The Point

JANUARY 23, 2018

Response rates from tactical, sales-driven campaigns are likely to be lower (because they only attract highly qualified, late stage leads), so companies need to spend more money to generate relatively few opportunities. Focusing campaigns, content, and resources on BOTH generating net new leads but also nurturing existing prospects.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Ranking 253

The Point

NOVEMBER 15, 2022

Such tactics are rarely effective, they can damage your brand, and they’re a sure-fire way to run afoul of data privacy laws (especially outside the US) or MAP license agreements, which generally prohibit marketing to anything but opt-in names. However, outbound shouldn’t translate into “spray and pray.”

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

OCTOBER 22, 2020

Engagement programs can also be paused at any time for more tactical batch sends (ex: Webinars, product announcements) but otherwise should run indefinitely. Again, the purpose of an engagement program isn’t about convincing someone within a fixed period of time to talk to sales or to buy your product.

Sales Qualified Leads 227

Sales Qualified Leads Lead Ranking Lead Scoring Leads 227

The Point

JUNE 30, 2017

Target account campaigns have a role to play in the broader demand generation mix, and can even be an effective means of testing many ABM tactics (segmentation, personalization, sales alignment, integrated channels), but they’re primarily tactical in nature, and executed independently of any larger ABM initiative.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JULY 30, 2019

In the last 5-10 years, demand generation has become overwhelmingly technology-driven, and largely tactical. will always be more than a series of one-off tactics. And ironic, because if only demand generation were executed with the same discipline, sales wouldn’t be baying quite so loudly for a switch to ABM.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

FEBRUARY 18, 2020

Because the software companies, not unnaturally, are focused on sales and deployments, and because they may not have the type or number of experienced consultants to advise all but the largest clients, most customers deploy marketing automation in only the most tactical fashion. What are the metrics by which we will define success?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

MAY 19, 2020

2 A core engagement program that runs indefinitely, one that delivers a regular stream of informational content to all prospects in a pre-defined sequence, can be paused at any time to allow for tactical batch sends (ex: Webinars), and is regularly augmented by new or replacement content.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Ranking 299

The Point

DECEMBER 13, 2019

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.”. – Tom Meriam, Vice President, Business Development.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JUNE 30, 2021

I wrote earlier in this space about how companies looking to move to a more ABM-centric approach, or simply seeking to integrate ABM into their overall demand gen mix, are wise not to abandon more traditional, broad-based demand generation altogether. .

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

JUNE 23, 2020

Last year, our firm used the Demand Unit Waterfall as the basis for creating the Opportunity-Based Marketing (OBM) Framework , a proprietary model that helps clients plan and execute ABM strategies, determine the appropriate channels and tactics for different stages in the buying cycle, and establish clear, consensus metrics for ABM success.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

OCTOBER 8, 2020

What does that translate to, tactically speaking? Yes, marketing is more efficient and data-driven than ever, but, even then, for most companies, it’s still fundamentally a game of building and maintaining relationships, awareness, and credibility. And being the company that buyers contact when they have a need, whenever that might be.

Demand Generation Agencies 173

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

The Point

MAY 28, 2020

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. ABM was born of a time when (in hindsight) we marketers had it good.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

OCTOBER 25, 2017

Account-Based Marketing (ABM) , Predictive Analytics) that now allow us to 1) find prospective customers with a higher propensity to buy, and 2) target those prospects, at scale, in a tightly orchestrated fashion, it would be a mistake to rely exclusively on outbound tactics.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

SEPTEMBER 25, 2018

The result is invariably a very tactical implementation that never reaches its true potential. . * 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. Customers need a plan.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

AUGUST 20, 2015

Other findings of note: * Events, conferences and tradeshows were rated the most effective lead generation tactic. * 59% of those surveyed rely on lead volume as their primary gauge of lead generation success. * Improving lead quality was rated as both the top priority AND the biggest challenge by a majority of respondents.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Ranking Lead Scoring 100

The Point

JANUARY 7, 2020

If, say, you’re marketing enterprise software and your typical sales cycle is 6-9 months, are there marketing tactics that will enable you to make your sales numbers if only executed in Q4? The cold hard reality is that successful B2B demand generation. takes time. Chances are: not likely.

