The Point

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3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

And too often, we’re seeing those same companies – particularly in the B2B tech space where our firm works – investing in martech in advance of, or in place of, getting some very fundamental issues addressed. Issues that, alas, take more work than writing a purchase order for new software. They’re not easily solved without hard work and critical thinking. Content is hard work.

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Forrester thinks Content Marketing Isn’t Working – They’re Half Right

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And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value. It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag. But though I quibble with the general sentiment, Ms. They simply want information of value.

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

Sourcing, developing, and publishing great content is the hard work. The social media landscape is littered with business blogs that, on the surface, do everything right. They may feature relevant content, of real value, published with good frequency. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI.

Origami Logic Scores Gold with “Brand Olympics” Campaign

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The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Winning B2B Email Campaign Keeps it Simple

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To me, this is a campaign that works. In B2B email marketing , does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action. So, for example, BounceX could have led their email with something along the lines of: “At 1.4 But they didn’t. Unlock?

Top 10 Marketing Automation Mistakes

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In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1. It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Launching lead scoring too soon. Not setting up SPF and DKIM.

Video Tech Company Leverages SEM to Drive Enterprise Leads

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What I’ve appreciated in working with Spear is that they share that same ROI focus – which you don’t always see in search agencies. Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. billion unique monthly views. Aggressive testing of ad copy.

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Bad Copy is Your Campaign’s Weakest Link

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And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better. Plus, because your agency is working with dozens of other companies like yours, they know what works (and, conversely, what doesn’t.). In the digital age, all that has changed.

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B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Does Creative Still Matter in B2B Marketing?

The Point

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. At Marketo’s Marketing Nation Summit last month in San Francisco, there was much talk about the shifting function of marketing towards a more strategic, data-driven role within the modern corporation.

5 Key Tips for Driving Attendance at Field Events

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Heck, if the event proves to be a complete waste of time, you can just log out and continue work as usual. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. Sell the event, not the product.

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Are Agencies the Future of Marketing Automation?

The Point

Our firm works with dozens of marketing automation customers, for whom our technical team is intimately involved “under the hood” as it were, but few if any of those clients are interested in surrendering complete management of the software to us. This isn’t exactly new but what once seemed like a niche strategy now looks more like a standard approach. But, actually: no. It’s a win-win-win.

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How to Measure Email Success in 2015: A Call to ROI

The Point

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. No matter what your marketing resolutions this year – more content, better creative, etc. – no improvement matters if you can’t measure it. Nothing else really matters. Opens/Open Rate.

Is Marketing Automation Right for Every Company?

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For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Industry data tells us something different. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Even at mid-size companies ($20 Million – $500 Million), the figure is only 10 percent.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

29 Tips to Improve B2B Email Campaign Performance

The Point

But action verbs (Download, Register) often work well also. 9. Make your thank you page work harder. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. Include a text link at the top of the email to give the recipient the option to view the email in their browser. Note: mobile users may see even fewer than 40 characters.).

Is Technology Making Marketing Agencies Obsolete?

The Point

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. Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? Hint: Maybe Not)”.

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Why is Inside Sales So Scared of Lead Nurturing?

The Point

In our work developing lead nurturing programs for B2B companies , we often hear statements like the following: “We won’t be implementing lead nurturing for new leads because our telesales manager says his team is following up on every lead.”. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced.

Top 10 Demand Generation Resolutions for 2014

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How else do you know what worked and what didn’t? Or that hard-working white paper could see a second life as a series of short videos or slideshares or blog posts. Bad creative to a good list will always outperform good creative to a bad list.” If your data’s bad, no amount of work or creative expertise will make a difference. Improve campaign measurement. Test more.

Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

Excerpted from the Spear white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google Adwords™ Campaign Isn’t Working and What to Do About It.” The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. It’s easy to see why. Your search campaign should measure: 1. And so on.

Checklist: 5 Ways to Minimize Webinar No-Shows

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These are guidelines, so by all means experiment to find the precise timing and intervals that work best for your audience. First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? One possible reason: many of those who fail to show tend to be higher-up in the organization.). First, let’s talk about “optimal” attendance.

