The Point

JUNE 20, 2018

In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends. I’ve written previously in this space about how ABM is a strategy, not a campaign.) In most cases, the answer is no. Cross-sell/upsell to existing customers. Alas, no.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

JUNE 18, 2019

Tip: buttons are more mobile friendly, but not all email clients will display them, so play it safe.). We’ll review real-life campaigns – the good, the bad and the ugly – along with tips, strategies, and techniques for increasing email performance. Include a CTA in the header if possible (see #1, above). Make Copy Count.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

OCTOBER 8, 2020

Running “always on” campaigns (social media, SEM, display) that make your company findable. . * Building trust and credibility through ongoing thought leadership. Constantly reminding prospects and customers alike of what you do and when to call. More often than we marketers care to admit, successful marketing is an accident of timing.

Demand Generation Agencies 173

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

The Point

DECEMBER 28, 2017

We saw the same issue when marketing automation first emerged – companies were besotted by the promise of MA, but many failed to achieve that promise because they didn’t have the vision, the strategy, or the content in place. DGR) What do you see as the biggest trends in marketing automation in 2018? (HS)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

NOVEMBER 22, 2017

During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real success with their personalization strategies. You can view the recorded version of the event here. Successful content today is about Value, not Volume.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

AUGUST 27, 2019

As with virtually any digital platform (email, display, search), if you don’t test, you not only don’t learn anything, you’re also putting all your eggs in one proverbial basket – betting, in effect, that one offer, one headline, one image is enough to do the job. A good rule of thumb is to aim for an audience in a range of 15,000-100,000.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

OCTOBER 25, 2017

Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. And these days, most every inbound channel – search, paid social, content syndication, display – can be executed in a very targeted, account-specific fashion. Photo by Tristan Colangelo on Unsplash.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

OCTOBER 20, 2014

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. This sentiment was borne out in a recent survey on lead generation strategy conducted by Ascend2 Research.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

APRIL 26, 2017

They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) Marketing automation also took off like a rocket but hit some bumps early on when practitioners realized that, to be successful, they needed more than just technology and technology consultants, but also strategy (what do I send to whom, when?),

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

SEPTEMBER 30, 2022

Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Examples in a demand generation context include social media advertising, display advertising, or sponsored content.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

MAY 16, 2015

As we marketers assume responsibility (or at least accountability) for more of the sales cycle, it makes sense that the strategies, programs, content and channels we employ are brought to bear against more than just the top of the funnel. Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

JUNE 8, 2016

through ads on display, video, mobile and social networks. . • Programmatic Ad Networks – programmatic networks like Choozle are yet another way to add “air cover” to your nurture campaign by reinforcing the same (or complementary) message, offer, etc.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JANUARY 13, 2012

It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. Here, “7 Proven Strategies to Transform Your Business” is clear, concise, and promises immediate value.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

SEPTEMBER 24, 2012

As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Let’s face it; a live product demo is a tough sell. So how do you make sure that a demo attracts those critical buyers who are actively evaluating solutions like yours?

Promotion 100

Promotion Product Tips Webinar Metrics 100

The Point

MARCH 29, 2012

These days, however, it’s not enough to simply display a row of icons (RSS, Tweet, Email) and expect the reader to act. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

APRIL 29, 2011

Worst crime on display here: the offer is completely buried. If the answer to any of the questions is “no,” you’ve lost the reader immediately. Much better to convert the questions to action-oriented benefits, for example: “Pump out email campaigns quickly regardless of bandwidth or resources!”.

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 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. When I asked my agency colleagues for their B2B predictions for 2023, no prizes for guessing which topic cropped up most often. — Sandi Settle, Group Account Director.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

MARCH 17, 2015

How has the landscape in display advertising changed in the last 3 years? (AF) For example, using a programmatic platform like Choozle, a marketing manager could very quickly set up and deploy dozens of campaigns across multiple channels (social, display, video, etc.) I call it the “Searchifcation” of display advertising.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

MAY 30, 2012

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. Here’s how the campaign worked: 1. In the end, results from the pilot campaign exceeded all expectations.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

APRIL 6, 2016

(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. But that doesn’t make email any less of a critical element in a successful ABM initiative.

Account Based Marketing 100

Account Based Marketing Analytics B2B Mobile Advertising 100

The Point

FEBRUARY 18, 2014

Commodity products are tailor-made for inbound marketing: SEO, paid search (SEM), content marketing, online display advertising. And does your demand generation strategy align with the type of product you’re selling? Social media can play a key role in that it helps spread the word about a particular solution or problem.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

AUGUST 25, 2022

Instead, B2B marketers should: * Record Webinars and promote them as on-demand events, skipping the live broadcast altogether * Test other, non-Webinar terms for the recording: video podcast, expert roundtable, fireside chat, panel discussion (buyers are burned out on the term “Webinar” as much as they are on the events themselves) * Promote the recorded (..)

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52