The Point

AUGUST 25, 2020

Just us every journey starts with the first step, however, it’s generally a good idea in ABM planning to first conduct an honest assessment of where you are, what you need, and who does what. For a more detailed look at planning your ABM strategy, download our ebook: “ A Pragmatic Guide to ABM Success. ”.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

SEPTEMBER 12, 2019

While there’s little debate about the value of a well-planned, well-executed Account-Based Marketing (ABM) strategy, where many B2B companies struggle – and where ABM initiatives tend to stall – is in that phase between planning and execution, where strategy and account planning meet tactics, plays and content.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

MARCH 18, 2020

Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Repurpose the live sessions planned for (now cancelled) trade shows into virtual events and offer them as both live and on-demand Webinars. If nothing else, lead nurturing.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

JUNE 30, 2021

For a more detailed read on ABM planning and design, download our free ebook: “ The Pragmatic Guide to ABM Success.” In customer campaigns, awareness and engagement are already baked in, so to speak, as is a deeper familiarity with the target accounts, and so risks are mitigated. ” Photo by Fidel Fernando on Unsplash.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

JULY 27, 2021

For a more in-depth discussion of target account selection and other elements of ABM planning, watch our recorded Webinar, “ A Pragmatic Guide to ABM Success.”. What other factors exist that might mean increased awareness, or a greater likelihood to engage?

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

AUGUST 24, 2012

Each quarter, the analysts at UK-based Pearlfinders report on the buying intentions of more than 4,000 North American marketing executives. In their most recent report, the Pearlfinders Index Q2 2012 (free download, no registration required), the company offers detailed insight on trends and patterns across a wide spectrum of marketing services.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

DECEMBER 6, 2022

A traditional metric for marketing planning is 50% programs/50% people. (A What do these budget numbers not include? People (in-house or outsourced, salaries or agency fees) * Content (Webinars, ebooks, video) * Technology & infrastructure. A $150,000 programs budget would translate to a $300,000 total budget including people costs.)

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

JANUARY 7, 2020

You can write off the Q4 Revenue Scramble as just “the way business works,” or you can start the new year by putting in place the kind of planning and foundational demand gen programs that will minimize, or even eliminate, the mad dash for the finish line 9-10 months later. The cold hard reality is that successful B2B demand generation.

Account Based Marketing 130

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

The Point

JUNE 20, 2018

In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends. Similarly, can a company skip the complex process of strategic planning that ABM demands, jump right into account-based campaigns and still expect measurable results? Alas, no.

Account Based Marketing 168

Account Based Marketing ABM CPL Cost per Lead 168

The Point

SEPTEMBER 23, 2020

The simple fact is that there is no, one KPI that works for every ABM strategy, company, or even group of accounts.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

JUNE 23, 2020

Even so, to their credit (and possibly frustration), the lead-to-MQL funnel still has broad application, and millions of B2B marketing dollars are budgeted, planned, and measured each year using the original framework. to reflect what they say is the reality of the B2B marketplace and how modern purchase decisions get made.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

DECEMBER 12, 2017

Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers. Marketers plan to increase spending on analytics by more than 300% over the next 3 years in order to, according to Deloitte, “improve customer experience.”

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

JUNE 30, 2017

With the proper planning and executive buy-in (and possibly an expert partner – ahem), it’s possible to implement ABM modestly, in phases, or on a “pilot” level, without breaking the bank or doubling the size of the marketing team.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

DECEMBER 11, 2018

But then reality kicked in, and companies realized (and are still realizing, to this day) that technology alone, without adequate resources, people, planning, strategy, content, and creative, won’t solve anything. Failing to get sales sufficiently involved (planning, engagement). So it is, I would argue, with ABM.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JANUARY 24, 2017

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

MAY 19, 2020

Documented entry points, exit points, triggers, wait steps, and overall workflow schematics for each stream, track or program, to facilitate planning, optimization, and change management.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

MAY 17, 2021

When planning campaigns or designing ads, it’s easy to gravitate towards late-stage content (Webinars, analyst reports, demos, case studies) on the assumption that such offers generate more “qualified” leads.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JUNE 5, 2018

HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. In another, recent Forrester survey, 50% of the marketers with an active ABM program cited their objective as “increase and deepen relationships and expand business opportunities with existing accounts”. LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

NOVEMBER 20, 2015

Planning on integrating Account-Based Marketing into your demand gen mix in 2016? Creating a campaign calendar to plan the relevant touches and the associated offer or creative development. Here are 7 steps to developing and executing a successful ABM program: 1.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

