The Point

JULY 13, 2022

A big thank you to Spear’s Robin Kavanaugh, Annette Gallagher, Danny Holley, and Marissa Hoffman for their help with this article. Click here to view complete infographic at full size. Click here to view complete infographic at full size. The post Infographic – Blueprint for an Effective LinkedIn Ad appeared first on The Point.

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Linkedin Paid Search Agency Ads Effectiveness 241

The Point

MARCH 18, 2020

But don’t communicate even a HINT of “things are bad, our service/product/solution can help.” Like inbound, well-crafted nurture programs keep your brand top of mind and help ensure that the companies looking to take that next step in the buying process think of you first. Continue to run, develop, and even expand nurture programs.

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Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

MARCH 22, 2024

Here a few simple tips for helping your Webinar email stand out in the inbox: 1. And it’s producing a sea of sameness. Don’t tell people what they already know. Avoid the trap of opening the email with a statement of the problem your Webinar is going to show people how to solve, or the business condition that underlies the topic.

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Webinar Metrics Marketing AI Creativity Planning 182

The Point

MARCH 23, 2023

Webinar) By challenging assumptions and testing new ideas, CRO helps keep demand generation efforts fresh and current. A big thank you to Danny Rolley, Spear’s CRO guru, for his help with this article. The post Improving Demand Gen Performance with CRO appeared first on The Point.

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Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

APRIL 29, 2021

The most common business case for using a separate email domain is that doing so can help protect a company’s main Web domain (companyname.com) from spam complaints, and thus minimize the chance of that same domain being blacklisted. Is this something you’d recommend? ”. Photo by Solen Feyissa on Unsplash. appeared first on The Point.

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Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Many will even help write the proposal to apply for funds. What is the value-add that makes you distinct from other partners in a way that customers would want to work with you? What actions do you want your prospects to take?

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Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

FEBRUARY 25, 2022

Now, granted, maybe my perspective is colored by the fact that, as a marketing agency, we work mainly with companies who need help. Not all organizations have reaped torrents of revenue through a seamless migration to ABM. Marketing attribution is a good example.

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Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

SEPTEMBER 12, 2019

As a tool to help companies execute and operationalize ABM, Spear Marketing Group developed the Opportunity-Based Marketing Framework, a proprietary model based on the SiriusDecisions Demand Unit Waterfall that works for both lead-based and account-based strategies. An Opportunity-Based Marketing Framework for #ABM Click To Tweet. “Now

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The Point

OCTOBER 29, 2021

I can help.”) But chat is also about providing options, and reducing friction, and making it as easy as possible for someone to talk to sales when ready. A conversation tailored to highly-motivated, late-stage prospects (“Ready to set up a meeting with one of our experts now? can increase conversions AND speed time to sale.

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Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JUNE 25, 2019

Fortunately, there are now some excellent third-party reporting, analytics and attribution tools that can help marketers get closer to attribution nirvana. At the very least, getting a better sense of what’s possible with your existing tools can help you select the right third-party solution when you need it.

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Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI.

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SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

AUGUST 25, 2020

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. Filling those gaps will make you better prepared to reap maximum benefit from a fully-deployed ABM strategy.

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Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

APRIL 26, 2018

Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions. Intent data can help marketers identify a lot of that anonymous research activity. As I said earlier, buyers now have a lot of information to explore before they need to identify themselves to sales.

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Intent Data Intent Bombora Account Based Marketing 209

The Point

OCTOBER 22, 2020

The intent here is engage the person at the point of interest, drive further engagement, leverage progressive profiling, and help qualify leads for potential sales follow-up. As I wrote earlier in this space , Phase I is typically 3-4 emails sent in quick succession over a period of 1-2 weeks.

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The Point

NOVEMBER 29, 2017

And yes, these new technologies can help fuel success, to be sure, but they can also be a crutch that prevents companies from addressing the very basic, block-and-tackling tasks that form the foundation for demand generation success. Yes, there are technologies that will help. If we only had ABM, you hear. Or Predictive.

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Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MARCH 22, 2019

Companies generate a mix of qualified and unqualified leads, the argument goes, and lead scoring is one tool for helping to sort the good from the bad. The classic business case for lead scoring has been a function of inbound marketing and the traditional lead funnel. 3 Key Reasons Not to Give Up on Lead Scoring Click To Tweet.

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Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

FEBRUARY 18, 2020

Consultants, agencies and other service providers can help fill this void, but don’t necessarily replicate the institutional knowledge that an experienced MA user can build into a system. Why Is #MarketingAutomation Maturity Still Woeful? Click To Tweet. The software freed up a backlog of campaigns waiting to be executed.

