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Which Comes First: Lead Nurturing or Inside Sales?

The Point

This isn’t the first time that we’ve come across a company that insists on letting SDRs “have a crack” at leads before, in effect, turning them over to marketing in the form of a nurture program. Neither does a lead nurturing program have to equate to a “marketing” email, and everything that implies (HTML design and all). Do you agree?”. appeared first on The Point.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

We marketers may be many things, but few of us can be described as patient. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. Listen, marketing technology is great, and in the right circumstances can make a big difference. Here are 3 problems you need to solve before investing in new marketing technology.

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5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Direct Mail – the rise of Account-Based Marketing (ABM) has renewed interest in direct mail as a high-impact vehicle for delivering your message to targeted accounts or senior executives. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process. through ads on display, video, mobile and social networks.

Infographic: Top 10 Types of Demand Generation Content

The Point

For a more detailed comparison of different lead generation offers, download a free copy of our white paper on: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.”. Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Click here to view the infographic full size.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. 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.

Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? recent industry survey by Spear Marketing Group suggests: no. Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use? Is this a technology problem relating to ease of use?

Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. Launching lead scoring too soon.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful. By my own reckoning, I’m an MQL (Marketing Qualified Lead). B2B Marketing Cold Calling inside sales Lead Management Lead Nurturing Marketing Automation Sales 2.0 question: at this point, what kind of lead am I?

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI.

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

The conclusion we’re drawing from these statistics is the following: In order for be successful in a marketplace increasingly dominated by mobile users, B2B email marketers must do more than just implement responsive design in order to ensure a user experience that truly drives engagement. So what can a B2B marketer do, beyond responsive design? Well, not so fast. Why is that so?

Infographic: 29 Tips to Improve B2B Email Campaign Performance

The Point

B2B Marketing Demand Generation E-mail email design email marketing Graphic Design B2B email marketing email copywriting tips email deliverability email design tips email marketing best practices email marketing tips An email campaign that fails to perform up to expectations could be failing on any number of fronts. Click on the infographic to view full size.

10 Ways to Generate More Leads from Your Business Blog

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Email all new blog content to your marketing database. B2B Marketing blog marketing Blogs Content marketing Demand Generation Email Newsletters lead generation SEO Social Media Uncategorized blog content blog design blog lead generation business blogging tips social media agency social media consultants social media design social media ROIOptimize post titles for search.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. It’s not a new concept, by any means, but the hype surrounding Account Based Marketing (ABM) has finally woken up many marketers to the value of a more personalized, one-to-one approach.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

Can technology solve every problem of the modern B2B marketer? Maybe not, if you believe a recent survey sponsored by TechValidate and Spear Marketing Group. Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources. Click on the infographic below to view full size.

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How Do We Find People Who Are Ready to Buy Our Product?

The Point

B2B Marketing Campaign Planning Campaign Strategy Content marketing Demand Generation Lead Nurturing Offer Strategy b2b demand generation B2B demand generation agency b2b marketing agency B2B Marketing Strategy demand gen offer strategy demand generation agency demand generation best practices demand generation consultant demand generation tipsNo it doesn’t.

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A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Most B2B marketers take for granted that content marketing will, by default, generate a wide spectrum of leads – some of them qualified, perhaps, but most just conducting informal research (the proverbial “tire kickers”).

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B2B Copywriting: 5 Common Terms & Phrases to Avoid

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Submit” is a marketing term best resigned to campaign plans and performance reports (as in: “the campaign generated 53 form submits”.) It should never make it into a copy deck. B2B Marketing Copywriting Creative Landing Pages b2b marketing agency b2b copywriting b2b copywriting tips b2b creative b2b copywriting best practices b2b copywriter b2b copywriting successSubmit.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Winning B2B Email Campaign Keeps it Simple

The Point

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” For more tips on B2B email marketing, download a copy of our free white paper, “ Top 10 B2B Email Marketing Mistakes.”. Not necessarily. Unlock?

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. In a nutshell, this is where so many content marketing initiatives fall short.

Why Are People Not Engaging With Our Content?

The Point

According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent. The author of the report, digital marketing solutions provider TrackMaven , theorized that the primary reason for the discrepancy is that there’s a “limit to how much content can be consumed, liked, shared, etc.”.

9 Proven Ways to Increase Webinar Response

The Point

Take full advantage of marketing automation. Integrate your marketing automation system (e.g. Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. 1. Sell the event, not the product.

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The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. For the last five years or so, inbound marketing and demand generation have been virtually synonymous. But as I wrote in this earlier post , inbound marketing can’t do the job alone. Outbound is the New Inbound.

Does Creative Still Matter in B2B Marketing?

The Point

At Marketo’s Marketing Nation Summit last month in San Francisco, there was much talk about the shifting function of marketing towards a more strategic, data-driven role within the modern corporation. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. Sure, data rules the roost. List. 2.

Is B2B Lead Generation Really This Difficult?

The Point

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. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Usually, marketing best practice dictates that an email focus on one offer and one call to action. Don’t just dump show leads into your marketing database or sign them up for your monthly newsletter indiscriminately. At the very least, point leads into an email track tailored for their specific product interest or vertical market. Prompt response to show leads is critical.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

Bad Copy is Your Campaign’s Weakest Link

The Point

With rare exceptions, “big idea” marketing is regarded as a quaint anachronism, especially in the B2B world. Marketing is now more about the right data. Marketers care more about segmentation than tag lines. The attitude of many marketers towards creative, and copywriting in particular, seems to be “how difficult can it be?”. In the digital age, all that has changed.

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Are Agencies the Future of Marketing Automation?

The Point

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Vendors have been knocking themselves out for the past five years trying to educate marketers to run their systems.

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Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. Suddenly, we are led to believe, the customer journey is all that matters.

A Follow-Up Strategy for Content Syndication Leads

The Point

B2B Marketing Campaign Strategy Content marketing Content Syndication Copywriting Demand Generation Inbound marketing lead generation Lead Management Lead Nurturing Sales Enablement White Paper Syndication White Papers content syndication leads content syndication program content syndication tips white paper leadsreferences the specific content asset. 2.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. B2B Marketing Campaign Strategy Demand Generation Google AdWords lead generation PPC Advertising search marketing SEM JW Player PPC PPC advertising search agency search engine marketing SEM agency sem best practices SEM consultantsbillion unique monthly views.

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The One Marketing Automation Guide You’ll Ever Need?

The Point

Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read with a critical eye. appeared first on The Point.

Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency

The Point

But in the right situation, especially given the complexity of today’s modern marketing, the right agency partner can be the key to your company making the most of your demand generation investments. Agencies aren’t for everyone. Check out the infographic below for tips on deciding whether a full-service demand gen agency is the right move for your organization.

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Step Away from the Email Software and No-One Gets Hurt

The Point

Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. Just as with marketing campaigns, if your sales communication is complete cr*p, marketing automation simply enables you to produce more cr*p, more quickly. The answer seems to be: no.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful