The Point

MAY 11, 2015

However, I’m also concerned that, as marketers, in our haste to throw off our reputation as a bunch of do-nothing artists, we run the risk of relinquishing a creative legacy that still has an important role to play, in demand generation , and in marketing as a whole. Sure, data rules the roost.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

FEBRUARY 10, 2010

Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today compared to say, five years ago.

Microsite 100

Microsite Demand Generation Trade Show CAN-SPAM 100

The Point

SEPTEMBER 16, 2010

I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

AUGUST 17, 2010

Tags: B2B Marketing Database Marketing Demand Generation Dimensional Mail Direct Mail Installed Base Marketing Lead Management Lead Nurturing direct marketing b2b demand generation b2b lead generation direct marketing best practices.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

JANUARY 9, 2015

One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. The rep may not have received the answer he was looking for (we already partner with a couple of companies in his space), but he generated action. So, for example: “Click to download our free white paper”. And dialog.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

APRIL 30, 2009

What do fishing licenses have to do with B2B demand generation? But the very fundamental direct marketing principles on display here [.]. Tags: B2B Marketing Creative Demand Generation Direct Mail direct marketing lead generation b2b lead generation.

Lead Gen 100

Lead Gen Peer-to-peer Demand Generation Leads 100

The Point

APRIL 8, 2010

As long ago as 2002, the Direct Marketing Association was reporting that fully 33% of people change their email address once per year. This gives us the ability, if we so choose, to send highly relevant content at a later date to subscribers who have particular areas of interest. After all, you’ve earned them! *As

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

DECEMBER 3, 2013

Marketing thought leaders abound in Silicon Valley, yet all I see here is the names of the three co-sponsors, a decision that smacks more of promotion than thought leadership. With all due respect to Direct Marketing News , even this long-time direct marketer would be hard-pressed to sell that publication as a hotbed of Modern Marketing.).

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100

The Point

MAY 30, 2013

In days long past, companies hired one marketing firm, usually an advertising agency, to coordinate a broad spectrum of marketing needs. Thanks to the Spear Marketing Group account team for their contributions to this post. marketing agencies marketing agency skype' Comments welcome.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JULY 21, 2009

As I have often lectured in this space, much of what makes for an effective email has less to do with deliverability, mobile compatibility, social media functionality, and all the technical bells and whistles that most people fret about, and more about basic direct response principles such as a strong subject line and a compelling [.].

Webinar Metrics 100

Webinar Metrics Demand Generation Deliverability Lead Generation 100

The Point

OCTOBER 7, 2010

A direct mail campaign offering say, a white paper, will generate roughly twice the response of a seminar invitation on the same topic. A survey invitation generates much higher response rates compared to say, a free trial offer. All can be used as direct mail offers. The first of those variables is offer.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

JUNE 26, 2009

Tags: B2B Marketing Demand Generation Landing Pages Lead Management Lead Nurturing Marketing Automation direct marketing lead generation b2b demand generation demandbase marketo.

DemandBase 100

DemandBase Landing Pages Leads Lead 100

The Point

NOVEMBER 9, 2009

Tags: B2B Marketing Demand Generation E-mail direct marketing email design email marketing b2b demand generation b2b direct marketing b2b lead generation.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

MARCH 17, 2014

Excerpted from “The High Tech Direct Marketing Handbook” To download your free copy, click here. .” It could be the one thing that saves your campaign from imminent disaster.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

MARCH 18, 2014

If those purchased lists, as is often the case, filter into the company’s demand generation engine, the result is the kind of indiscriminate, untargeted campaigns that are the topic of Phil’s rant. I’m old enough to remember when list-based marketing was the workhorse of B2B demand generation (or, as we called it back then, “direct marketing.”)

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

NOVEMBER 24, 2009

If you track clicks and not registrations, you’ll be measuring response, generating sales alerts, and assigning lead scores based on an action that is, in my view, less than an actual response.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking Lead Nurturing 100

The Point

JULY 19, 2010

The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. Tags: B2B Marketing Database Marketing Demand Generation Webinar Invitations Webinars direct marketing email marketing webinar strategy. that appeared online today.

