The Point

NOVEMBER 10, 2016

The company chose Spear for the firm’s experience with other B2B technology clients , and also for their unique, holistic approach to SEM, one that focused not just on driving clicks and click volume, but rather qualified sales leads at the lowest possible cost. Aggressive testing of ad copy.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. 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

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

JANUARY 7, 2020

Spoiler alert: no amount of Q4 spend – not even with intent data, ABM, conversational marketing (chat), content experience and any other bells and whistles you might have at your disposal – will enable you to suddenly make up for leads and opportunities that should have been developed weeks and months ago.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

MARCH 7, 2019

That’s almost entirely due to the emergence of ABM, where direct mail is perceived (accurately, in our experience) to be an effective tool for driving engagement, albeit at a higher cost. What’s working? (HS) As a demand generation agency , we’ve designed and produced more direct mail in the last two years than in the previous five.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

MAY 30, 2014

As a partner in a B2B marketing agency that 1) serves high-tech clients exclusively and 2) whose work is 90% digital, I found these reports somewhat surprising. Personal experience aside, I fear he may have a point. Providing fresh ideas, new insights, and proven best practices. Redefining what makes great creative.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JULY 20, 2018

Here are a few key guidelines to keep in mind: * Language and design should be consistent with the email to provide a seamless user experience and avoid causing any hesitation (“wait, this isn’t what the email said …”). * Include an image of the offer, even if it’s just a white paper. Email landing pages should be short and sweet.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

DECEMBER 16, 2013

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. This makes sense for the casual, organic visitor in the context of user experience. Want to guess how many of those leads arrive via our clients’ Websites? Virtually none.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

MARCH 3, 2015

The second reason is that, in my experience, most B2B companies, even though they may indeed lack the manpower, expertise or resources to manage marketing automation effectively, aren’t prepared to surrender that responsibility in its entirety to a third party.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

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

AUGUST 16, 2016

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not. The post Origami Logic Scores Gold with “Brand Olympics” Campaign appeared first on The Point.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 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. Hint: agencies hate the word “vendor”.) Trust them.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

FEBRUARY 11, 2013

BC: The idea for the product came from a collaboration — a “Perfect Storm” of experiences among our founders. It was the third time they had worked on such a request. BC: We often work with companies where the sales department and the marketing department have very different data on the results of sales and marketing programs.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

SEPTEMBER 23, 2016

To me, this is a campaign that works. Phrases like “to achieve your business objective” and “for the full user experience” come off (to this reader) as generic, and thus of lesser perceived value. • the bullets could be stronger. Learning benefits are best when they’re concrete and specific.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. The bad news here is that marketing automation isn’t the magic wand that some companies apparently thought it was.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

JANUARY 8, 2013

The subject line (not seen here) is “The latest technology driving the customer experience”. Even the language – “latest technology,” “customer experience” – is generic and amounts to precious little. But of course, the email is nothing of the sort – and so this call-out is simply a distraction.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

AUGUST 22, 2014

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Industry data tells us something different. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

JULY 1, 2013

Based on our firm’s experience, my recommendations would be: 1. 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. However, it can be done.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

AUGUST 1, 2013

In my experience, companies new to marketing automation often launch scoring schemas too quickly as part of an overall rush to value, and by the time the schema gets corrected, sales needs to be re-sold and re-trained on what they now regard as inaccurate and irrelevant data. No separate scores for behavioral and demographic values.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

SEPTEMBER 6, 2011

That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. The company must direct end user inquiries promptly and efficiently to the sales channel, while responding to prospective partners and end users with a message tailored to iDirect’s specific experience in that company’s market.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JANUARY 13, 2015

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. Unless you’re measuring true email performance – no change you make to copy, design, mobile-friendliness, offer, deliverability, etc.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

JUNE 26, 2013

Anecdotally, our experience is that the difference in lead quality between Webinar registrants who show up on the day, and those who don’t, can be minimal at best. These are guidelines, so by all means experiment to find the precise timing and intervals that work best for your audience.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

MAY 14, 2012

To those of us who work in and around marketing automation every day, none of the results are startling. In the report, “ Automation: Redefining Marketing’s Game Plan ,” Forrester details the results of their surveying 155 US-based senior marketing professionals on their use of, results from, and attitudes towards marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

SEPTEMBER 17, 2014

We were able to provide new ideas based on our pool of experience and what we knew was working for other companies in the tech space.”. “Sungard AS had solid creative in place and a very sophisticated nurturing program,” says Howard Sewell, Spear President.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JANUARY 25, 2012

Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. The goal is one seamless user experience in which every step validates and rewards the prospect’s information needs. Include a clear, specific call to action. Not “learn more.”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 29, 2012

Start with a prominent headline (“Subscribe” works just fine) and consider descriptive selling copy that “sells” the various options: “Get instant notice of our new posts by following this blog through RSS or Twitter, or become an email subscriber and receive a convenient monthly summary of new content in your inbox. Download Now.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

AUGUST 9, 2012

My response: To best answer the question, let’s discuss what lead filters are and how they work. Filtering by job title is, in our experience, rarely worth the additional cost, for the same reasons. What if I want to filter to specific regions or states? Can I also limit leads to certain job titles?”.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

NOVEMBER 28, 2011

In my experience, most corporate email newsletters have a relatively short lifespan. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers. Create an editorial calendar and identify contributors.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

APRIL 5, 2011

Why Focus Groups Don’t Work for Direct Marketing. The story reminded me of a similar experience we had with a client a few years ago for a campaign that targeted software developers. Wisely, the company decided to test both versions in the mail anyway. The client wanted brash, colorful creative to “break through the clutter.”

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

AUGUST 23, 2016

Heck, if the event proves to be a complete waste of time, you can just log out and continue work as usual. Feel free to add your experience in the comments. Registering for a Webinar or virtual event, by comparison, is an easier decision to make because the commitment is inherently less.

Peer-to-peer 60

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

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. Customers and prospects might have a basic concept of what a business does, but rarely is there a clear understanding of why they should work with that business specifically.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

NOVEMBER 5, 2009

She has nearly 25 years experience in strategic marketing, management, and international business development, the past ten as a consultant. (HS) HS) Barbara, what are the most common disconnects between marketing and sales that you see in your work with clients?

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

JULY 15, 2010

Yet in my experience marketers often have a love-hate relationship with Salesforce, a tool originally designed for salespeople that now, like it or not, has become a critical part of the marketing machine. Is that a reflection on the software, or on how people use it? DT: Salesforce, like any CRM system, is only as good as the data in it.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

APRIL 23, 2020

Is your organic social media working hard enough? At a time when everyone is working from home, people are much more accepting of Webcams and living room backdrops. Or work with sales to identify key target accounts and create “value narratives” that customize your company’s message (and value) for that specific organization.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

DECEMBER 21, 2021

B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. Expect to see marketing teams adding media producers to work alongside the marketing strategists and tacticians. – Gerry, Art Director.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147