The Point

OCTOBER 8, 2009

I’m ready to conclude that many PR agencies don’t really get it when it comes to social media. Either that, or they’re just choosing to frame the discussion in such a way as to greatly limit the potential of their clients’ social media initiatives. Recently I was made privy to a social media plan authored by a client’s PR agency.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

MARCH 23, 2023

One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning. Diligently applied, CRO can increase conversion rates over time by up to 2-10x and dramatically impact the ROI from campaigns and media spend.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

FEBRUARY 28, 2023

A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results. Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media).

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. Many companies implementing marketing automation software let the technology drive strategy,” says Howard Sewell, Spear President. “We Custom workflow helps profile leads, identify high-potential opportunities.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

APRIL 19, 2023

Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) Jeff Ha is Chief GTM Officer at Rev , developers of a sales development platform that uses exegraphics and the power of artificial intelligence (AI) to help companies find, and target, their “best fit” customers.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

JANUARY 19, 2021

Instead of increasing media spend to drive more and more low-converting leads, I believe we’ll see an increased focus and investment on conversion optimization in 2021, with an emphasis on “down funnel” stages. #B2B Demand Generation Predictions for 2021 Click To Tweet. – Ben, Creative Director. “I

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. However, companies planning their content strategy would be wise to consider every opportunity to identify and leverage third-party sources. Less and less of that content is vendor-provided.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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

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. Examples in a demand generation context include social media advertising, display advertising, or sponsored content.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

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

NOVEMBER 10, 2016

The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC). The campaign has proved so successful that JW Player elected to expand the monthly media spend by a factor of 6.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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

JULY 30, 2020

Most will link from search or social media.). Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). For more comprehensive social media measurement, consider a solution like Oktopost.). (Don’t assume that people reading individual posts are navigating from the main blog.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

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. Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. What is the primary objective?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

APRIL 16, 2019

Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. One of the most critical success factors in any B2B search campaign, and yet an area where very few companies invest enough time and attention, is offer strategy. Using an Inappropriate or Low-Quality Offer.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JUNE 5, 2018

HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. That finding would seem to be at odds with the recent attention given to ABM and other (largely) outbound strategies. Why do you think sales and marketing alignment is a persistent issue? LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JANUARY 17, 2019

As a demand generation marketer, 2 data points from the report stood out: – contact rates were 400% higher when SDRs used 3+ media types; and – contact rates increased 100X when a call was attempted within 5 minutes. In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

AUGUST 27, 2019

Thanks to Tim and Allie on the Spear media team for their contributions to this post. Making sure that your company page is current, accurate, informative, and populated with relevant content will help to establish trust and drive additional engagement from those who feel less inclined to click on an ad. Photo by Kaitlyn Baker on Unsplash.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

OCTOBER 8, 2020

Running “always on” campaigns (social media, SEM, display) that make your company findable. . * Building trust and credibility through ongoing thought leadership. Constantly reminding prospects and customers alike of what you do and when to call. More often than we marketers care to admit, successful marketing is an accident of timing.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

APRIL 26, 2017

They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) Marketing automation also took off like a rocket but hit some bumps early on when practitioners realized that, to be successful, they needed more than just technology and technology consultants, but also strategy (what do I send to whom, when?),

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

SEPTEMBER 9, 2014

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Optimize post titles for search.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

MAY 16, 2015

As we marketers assume responsibility (or at least accountability) for more of the sales cycle, it makes sense that the strategies, programs, content and channels we employ are brought to bear against more than just the top of the funnel. Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MARCH 8, 2018

But as news items, they belong in a press release, or on social media, not in a demand generation email designed (presumably) to drive engagement. “Just Released: Gartner Magic Quadrant for (Category) – (Company Name) Named a Leader” echoes the headline. Now, these sentiments may be newsworthy.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

NOVEMBER 14, 2014

Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads? (Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

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. What is it about the blog’s design that turned into the perfect “prescription” for Navicure’s social media strategy? The results have been startling.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

MARCH 18, 2014

Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies. I’m old enough to remember when list-based marketing was the workhorse of B2B demand generation (or, as we called it back then, “direct marketing.”) Those days are long gone. And that’s all how it should be.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

MARCH 16, 2011

In part 3 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the role of blogs in the lead generation landscape, and the simple steps companies can take to convert their blogs from PR dumping grounds to a key part of their demand generation engine. Why one, all-encompassing corporate blog may not be enough. •

Generation 100

Generation Leads Lead Marketing Qualified Leads 100

The Point

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) why a structured, strategic approach to social media increases the odds of building longer, more valuable customer relationships (Page 6). • What I like: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

DECEMBER 21, 2018

However, in the world of digital media, signaling theory might give us a reason to look at online advertising as more than just generating clicks and form conversions. Not all of us are selling phones or other products where branding and emotional connection and image clearly make a difference.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

NOVEMBER 9, 2011

how to integrate social media into your lead nurturing strategy …. along with specific, practical tips and ideas on email frequency, segmentation, offer strategy, fulfillment, and creative execution, all illustrated by real-life B2B campaigns. the top 5 questions to ask about your current lead management process …. •

Lead Nurturing 100

Lead Nurturing Webinar Metrics Tips Leads 100

The Point

APRIL 30, 2013

In fact, to the extent branding is even a minor goal of your demand gen strategy, you’re likely to fail at both. Over at TechCrunch, writer Josh Constine recently penned an intriguing article about the potential for social media platforms eating into Google’s near monopoly on search advertising.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

JULY 23, 2012

Of course, in the real world – a world of sales quotas, quarterly revenue goals, and impatient investors – not all stake-holders, especially salespeople, are interested in the notion that the most effective lead generation strategy is a long-term proposition.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

OCTOBER 7, 2014

Here are 17 tips, techniques, insights and strategies for making the most of your paid social advertising dollars: LinkedIn. Twitter and even Facebook have shown more limited success, but both can be a good fit for certain B2B companies whose target markets align well with specific interests or keywords.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

SEPTEMBER 30, 2013

. • Integrate social media seamlessly into email campaigns in a way that extends the reach and value of the campaign. What other differences did I miss? Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

FEBRUARY 8, 2011

In addition to tips, ideas, and opinions from some of the brightest minds in social media, the report also includes links to more than 60 articles and blog posts about blogging strategy, tactics, and best practices for B2B Marketers. For a copy of the complete report (no registration required), click here.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100