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Top 10 Marketing Automation Mistakes

The Point

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.

[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.

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.

ABM & the Marketing Hype Cycle

The Point

Here’s how the marketing hype cycle works: 1. Our agency works with a range of B2B companies in the technology sector , and, depending on such factors as 1) target audience, and 2) average deal size, ABM may or not be a great fit for any one of those clients. Target Account Campaigns). Which is true, sort of. And that disturbs me, to tell the truth. Right now, it’s ABM. And … repeat.

Content Marketing Playbook: Strategy and Roadmap

back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. relaunch while working for Group SJR, a content mar- keting agency. Everywhere I had been working felt like. death—’This magazine is going to close,’ ‘We’re working. that’s proven to work—one we’ve refined after helping. We are still working on freaking really hard.

Bad Copy is Your Campaign’s Weakest Link

The Point

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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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.

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

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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.

Are Agencies the Future of Marketing Automation?

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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.

Staffing and Launching Your Content Marketing Program

success was attributed to work we did months ago. work needed,” he wrote in a blog post. Playbook series—the point where the difficult work. experiences as publishers and the work we’ve done. you excited to come to work every day, pushing you to. We are still working. telling you that certain things work—we want to tell you. actual work.”

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.

29 Tips to Improve B2B Email Campaign Performance

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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?

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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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. their work as average, not very effective, or not. at least 25 full-time employees working on content. However, putting in the work to team up with talented creative. almighty question: Does this strategy actually work? blend of data to get the full picture of what’s working. Copyright © 2015 Contently. little.

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.

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.

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?

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.

5 New B2B Sales and Marketing Strategies

your best people are working blind.”. goals and it takes hard work. 5 New B2B Sales and Marketing. Strategies. Overground. 2. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. Pretty. standard, right? Well, the model has shifted with the customer now in control and. disconnect.

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

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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.

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

The Point

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.

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

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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.

Definitive Guide to Planning a New Content Initiative

At Divvy, we work closely with many of our. that work just for her. find the beauty tips, tricks and products that work just for her. working very well for them.” “If your content marketing is for everybody, it’s for nobody.” While it might take some hard work and convincing to narrow. Does she even have the skillset to handle the design work on this piece?

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.

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.

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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Key B2B Demand Generation Strategies for 2015

The Point

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?

Content Methodology: A Best Practices Report

This virtuous circle is only possible when the company works to build a culture of. work,” Becker said. “We needed to prove that content can improve marketing’s. culture of content doesn’t emerge overnight, but working to build one across these. Content Methodology: A Best Practices Report A content methodology works in much the same way as a flywheel. Content. In the.

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?

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.

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.

Study: How Much of Your Content Marketing Is Effective?

What’s working—and what’s not—for over. working remotely. to explore what works for their particular audiences. necessarily work with content. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE?

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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