The Point

JUNE 30, 2021

Then (critically), as specific, high-potential accounts show awareness, engagement and intent, those accounts can shift to a high-touch, Tier 1 strategy. Is One-to-One Marketing the Only True ABM? Click To Tweet.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

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. I’ve written previously in this space about how ABM is a strategy, not a campaign.) Can you shortcut #ABM and still make it work? In most cases, the answer is no. Alas, no.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

OCTOBER 15, 2019

That doesn’t mean that an inbound strategy should be abandoned entirely in favor of ABM at the first sign of leads that don’t convert. That doesn’t mean that an inbound strategy should be abandoned entirely in favor of ABM at the first sign of leads that don’t convert. We send monthly emails to our database” is not a nurture strategy.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

APRIL 19, 2023

Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) I asked Jeff to explain exegraphics and how they work: How would you describe exegraphics to a marketer? What makes them different from demographics? Exegraphic data helps you understand how a company executes its mission.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

NOVEMBER 15, 2022

There’s no one approach to cold lists that works for every company and every audience. More times than not, however, the best approach is a segmented strategy that combines targeted sales outreach complemented by marketing support.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

JANUARY 23, 2018

When you work primarily with high-tech clients , you learn to cope with a great deal of short-term thinking. Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. And you’ll generate more qualified leads, at a lower cost, if you adopt a longer-term approach.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

SEPTEMBER 25, 2018

Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. Too many very smart marketing ops people know which buttons to press, but can’t drive strategy or creative.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

MAY 9, 2017

Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff. SP) It’s critically important. HS) Thanks Steve!

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JUNE 24, 2022

The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even if that office is now their living room). Meeting the Needs of the Self-Serve B2B Buyer Click To Tweet.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

DECEMBER 6, 2022

Based on the work we do with our agency’s B2B clients , here’s a basic, funnel-based approach to determining a realistic demand gen budget based on specific revenue targets: 1. How big does your demand gen budget need to be in order to support your organization’s revenue goals in the new year?

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

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. There’s is a ton of underlying work that must be in place first. LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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). Increasing the number of negative keywords to reduce consumer impressions and unqualified clicks. Aggressive testing of ad copy.

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

APRIL 22, 2020

A Nurture Strategy for Content Syndication Leads Click To Tweet. For more advice on how to get the most from content syndication, including tips on the type of content that works best, and how to choose a publisher/vendor, download our free white paper: “ 8 Tips for Content Syndication Success.”. Place leads immediately into nurture.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

OCTOBER 22, 2019

While it’s expected that all major marketing automation platforms are working on fixes to address the issue, those solutions could be months away, at minimum. In the meantime, here are three strategies that we’ve found most effective for our clients : Embed a 1×1 pixel link on all emails. This method works for two simple reasons.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JANUARY 17, 2019

I’ve written previously in this space about how automated lead nurturing works best, not as a dumping ground for unqualified leads, but as something that works in parallel with sales development to increase lead conversions and maximize SDR productivity.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

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 lesson?

Account Based Marketing 130

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

The Point

JUNE 7, 2017

It’s an old trick, but it works because it makes the email stand out in my inbox. We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM. Here are the 5 key techniques and principles that make this email rise above the rest: 1.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority. Lack of personalization.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) AN) Are you looking at new B2B marketing strategies or tried-and-true approaches this year? are really working. (AN) AN) Hello, Howard.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

MARCH 15, 2016

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g. Here’s how the marketing hype cycle works: 1.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

MARCH 22, 2019

Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JANUARY 24, 2017

Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. In a previous post, I discussed key strategies for following up with trade show leads. Here are 7 ideas for increasing booth traffic and lead volume at the show: 1.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

MAY 30, 2013

Today, modern marketing channels have become so fragmented that B2B marketers are much more likely to work with a stable of agencies – a demand generation agency , for example, plus a branding firm, a PR shop, perhaps even an SEO consultant. Be up front about the way you like to work. Hint: agencies hate the word “vendor”.) Trust them.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

OCTOBER 11, 2012

In the business of Search Engine Marketing (SEM) , this strategy is sometimes referred to as “ego bidding” – that is, securing the top position (or one of the top 3 positions) for a particular search term, regardless of cost or efficiency.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

APRIL 22, 2016

If the email user experience on a mobile device was working as intended, you would expect the proportion of clicks to be the same as opens – that is, if 42 percent of recipients open the emails on a mobile device, then, all things being equal, 42 percent of clicks should occur on mobile also. Use anchor links (i.e.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? By most metrics, Navicure’s paid search campaign was working well, generating a handful of leads each month at a cost per lead at or below industry standards. Improved landing page effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

MAY 30, 2014

As a partner in a B2B marketing agency that 1) serves high-tech clients exclusively and 2) whose work is 90% digital, I found these reports somewhat surprising. clients increasingly work directly with publishers and ad networks directly, aided by developments in technology that allow for programmatic ad buying. • What do you think?

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Inbound marketing doesn’t work, or at best is grossly inefficient. Mix up your offer strategy. The reason? No segmentation.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

MAY 14, 2012

To those of us who work in and around marketing automation every day, none of the results are startling. The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

SEPTEMBER 17, 2014

Spear conducted a thorough audit of the company’s lead nurturing process, and presented a series of recommendations, focused primarily on segmentation, offer strategy, email cadence, and creative. We were able to provide new ideas based on our pool of experience and what we knew was working for other companies in the tech space.”. “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

MARCH 18, 2014

In my day-to-day work, I run into many clients whose salespeople purchase email lists en masse from the likes of Data.com and upload them into their CRM system. But even then, I’d argue that emailing to a “cold” list still has a place in the arsenal of today’s B2B Marketer. It just needs to be used intelligently, sparingly, and strategically.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

JANUARY 24, 2013

By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and offer strategy. Here are the top 5 questions to ask about your current lead management process: 1.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

MAY 11, 2015

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. Marketers are no longer the “arts and crafts” people, we’re told.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

JANUARY 19, 2011

In part 2 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the shift from outbound to inbound marketing: what works and why. what questions to ask in developing an effective demand gen strategy. In under 10 minutes, you’ll learn: • the most effective demand generation vehicles in today’s digital environment.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Demand Generation Companies 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. Because I work for a demand generation agency (a real one), I don’t have to explain to clients that we don’t do branding. Well, OK, it might do those things, but that’s not its purpose. Can’t we all just get along?

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100