The Point

AUGUST 29, 2017

For example: secure an appointment, gain an introduction …). 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). What is the primary objective? What did we miss?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JUNE 16, 2015

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. Let’s review your options when it comes to match types: Broad match is Google’s default option. Using broad match, your ads will also automatically show for expanded matches.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. Example: consider a user or industry survey on relevant trends, to be authored or sponsored by a third-party research firm, analyst group, or publisher.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

FEBRUARY 24, 2015

Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Excerpted from the Spear white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google Adwords™ Campaign Isn’t Working and What to Do About It.” It’s easy to see why.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

MARCH 7, 2019

More broadly, however, it’s online media that are being implemented alongside email, particularly channels like LinkedIn, Facebook, Google and programmatic platforms like ListenLoop through which companies can target online ads to members of a specific email list. Landing pages, for example.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

MARCH 17, 2015

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.) and each one of those channels could utilize a variety of targeting elements – for example: • retargeting via Web data. • contextual targeting.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

JUNE 26, 2013

Know, however, that you’ll never achieve 100 percent attendance (even if people are paying to attend), and that achieving attendance ratios much higher than 50 percent may require such extreme efforts (telemarketing, for example) that ROI will suffer. Here are 5 techniques for getting your Webinar attendance up to a reasonable level: 1.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

JANUARY 24, 2017

Plus, as a physical medium, direct mail provides creative options to drive booth traffic and track response – for example: “be one of the first 50 people to bring this postcard with you to our booth and get a free [insert free gift here].” (Tip: Google AdWords – place ads on AdWords using the show name (and variations) as keywords.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

MARCH 16, 2010

Conversion rates, for example, the rate at which clicks convert to leads (and a key metric for B2B campaigns), can be improved significantly by reducing the number of irrelevant clicks. In Google, negative keywords can be deployed at the both the campaign and ad group level.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

NOVEMBER 25, 2013

For example, in this earlier post , I discussed how whereas in the past spam triggers were largely triggered by content (for example, the word “free”), we’re told that the biggest variable today is now sender reputation. In other words, there are some variables that will increase spam score but also improve campaign effectiveness.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 8, 2010

This month, Google released a new feature called Priority Inbox , designed to help Gmail users better cope with email overload by automatically determining which emails are most important to you. Disclaimer: Google is a Spear Marketing Group client.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 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. The best agency/client relationship is a partnership.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

NOVEMBER 20, 2015

Identifying and/or developing a critical mass of relevant offer content to support the campaign, content that is specific and relevant to target roles, for example: – Power User. – Paid search advertising on Google via the new “customer match” program. – Economic Buyer. – Technical Buyer.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JANUARY 31, 2011

Spear introduced new keywords (for example, “EHR”) that serve as leading indicators for when practices would typically begin to consider a clearinghouse solution. Here are just some of the changes that Spear made to Navicure’s campaign: Broadened the campaign to attract prospects earlier in the sales cycle.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

OCTOBER 10, 2013

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. Take a Webinar invitation , for example. For example, using terms like “fast-paced” or “information-packed” to describe a Webinar serves to communicate that this will be a 45-minute investment worth making.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

SEPTEMBER 23, 2015

With the right plugin, you can choose when to launch the pop-up window – for example, when a visitor visits a certain number of pages, or leaves the blog, or clicks on specific content. For more information on this topic, including real-life examples of successful blogs, view our Slidecast “ Getting Leads (and More!)

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

FEBRUARY 8, 2011

Title blog posts with Google search results in mind. Forego standard, out-of-the-box sidebar widgets like tag clouds and “categories” in favor of content that actually gets people to engage with your company – for example, links to gated content like white papers and archived webinars, labeled as “additional resources.”.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

JUNE 27, 2012

One tip: to maximize response, be sure to ask questions that your audience wants to answer (for example, to learn how they measure up against their peers), not just questions that you need answered for profiling purposes. A survey has the added benefit of projecting your company as an industry thought leader on the survey topic.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 28, 2011

Examples could be Case Studies, Best Practices, Industry News, Opinion/Analysis, etc. Use Google Alerts, social media, and your PR agency to help spot potential topics. Brainstorm all possible topics for the newsletter (keeping in mind the audience and goal, as above) and then whittle that list down into 4 or 5 categories.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

AUGUST 23, 2016

And so whereas some of the same techniques that contribute to a successful Webinar invitation , for example, can also apply to an in-person event, seminars and roadshows typically require a much more convincing sell. Stress how easy it is to get to the location – heck, offer valet parking – and include a link to a Google Map.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60