The Point

DECEMBER 13, 2019

The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. 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.

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The Point

OCTOBER 11, 2012

In the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. At the number one position, conversions (the ratio of clicks to leads) are generally lower and acquisition cost more expensive.

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The Point

JUNE 24, 2022

The TrustRadius report focuses primarily on how technology vendors should adapt their selling process to these new buying habits, but it’s also worth considering some of the key findings and their implication for the demand marketer. How should companies adapt their demand generation playbook to better serve the needs of the self-serve buyer?

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Top of Funnel Cold Calling B2B Demand Generation 130

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.

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SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

MARCH 23, 2023

One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning. Set up program, possibly utilizing a dedicated testing platform like Google Optimize (due to sunset after September 2023) or VWO. Define and assign values to desired user actions.

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Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

FEBRUARY 24, 2015

The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up.

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Paid Search Agency Cost Per Click SEM Adwords 100

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.

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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. Based on our experience, here are the most common paid search mistakes made by B2B marketers.

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Paid Search Agency Adwords B2B Click Rate 113

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. The post 5 Ways to Expand Lead Nurturing Beyond the Inbox appeared first on The Point.

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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?).

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Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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.

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The Point

JUNE 26, 2013

From a marketing perspective, does it matter if prospects actually attend Webinars once they register? Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. First, a question. Add More Detail. Comments welcome.

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Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 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. In a previous post, I discussed key strategies for following up with trade show leads. Here are 7 ideas for increasing booth traffic and lead volume at the show: 1. Signatures can be an extremely effective (and free!)

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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. It’s a simple yet brilliant idea that could have broad consequences for email marketers. And that’s not a bad thing.

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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.

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Landing Pages Paid Search Agency Ads Cost Per Click 113

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.

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Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

DECEMBER 14, 2012

It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months. 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. Her response to a Google ad.).

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The Point

JULY 13, 2012

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? I have my concerns, however, about extending it to lead nurturing and the email medium.

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Lead Nurturing Lead Scoring Lead Ranking Campaigns 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.

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The Point

JANUARY 25, 2012

Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight improvements to your PPC landing pages can be dramatic. Not “learn more.”

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Landing Pages PPC Paid Search Agency Tips 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?

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The Point

JANUARY 13, 2017

This is especially true for technology marketers, and doubly true for those in nascent or emerging categories, when much of the marketing challenge may consist of convincing buyers that they have a problem to solve in the first place. There’s also a smart way to do it.

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The Point

MARCH 16, 2010

In fact, any experienced search marketer will tell you that many of the quickest ways to improve PPC campaign performance fall into the category of eliminating wasteful spending. In Google, negative keywords can be deployed at the both the campaign and ad group level.

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The Point

OCTOBER 10, 2013

Dave’s article was directed at salespeople, but he drives home an equally valid point for marketers. 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? Learn how to slash time to market by up to 90 percent …”.

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Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

OCTOBER 25, 2017

But then inbound marketing happened. And the pundits said: no, no, the buyer is in control, he or she will decide when to respond, and B2B marketing is about being in the right place at the right time. Cue the advent of search marketing and Google AdWords.). Who has time for inbound marketing, they say.

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Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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? That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity.

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Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

NOVEMBER 25, 2013

Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. The bigger question is: as a B2B marketer, and more specifically, a B2B email marketer, is any of this really critical to your day-to-day campaigns?

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The Point

NOVEMBER 28, 2011

The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. Use Google Alerts, social media, and your PR agency to help spot potential topics. Make it look good.

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Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

FEBRUARY 8, 2011

Tony Karrer and Tom Pick, founders of the popular B2B Marketing site B2B Marketing Zone just released a compelling report on B2B Blogging Trends in 2011. Specifically, smart B2B marketers will wake up to the fact that blogs can also be prime sources of a) search traffic, and b) net new sales leads.

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The Point

MARCH 29, 2012

Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads. If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Share this blog! Click on any of the. buttons below to.

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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.

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The Point

FEBRUARY 16, 2017

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. Add the offer to the ad rotation in your Google AdWords campaign. I get that. We all make compromises.

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Campaigns Email Marketing Banner Ads Work Management 223

The Point

JANUARY 30, 2018

In “ The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000 ,” the two authors cover everything from when to make the first marketing hire, to what marketing technologies to buy first, to how best to leverage marketing data. What distinguished the successes from the failures?

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Demand Generation Agencies Demand Generation Demand Generation 168

The Point

AUGUST 25, 2022

Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers still insist on promoting live Webinars, and expect attendees to show up on a specific day at a specific time, fully cognizant they’ll have the option to watch the recorded event at a later date? Click To Tweet.

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

The Point

JANUARY 6, 2014

Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. The only way to improve the effectiveness of your marketing strategies long-term is to test, and test consistently. Improve SEM conversion rates.

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