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. A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

NOVEMBER 20, 2015

– Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. The post 7 Steps to a Successful Account-Based Marketing (ABM) Strategy appeared first on The Point. – Paid search advertising on Google via the new “customer match” program.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing & Strategy 100

The Point

AUGUST 29, 2017

When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. Comment on a LinkedIn post the prospect wrote (or one he/she commented on). View the prospect’s LinkedIn profile. Connect with the prospect via LinkedIn. Send Inmail via LinkedIn.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MAY 19, 2020

stack up against those companies who push the envelope in both nurture strategy and their use of complementary technologies? Integration of other, online channels ( Google , Facebook , LinkedIn , Programmatic) to nurture prospects outside the inbox. . How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Ranking 299

The Point

FEBRUARY 25, 2022

Trust me: not all marketing campaigns perform at the level showcased on LinkedIn. Not all companies are tracking marketing-attributed revenue down to the penny. Not all organizations have reaped torrents of revenue through a seamless migration to ABM.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

JANUARY 19, 2021

Statistics show that video content will account for 82% of total internet traffic by 2022 (Facebook and LinkedIn being the top two platforms for video marketing, now ahead of YouTube). “I think a significant trend for B2B marketing and sales in 2021 will be video. – Ben, Creative Director. “I

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

DECEMBER 13, 2019

It’s no longer enough to have a solid strategy around marketing automation. Additionally, we’ll see Account-Based Marketing (ABM) move on a path toward ubiquity, eventually morphing into use case strategies, tactics and best practices analogous to demand generation, inbound marketing, lead generation, and lead nurturing.”.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

MAY 28, 2020

A strategy based on generating engagement from buying groups (and the way large corporations make purchase decisions) vs. individual leads. (I’ve written elsewhere in this space that one of the reasons ABM became so popular is because companies are just really bad at lead nurturing.).

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

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.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

JULY 27, 2021

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. For a more in-depth discussion of target account selection and other elements of ABM planning, watch our recorded Webinar, “ A Pragmatic Guide to ABM Success.”.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

JULY 17, 2017

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. 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

MARCH 7, 2019

HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. DGR) What other channels/tools are companies using to augment their email marketing strategies? DGR) Can you share any best practices or recommendations for marketers looking to augment their email strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 24, 2017

Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. 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.

Trade Show 100

Trade Show Traffic Demand Creativity 100

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.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

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

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. I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.)

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JUNE 26, 2013

LinkedIn used to have an “events” feature but shut it down in 2012. You should still encourage people to share your event via LinkedIn, as well as post Webinar information to your company page as an update, but neither will have the same effect as a reminder. Comments welcome.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

JANUARY 17, 2019

Similarly, though SDRs now have options beyond email and phone for outreach, notably LinkedIn, the benefits of such outreach are multiplied when they’re supported by marketing, perhaps by a simple remarketing program through a programmatic ad network or a channel like Facebook.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

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

SEPTEMBER 30, 2022

Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Webinar + email campaign + LinkedIn ad). The #PESO Model & Your Demand Generation Strategy Click To Tweet.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

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

MARCH 15, 2016

An interesting question popped up in my LinkedIn feed this week: “Does anyone remember all those times we used ABM before it was called ABM?”. Should you care about ABM, however?

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

APRIL 26, 2017

For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). That’s going to require more than just implementation and configuration, but counsel, best practices, and hands-on assistance with strategy (How do I select target accounts? good content, and solid creative.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JUNE 8, 2016

Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

NOVEMBER 23, 2021

Enter the good people at Metadata.io , who analyzed nearly $15 million in customer ad spend on LinkedIn and Facebook to generate a compelling benchmark report covering everything from click-through rate (CTR) to cost per lead (CPL). It shows the most common calls to action (CTAs) used in LinkedIn ads designed for lead generation. .

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

APRIL 19, 2017

Also, certain lead generation channels – notably native advertising like LinkedIn Sponsored Updates – need to be refreshed more quickly. In contrast, content that relies heavily on statistics or market data – an industry trends report, for example – will lose its appeal after only a few short months.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MARCH 25, 2016

Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar. Finally, schedule a series of tweets starting 2 weeks prior to the event. Vary the copy, and include images where possible, such as speaker photos.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JANUARY 19, 2016

As just one example of where automating sales emails had far from the intended effect, take this recent rant posted on LinkedIn: “As if spray-and-pray emails from marketing automation wasn’t bad enough … now we have BDR follow-up email spam. Are you getting tired of this stuff too? And I agree.

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

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. There’s only one problem: technology doesn’t do strategy. No marketing automation platform, for example, tells you what offer to send to whom, when.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Ranking Lead Scoring 100

The Point

OCTOBER 25, 2017

Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. Instead, the most effective B2B demand generation today is an integrated mix of yes: targeted, outbound campaigns, but with a foundation of “always on” inbound marketing.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JUNE 20, 2011

Best Practices – strategies, tips and techniques for improving results, ROI, efficiency, productivity, value, etc. question you’ve heard from a customer or potential customer, or a question you see online (good online sources for questions are LinkedIn , Focus.com , and Quora.) What’s different now compared to 1 year ago?

Webcast 100

Webcast Opinions Thought Leadership Paper 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

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. But if the only way to subscribe to the blog is through RSS, or email, you’re missing out on a large subset of leads who may prefer other channels. BONUS TIP: 11.

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

The Point

JUNE 27, 2012

Especially in the context of lead nurturing , the more ways a prospective customer is connected to your company – by email, Facebook, Twitter, LinkedIn, Pinterest, Google+, etc. Promote social media connections.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

APRIL 23, 2020

Assess social media strategy. Use this opportunity to develop a more purposeful social media strategy that drives measurable results. Like surveys, podcasts are ideal fodder for social media (especially LinkedIn), lead nurturing , and demand gen. Is your organic social media working hard enough?

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

AUGUST 25, 2017

Use LinkedIn to identify clients/past employers directly. If I were hiring an agency, I’d review that list and either a) find a company where I already know people on the marketing team, or b) choose a company in a similar category and search on LinkedIn to find possible connections. What’s their social media strategy?

Demand Generation Agencies 198

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 198

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