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| | THE POINT
NOVEMBER 20, 2015 [Display] 7 Steps to a Successful Account-Based Marketing (ABM) Strategy
– Programmatic display advertising, to reach ideal contacts at targeted accounts via ad networks, perhaps with account- or industry-specific ad creative. In our experience, the most effective ABM campaigns share 4 common traits. integrated – so that targeted contacts see a consistent, cohesive message via multiple channels. – Economic Buyer. – Technical Buyer.
| | THE POINT
APRIL 6, 2016 [Display] Report: Targeting & Predictive Analytics Driving Changes in B2B Email
Why or why not? (HS) In some ways, the appeal of ABM is that marketers now have the ability to target individual companies, and decision-makers, through more than just the inbox – for example, through display advertising. The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing.
APRIL 6, 2016 | THE POINT
[Display] Report: Targeting & Predictive Analytics Driving Changes in B2B Email
NOVEMBER 20, 2015 | THE POINT
[Display] 7 Steps to a Successful Account-Based Marketing (ABM) Strategy
JUNE 16, 2015 | THE POINT
[Display] Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign
MAY 16, 2015 | THE POINT
[Display] 4 Key Takeaways from the 2015 SiriusDecisions Summit
MARCH 17, 2015 | THE POINT
[Display] Programmatic Ad Buying: What Does It Mean for B2B Marketers?
JANUARY 29, 2015 | THE POINT
[Display] Key B2B Demand Generation Strategies for 2015
| | THE POINT
MAY 16, 2015 [Display] 4 Key Takeaways from the 2015 SiriusDecisions Summit
Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility. More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. Outbound is the New Inbound. For the last five years or so, inbound marketing and demand generation have been virtually synonymous.
| | THE POINT
MARCH 17, 2015 [Display] Programmatic Ad Buying: What Does It Mean for B2B Marketers?
How has the landscape in display advertising changed in the last 3 years? (AF) In addition to company-based advertising (typically via some form of IP tracking), more and more B2B companies are using other forms of programmatic advertising to generate demand. call it the “Searchifcation” of display advertising. Let’s start with a definition. contextual targeting.
| | THE POINT
OCTOBER 18, 2012 [Display] B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This?
Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries). Technically, it should be possible.
| | THE POINT
OCTOBER 20, 2014 [Display] Research Report: Lead Gen Not as Easy as Marketers Think
I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics. Just when did demand generation get this complicated? In reality, however, things aren’t quite so convoluted.
THE POINT | TUESDAY, JUNE 16, 2015 [Display] Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign
For instance, your ad will not display for a query on “networking software” or “enterprise network software.” Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. Unfortunately, many less experienced advertisers tend to over-use the default setting, broad match, for their campaigns, based on the faulty logic that it will generate the highest volume of impressions and therefore the greatest number of leads. Using broad match, your ads will also automatically show for expanded matches. MORE >>
THE POINT | THURSDAY, JANUARY 29, 2015 [Display] Key B2B Demand Generation Strategies for 2015
complementary, and related, technology is programmatic display advertising. Historically, we haven’t done a lot of pure display advertising (outside of SEM and retargeting) for our B2B clients because it’s been tough to make the CPL numbers pencil out. Recently I sat down with Amanda Nelson, Director of Marketing at RingLead , a leading provider of cloud-based data solutions that make it easy to analyze, remove, merge and prevent duplicates in Salesforce. We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. Or both? 2015 is no exception. MORE >>
THE POINT | TUESDAY, FEBRUARY 18, 2014 [Display] How the Answer to One Question Can Tell You How to Market Your Technology
Commodity products are tailor-made for inbound marketing: SEO, paid search (SEM), content marketing, online display advertising. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum. At one end of that spectrum are commodity products – CRM, for example – people know these products exist, they understand the problem that the products solve, and they recognize when they have that problem. Which end of the spectrum are you closer to?”. How a company answers this question tells me a great deal about two things: 1. MORE >>
THE POINT | WEDNESDAY, MAY 30, 2012 [Display] MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads
Spear developed a multi-step demand generation program that combined online text and display advertising, mobile landing pages, social sharing, and automated email response powered by Marketo , MobileIron’s marketing automation platform. Spear created both text and display ads (see image at right) to run on mobile advertising networks targeting the two largest constituencies of mobile workers, those that use iPhones and Android devices. If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? MORE >>
THE POINT | THURSDAY, MARCH 11, 2010 [Display] 7 Mistakes To Avoid In Your Next Webinar Invitation
The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. If you must use graphic images in an email (when most email clients won’t display them anyway) at least have them relevant to the topic or the event itself (for example, a headshot of the featured speaker). Simply displaying server clipart does nothing for your message and pushes vital selling copy down the page. 4. For example: 1. Sell the offer, not the product. Lead with compelling benefits, not just facts. MORE >>
- [Display] 5 Best Practices You Can Borrow From This Email Campaign THE POINT | FRIDAY, JANUARY 13, 2012
- [Display] 3 Crucial Tips for Promoting Live Product Demos THE POINT | MONDAY, SEPTEMBER 24, 2012
- [Display] 3 Ways to Make Your Corporate Blog’s Sidebar Work Harder THE POINT | THURSDAY, MARCH 29, 2012
- [Display] Top 10 Tips for Better Email Templates THE POINT | WEDNESDAY, JUNE 20, 2012
- [Display] How Much Copy Do I Need On My Landing Page? THE POINT | TUESDAY, MAY 8, 2012
- [Display] 5 Mistakes to Avoid in Your Next Email Campaign THE POINT | FRIDAY, APRIL 29, 2011
- [Display] Do Email Open Rates Really Matter? THE POINT | THURSDAY, JULY 1, 2010
- [Display] 7 Lead Gen Techniques I Learned From My Junk Mail THE POINT | THURSDAY, APRIL 30, 2009