The Point

DECEMBER 28, 2017

The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research. DGR) What do you see as the biggest trends in marketing automation in 2018? (HS)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

DECEMBER 21, 2021

What trends will dominate the demand generation landscape in 2022? The lines between sales and marketing continue to blur, and RevOps is a key part of that trend.”. 6 #B2B Demand Generation Trends to Watch Click To Tweet. The post 6 B2B Demand Generation Trends to Watch appeared first on The Point. – Mirella, Sr.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

OCTOBER 29, 2021

One of the biggest current trends in Account-Based Marketing (ABM) is the integration of chat technology and personalized conversations to identify, engage, and capture prospects from targeted accounts. A conversation tailored to highly-motivated, late-stage prospects (“Ready to set up a meeting with one of our experts now? I can help.”)

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JULY 27, 2021

Independent of intent data, are there company or market events or trends that suggest a particular account deserves priority? Intent data is only ever a signal, and one data point of many, but identifying areas of intent in accounts or industry sectors are valuable data points.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

MARCH 23, 2023

Implemented consistently, CRO not only improves demand gen performance, but ensures that landing pages and other Web assets stay current with design trends and best practices, improving the overall user experience. In the ideal, CRO is an ongoing process of constantly testing new ideas and improvements.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

JULY 1, 2019

If this finding is true, and genuinely indicative of a larger trend, it could have major ramifications for the way in which B2B demand marketers manage leads. For example, 42% of the executives surveyed in the report said that they spoke to and engaged with reps in the first month, compared to only 33% just 12 months earlier.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

OCTOBER 15, 2019

As I wrote earlier in this space, the use of intelligent chatbots in demand generation is fast becoming a major trend , as marketers discover the technology’s potential for increasing the rate at which leads engage with sales. Conversational Marketing. Different topics appeal to different stages in the selling cycle.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JANUARY 17, 2019

In their “ State of Sales Development: 2018 Report , ” the authors deliver 43 pages of benchmarks and trends that illustrate how today’s leading companies are succeeding in sales development. It’s also why the data contained in a new report from Insidesales.com is so compelling. Spoken as someone that never answers his phone, ever.).

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

MARCH 22, 2017

Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. Don’t lecture me on a business trend or challenge or problem that you think I should care about. Key takeaways: Don’t tell me stuff I already know. Get to the point.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

DECEMBER 6, 2022

The trend is towards the higher end of that range, as marketing assumes responsibility for more and more of the funnel. Start with your revenue goal for the year (or deals x ASP/ARR). Define the percentage of that revenue (or pipeline) for which marketing is responsible. Industry standards for this figure vary widely, from 25% to 80%.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

AUGUST 16, 2019

For example, use the subject line to describe the offer, and the preview text to deliver a key benefit or two: New Forrester Report on 2019 B2B Buyer Trends 7 key ways marketers should adapt to today’s buyer behavior. 5 Tips for More Effective Email Preview Text Click To Tweet.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

MAY 28, 2019

Like so many other trends that first take root in the consumer realm, B2B companies are starting to take note, to the point where chatbots – programs designed to simulate (and stimulate) conversation with online users – are being heralded as the “next big thing” in B2B marketing.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

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. You can download an executive summary of the survey results here.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

FEBRUARY 28, 2020

One of the most common mistakes marketers make, particularly in the tech space, is beginning an email with a long dissertation on the current market, trends, or business behavior that forms the basis or catalyst for the information on offer. Am I taking too long to “set up” the offer?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

JUNE 5, 2018

Is that a reflection of a larger trend, namely that marketers are no longer just responsible for front end lead generation? Account-Based Marketing (ABM) has also accelerated the trend. I concluded that, as a discipline, B2B marketing is advancing quite well in what I call the B2B Marketing Renaissance.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JUNE 18, 2019

Don’t start your email with a litany of facts or a lengthy commentary on market trends. Drive Action, Don’t Just Relate Facts. “As As a busy marketer, you know …” Well if I already know, why do I care? Instead, incite the reader to take action by selling the value of the information on offer. Grab the Reader Early.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

JANUARY 29, 2015

So many of the trends in B2B marketing in the last decade have been towards inbound marketing – think SEM, content syndication , etc. (AN) What could future B2B marketing strategies look like for 2016 and beyond? I think we’ll continue to see a shift towards data-based, predictive, one-to-one marketing.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

SEPTEMBER 25, 2018

But even then, the trend speaks to a failure of the big marketing automation players to cement their place in the tech stack. What can be improved? Here are just a few thoughts: * Vendors need to focus as much on customer success as they do on new business.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

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. The rush to Account-Based Marketing (ABM) is the primary evidence of that same trend.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

MAY 3, 2016

The report covers a wide range of trends and topics, but focuses on the best practices most common amongst “high-performing” marketing teams. 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.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

APRIL 16, 2019

A free trial or demo is likely to be only effective for “high intent” keywords relating to product categories, for example, whereas more “low intent” keywords – those relating to a trend or business issue – are better served by informational assets like white papers. Failure to Nurture Leads Correctly.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

NOVEMBER 22, 2017

During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real success with their personalization strategies.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

MAY 16, 2019

Too often, B2B emails open with a long lecture about the state of business and industry trends (classic example: “As a busy marketer, you know …”) * The email offers clear, specific, and concrete learning benefits (the 4 bullet points) – what the reader will learn, gain, discover by attending the Webinar.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

AUGUST 24, 2012

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

APRIL 19, 2017

In contrast, content that relies heavily on statistics or market data – an industry trends report, for example – will lose its appeal after only a few short months. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MARCH 22, 2019

The second reason has to do with the trend towards Account-Based Marketing (ABM). When salespeople see inaccurate lead scores, they rapidly lose trust in the system, and ignore the data from that point forward. Marketing, in turn, sees no reason to fix the system because “sales doesn’t use lead scoring.”.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JULY 27, 2016

For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

DECEMBER 16, 2015

A discussion of key trends and forecasts for the marketing automation space heading into 2016. And, as we marketers like to say, there’s more: • A primer on marketing automation for those new to the space. Expert advice from industry thought leaders on how to choose, plan for, and make the most from your marketing automation investment. •

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

APRIL 22, 2014

The infographic below illustrates the differences between mobile-friendly and responsive designs from the perspective of the reader, and highlights the trends driving us towards a world of email marketing that is dominated by mobile devices. Click on the infographic to view full-size.

Design 100

Design Mobile Marketing Advertising Agencies Paid Search Agency 100

The Point

JANUARY 24, 2017

Use blog posts as “teasers” for speaking slots, show floor presentations, and scheduled demos by either a) excerpting a planned presentation or b) writing to a related topic/trend/best practice. Then (critically), close the post with an invitation to learn more by visiting with your company at the show.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JUNE 20, 2011

Industry Trends – how is your industry/space changing? What do you predict as trends to come? Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. A good place to be controversial. What’s different now compared to 1 year ago? 5 years ago?

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

OCTOBER 20, 2014

Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

OCTOBER 26, 2010

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

DECEMBER 14, 2010

Take 7 minutes out of your day to listen to the first part of a podcast I recorded recently with social media expert Steve Farnsworth about trends and best practices in B2B lead generation. With the new year almost upon us, here’s a quick way to increase the effectiveness of your lead generation programs in 2011.

Lead Generation 100

Lead Generation Generation Leads Lead 100

The Point

DECEMBER 16, 2013

Other trends that are decreasing the role of Websites in B2B demand generation: • the growing prevalence of microsites, blogs, information portals, and communities that exist outside the corporate Website but are designed specifically to generate search rankings, Web traffic, subscribers, contributors, and sales leads. •

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100