The Point

OCTOBER 29, 2021

However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative. Responding to those specific companies, by name (“Hey Google! And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JANUARY 20, 2011

Our agency recently developed a report summarizing the results of a B2B marketing survey commissioned by Google and conducted by research company Ipsos OTX. Least surprising result (it is Google, after all): Search Marketing (SEM and SEO) was ranked the most effective channel for generating new leads.

Planning 100

Planning Allocation B2B Marketing Google 100

The Point

OCTOBER 18, 2012

Coming in quick succession, all these announcements represent a potentially dramatic shift in the use of display advertising as a demand generation tool for B2B advertisers. Financially, is Google prepared to lose all those clicks (and click revenue) that would disappear as a result? Technically, it should be possible.

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

JANUARY 12, 2023

Marketers will be rushing to figure out Google Analytics 4 (GA4), how it’s different, and what’s important. The AI-generated design revolution is in full bloom. Demand generation has become increasingly sophisticated and yet there’s a tendency to deploy many programs in tactical or siloed fashion.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

MARCH 9, 2011

If, like me, you’re one of those consumers who googles anything and everything, you’ll be intimately familiar with search results on Google Maps (image at right), generated whenever your search query includes a location, such as “Chicago restaurants” or “Seattle dry cleaners”. Think of that page as your Google business listing.

Google 100

Google Business Mobile Advertising Search Marketing 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. And that’s not a bad thing.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

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). Key Finding 1: Buyers have all but replaced vendor-provided content.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

MARCH 23, 2023

Increasingly, however, it’s being leveraged as an effective, affordable way to maximize campaign performance across a range of different demand generation channels. Set up program, possibly utilizing a dedicated testing platform like Google Optimize (due to sunset after September 2023) or VWO. Define user personas. Introduce new ideas.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

MAY 19, 2020

Integration of other, online channels ( Google , Facebook , LinkedIn , Programmatic) to nurture prospects outside the inbox. . 8 Use of sales alerts triggered by actions from key accounts, demo requests, or “contact us” form fills, perhaps via a dedicated Slack channel for real-time notification and to enable faster sales response.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

DECEMBER 14, 2012

One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

NOVEMBER 10, 2016

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

FEBRUARY 16, 2017

But executing campaigns – and lead generation channels – in this manner not only robs them of their potential, it’s also a very expensive way to generate leads. Add the offer to the ad rotation in your Google AdWords campaign. Let’s say you have access to a new analyst report in which your solution is featured prominently.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. Cue the advent of search marketing and Google AdWords.). And though there’s merit in a more proactive, targeted approach to demand generation, especially in light of the technologies (e.g. You millennials won’t remember this.) Be aggressive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Billion with Google in 2013.

Paid Content 100

Paid Content PPC Twitter Linkedin 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. Are you trying to generate downloads, registrations, page views, sales leads, qualified leads, sales? which precise keywords are generating those actions at the lowest cost.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

JULY 20, 2018

Someone responding to a Google text ad, or a LinkedIn sponsored post may be only curious, or intrigued by your offer, but likely isn’t “sold” yet. Adjust your copy and key selling points accordingly. * For Google ads specifically, an effective landing page contributes to a higher “quality score” and a lower cost per click.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Google also defines the key factors through which an advertiser can improve that landing page experience. Only then will you be able to gauge whether or not the changes had the desired effect.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

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. Eliminating wasted spend – monies spent on clicks that aren’t converting into qualified leads – is one of the best ways to generate higher ROI from your paid search campaign.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

JANUARY 24, 2017

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. Signatures can be an extremely effective (and free!)

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

MAY 18, 2016

If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

MARCH 17, 2015

AF) In addition to company-based advertising (typically via some form of IP tracking), more and more B2B companies are using other forms of programmatic advertising to generate demand. HS) I have this pet theory that Google will inevitably offer demographically targeted search advertising in the not too distant future.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

AUGUST 29, 2017

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). Send gift “teaser” (e.g. send iPad case, request meeting to get the iPad). What did we miss?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

AUGUST 25, 2022

These days, Webinars are a tougher sell than ever, especially for “first touch” lead generation. Most CPL publishers and other lead generation companies won’t even promote live events. Why then do live Webinars continue to be such a staple of the B2B demand generation mix? Photo by Jonathan Farber on Unsplash.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

The Point

MARCH 7, 2019

HS) As a demand generation agency , we’ve designed and produced more direct mail in the last two years than in the previous five. Email isn’t dead, by any means, but marketers are also realizing that there are real synergies possible by combining email with other channels, both online and offline. Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 10, 2013

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. What does this mean for the demand generation marketer? When actually, nothing could be further from the truth. In fact, the same study states that business value is a prerequisite for consideration.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

JUNE 8, 2016

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 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. marketing agencies marketing agency skype'

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

SEPTEMBER 28, 2009

Title your posts for Google and Twitter. If your blog post showed up in a Google listing, would someone click on it? Tags: B2B Marketing Blogs Social Media blog marketing lead generation b2b demand generation b2b lead generation Demand Generation. Forget nuance.

Demand Generation 100

Demand Generation Leads Lead Marketing Qualified Leads 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. Improve tracking to better measure PPC effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

NOVEMBER 20, 2015

– Paid search advertising on Google via the new “customer match” program. But as part of an integrated, cohesive demand generation mix, one that blends both inbound and outbound tactics, ABM can play a key role in driving opportunities at high-value accounts.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 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

MARCH 16, 2010

Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. 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

Anecdotally, I can recount any number of client email campaigns over the last 15 years or so in the agency business where a particular test cell that generated a lower delivery rate, even a lower open rate, ended up generating more leads.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

JUNE 3, 2009

A client writes: “If we include our company and product names as keywords in our PPC (paid search) campaign, won’t we simply be cannibalizing our SEO effort, i.e. paying for clicks that we otherwise would have generated for free?” Answer: It’s true that you may have generated Web traffic from the same people anyway, but there [.].

Paid Search Agency 100

Paid Search Agency SEM Adwords Campaigns 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

AUGUST 16, 2016

In coordination with their demand generation agency, Spear Marketing Group , the company developed an integrated marketing program that would measure, and highlight, which brands were executing “gold medal” campaigns. The site looks great on mobile devices also, which was a real priority for us.”.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

SEPTEMBER 1, 2009

As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. Tags: B2B Marketing Demand Generation Landing Pages marketo online marketing thank you pages web design.

Landing Pages 100

Landing Pages Marketo Demand Generation Tagging 100