The Point

JUNE 30, 2017

ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated. There’s only one problem: there really is no such thing as an “ABM Campaign.”.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 24, 2021

That’s a different standard from the one that consumer brands like Starbucks or Nike or Coca-Cola adhere to, companies whose success derives as much from a buyers’ allegiance to that brand, and the feelings that the brand engenders. B2B creative works when it generates measurable results and drives business, period.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

FEBRUARY 28, 2020

Does the email work in different email clients? Be sure to test your email in different email clients to make sure that it renders properly and as intended. Page design should be visually consistent with the email in order to provide a cohesive user experience and avoid any hesitation or confusion. and Email on Acid.

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

DECEMBER 28, 2017

I’d like to be able to schedule an email broadcast or a nurture stream and have each individual recipient receive a different subject line, at a different time of day, based on what predictive data tells us that recipient is most likely to engage with.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

DECEMBER 5, 2023

How should we approach the campaign differently?” A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. Do the new Google/Yahoo deliverability rules make using a third-party list too risky?

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

OCTOBER 29, 2021

We may not yet be at the point where chat replaces registration forms altogether (no matter what its most ardent disciples might believe) but there are occasions, and types of campaigns, where allowing a visitor to bypass the form and register via chat, in seconds, can make a big difference. Events like Webinars are one example.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

AUGUST 29, 2017

Just as with integrated demand generation programs , a combination of different channels, deployed in a prescribed sequence, is more likely to bring about success compared to relying on one channel alone (for example, email). 22 Potential Touchpoints for Your Next ABM Sales Play via @spearmktg. Email to prospect. Email from your boss.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JULY 27, 2021

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. Who are known contacts in the buying groups and are they engaged? Accounts with established contacts and demonstrated engagement may be the better choice.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

SEPTEMBER 25, 2018

Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. In the broader market, however, our agency’s experience tells a different story. He says (in summary): “It’s because their needs outgrow system capabilities.”.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

AUGUST 27, 2019

As native advertising, and as different from Google (where a prospect only sees your ad if he/she is searching on a relevant topic), LinkedIn ads have a finite shelf life. Stale Creative. Unless your LinkedIn ad performance and ROI continues to hold steady, plan on introducing a new ad at least once a month.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

FEBRUARY 27, 2018

Every marketing automation platform handles cookie tracking a little differently, and so your options for adhering to “do not track” requests may vary. Use features like workspaces and partitions if applicable to your business – for example, if data is shared amongst different regions or business units.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

NOVEMBER 15, 2022

When contacts engage with that first layer of ads, run retargeting ads across LinkedIn, Facebook, and Google Display Network offering different content assets to spark additional engagement. How Should I Market to Purchased Lists? Click To Tweet.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

OCTOBER 25, 2018

No, even more alarming is this statistic: 34% of those responding said they are not seeing a measurable difference in the performance of nurtured leads vs. non-nurtured leads. . For those companies, it makes no difference whether they nurture leads or not. Think about that. That’s just depressing. (The

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Ranking Lead Scoring 178

The Point

OCTOBER 15, 2019

Different topics appeal to different stages in the selling cycle. Better Content. Good content is at the center of any effective demand generation. strategy, but “good content” is more than just well-written and informative.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

FEBRUARY 28, 2023

Here’s what we believe makes a difference: * Understand the requirements for reimbursement and how you’ll be expected to measure success. Whatever the process, partners should invest the time in planning and preparation to ensure those sales or marketing dollars reap the greatest reward. Define your message.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

AUGUST 16, 2019

Preview text renders in different ways depending on the email client (the small screenshot below is from Outlook 2016 on the desktop) but, in many cases – particularly on mobile devices – the preview text can be as prominent as the subject line. Which makes it a vital and necessary component in any B2B marketer’s copy deck. Take a chance.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

DECEMBER 13, 2019

The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. I asked the best subject matter experts I know, my colleagues at Spear Marketing Group , what trends they think will highlight the next 12 months in B2B demand generation.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

SEPTEMBER 19, 2018

At a large corporation, your responsibilities are more tightly defined and it can be more difficult to feel like you’re making a measurable difference. It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

OCTOBER 8, 2020

Creating content that appeals to those different stages (and not just active buyers). What does that translate to, tactically speaking? A few suggestions: * Reaching and engaging with prospective customers at every stage of the buying journey. Building trust and credibility through ongoing thought leadership.

