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Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

free copy of the survey report – including a complete summary of results along with expert analysis – is available for download from the Spear Website. 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. appeared first on The Point.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

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– Real-time Web personalization to deliver account-specific or industry-specific content on campaign-specific landing pages or on the advertiser’s main Website. 5. In our experience, the most effective ABM campaigns share 4 common traits. integrated – so that targeted contacts see a consistent, cohesive message via multiple channels. – Economic Buyer. – Technical Buyer.

Infographic: The State of Marketing Automation Maturity

The Point

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? recent industry survey by Spear Marketing Group suggests: no. Is this a technology problem relating to ease of use? Click on the infographic below to view full size.

Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

To download a free copy of the complete survey report, including detailed results along with expert analysis, visit the Spear Website. Can technology solve every problem of the modern B2B marketer? Maybe not, if you believe a recent survey sponsored by TechValidate and Spear Marketing Group. Click on the infographic below to view full size.

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Evangelizing a Content Marketing Program

user engagement metrics and quality of your website— how long are people spending on the page, how easy it. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I.

The One Marketing Automation Guide You’ll Ever Need?

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You can download a free copy (registration required) from the TrustRadius Website. Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. At a whopping 107 pages, their new marketing automation guide provides what I think is one of the most useful and comprehensive reports to date on this fast-moving category.

A Follow-Up Strategy for Content Syndication Leads

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Furthermore, that individual hasn’t downloaded that content from your Website, and may not even be familiar with your brand or even remember your company’s name from the white paper they downloaded mere days ago. It’s important to recognize that content syndication leads are not like most sales leads. references the specific content asset. 2. You can access the document here: [link].

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. Want to guess how many of those leads arrive via our clients’ Websites? Fair enough. Virtually none. doubt it. What do you think?

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

Twitter Website Cards (note: these are separate and distinct from Lead Generation Cards) enable the advertiser to include a custom headline, image, and Call to Action on a Promoted Tweet. It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Its top 25 US-based search advertisers alone spent more than $1.3 Billion with Google in 2013. Twitter. 6. Facebook.

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Case Study: How One Tech Company Used Humor to Launch a New Brand

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But it was critical for the company that they inspire prospects to explore the new Website, and take note of the new brand in a way that would ensure those same prospects weren’t disoriented when they started to receive emails with a revamped look. The overall layout was simple, and the call to action (Visit the Website) both straightforward and prominent. This presented a challenge.

More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous

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Software Advice analyzed more than 6 million unique visitors to their own Website between 2008 and 2013, and the impact that various factors (speed of response, time of day, day of week, month of year) had on the rate at which those leads were qualified based on a telephone needs analysis and BANT qualification. And that lack of focus can be a big mistake. Probably not.

Content Methodology: A Best Practices Report

sources such as company websites, industry publications, and secondary research. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV.

Why is Inside Sales So Scared of Lead Nurturing?

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We also programmed Marketo to alert the BDR immediately if any prospect responded to any of the follow-up emails – for example, by visiting a high-value page on the client’s Website, or by downloading additional information. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced. Wait 2 weeks. 4.

Top 10 Demand Generation Resolutions for 2014

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If you struggle with the constant demand for new offers – and who doesn’t – maybe it’s time to mine some of the gems in your Website’s resource center. It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement.

Content Selling: How Sales Can Better Leverage Marketing Content

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For more information on the Knowledgetree solution, visit their Website or follow them on Twitter at @KnowledgeTree. talked with Daniel and his team to find out more about what they call an approach called “Content Selling.”. (HS) What problem does KnowledgeTree solve? (DC) Today’s buyers are more educated on markets, products, and competitors than ever. Secondly: measurement.

5 Common Content Syndication Mistakes

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In the same way that many marketers tend to over-use filters, companies also tend to focus content syndication programs on individual Websites that target their favored demographic or particular technology. Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. Excessive Use of Filters.

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Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

When they visit your website or engage with sales for the first time, they. and Fred Reichheld. 3 in a survey of 236 professional and nonprofessional B2B buyers, conducted in conjunction with internet Retailer, we found that 53% prefer to gather information on their own and 74% find buying from a website more convenient. Advocate Marketing Creates B2B Customer. engage with peers.

A Really Useful B2B Marketing Benchmark Report from Optify

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The data contained in the report were extracted by analyzing more than 62 million Website visits, 215 million page views, and 350,000 leads from more than 600 Optify customers. Alas, email metrics are NOT included in the report (Optify is better known for SEO and Website analytics) but the results make for some illuminating reading nonetheless.

Email Marketing 101: No-One Cares About Your Product

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Will I be directed to a Website? An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign. This means that, in order to succeed, every word of copy should be focused on selling the offer, i.e. the primary reason why any individual would want to respond. Here are the 5 biggest mistakes that Lavi made: 1. But so what?

Survey: Marketing Automation Users Score a “C” in Maturity

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The report is available as a free download from the Spear Website. Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice.

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

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How to add brains and reach to our customer’s beautiful/brand-centric websites. Modern websites must be optimized for both brand and to capture new buyers before they find your competition. We make this happen immediately and then expand your website brand into new pools of purchase-ready buyers. 2. How does your content compare to your competition?

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B2B Marketing Trends for 2016

website traffic, brand. Better targeting, retargeting, and website personalization will replace the omnivore approach. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Look for.

7 Webinar Invitation Mistakes You Can’t Ignore

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Here, Silverpop includes top navigation (Facebook, Twitter, Website) and a footer with contact information, more links back to the main Website, and yet more social links. How do you prevent your Webinar campaign from being lost in the crowd? Here are 7 mistakes you’ll want to avoid, as illustrated by an email received recently from email marketing provider Silverpop : 1.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

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” Here’s a short list of what else marketing automation can do that your ESP likely can’t: • Responding immediately and automatically to sales-ready behaviors (like visiting certain high-value pages on your Website). A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Certainly. Comments welcome.

