The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

MARCH 7, 2014

Towards the end of our stay, the marketer in me started to contemplate the vast promotional opportunity that goes untapped at Disneyland due to a lack of any apparent mobile strategy. Were there gentle reminders cajoling me to share my family snapshots with my Facebook friends? And while you’re at it, free wi-fi please. You’re welcome.

Mobile Advertising 100

Mobile Advertising Mobile Marketing Marketing & Strategy Paper 100

The Point

SEPTEMBER 23, 2016

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” billion active users, Facebook offers a unique and compelling platform for reaching the world’s consumers.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

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. Spoken as someone that never answers his phone, ever.).

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JUNE 1, 2010

The Facebook game Farmville has (at last count) more than 30 million active daily users. So where does this leave the B2B marketer? HS: What kind of companies are using games for marketing? HS: What objectives do marketers typically have in mind when developing games for advertising purposes? Demand generation?

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

AUGUST 29, 2017

When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. Target the prospect with custom, campaign-specific ads on LinkedIn ( LinkedIn Matched Audiences ), Google ( Customer Match ) or Facebook ( Custom Audiences ). What is the primary objective? What did we miss?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

SEPTEMBER 11, 2017

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

MARCH 7, 2019

Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing , an article that you can read online here. With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email marketing today? (HS) Direct mail? Chat bots?).

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

MAY 28, 2019

Like so many other trends that first take root in the consumer realm, B2B companies are starting to take note, to the point where chatbots – programs designed to simulate (and stimulate) conversation with online users – are being heralded as the “next big thing” in B2B marketing. Confession: I was a chatbot skeptic. in particular.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

APRIL 26, 2018

In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. How should the average B2B marketer be looking to leverage intent data in their demand generation mix? But is that real? ” That’s what intent data can uncover.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JUNE 26, 2013

From a marketing perspective, does it matter if prospects actually attend Webinars once they register? For example, you can create an event page for a Webinar on Facebook , and then provide a sharing link to that event in your confirmation and reminder emails. First, a question. Use action phrases like “don’t miss” or “don’t forget.”

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

JUNE 8, 2016

Direct Mail – the rise of Account-Based Marketing (ABM) has renewed interest in direct mail as a high-impact vehicle for delivering your message to targeted accounts or senior executives. For a more detailed look at a related topic, download our free white paper on “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook.”.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JULY 13, 2012

As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

DECEMBER 21, 2011

Says Matt Heinz of Heinz Marketing on his blog : “Brilliant effort from Howard Sewell and the team at Spear Marketing. Also, check out the companion holiday survey (the call to action that Matt references) on the Spear Facebook page (look for the link in the sidebar). Happy Holidays from everyone at Spear Marketing Group!

Best Practices 100

Best Practices B2B Buzz Advertising Agencies 100

The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. You can also be notified of new posts by following us on LinkedIn or Facebook.”. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. Offer downloadable content.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

AUGUST 18, 2011

As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of their way to avoid having to register for it. 2) creating a landing page that promises fulfillment with speed and convenience.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

OCTOBER 21, 2009

Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. Facebook dominates amongst social networks, but again, this could be due to the report’s B2C bias.

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

MARCH 6, 2013

However, as the story evolved, the whiskey drinker in me retreated, and the marketer started to pay more attention. And I began to ask the question: what if the whole affair were not a mistake at all, but instead, a masterstroke of social media marketing? The same message also appeared on their Facebook page (image above.)

Social Media 100

Social Media PR SIC Media 100

The Point

APRIL 30, 2013

It’s the marketing movement of the moment. As a demand generation marketer, however, I have an issue when brand marketers start to muscle in our turf. Remember, branding is what your agency calls your marketing program when they can’t measure it.). Call it content marketing. Demand generation is hot. No problem.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

OCTOBER 14, 2010

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. Based on first-hand impressions, however, it’s not how the vast majority of clients are employing (or even thinking of) marketing automation. I’m just not sure the rest of us are quite there yet.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

MAY 12, 2010

Spear Marketing Group was hired recently to develop the park’s branding and identity, messaging, collateral, Website, signage, and overall marketing plan. Tags: B2C Marketing Branding Logo design logos sonoma canopy tours sonoma county Spear Marketing Group ziplines. Thanks in advance for your input.

Tagging 100

Tagging Planning Twitter Design 100

The Point

JULY 12, 2013

Here are 7 mistakes you’ll want to avoid, as illustrated by an email received recently from email marketing provider Silverpop : 1. By my count, the name “Silverpop” appears 9 times in this email, if you include the subject line (“Silverpop Webinar: 10 Email Marketing Ideas You Can’t Ignore”). Sell the content, not the company.

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

SEPTEMBER 23, 2015

That’s why it’s important to offer as many subscription options as possible, including RSS, Email, Twitter, Facebook, LinkedIn, and aggregation services like Flipboard. Email all new blog content to your marketing database. Sell subscription options prominently. BONUS TIP: 11. Create a separate demand generation blog.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. 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?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 28, 2011

The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. It allows for greater flexibility in how people choose to subscribe: via email, Twitter, RSS, or Facebook. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

OCTOBER 8, 2009

For those companies just dipping their toes in the social media waters, my advice is to look at blogs, Twitter , Facebook et al not just as PR tools, but as a key part of their overall demand generation and lead management strategy.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

SEPTEMBER 30, 2022

Her approach showed how an integrated campaign combining four types of media channels creates a combined effect greater than the sum of its parts: * Paid Media are marketing efforts that involve a paid placement. Gini Dietrich originally introduced the PESO Model in her 2014 book, Spin Sucks.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

FEBRUARY 4, 2013

You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish. Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

NOVEMBER 23, 2021

Most B2B marketing benchmark reports are completely useless. webinars vs. ebooks), product category, and target market. webinars vs. ebooks), product category, and target market. Side note: this is a perfect example of a SaaS company leveraging aggregate client data to generate meaningful content for marketing.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

AUGUST 6, 2012

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy.

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100

The Point

DECEMBER 23, 2014

Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Looking to include social media advertising as part of your demand generation mix in the new year? Which social media platform makes most sense for your business?

PPC 100

PPC Advertisements Advertising Cost Per Thousand 100