The Point

NOVEMBER 12, 2019

In fact, he went as far as to classify anything else (a simple LinkedIn campaign, for example) as merely a “shotgun” approach. Engaging earlier in the buying cycle also puts you in a position to build brand credibility, inform buying criteria, and educate the buyer before he/she even decides to start looking for solutions.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JULY 30, 2020

Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). Most will link from search or social media.). Market subscriptions aggressively , and not just on the home page. 5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand Click To Tweet. Include links to gated content.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

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?”. Just avoid the temptation to add so much new information that you create questions or objections. * Keep the form above the fold, and short. My response: In short: no. via @spearmktg.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JULY 30, 2019

A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). If “demand generation” means no more than a LinkedIn ad and a handful of leads purchased through content syndication , then yes: demand generation will continue to disappoint.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

FEBRUARY 14, 2018

On LinkedIn recently, one sales executive opined that anecdotal evidence (i.e. Just to be clear – to the extent that customers and prospective customers DO actually read your content, gain valuable information from that content, and think more highly of you and your company because of it, all the better. My answer: no, it doesn’t.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

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

JULY 17, 2017

But that’s exactly the kind of information buyers want. IMPACT : Use retargeting ads not only to generate net new leads, but also to maintain awareness throughout the buying cycle; expand lead nurturing “beyond the inbox” to include ads on platforms like LinkedIn.

Paid Search Agency 241

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

The Point

APRIL 19, 2017

Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have. Also, certain lead generation channels – notably native advertising like LinkedIn Sponsored Updates – need to be refreshed more quickly. Does it teach the reader something he/she may not already know?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JANUARY 24, 2017

LinkedIn Ads – Place sponsored updates on LinkedIn using a custom image with an emphasis on speaking slots, demos, networking events, and specific, compelling reasons to drop by the booth. Brain Teasers – you know those “98% of people get this wrong” brain teasers on LinkedIn that generate thousands of comments?

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JANUARY 17, 2019

It ensures that every lead gets a prompt, personalized response, regardless of sales bandwidth, and the resulting engagement with that first touch (or lack of engagement) gives the SDR more information with which to prioritize human follow-up.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

SEPTEMBER 19, 2018

A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. If marketing software is a merit badge, be an eagle scout. Career Advice for a Young Marketer via @spearmktg. Click To Tweet. Spend time with sales.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

JUNE 26, 2013

Consider adding a detailed agenda, for example, or speaker bios, or other information to reinforce how the time spent will be worthwhile. LinkedIn used to have an “events” feature but shut it down in 2012. However, when the time comes to send the reminder emails, that content should now be available, so use it. Comments welcome.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

APRIL 26, 2018

As I said earlier, buyers now have a lot of information to explore before they need to identify themselves to sales. Lead Generation: targeting these same companies through lead gen channels like content syndication, LinkedIn sponsored updates, and Facebook ads. HS) Why has intent data become such a hot topic in B2B? What’s changed? (CC)

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

MARCH 25, 2016

An effective registration page, one that maximizes conversion rates, reinforces the value of the event – perhaps by providing additional, more detailed information like speaker bios or an agenda. Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

MAY 3, 2016

There’s much useful information to be gleaned from the report, but my one major quibble comes from the term “high-performing.” None of this renders any of the information in the report false or useless, but it may be wise (in my view) to consider the term “high-performing” with the proverbial grain of salt.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 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. Just make sure that the blog post provides information of value on its own merits (that is, the reader learns something even without accessing the full content).

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JUNE 27, 2012

Make that newsletter or blog the offer in your next campaign, and sell it just like you would any other informational offer like a white paper or Webinar – by promoting the value of the content, and by describing what the reader will learn/gain by becoming a subscriber. Do you broadcast a monthly newsletter to your database?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

SEPTEMBER 30, 2022

Shared Media is content that shared across third party platforms, the most obvious example being posts to social media platforms such as LinkedIn or Facebook. Webinar + email campaign + LinkedIn ad). Examples include review sites, media coverage, or social media mentions.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

FEBRUARY 16, 2017

Run sponsored updates and text ads on LinkedIn. The landing page that you develop for the email can be the same landing page you use for AdWords, the banner ad, and the LinkedIn ads (with different tracking codes, obviously.) The prospect who receives the email may also see the LinkedIn ad, and so on.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

JANUARY 30, 2018

In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers. Good content that provides clear, compelling information on how to solve a business problem generally wins.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168