The Point

NOVEMBER 15, 2022

For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement. When contacts engage with that first layer of ads, run retargeting ads across LinkedIn, Facebook, and Google Display Network offering different content assets to spark additional engagement.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

FEBRUARY 28, 2023

Define up front the kind of system access needed to implement the program being funded: marketing automation, CRM, CMS, LinkedIn accounts, email templates, image libraries, etc. Or an ad on LinkedIn. If you do invest in lead generation, set clear expectations for sales follow-up. Be realistic.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

MARCH 24, 2021

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise. B2B creative works when it generates measurable results and drives business, period.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

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. No problem.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JULY 27, 2021

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. A big thank you to Tom Meriam, Spear’s VP Business Development and resident ABM expert, for allowing me to brazenly steal his recent LinkedIn post for this article.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

JULY 30, 2020

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand. But it doesn’t necessarily take all new content or a massive blog redesign (read: time and money) to have even the most PR-centric blog start generating real value.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

DECEMBER 13, 2019

I asked the best subject matter experts I know, my colleagues at Spear Marketing Group , what trends they think will highlight the next 12 months in B2B demand generation. The demand for better attribution will also pressure the big ad platforms – Google, Bing, Facebook, LinkedIn – to create more robust reporting options.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

FEBRUARY 22, 2010

One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site. LinkedIn now boasts more than 60 million registered users , but far fewer than that number are active members in group discussions and in LinkedIn’s “Answers” section.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

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

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) In fact, he went as far as to classify anything else (a simple LinkedIn campaign, for example) as merely a “shotgun” approach. Effective demand generation.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

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). Comment on a LinkedIn post the prospect wrote (or one he/she commented on). Send Inmail via LinkedIn.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

FEBRUARY 14, 2018

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper. It doesn’t.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. The best demand generation content does more than attract a crowd; it generates engagement from, and dialogue with, prospects who at the very least have the specific pain or problem that your product or solution can solve.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JANUARY 17, 2019

This anecdote – and others like it – underlines the fact that SDR engagement is a critical factor in the ability of companies to qualify leads and maximize their return from inbound lead generation. It’s also why the data contained in a new report from Insidesales.com is so compelling.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

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?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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

OCTOBER 1, 2021

In a recent LinkedIn poll , almost half of the respondents (46%) indicated they’d rather force prospects to enter business emails on forms, even if it resulted in higher abandonment rates. Should you allow prospects to enter a personal email address when they fill out lead gen forms? B2B marketers seem divided on the question.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

JULY 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. 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. My response: In short: no.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

DECEMBER 21, 2018

There’s a fascinating article over at LinkedIn: “ You Are What You Signal ,” in which the authors discuss the concept of “signaling theory” in advertising, best summarized in simple terms as the way in which ads “signal” a consumer into trusting a particular brand.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. 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.) You rented a list and pushed your message to that list. Be proactive!

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

SEPTEMBER 19, 2018

(I still remember how one of my very first emails – innocent, I thought – generated a furious response from a department head.) It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. Click To Tweet. Spend time with sales.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

SEPTEMBER 30, 2022

Can PESO do the same for demand generation ? Examples in a demand generation context include social media advertising, display advertising, or sponsored content. Earned Media generates engagement through activities that are not paid placements. Earned Media generates engagement through activities that are not paid placements.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

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

JANUARY 13, 2017

However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice. The types of keywords, therefore, most likely to generate late-stage prospects are those related to your brand, product, or product category.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

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

MAY 3, 2016

In fact, there are many companies who may be perfectly ecstatic with marketing outcomes, until you dig deeper to discover that their campaigns aren’t really generating the results that matter. 75 percent of high-performing teams report that social is generating ROI.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

MARCH 25, 2016

Use SEM to generate incremental leads outside of your target list. Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar. Consider a 4-week paid search (SEM) campaign leading up to the date of the Webinar.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

OCTOBER 18, 2012

You can even make comparisons to the display advertising offered by Internet darling LinkedIn , through whom B2B marketers can also target prospects by industry, company size, even job title. The ability to target specific industries, job functions, revenue tiers, even specific companies, changes this dynamic fairly dramatically.

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

NOVEMBER 23, 2021

That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g. More than 46% – almost half – of lead gen ads on LinkedIn use “Learn More” as the CTA.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

JULY 1, 2013

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? B2B Marketing Content marketing Content Syndication Demand Generation lead generation White Papers b2b demand generation madison logic netline White Paper Syndication' Download a copy here.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 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

NOVEMBER 20, 2015

– Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. 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

OCTOBER 21, 2009

Some of the key takeaways from the report: * sharing links in emails generate clicks for an average of 6.8 Bebo , LinkedIn and Delicious all performed well. * Test multiple icons ( Facebook , Twitter , LinkedIn ) vs. All-in-one icons ( AddThis ). days (far longer than one would expect from standard email response data).

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 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