Account Based Marketing 130

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

The Point

NOVEMBER 20, 2015

Identifying the channels and tactics necessary to drive the target results. But as part of an integrated, cohesive demand generation mix, one that blends both inbound and outbound tactics, ABM can play a key role in driving opportunities at high-value accounts. Establishing specific, quantitative goals for the campaign.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing & Strategy 100

The Point

SEPTEMBER 23, 2016

• The subject line (unseen here) is: “3 tactics to maximize ROI from your Facebook ads.” I’m guessing that the 3 bullet points are intended to be the 3 tactics, but it’s not 100% clear, and that’s a disconnect for me. • I’m not a fan of “Unlock the Guide”.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

NOVEMBER 27, 2018

According to IBM, when a lead is generated through social selling or advocacy, that lead is 7X more likely to close compared to other lead gen tactics. (HS) This benefit is particularly significant when it comes to social selling. HS) How do you recommend that B2B companies process, respond to and nurture social leads? (DK)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Ranking 203

The Point

JULY 27, 2016

My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

MAY 14, 2012

However, in sum, they do reinforce some key facts, namely: • Most companies who employ marketing automation are realizing only a fraction of its potential because they tend to focus the technology on improving efficiency and addressing tactical needs. •

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

JULY 23, 2012

One result of that pressure can be a demand for tactical, sales-driven campaigns designed specifically to seek out hot leads, campaigns that lead with so-called “late stage” offers like demos, free trials, or even price discounts. Because our agency works primarily with high-tech companies, we see this kind of pressure often.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

OCTOBER 20, 2014

Ascend2’s research also reported that marketers view email as the least difficult lead gen tactic to execute.) Yes, marketing technologies – and marketing automation in particular – make it easier than ever for companies to generate campaigns and leads.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

JANUARY 20, 2011

That popularity may be short-lived, however: 53 percent of marketers were only “somewhat satisfied” with their company’s marketing performance in 2010, and more than two-thirds (69 percent) plan to test new digital tactics in 2011.

Planning 100

Planning Allocation B2B Marketing Google 100

The Point

OCTOBER 10, 2017

Without planning, ABM initiatives are doomed to be little more than short-term, tactical campaigns (see this earlier post ) that fall far short of their potential. Proper ABM planning demands painstaking account selection, a clear consensus and buy-in amongst internal stakeholders, and a careful inventory of current content.

Account Based Marketing 44

Account Based Marketing ABM Planning Demand 44

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.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

NOVEMBER 14, 2014

A tactic like PPC, however, may generate fewer leads overall, and possibly even a lower proportion of “quality” leads, but may ultimately deliver more pipeline or closed business as measured by ROI.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 100

The Point

FEBRUARY 8, 2012

In the case of our agency , though we still get our fair share of calls from companies who find themselves saddled with what amounts to an expensive email broadcast system, a growing percentage of our engagements are with companies who have yet to even purchase the software.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

MAY 30, 2014

But what marketing technology doesn’t do – at least not today – is provide strategic advice, or make choices on tactical questions such as content, frequency, tone, call to action, etc. And the right solution makes any marketing department more efficient, more effective, and more scalable. Redefining what makes great creative.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

SEPTEMBER 29, 2011

A potential customer might have precisely the problem that a particular product or service solves and are anxious to solve that problem, yet may not feel as though they’re ready to buy and so fail to respond to the campaign; • response rates from tactical campaigns designed to uncover hot leads are likely to be much lower (since active buyers (..)

Sales Qualified Leads 100

Sales Qualified Leads Lead Ranking Lead Scoring Leads 100

The Point

NOVEMBER 28, 2011

The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

JANUARY 12, 2023

In 2023, companies will hit pause on “wide net” marketing programs and gravitate toward ABM (Account-Based Marketing) and other highly-targeted tactics that are more focused on high-value, high-propensity accounts.”. – Jon Emminizer, Vice President, Business Development. — Sandi Settle, Group Account Director.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

OCTOBER 8, 2009

In a recent post I outlined some of the tactics we recommend to clients who are looking to generate more leads from their blog and social media in general.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

JULY 21, 2016

Frequently, this is due to a backlog of campaigns and other tactical needs – as soon as the platform is deployed, the company moves immediately into “campaign mode” to address that backlog, and never has the time thereafter to hit “pause” and address the big picture.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

DECEMBER 21, 2021

B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. Those stories will allow B2B companies to better direct budgets to the channels, tactics, and content that are truly driving revenue.”. – Lynn, Creative Director.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

SEPTEMBER 6, 2011

Typical of many companies, iDirect was emailing the database regularly, but the program was largely tactical and email content tended to company-centric news like press releases and product announcements. One of the other opportunities identified in the discovery process related to ongoing communication with the database of existing leads.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JUNE 1, 2010

Also, games are best viewed not as a standalone medium but rather as a complementary tactic to your other marketing efforts. Our games are not banners and clicks. Games provide more in-depth engagement than other forms of digital advertising. All that said, games are a great way to differentiate your product and to break through the clutter.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100