The Point

FEBRUARY 18, 2020

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Not in the least, according to a recent UK survey , which reported, amongst other findings, that just 2% of B2B marketers use marketing automation to its full capacity.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

JUNE 29, 2015

A recent industry survey by Spear Marketing Group suggests: no. To download a copy of the complete survey report, including detailed results along with expert analysis, visit the Spear Website. Are most B2B companies getting maximum value from their investment in marketing automation? Click on the infographic below to view full size.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Marketing Management 100

The Point

FEBRUARY 28, 2023

Yet industry surveys report that as much as 60 percent of available MDF funds go unused. In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

SEPTEMBER 15, 2015

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. Video was named the content type that marketers project will be most essential in the coming year. •

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

JULY 1, 2019

Last week, the folks at Demand Gen Report released their “ 2019 B2B Buyers Survey Report ,” and one of their key findings, supported by multiple data points, was this: “Buyers are accelerating the time to engage with sales reps so they can make decisions as quickly – or as slowly – as desired.”.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. A recent survey on “marketing automation maturity” reported that only 58% of MA users report on revenue contribution.)

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

MAY 16, 2018

How about: * a white paper on “10 Most Popular PBX Features (& Top 10 Pet Peeves)”. * a “Business Phone System User Satisfaction Survey” (with a free gift card for responding). * a product comparison matrix or third party report comparing leading phone systems (“How Does Your Current System Rank?”). Again, I do not.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

SEPTEMBER 25, 2018

Our agency conducted a survey back in 2015 that scored marketing automation users a “C” in overall maturity, and little has apparently changed since.). Why #MarketingAutomation Customers are Migrating Downstream via @spearmktg.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

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

JUNE 27, 2012

Run a survey. A survey is the ideal “no content” campaign because it creates its own offer. A well-crafted survey allows you to collect valuable profile data, learn what matters to your customers and prospects, and even identify qualified leads based on responses to key questions. Answer: you get creative.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 14, 2014

Second, let’s consider what the survey respondents most likely meant by “lead quality” in this context. Most marketers would say “yes,” except this survey doesn’t really reflect the long-term value, and thus ROI, of different channels.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

FEBRUARY 23, 2016

Today, we seem to be approaching a similar tipping point for survey campaigns. Surveys have long been a popular lead generation tactic, primarily because they create their own content, content that in turn can be used for inbound marketing, lead nurturing , PR, social media, etc. What are the keys to a successful survey campaign?

Customer Surveys 100

Customer Surveys Campaigns Tips Peer-to-peer 100

The Point

NOVEMBER 9, 2010

For example: “You’ll discover many more surprising results when you listen to a 30-minute Webcast highlighting results of the 2010 Adobe Online Analytics Benchmark Survey …”. I might add a YouTube-style “play” icon to the slide, and a CTA to the sub-head: “Results from the Adobe 2010 Analytics Benchmark Survey. View the Webcast Now.”.

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

SEPTEMBER 11, 2012

At first glance, there’s a lot to like about the campaign: an offer (survey report) that’s front and center in the design, and a call to action (“download now”) repeated multiple times throughout in both button and text form.

Email Campaigns 100

Email Campaigns Campaigns Demand Generation Broadcasting 100

The Point

JANUARY 20, 2011

Our agency recently developed a report summarizing the results of a B2B marketing survey commissioned by Google and conducted by research company Ipsos OTX. In the survey, more than 600 B2B marketing executives answered questions about their budgets, marketing mix, and key challenges for 2011.

Planning 100

Planning Allocation B2B Marketing Google 100

The Point

JULY 18, 2014

That means just shy of two-thirds of survey respondents felt that content marketing is delivering business value. And that contrary view is reinforced, as Ad Age notes, by a separate survey showing that 75% of B2B marketers plan to increase their content marketing in 2014. 51% responded “somewhat effectively”. •

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

DECEMBER 21, 2011

Also, check out the companion holiday survey (the call to action that Matt references) on the Spear Facebook page (look for the link in the sidebar). Funny, buzz-worthy, and a call to action to boot.”. In case you didn’t make the Spear mailing list this year (sorry about that), you can still view the holiday card here.

