doubt it.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

JANUARY 12, 2023

Whether your role is content, design, media, MOPs, or marketing strategy, most in our organization think AI is about to change the way you work. Customers and prospects might have a basic concept of what a business does, but rarely is there a clear understanding of why they should work with that business specifically.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

DECEMBER 17, 2010

B2B buyers cut their teeth as consumers and then bring buying preferences and skills to work. Develop campaigns that move buyers from step-to-step. The proliferation of Web 2.0 technologies – social, video, mobile – will continue to make even complex B2B buying easier. Ask your buyer what they need in order to buy.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100