The Point

AUGUST 21, 2018

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.”. I haven’t asked Joe directly, but I believe he means that, in the absence of a genuine need for a product or solution, marketing rarely creates that need. Why does this matter?

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The Point

JUNE 8, 2016

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. For a more detailed look at a related topic, download our free white paper on “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook.”.

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The Point

JUNE 24, 2010

something that you might be able to repeat on Twitter a few times over the space of as many weeks without alienating your followers. Note that a critical ingredient to this strategy is an effective landing page, with enough supporting text to mirror the information that you’re referencing on Twitter.

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The Point

JULY 13, 2012

As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing.

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The Point

MARCH 29, 2012

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

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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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The Point

DECEMBER 14, 2010

Steve and I share insights and opinions on how B2B marketers can develop, source, and leverage content to generate and nurture leads more effectively. Watch this space for updates, or simply subscribe via email or Twitter to be alerted when the next segment is posted. You can access the podcast here.

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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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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 content marketing. Demand generation is hot. No problem.

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The Point

MAY 12, 2010

Spear Marketing Group was hired recently to develop the park’s branding and identity, messaging, collateral, Website, signage, and overall marketing plan. Tags: B2C Marketing Branding Logo design logos sonoma canopy tours sonoma county Spear Marketing Group ziplines. Thanks in advance for your input.

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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. Check out the Spear Website for more detail, including samples of our work. Regards, Howard.

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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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The Point

JUNE 20, 2011

Commentary/Analysis – as different from #1 (opinion), a written response to a third party article, blog post, report or market event. Title your post with search results and Twitter in mind (i.e. “Top 5 Mistakes …”, “7 Easy Techniques …”). What’s your take/view? (Be Be sure to link to the original material.). Just remember: 1.

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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. Email all new blog content to your marketing database. Sell subscription options prominently. BONUS TIP: 11. Create a separate demand generation blog.

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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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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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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.

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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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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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The Point

NOVEMBER 28, 2011

The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. It allows for greater flexibility in how people choose to subscribe: via email, Twitter, RSS, or Facebook. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy.

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The Point

DECEMBER 6, 2010

Plus, there’s an added benefit to this technique: if you title posts for search, they’ll perform well in Twitter for the same reason. The moral of the story is this: if you’re looking to increase traffic to your blog, yes: it starts with compelling content, but titling your posts with search in mind can make all the difference.

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The Point

OCTOBER 8, 2009

For those companies just dipping their toes in the social media waters, my advice is to look at blogs, Twitter , Facebook et al not just as PR tools, but as a key part of their overall demand generation and lead management strategy.

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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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The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. First, the company invested in Marketo , a leading marketing automation platform that integrated well with the company’s CRM system, Salesforce.com.

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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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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?

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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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