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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Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns.

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Social Media Demand Generation Agencies Media Leads 100

The Point

SEPTEMBER 28, 2009

Title your posts for Google and Twitter. Tags: B2B Marketing Blogs Social Media blog marketing lead generation b2b demand generation b2b lead generation Demand Generation. Forget nuance. If your blog post showed up in a Google listing, would someone click on it?

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Demand Generation Leads Lead Marketing Qualified Leads 100

The Point

APRIL 30, 2013

It’s the marketing movement of the moment. As a demand generation marketer, however, I have an issue when brand marketers start to muscle in our turf. Remember, branding is what your agency calls your marketing program when they can’t measure it.). Call it lead nurturing. Call it content marketing.

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Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

JANUARY 27, 2010

Here’s the news: the blog has moved to a new location and re-launched with a new name because I’ve also moved, to a new agency: Spear Marketing Group. If you already follow me on Twitter , you’ll see new posts from this blog as they happen. If you’re not already a subscriber, join in the conversation. Regards, Howard.

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Demand Generation Agencies Advertising Agencies Demand Generation Work Management 100

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. All this presents real challenges for both demand generation and lead management.

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Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

MARCH 3, 2010

In a recent article (member access only), Marketing Sherpa offers up some intriguing research into how prospective tech buyers view email offer content, and how those views can differ dramatically from common assumptions held by marketers. It’s the working assumption of B2B marketers that prospects don’t want to be sold to.

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Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

OCTOBER 14, 2010

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. Based on first-hand impressions, however, it’s not how the vast majority of clients are employing (or even thinking of) marketing automation. I’m just not sure the rest of us are quite there yet.

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Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

JULY 12, 2013

Here are 7 mistakes you’ll want to avoid, as illustrated by an email received recently from email marketing provider Silverpop : 1. By my count, the name “Silverpop” appears 9 times in this email, if you include the subject line (“Silverpop Webinar: 10 Email Marketing Ideas You Can’t Ignore”). Sell the content, not the company.

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Webinar Metrics Demand Generation Design Email Marketing 100

The Point

OCTOBER 21, 2009

Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. Test multiple icons ( Facebook , Twitter , LinkedIn ) vs. All-in-one icons ( AddThis ).

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Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

OCTOBER 8, 2009

Except awareness and thought leadership represent only a fraction of the potential return from social media, and in fact (I would argue) place well behind the windfall that social media makes possible in the areas of lead generation and lead nurturing. expand company’s leads database and community of followers.

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Demand Generation Agencies PR Social Media Paid Search Agency 100

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. It allows for greater flexibility in how people choose to subscribe: via email, Twitter, RSS, or Facebook.

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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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Aggregage Trends B2B Thought Leadership B2B 100

The Point

JUNE 18, 2013

DC) Today’s buyers are more educated on markets, products, and competitors than ever. KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. HS) Content has become the fuel for so much of marketing these days. HS) What problem does KnowledgeTree solve? (DC)

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Salesforce.com Work Management Marketing Management Content 100

The Point

APRIL 21, 2010

That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability. Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value. .

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

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. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. Share this blog!

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RSS Paper Case Study Case Studies 100

The Point

FEBRUARY 4, 2013

You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish. Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless.

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Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

AUGUST 6, 2012

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. Surprising? Infographics?

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100

The Point

DECEMBER 23, 2014

Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter. Looking to include social media advertising as part of your demand generation mix in the new year? Which social media platform makes most sense for your business?

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PPC Advertisements Advertising Cost Per Thousand 100