The Point

MAY 9, 2017

I talked to Steve recently about the rise of Account-Based Marketing (ABM) , ABM content, and how and where branding and messaging play a role in ABM success. (HS) That’s because a decade ago, marketers were merely learning how to deliver automated nurture tracks to buyers at the segment level. McKesson versus United Healthcare).

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

MARCH 24, 2021

For most B2B marketers I know, the goal of advertising in whatever form is to drive engagement, leads, and revenue. There’s much that B2B marketers can learn from our B2C counterparts, but to pretend that B2B advertising should be held to the same fuzzy standards is to miss the point of B2B marketing entirely. Click To Tweet.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

APRIL 21, 2010

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. Navicure turned to its demand generation agency, Spear Marketing Group , for help. convert that search traffic to measurable sales leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

OCTOBER 25, 2016

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. We want results, and we want them now.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

APRIL 8, 2015

Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. In some notable areas, the average marketing automation user appears to be achieving real business value.

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

AUGUST 22, 2014

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Which begs the question: is marketing automation right for every company?

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

DECEMBER 16, 2015

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.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

MAY 3, 2016

Salesforce has released their “ 2016 State of Marketing Report ”, a massive 70-page tome and the result of surveying nearly 4,000 marketing executives worldwide. The report covers a wide range of trends and topics, but focuses on the best practices most common amongst “high-performing” marketing teams.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. The Risks of Over-Reliance on Late-Stage Content Click To Tweet.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

OCTOBER 10, 2013

Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. Dave’s article was directed at salespeople, but he drives home an equally valid point for marketers. What does this mean for the demand generation marketer?

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. And that fact, I would propose, is a good sign for a maturing market. emphasis mine). No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

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. Ascend2’s research also reported that marketers view email as the least difficult lead gen tactic to execute.)

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending in the marketplace.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JANUARY 14, 2014

Now comes a new study from the researchers at Software Advice that reinforces that point even further. Software Advice uses their study as a guide for how and when to staff an inside sales team, but I think the implications are just as important for when and how to deploy marketing automation.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

FEBRUARY 11, 2013

Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. HS: How are you different from marketing automation vendors like Eloqua or Marketo at addressing this issue?

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. There’s no rule in marketing that a CTA button on a Webinar invitation has to say “Register Now.” Why would I bother showing up?

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JANUARY 21, 2020

As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also. without needing to go through the Web team or IT for every page. Click To Tweet.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

MARCH 22, 2017

To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. For a particularly egregious example, see the email below from Azalead , a software platform for Account-Based Marketing (ABM). Sounds obvious, right?

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

APRIL 26, 2017

This year, more than 6,500 marketers, practitioners, and partners crowded into Moscone Convention Center in San Francisco for Marketing Nation Summit 2017. For a 25-year enterprise software veteran, he exhibited more energy and excitement than many of the twenty-somethings he was addressing. direct mail.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JULY 30, 2019

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. Marketers have more options, more channels, more technologies at their disposal than ever, but good, effective demand generation.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

FEBRUARY 13, 2013

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

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. Two, invest in programs like lead nurturing, Webinars, and conversational marketing (chat), designed to get existing prospects to take the next step and engage with sales.

Account Based Marketing 130

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

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. For other companies, the decision of whether or not to take the plunge into marketing automation is less of a slam-dunk. What would you add to this list?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JUNE 29, 2015

Are most B2B companies getting maximum value from their investment in marketing automation? A 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?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Marketing Management 100

The Point

SEPTEMBER 19, 2012

When our agency works with open source, freemium, and cloud software companies we normally recommend those clients extend their lead nurturing programs to include at least one or two emails after the expiration date – say, a week later and then two weeks after that.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

APRIL 19, 2012

On that score, there’s a lot to like about the email campaign below from CallidusCloud , a leading provider of cloud-based business software solutions. For more tips on email creative, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes.”. Here’s what else I like: 1. What do you think? Agree/Disagree?

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

NOVEMBER 26, 2012

Spending Too Much $$ on Software Maintenance? Slash the High Cost of Software Maintenance. Excerpted from the Spear white paper: “ Top 10 B2B Email Marketing Mistakes.”. For example: Missing Too Many Project Deadlines? Frustrated with Poor Application Performance? For example: Eliminate Missed Project Deadlines.

Paper 100

Paper Email Marketing Software B2B Marketing 100

The Point

AUGUST 16, 2016

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.

Microsite 100

Microsite Campaigns Demand Generation Agencies Branding 100

The Point

JUNE 11, 2010

Recently invested in marketing automation software? Great lead nurturing starts with more than just software. Inside, you’ll discover the secrets to success and core lead management principles that can increase response rates, convert more leads to opportunities, and accelerate the ROI from marketing automation software.

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

The Point

JULY 16, 2015

Here’s a list of the things I love most about the email below from Allocadia , a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. It’s visually stunning, professional, colorful, even the title is intriguing (“How Marketing Performance Management is Changing the Role of the CMO”). (In

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

JULY 18, 2011

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Excerpted from the white paper: “How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.” Benefits/Applications/ROI (including case studies, if possible).

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. B2B Marketing Creative E-mail email design email marketing lead generation Marketo b2b demand generation b2b lead generation email copywriting Marketo agency marketo agency partner Marketo partner'

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

MAY 27, 2014

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. Adapted from “The High Tech Direct Marketing Handbook”. AcmePro 1.0

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

MARCH 13, 2013

This article originally appeared as a guest post on Optify’s Lead Generation Software Blog. Offers that require less of a commitment – a Webinar, or video, or case study – can help move that prospect one small step further along the sales process (and identify him or her as a candidate for further nurturing.).

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

JULY 9, 2010

As data sheets go, the design below from Ektron , a New Hampshire-based developer of CMS (Content Management System) software, has its merits. Remember, one of the first rules of email marketing is: Sell the Offer, not the Product. Ektron is proud of their software – that much is clear. Let me count the ways.

Marketing Management 100

Marketing Management Vendors Web 2.0 Copywriting 100

The Point

MAY 20, 2014

I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience. The Webinar invitation below from Janrain , a software company in Portland, Oregon, illustrates some of the perils inherent in those choices.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

APRIL 23, 2013

The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language. For more tips on email creative, download a copy of the white paper: “ Top 10 B2B Email Marketing Mistakes.”.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100