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Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

AUGUST 16, 2019

For the reader, preview text provides another layer of information that helps that individual determine which emails to open and which to ignore (or mark as spam.) Which makes it a vital and necessary component in any B2B marketer’s copy deck.

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Effectiveness Tips Forrester CAN-SPAM 157

The Point

JANUARY 7, 2020

Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. Inbound, “always on” programs like content syndication , paid social advertising, and paid search (SEM). 4 Ways to Avoid the Q4 Revenue Scramble Click To Tweet.

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

The Point

MAY 19, 2020

To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. How does your current lead nurturing. stack up against those companies who push the envelope in both nurture strategy and their use of complementary technologies?

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The Point

JUNE 23, 2020

Last year, our firm used the Demand Unit Waterfall as the basis for creating the Opportunity-Based Marketing (OBM) Framework , a proprietary model that helps clients plan and execute ABM strategies, determine the appropriate channels and tactics for different stages in the buying cycle, and establish clear, consensus metrics for ABM success.

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Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

DECEMBER 12, 2017

Despite this, more than a third of those surveyed cited a lack of adequate analytics tools and processes for measuring success, while more than two-thirds don’t use analytics data to help make key business decisions.

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CMO Customer Surveys Analytics Planning 218

The Point

JULY 1, 2019

A highly tuned lead scoring program will help ensure that motivated buyers receive the appropriate attention and don’t fall through the proverbial cracks. How well does your current lead scoring program identify prospects exhibiting signs of buyer intent? Are you capturing Web behavior such as visits to high-value pages? Sales Alerts.

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B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

SEPTEMBER 24, 2019

A big thank you to Anne Angele, Spear’s resident compliance guru, for her help with this article. Marketers should consult with legal counsel on the risk/liability from, or compliance with, any data privacy regulation. The post CCPA: What B2B Marketers Need to Know appeared first on The Point.

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B2B Marketing Advertising Agencies Privacy Policies B2B 220

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. Remember, brands create preference and help people makes choices. Brand strategy has been misunderstood for years as it’s often confused with brand identity – the visual expression of the brand.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JULY 17, 2017

IMPACT : Find creative ways to source, and leverage, reviews and recommendations for your product; for example: TechValidate , a “customer content creation platform” that helps companies generate fact-based case studies and other customer evidence for use in marketing.

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

The Point

DECEMBER 11, 2018

ABM can help generate awareness and engagement and even meetings, and bring your company to the table so to speak, but it does not inherently abbreviate the sales cycle. They ignore assumptions and sales bias, and help marketers find the “high propensity” accounts that genuinely, and scientifically, are most likely to buy your solution.

Account Based Marketing 157

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The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage.

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Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 29, 2017

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. What is the general nature of the program? (Ex: Ex: cold outreach, warm outreach, account penetration, customer retention, cross-sell/upsell …).

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Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

OCTOBER 25, 2018

On a more promising note, fully one-third of those surveyed said that they‘re now incorporating sales calls into their nurture streams, signaling (according to the report’s authors) that “SDRs are starting to have a bigger role in helping to further nurture prospects.”

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Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

AUGUST 27, 2019

Making sure that your company page is current, accurate, informative, and populated with relevant content will help to establish trust and drive additional engagement from those who feel less inclined to click on an ad. Expect that some percentage of people who view your Sponsored Content will opt to click through to your company page.

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Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JUNE 30, 2017

A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? There’s only one problem: there really is no such thing as an “ABM Campaign.”.

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Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 22, 2017

Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. Starting with the headline: “Your buyer has changed more than any time in history (sic),” almost 70 percent of the entire email is given up to making a business case for why I should care about ABM.

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Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

NOVEMBER 12, 2019

And I can nurture that individual with information of value, build our firm’s credibility, make the case for a full-service agency , and maintain a level of brand awareness until the day comes when that marketer decides that he/she needs help.

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Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

OCTOBER 20, 2014

Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. Predictive analytics and similar advancements will help close the gap.

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Demand Generation Agencies Lead Gen Marketing Report Research 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. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement.

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Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

MAY 28, 2019

If you don’t know much about chatbots yet, be prepared to abandon the notion of chat as a technology of generic, bland “how can we help you today?” . * Inserting chat into a lead nurturing. program by triggering relevant conversations with mid-stage (MOFU) prospects exhibiting signs of increased intent.

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Demand Generation Agencies Demand Generation Demand Top of Funnel 127