Email Marketing 101: No-One Cares About Your Product

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And were the entire email about that demo, and what you could expect to see and learn when you attend the show, it might work well. An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign. Unless your offer and product are one and the same and the call to action is “buy now,” no-one cares about your product. But so what?

Content Selling: How Sales Can Better Leverage Marketing Content

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One company we work with has used this approach to double their RFP win-rate to the tune of $7 million in incremental sales. 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.

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

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How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA] Yes, content marketing is here to stay – but marketers need to break through all the noise with content that’s optimized for each buyer’s pain. How to add brains and reach to our customer’s beautiful/brand-centric websites.

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5 Tips for Successful Survey Campaigns

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I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. At first, the concept of “online seminars” was so novel that the topic of the event barely mattered. However, very quickly, Webinars became so popular that B2B audiences tired of the medium and became more selective about where to invest their time. And so on.

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

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In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology. Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. No separate scores for behavioral and demographic values. Faulty inactivity campaigns. Score inflation.

Key B2B Demand Generation Strategies for 2015

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We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!) we see some very exciting new demand gen channels entering the fray. are really working. (AN) What could future B2B marketing strategies look like for 2016 and beyond?

But Wait, There’s More! Why Cheesy Copy Still Works.

The Point

Effective email copy is not like a letter to your grandma; unless, that is, you’re asking Grandma to sponsor you for the 5K Fun Run at the park. good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate awareness, or promote your brand. Good email copy does one thing – it generates a response. Experienced email copywriters use a myriad of techniques to get their readers to act, techniques that may seem aggressive, salesy or “cheesy” to the uninitiated. ” That’s your decision.

In Defense of Unsolicited Email

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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. Stop buying lists. Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. Full disclaimer: my firm, Spear Marketing Group , is a leading Marketo partner.).

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Branding is Not Demand Generation. Stop Pretending That It Is.

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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. Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. understand. Well, OK, it might do those things, but that’s not its purpose. Wait, what?

Does a Demo Ever Make Sense as a Demand Generation Offer?

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For one, demo leads are on average (based on our work with tech clients) up to 3x more expensive than leads generated by other, information-type offers, say white papers or Webinars. Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer.

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

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By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. 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. Fair enough. doubt it.

How the Answer to One Question Can Tell You How to Market Your Technology

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The type of content most likely to work best for demand generation. I’ll explain: For a company selling a commodity-type product, or close to it, there’s little need to educate the market on why a particular company needs that product. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum.

3 Demand Generation Goals to Avoid in 2013

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For one, they’re a lot of work. Launch a lead nurturing program. Don’t get me wrong: lead nurturing is a worthy investment for most companies, but making lead nurturing a goal for the new year is akin to saying you want to do more marketing. It just means too many things to different people. Lead nurturing is a means to an end, a program in the service of a goal. Host one Webinar per month.

Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign

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Adapted from the white paper, “Top 10 B2B Paid Search Mistakes – Why Your Google AdWords Campaign Isn’t Working & What to Do About It”. Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns. With broad match, nearly any search query can trigger your ad as long as your search term is included.

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Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

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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.”. Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. Improve deliverability and overall email performance as measured by open and click rates.

New Marketing Automation Buyer’s Guide Offers Valuable Advice

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What sort of content works best? (HS) The type of content that works best in the context of a lead nurturing or emarketing program is usually informational, “thought leadership”-type content that speaks to best practices, strategies or techniques for solving the type of business problem that the marketer’s product or service addresses. But don’t think the guide obsolete just yet.

Why Chasing Hot Leads is a Bad Idea

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Because our agency works primarily with high-tech companies, we see this kind of pressure often. In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. In theory, anyway. Some of the main reasons are these: • It’s difficult if not impossible to target a message exclusively to those prospects that are ready to buy.

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The Long Distance Relationship: How to Work with a Remote Marketing Agency

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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. Along the way, we’ve developed some best practices for how to make that long distance relationship work best. Trust them. Comments welcome.