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

APRIL 5, 2011

Remember: a key factor in direct mail effectiveness is deliverability, not just what gets read once the mailer is in front of the intended recipient. Why Focus Groups Don’t Work for Direct Marketing. But for direct mail, they’re notoriously unreliable. To download a free copy, click here.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

APRIL 21, 2010

Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value. Navicure turned to its demand generation agency, Spear Marketing Group , for help. convert that search traffic to measurable sales leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

JUNE 9, 2014

A good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate awareness, or promote your brand. Good email copy does one thing – it generates a response. Below are a few examples, all legacies of classic direct marketing and even TV infomercials.

Copywriting 100

Copywriting Urgency Marketing Paid Search Agency Act-On 100

The Point

MARCH 11, 2010

Tags: B2B Marketing Copywriting Event Promotion Webinar Invitations email design email marketing b2b demand generation b2b lead generation Demand Generation direct marketing.

Webinar Metrics 100

Webinar Metrics Demand Generation Copywriting Display 100

The Point

JUNE 28, 2011

It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. “Always show an image of the offer.” The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it seem more “real,” more tangible.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

AUGUST 18, 2011

As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of their way to avoid having to register for it.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

FEBRUARY 22, 2010

One more reason to make LinkedIn participation a part of your daily social media ritual is that when you answer questions, or comment on group discussions, your network of contacts is alerted via email in the form of a status update, as in: “Howard Sewell answered a question on Lead Generation.”

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

JANUARY 6, 2011

In the client scenario above, however, even if the email campaign in question were to generate a response rate of say, 4 percent, the two test cells would need to differ by a significant margin (much more than 1 percent) in order to achieve statistical significance.

Statistics 100

Statistics Sample Tools Broadcasting 100

The Point

JUNE 11, 2012

It’s a measure of just how saturated the Webinar landscape has become when most every email invitation includes a drawing for a free iPad or Kindle Fire or whatever else is the “gadget du jour.” ” We’ve heard it said that such incentives “can’t hurt,” but that’s not exactly true.

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Scoring 100

The Point

AUGUST 25, 2017

So ask your agency: how do they market their own services? How does the agency generate new leads, and how do they nurture those leads when they arrive? 3 tough questions to ask your next marketing agency via @spearmktg. Today, virtually everything in marketing is measurable in some way or form. Click To Tweet.

Demand Generation Agencies 198

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 198

The Point

SEPTEMBER 20, 2016

However, I do think that we add more value in those engagements where we’re more of a strategic partner and involved across a range of demand generation activity. TA) In your experience, what are a few marketing initiatives every B2B company, no matter the size, could feasibly allow an agency to manage and expect to see a positive return?

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0

The Point

NOVEMBER 16, 2012

Confession: as a died-in-the-wool direct marketer, I am a branding cynic. My general attitude towards branding is summed up in the old maxim: “Branding is what your agency calls your campaign when they can’t measure it.”. Now that’s not to say that a brand isn’t real, for some. Starbucks is a successful brand. And so is Nike.

Demand Generation Agencies 100

Demand Generation Agencies Brand Identity Branding Content Marketing 100

The Point

MARCH 12, 2020

This month there are, very suddenly, thousands, if not millions of marketing professionals working from home, every day, for the first time. If you’re one of those marketers, your company may or may not have the ready infrastructure or culture that supports remote work.

Work Management 227

Work Management Paid Search Agency Tips Demand Generation Agencies 227

The Point

OCTOBER 30, 2018

Just as B2B marketing has evolved rapidly in the last decade, so too have the marketing agencies who service those B2B companies. In particular, a new breed of agency focused on demand generation (or demand creation) has emerged – these firms tend to be part strategic consultants, part creative agency, part systems integrator.

Demand Generation Agencies 124

Demand Generation Agencies Advertising Agencies Paid Search Agency Ad Agencies 124