The Point

APRIL 16, 2019

Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. Failure to Nurture Leads Correctly.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

AUGUST 29, 2017

For example: secure an appointment, gain an introduction …). Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

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

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

JANUARY 17, 2019

As a demand generation marketer, 2 data points from the report stood out: – contact rates were 400% higher when SDRs used 3+ media types; and – contact rates increased 100X when a call was attempted within 5 minutes. In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. BONUS TIP: 11.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JULY 1, 2013

As you’ve already discovered, there are precious few media properties that both offer PPL programs AND are editorially focused on those disciplines. Look at broader PPL networks that include a significant number of non-tech business sites – two examples would be Madison Logic and NetLine. However, it can be done.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

JUNE 5, 2018

However, respondents also indicated that they’re finding it difficult to drive that inbound traffic: only 34% said they were happy with their organic search results; only 31% were satisfied with their social media efforts; and, less than a quarter (21%) were satisfied with the impact of their blogs.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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. By tracking keyword conversions, you’ll be able to optimize your bid strategy and overall media spend. It’s easy to see why. Your search campaign should measure: 1.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

AUGUST 9, 2012

For example, let’s say you want to filter all leads to IT Management titles only. If job title is a key targeting criteria for your campaign, a much better (and less expensive) option is to use other tools at your disposal: • Select media venues that attract the type of demographic you’re looking to reach.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

JUNE 27, 2012

But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Promote social media connections. Answer: you get creative.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

OCTOBER 29, 2014

Social media has contributed greatly, certainly, but so has the overall increase in web traffic, digital transactions, video and apps. For example: Which of my prospects should I call first? Citrix and RingCentral are two good customer examples. Why do you think analytics is suddenly such a hot topic? (BK)

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) Prime example: “Automation and Integration: Creating Social Business Processes.” Most notable: not once in the entire copy is the company or product mentioned. What I like: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

AUGUST 25, 2015

Here’s an example of a sales email that is adapted specifically for content syndication by doing the following: 1. Here’s an example of a sales email that is adapted specifically for content syndication by doing the following: 1. references the specific content asset. invites the prospect to call or email with any questions.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

JUNE 24, 2010

For example, at right is a landing page we created for a new white paper published by a client, Navicure. Tags: B2B Marketing Content marketing Demand Generation Landing Pages Social Media landing page design twitter white paper promotion.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The Point

FEBRUARY 8, 2011

In addition to tips, ideas, and opinions from some of the brightest minds in social media, the report also includes links to more than 60 articles and blog posts about blogging strategy, tactics, and best practices for B2B Marketers. My contribution is reproduced (with permission) below.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

MAY 4, 2015

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Here’s an example of a poorly-written abstract (names changed to protect the guilty): Acme Security Endpoint Protection 3.0

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

AUGUST 20, 2015

Agencies, consultants, media buyers, even the marketer’s own Web team, are being devalued and displaced by a raft of marketing technology that puts more power in the hand of the individual marketer to design, build, launch, manage, and track campaigns. There’s only one problem: technology doesn’t do strategy.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 11, 2017

If you’re promoting an event like a Webinar, for example, or perhaps a speaking slot at an upcoming conference, you would do well to include, as part of the image, basic information like date, time, presentation title, and speaker info. This ad is also a reminder that images in LinkedIn updates aren’t limited to just the visual.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

JULY 18, 2014

More specifically, there’s a great deal of bad content out there (especially on social media), and many companies who haven’t quite figured out yet how to best leverage the content they have. For example, in answer to the question “During the past 12 months, how effectively have your content marketing efforts delivered business value?”. •

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

DECEMBER 16, 2013

For example, the average corporate Web page contains dozens of navigational links and “options” for the reader. We almost never direct people to a corporate Website, for the simple reason that most Websites aren’t designed to be demand generation vehicles.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

MARCH 18, 2014

Because salespeople, by nature, will always aim for the highest level of purchase authority to which they have access, those lists often include C-level executives who – take Mr. Fernandez as an example – will never respond. Those days are long gone. Email, and even direct mail, is primarily used for lead nurturing, not lead acquisition.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 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

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 20, 2014

I asked Steve Reinhardt, Spear’s manager of Web development, what he’d do differently: “I’d recommend using CSS media queries to have the header graphic change to a “mobile friendly” width when the email is narrowed to render on a mobile device. before the campaign goes into final production.).

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

NOVEMBER 14, 2014

Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads? (Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 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.” Tags: Social Media linkedin.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

FEBRUARY 11, 2014

For example, Captora can pass hidden field information into your marketing automation product to automate your scoring and nurturing programs. Why would someone already using marketing automation look at Captora? [PA]All PA]All of our customers have invested in marketing automation. HS] Thanks Paul!

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

NOVEMBER 9, 2010

I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. I don’t really know this is a Webcast until I read the body copy, and even then it’s not entirely clear what I’m being asked to do.

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

SEPTEMBER 16, 2011

It’s got to be the media, right? For example: An educational white paper by an industry analyst on a hot industry trend will tend to generate a broad spectrum of prospects, including a large subset who have no interest whatsoever in your solution but want to stay abreast on what’s new in your space. It’s the offer.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 8, 2010

For example, messages sent from people that you typically respond to immediately will receive special attention and preferential placement, as will emails sent to you exclusively and not to others. Priority Inbox simply serves to cement and accelerate the recent trends towards inbound marketing and lead management.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

OCTOBER 21, 2009

One issue that the Silverpop doesn’t address is the potential negative impact that social links may have on response – for example, is it possible that a prominent sharing link would cause a reader to click on that link instead of responding to the email itself? In a word: no. polldaddy poll=2150942].

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

DECEMBER 17, 2010

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. Fewer companies, however, can claim to have adapted their sales process as readily. Fast forward to today.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

FEBRUARY 14, 2024

An effective survey supports your business objectives (by highlighting the seriousness or prevalence of a particular business challenge, for example) but does so in a way that is credible and engaging to the audience. Hypothetical example: “68% of CMOs Disappointed in ABM Effectiveness.”)

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

APRIL 5, 2011

That’s not to say that you can’t learn things from focus groups, but (for example) one of the recommendations from this client’s research was to “include clear benefit language on the outer envelope” because that’s what people in the focus group responded to best. Then use those results to alter your direct mail design if necessary.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

JUNE 1, 2010

You don’t have to be plugged into the new media scene to know that digital games are HOT. Momentum for a new breed of social and casual games is picking up speed as game titles migrate to the Web, social media, and smartphones. According to recent statistics, fully 65 percent of US households play some form of video or computer games.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100