MAY 14, 2012

In the report, “ Automation: Redefining Marketing’s Game Plan ,” Forrester details the results of their surveying 155 US-based senior marketing professionals on their use of, results from, and attitudes towards marketing automation. To those of us who work in and around marketing automation every day, none of the results are startling.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

JANUARY 19, 2021

If your 2021 lead generation and content marketing plan/budget doesn’t include video, I’d advise getting creative about how to do this or risk being left out in the cold.” – Koka, VP Client Services. B2B Demand Generation Predictions for 2021 Click To Tweet.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

SEPTEMBER 15, 2015

Their answers – and an available 20-page report that summarizes survey results – serve as a handy tool for B2B marketers seeking to compare priorities against their peers’, plan marketing spend, or identify potential opportunities for improvement. Top issues for B2B marketers are 1) lack of budget, and 2) lack of resources or know-how.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

MARCH 8, 2018

The report is a must-read for any company planning to invest in a (insert product category here) solution this year. No, the information value of an analyst report is that it offers a credible, side-by-side, third party evaluation of leading products in your category. See what I mean? via @spearmktg.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

MARCH 27, 2013

From a planning perspective, going the day-of-the-week route certainly makes it easy to control your editorial calendar. So, in sum: a day-of-the-week approach is fine for ongoing nurturing, and can make planning easier. However, I’d advise caution: 1. Certain days of the week may generate better email response.

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100

The Point

JUNE 24, 2022

However, companies planning their content strategy would be wise to consider every opportunity to identify and leverage third-party sources. That doesn’t mean that vendor content is rendered irrelevant (particularly in later stages of the cycle, when technical specs, pricing, and customer stories come to the fore).

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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

AUGUST 29, 2017

Caveats aside, hopefully this will provide a handy resource for planning your next sales play, and prompt you to incorporate a mix of different channels: 1. Below is a list of potential touchpoints that our team developed recently in the process of designing a cold outreach sales play for an ABM client. Email to prospect. Email from the CEO.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

AUGUST 27, 2019

Unless your LinkedIn ad performance and ROI continues to hold steady, plan on introducing a new ad at least once a month. As native advertising, and as different from Google (where a prospect only sees your ad if he/she is searching on a relevant topic), LinkedIn ads have a finite shelf life. Saying Too Much.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

SEPTEMBER 25, 2018

Customers need a plan. . * Both customers and vendors need to leverage experienced, tech-savvy consultants, agencies and other service providers, not to manage systems, but to design and build the programs that truly drive ROI. Most marketing automation failures come about from a lack of strategy.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

DECEMBER 16, 2015

Expert advice from industry thought leaders on how to choose, plan for, and make the most from your marketing automation investment. • For those planning the leap into marketing automation (or perhaps just contemplating a platform switch), this might just be the only guide you need.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

MAY 3, 2016

A related statistic that helps explain the massive jump in social marketing – Salesforce says that 80 percent of high-performing marketers plan to increase spending on social advertising, making it the third largest area reported for increased investment.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

DECEMBER 14, 2012

One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. A demand generation plan that relies 80 percent on generating net new leads is a very expensive way to meet revenue goals.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

NOVEMBER 12, 2019

Now, third-party intent data is a powerful tool , and, if you’re a B2B marketer, deserves to be a part of your demand generation planning. In fact, he went as far as to classify anything else (a simple LinkedIn campaign, for example) as merely a “shotgun” approach.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JULY 21, 2016

Not having a larger strategy/plan for how you plan to use the platform. Easily the most common problem we see with marketing automation deployments is the absence of a plan or strategy for how the company plans to put that technology to use. Launching lead scoring too soon.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

MARCH 17, 2014

B2B Marketing Campaign Planning Campaign Strategy Copywriting Creative Demand Generation email marketing lead generation B2B email creative B2B email marketing email creative email marketing agency email marketing best practices email marketing creative email marketing tips'

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

MAY 30, 2013

Involve your agency early in the planning process so they can contribute ideas and prevent your marketing strategy from becoming too insular (as in: “that’s the way we’ve always done it.”) Annual planning meetings are some of the best opportunities to have the agency fly out and meet face-to-face. (Or

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

FEBRUARY 18, 2020

The problem in almost all cases is the lack of a strategic plan for what the company wants marketing automation to achieve. Now, months later, they find themselves never having escaped from “campaign mode,” and are desperately seeking help in achieving the type of business impact that sold the software in the first place.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Advertising Agencies 147