Demand Generation Agencies 173

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

The Point

APRIL 29, 2021

A client asks: “ We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain. Is this something you’d recommend? ”.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

SEPTEMBER 12, 2019

The OBM Framework (see graphic) provides a straightforward approach to ABM execution by helping companies 1) determine the appropriate channels and tactics for different stages in the buying cycle, and 2) demonstrate the value generated from an ABM investment. An Opportunity-Based Marketing Framework for #ABM Click To Tweet.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

OCTOBER 22, 2019

So, it’s possible to generate “false negatives” if the bot clicks a different link and not the embedded one. Instead, it’s a different way of looking at triggers and campaign metrics, namely abandoning a focus on what happens in the email itself (i.e. Add “Visited Web Page” as part of the trigger.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). A good starting point is a mini data audit, focused on the following questions: * Are you capturing lead sources? What do your leads and accounts look like?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

AUGUST 25, 2020

Are those roles different in any way from your target personas? Describe 2-3 typical pain points and motivators per persona. Buying Center Definition. – Have you defined a typical buying center at the target accounts? 12 Questions – A Checklist for #ABM Readiness Click To Tweet. Ideal Customer Profile (ICP).

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JULY 20, 2018

There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different. The critical difference between email landing pages and those designed for online ads is the amount of information the reader has received thus far. My response: In short: no. Sell the offer, not the product.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

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

FEBRUARY 11, 2013

I sat down with her recently to find out more about her company and what makes their solution different. HS: How are you different from marketing automation vendors like Eloqua or Marketo at addressing this issue? However, our approach is very different from the marketing automation vendors and here are three examples.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

SEPTEMBER 11, 2017

In addition, showing the different elements makes the offer more tangible, and, therefore, more interesting. Along with the faux desktop, coffee cup, and pen, each element adds a human flavor to a scene that otherwise would be just another information kit.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

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.) In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.?

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 22, 2020

The quality of your content makes a big difference in the ultimate success of your CPL program. Content syndication CAN generate qualified leads – much of it has to do with the type of content (see below) – but it’s more likely that the majority of leads will need more education and nurture before they’re ready to engage with sales.

Lead Ranking 162

Lead Ranking Lead Scoring Cost per Lead CPL 162

The Point

JANUARY 24, 2013

Understanding the scale and source of leads will help determine the scale of your lead nurturing program, and to what extent you need to tailor your approach to different sources. For example, it’s likely that trade show leads require a different response and follow-up than do say, referrals from partners.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

OCTOBER 25, 2016

Listen, marketing technology is great, and in the right circumstances can make a big difference. And no amount of technology will make a difference. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

JANUARY 21, 2020

As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also. without needing to go through the Web team or IT for every page.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

SEPTEMBER 30, 2013

And therein lies the difference. The biggest difference between basic ESPs and today’s modern marketing automation technology is the ability to design and deploy automated, triggered, multi-step campaigns. What other differences did I miss? It’s just not a particularly sophisticated way of going about it. Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

JUNE 20, 2018

If you already have good content, adapted for different personas or industries, the technology to drive automated, multi-touch nurture emails, and a willing and capable sales team, you may not need a full-blown ABM solution, at least not at first. Target account campaigns.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel Cost per Lead 168

The Point

JULY 8, 2014

One of the significant risks inherent in the split-off was that those prospects would react differently, or not at all, to the new brand. Spear created two versions of the campaign, both with the same message but a different visual and slightly altered headline. The results were startling.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

JUNE 9, 2014

” One reason why testing is so fundamental to email marketing is that different people respond to different offers, benefits, and creative in general. The bottom line is that, eve today, these techniques are proven to increase response. “… and more.”

Copywriting 100

Copywriting Urgency Marketing Paid Search Agency Act-On 100