In Defense of Unsolicited Email

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Do they really think that I’m going to spend my Tuesday morning getting signed up for some cheap BI training, order up a website review, and do a deep dive on our corporate telephone system?”. I’m guessing the answer to these questions, in Phil’s case, is a big fat “no.” In fact, he concludes: “Stop sending batch email blasts. Stop buying lists. Those days are long gone.

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How to Write a Better Content Syndication Abstract

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For more tips on how to get the most from your content syndication program, download a copy of our new white paper: “8 Tips for Content Syndication Success,” available for free download from the Spear Website. Abstracts (the short descriptions that accompany content online) are often an afterthought. Remember: an abstract is, essentially, an ad. Good abstracts do two things: 1. Overview.

B2B Marketing Trends for 2016

website traffic, brand. Better targeting, retargeting, and website personalization will replace the omnivore approach. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Look for.

5 Campaign Ideas for When You Have No Content

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Market your Website’s resource center. You may feel that you’ve used, re-used, and recycled every scrap of offer content on your Website at one time or another, but perhaps what’s next is to market the Website, and in particular your site’s resource center or resource library , as a whole. For today’s B2B marketer, content is the fuel that feeds the demand generation engine.

3 Models for Gating Lead Generation Content on Your Website

The Point

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) Here are 3 models to consider when making the decision on how to serve up lead generation content on your Website: The “Free for All” Model. should be gated or not, and you’re likely to hear a wide range of opinions. The “All You Can Eat” Model.

Design Choices & More Sink Webinar Invitation

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The base template for the email appears to be a responsive design, but the main header image is a fixed width (it neither expands nor shrinks), so when the body of the email expands to accommodate a larger screen, the header image immediately looks awkward, and disjointed from the rest of the design – more like a banner ad on a Website. My suspicions are these: 1. doubt it.

Should I Remove Offer Content from My Website During a Campaign?

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A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”. My response: The short answer to your question is: “no,” but let me expand a little.

B2B Marketing Trends for 2016

website traffic, brand. Better targeting, retargeting, and website personalization will replace the omnivore approach. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Look for.

Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater

The Point

For more information on Full Circle CRM, visit their Website at www.fullcirclecrm.com. Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine. HS: Where did the idea for Full Circle CRM’s product come from?

Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)

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Assigning the same value therefore, say: 1 point per page, to every page on your Website, fails to differentiate between high-value and low-value pages. When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Too little negative scoring.

How to Optimize Your Website’s Resource Library for Lead Generation

The Point

A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. Ad Agencies B2B Marketing Content marketing Graphic Design Interactive Design Landing Pages Marketing Automation marketo Spear Marketing Group web design Web resource centers Web resource libraries Website designSee thumbnail at right.)

Lead Scores Too High? Maybe They Need An Expiration Date.

The Point

The loophole in this design arises when “active” prospects, those who regularly visit a Website or respond to nurturing campaigns, for example, build up lead scores well out of proportion to their actual level of interest or stage in the selling cycle. The basic lead scoring recipe is typically a variation on the following: * assign positive scores for desired behavior or demographics (e.g.

7 Tips for a Successful PPC Landing Page

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Short anecdote: when a former client insisted on having the logo on their landing page be a live link back to their Website, we were able to show that 15% of PPC visitors were escaping through that logo.). 7. Where do most paid search (PPC) campaigns succeed or fail? The rewards from making even slight improvements to your PPC landing pages can be dramatic. Sell the offer.

Top 10 Tips for Better Email Templates

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Marketo users : Download a free set of professionally-designed email and landing page templates, along with complete instructions for how to download into Marketo, now available on the Spear Website. The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. But one other element plays a key role even before you write one word of copy: the design template. However, if the creative foundation for those campaigns is suspect, even the best technology simply results in a faster time to failure.

The New B2B Buyer Dialog: A Conversation with Kathleen Schaub

The Point

Engagement flows through search engines, social media, and content aggregation sites in the early stages of the buyer’s journey, then through your website and marketing automation platforms as your buyers advance. Fewer companies, however, can claim to have adapted their sales process as readily. Vendors leveraged that knowledge gap. Fast forward to today. The proliferation of Web 2.0

What Lead Filters Should I Request For My PPL Campaign?

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Name (or rename) your content to attract the right job titles (for example, “A CIO’s Guide to Big Data”). • Use the abstract (the short description that appears on the publisher’s Website) to appeal to the right job function, for example: “Written specifically for CISOs, IT Security Directors, and other senior executives with enterprise-level security responsibility, this white paper explains …”.

Help Our Client Choose a Logo (Poll)

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Spear Marketing Group was hired recently to develop the park’s branding and identity, messaging, collateral, Website, signage, and overall marketing plan. Sonoma Canopy Tours will be one of the largest zipline tours in the nation when it opens in Sonoma County, California later this year. Choose your favorite by voting in the poll below. Note: comments are moderated.).

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Help Our Client Choose a Home Page (Poll)

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Spear is designing a new Website for the company and the client is having a hard time choosing between two home page designs. Your opinion is needed! One of our B2C clients, Elegant Clutter , is a boutique furniture and home accessories store in Danville, California. Just click on the thumbnails below to view the two designs and then vote for your favorite using our instant poll.

5 Ways to Segment Your Lead Nurturing Campaign

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Create a separate track to prospects who haven’t visited your Website in 6 months. Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. Take advantage of it. Lead source.

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