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. Hint: agencies hate the word “vendor”.)

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MAY 18, 2011

For example, most product messaging is a description of what the product does, how it works, and a listing of undifferentiated features and benefits. Most messaging created by marketing falls into the company, solution, and product categories. These messaging categories are typically descriptive. It’s the “what” and “how” content.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Lead Nurturing 100

The Point

FEBRUARY 25, 2022

Now, granted, maybe my perspective is colored by the fact that, as a marketing agency, we work mainly with companies who need help. Marketing attribution is a good example. But conversations with enough marketers over the years tells me that most B2B organizations, big and small, struggle with some element of their marketing execution.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

FEBRUARY 28, 2020

Save My Seat”, “Download Guide”, “View Webinar” are all examples of CTAs that let the reader know EXACTLY what to expect when he/she clicks on the button. Best practice dictates that CTAs appear in both button and text form within the email, preferably repeated at least 2-3 times (for example, 2 buttons and 1 text link.). If so, do it.

B2B 243

B2B Landing Pages Paper Webinar Metrics 243

The Point

DECEMBER 6, 2022

Based on the work we do with our agency’s B2B clients , here’s a basic, funnel-based approach to determining a realistic demand gen budget based on specific revenue targets: 1. If you have little if any content that’s suitable for demand gen, for example, you’ll spend more on content development than the formula otherwise allows for.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

SEPTEMBER 23, 2020

The simple fact is that there is no, one KPI that works for every ABM strategy, company, or even group of accounts. For example, you may be able to show that Web visits from your target account list have increased by 50 percent. Marketing Qualified Accounts (MQAs). Opportunities/Pipeline Value/Pipeline Velocity.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). How is your lead management process working? A good starting point is a mini data audit, focused on the following questions: * Are you capturing lead sources?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

NOVEMBER 15, 2022

There’s no one approach to cold lists that works for every company and every audience. For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

AUGUST 16, 2019

It’s always better to be intentional and ensure that the two elements work in tandem. Make sure it works with the subject line. An effective subject line and preview text work together as a unit in much the same way as a headline and sub-head. Speaking of which: 2. They should flow logically and stylistically. What + Why.

Tips 157

Tips Effectiveness Forrester CAN-SPAM 157

The Point

APRIL 19, 2017

Content can work at every stage of the funnel – early, mid, late. In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. Adapted from the eBook: “10 Great Examples of Demand Generation Content.”

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

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. For example: if the door is closed, do not enter!

Work Management 227

Work Management Paid Search Agency Tips Demand Generation Agencies 227

The Point

JUNE 30, 2021

In customer campaigns, awareness and engagement are already baked in, so to speak, as is a deeper familiarity with the target accounts, and so risks are mitigated.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

OCTOBER 15, 2019

In fact, ABM works best in combination with more traditional, funnel-based demand generation, and integrating ABM into the overall demand generation mix (focused on high-value, high-propensity accounts, say) can pay real dividends for most companies. Photo by Yeshi Kangrang on Unsplash.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MARCH 7, 2019

Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach. What’s working? Landing pages, for example. These have particular application in lead nurturing and customer marketing. What isn’t? (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 17, 2019

I’ve written previously in this space about how automated lead nurturing works best, not as a dumping ground for unqualified leads, but as something that works in parallel with sales development to increase lead conversions and maximize SDR productivity.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

OCTOBER 22, 2019

Example: a recent audit we conducted of a client’s database determined that the vast majority of “clicks” they were seeing were from bots, not people. While it’s expected that all major marketing automation platforms are working on fixes to address the issue, those solutions could be months away, at minimum. Scary stuff. The downsides?

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JUNE 24, 2022

The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even if that office is now their living room).

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JUNE 7, 2017

The email below (I’ve purposely omitted both the company and the rep’s name) is one such example. It’s an old trick, but it works because it makes the email stand out in my inbox. But, ever so occasionally, an email makes it through that immediately resonates, or at least grabs my attention.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

JUNE 5, 2018

HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. There’s is a ton of underlying work that must be in place first. Why do you think sales and marketing alignment is a persistent issue? LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

MAY 9, 2017

With ABM, it’s no longer good enough to deliver segment-based messaging (for example, healthcare) – marketers need to be able to deliver messaging that is relevant and timely for individual accounts (e.g. This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!) are really working. (AN) AN) Hello, Howard. 2015 is no exception. One is predictive analytics.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

FEBRUARY 11, 2013

Andrea Wildt, former product director for the marketing product at Salesforce.com, had been working with Roan Bear, an expert Salesforce consultant, on a project where a client wanted to get an accurate tracking of the marketing impact on their revenue. It was the third time they had worked on such a request.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

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

AUGUST 1, 2013

In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology. Drawn from that experience, here are 10 examples of the most common scoring mistakes we see B2B companies make: 1.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

APRIL 1, 2014

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JULY 1, 2013

Look at broader PPL networks that include a significant number of non-tech business sites – two examples would be Madison Logic and NetLine. I would consider starting your program on a broader network without any special filters, and hope that your content title and abstract do the work for you.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

FEBRUARY 27, 2012

The loophole in this design arises when “active” prospects, those who regularly visit a Website or respond to nurturing campaigns, for example, build up lead scores well out of proportion to their actual level of interest or stage in the selling cycle. . * assign negative scores for undesired behavior or demographics, or inactivity (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 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. For example, “enterprise” might be a negative keyword for a small business ad group, but not for your product line as a whole.). employment.

PPC 100

PPC Keywords Campaigns SEM 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: Tip: math challenges work best vs. general knowledge because the answer can’t be googled.).

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

OCTOBER 10, 2013

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. Learn how to slash time to market by up to 90 percent …”.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

AUGUST 9, 2012

My response: To best answer the question, let’s discuss what lead filters are and how they work. For example, let’s say you want to filter all leads to IT Management titles only. Name (or rename) your content to attract the right job titles (for example, “A CIO’s Guide to Big Data”). •

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 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 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? By most metrics, Navicure’s paid search campaign was working well, generating a handful of leads each month at a cost per lead at or below industry standards. Improved landing page effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

SEPTEMBER 6, 2011

After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management. Next, iDirect sought out a partner to provide strategic counsel and advice on best practices.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

APRIL 22, 2016

If the email user experience on a mobile device was working as intended, you would expect the proportion of clicks to be the same as opens – that is, if 42 percent of recipients open the emails on a mobile device, then, all things being equal, 42 percent of clicks should occur on mobile also. Provide social sign-on functionality*.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

SEPTEMBER 23, 2015

On the working assumption that your blog already has great content, getting people to subscribe to that blog is the easiest way to convert casual readers into leads that you can then nurture, educate, and ultimately convert into sales-ready prospects. Sell subscription options prominently. from your Blog: 10 Tips for Higher Blog ROI.”.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100