Best Practices 100

Best Practices B2B Buzz Advertising Agencies 100

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.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

OCTOBER 20, 2014

This sentiment was borne out in a recent survey on lead generation strategy conducted by Ascend2 Research. In results based on responses from more than 400 business leaders and marketing professionals, Ascend2 reported that marketers’ concerns about lead generation have veered away from lead volume and towards lead quality.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

JULY 25, 2014

But here, any perceived value is obliterated because I’m told that the primary reason to take the survey is to learn why I should buy Symantec’s product. Now, I have no issue with “self-assessment” offers, and indeed I’ve seen them used very successfully for other high-tech products.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

AUGUST 14, 2009

DemandGen Report just released a report detailing the results of a survey in which they heard from more than 50 executives at organizations who have implemented marketing automation solutions. Some of the survey’s conclusions are fairly predictable. You can download a complete copy of the report, sponsored by Manticore, here.)

Manticore 100

Manticore Marketing Automation Automation Marketing Management 100

The Point

JUNE 16, 2009

According to a recent industry survey by Demand Gen Report , fewer than 10 percent of marketing executives who responded have automated lead nurturing strategies and processes in place. Furthermore, only 15% of those same respondents planned to deploy or expand their lead management initiatives in 2009.

Lead Management 100

Lead Management Leads Lead Marketing Qualified Leads 100

The Point

OCTOBER 10, 2013

Based on a survey of 3,000 B2B buyers, the researchers conclude that those who perceive personal value in doing business with a supplier are more than 3x more likely to make a purchase from that supplier, and about 8x more likely to pay a premium for the product or service. When actually, nothing could be further from the truth.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

SEPTEMBER 19, 2012

Another option is to send a brief survey as the final communication asking why he/she didn’t buy. Maybe the prospect just hasn’t got around to placing the order, and that final email could be the reminder he or she needed.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

OCTOBER 22, 2013

Describe your offer in terms that imply a benefit to the prospect: an “in-person ROI analysis”, “network performance audit”, “benchmark survey”, etc. So don’t call it a meeting. Be specific. A meeting is no different from any other offer. People want to know what they’re getting.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

MARCH 12, 2012

In their recent update , the firm released the results of a survey conducted at the 2011 Dreamforce conference showing that the average overall response time to new leads is 42 hours. That’s almost 4 whole days. It’s enough to make a demand generation marketer weep.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 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

DECEMBER 6, 2010

Normally, a survey like this might indicate something about hot topics or key trends, but here instead the popularity of the top posts has everything to do with one word: search. Without further ado, here are the top 10 most popular blog posts from our blog, “ The Point ” in 2010 (as measured by page views). Comments after the fold.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

AUGUST 8, 2011

Also, although marketing budgets have increased slightly over last year, allocation of funds to lead generation programs has not increased.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

The Point

OCTOBER 7, 2010

A survey invitation generates much higher response rates compared to say, a free trial offer. The first of those variables is offer. A direct mail campaign offering say, a white paper, will generate roughly twice the response of a seminar invitation on the same topic. All can be used as direct mail offers.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

SEPTEMBER 20, 2010

If you decrease your media spend and invest those same dollars in a new white paper, or analyst report, or industry survey, or podcast – you name it – it’s highly likely you’ll end up reaping a greater reward. Yet offer content usually ends up being an afterthought.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

APRIL 23, 2020

Host a survey. Hosting a survey can be an effective (and relatively inexpensive) way to generate meaningful data, data that can then be converted into offer assets like a survey report, blog posts, infographics, etc. Like surveys, podcasts are ideal fodder for social media (especially LinkedIn), lead nurturing , and demand gen.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

SEPTEMBER 30, 2022

Consider an industry survey or study, perhaps co-authored with a research or analyst firm. Content that is information of value, and not just a list of reasons to buy your product, is the type of content that lends itself more to multiple channels. Plan for earned media opportunities that can amplify a campaign’s reach and message.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

MAY 30, 2023

Conduct a user survey and compile the results into an industry report, Webinar, blog post, or infographic. Find creative ways to encourage customers to create content related to your brand and products. Record short testimonial videos to use on landing pages and on social media.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

FEBRUARY 4, 2013

The reason many of these reports are worthless, in my view, is that they’re based on non-randomized surveys, and thus the results are influenced heavily by who chooses to respond. I believe this is because people more likely to complete this type of survey are those who feel positive about their own metrics.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

NOVEMBER 23, 2021

That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g. Most B2B marketing benchmark reports are completely useless.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

APRIL 20, 2018

The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why. Survey reports make for highly effective offers. . Time to reconsider the “information kit”. .

Customer Surveys 222

Customer Surveys Peer-to-peer Demand Generation Agencies B2B 222