INDUSTRY INSIGHTS YOUR PEERS ARE READING
Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process. MORE
If your marketing organization is 100 percent GDPR compliant (and if you are, you’re in the minority ) you may feel that your data compliance issues are behind you. Think again. The GDPR deadline may already be a waning memory, but global data privacy regulations are just getting started. MORE
Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. MORE
One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. MORE
In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends. MORE
Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. MORE
The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why. MORE
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. MORE
What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions. MORE
Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. MORE
Companies who shift their marketing to a more ABM-focused strategy mostly do so in transition from a broader, more traditional, funnel-based approach. But what if you’re starting from square one? MORE
Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently. MORE
Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing , an article that you can read online here. MORE
In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water. MORE
Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. MORE
In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. The lure of intent data is learning which companies are going to buy from you and when. But is that real? MORE
New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads. MORE
If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? The MQL? Lead Funnels? MORE
Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. MORE
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. MORE
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. MORE
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. MORE
I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?”. Now, not only was I not ready, I barely remember what his company does. MORE
When you work primarily with high-tech clients , you learn to cope with a great deal of short-term thinking. Tech companies have short-term horizons for a number of reasons: * Many are private and depend on short term results to prove viability and therefore ensure their ongoing funding. MORE
The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” MORE
This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email creative. At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative: mine. MORE
Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle. MORE
When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. What is the primary objective? For example: secure an appointment, gain an introduction …). MORE
I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better. MORE
The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that content is good enough. MORE
Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. He says (in summary): “It’s because their needs outgrow system capabilities.”. MORE
The Point
APRIL 16, 2019
Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges.
The Point
FEBRUARY 28, 2019
This week, I had the pleasure of speaking at the B2B Marketing Exchange (B2BMX) conference on the topic of B2B email creative. At a conference of more than sixty sessions (by my count), as best I could determine there was exactly one (1) session on anything to do with creative: mine.
The Point
MAY 16, 2019
One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software.
The Point
APRIL 23, 2019
Companies who shift their marketing to a more ABM-focused strategy mostly do so in transition from a broader, more traditional, funnel-based approach. But what if you’re starting from square one?
Advertiser: Interactions LLC
In today’s hyper-competitive market, every business must become a customer experience-first business. Customer satisfaction has become more important than price or any individual feature. Read the new Tractica white paper to learn how important conversational AI is to your CX strategy.
The Point
MARCH 7, 2019
Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing , an article that you can read online here.
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The Point
JANUARY 17, 2019
Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.
The Point
NOVEMBER 27, 2018
Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising.
The Point
MARCH 20, 2018
Subject line testing is that one email best practice that all B2B marketers know is a good idea, and yet very few of us do it consistently.
The Point
APRIL 20, 2018
The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why.
Speaker: Kerry Bodine and Lindsay Sykes
The practice of journey mapping has reached fever pitch. But your mapping efforts are only effective if the resulting maps help you drive organization change — and then measure the results of your efforts. Join Intouch Insight and Kerry Bodine, CX expert and co-author of Outside In: The Power of Putting Customers at the Center of Your Business, as she shares Bodine & Co.’s latest research on this topic.
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The Point
FEBRUARY 27, 2018
Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business.
The Point
OCTOBER 25, 2018
The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.”
The Point
SEPTEMBER 25, 2018
Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. He says (in summary): “It’s because their needs outgrow system capabilities.”.
The Point
APRIL 26, 2018
In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. The lure of intent data is learning which companies are going to buy from you and when. But is that real?
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Building brand awareness and acquiring customers is never easy, but how can you improve your marketing strategy with limited resources? Vidyard has you covered with their 3-in-1 guide on how to use video across your marketing efforts without breaking the bank.
The Point
MARCH 22, 2019
Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion.
The Point
MARCH 8, 2018
Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product.
The Point
MAY 21, 2018
I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better.
Advertisement
Achieving predictable lead flow and revenue depends on monitoring sales history and developing a robust, flexible lead development process. Download this eBook for 6 clear steps you can take to build that process today.
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.
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.
The Point
MAY 16, 2018
It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition.
The Point
SEPTEMBER 19, 2018
A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career.
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Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.
The Point
JANUARY 24, 2019
A recent survey of B2B companies finds that most are struggling to find and hire marketing talent, particularly in technical roles such as marketing operations.
The Point
JANUARY 24, 2017
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy.
The Point
AUGUST 29, 2017
When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. What is the primary objective? For example: secure an appointment, gain an introduction …).
The Point
JUNE 30, 2017
In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water.
Advertiser: Interactions LLC
The quality of a customer care strategy can make or break a company, but simply resolving a customer service issue or complaint is no longer enough. Learn the 4 steps that address the major points you need to consider when building a customer care roadmap.
The Point
SEPTEMBER 21, 2017
I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?”. Now, not only was I not ready, I barely remember what his company does.
The Point
FEBRUARY 14, 2018
New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads.
The Point
OCTOBER 18, 2016
Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle.
The Point
JUNE 20, 2018
In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends.
Advertisement
Cold calling isn‘t dead; neither is it on its deathbed. In fact, it’s one of the most effective ways to increase sales and drive revenue. Learn 7 preperation strategies to lessen your stress, and to become a better closer!
The Point
DECEMBER 15, 2016
What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions.
The Point
FEBRUARY 28, 2017
If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? The MQL? Lead Funnels?
The Point
NOVEMBER 13, 2018
If your marketing organization is 100 percent GDPR compliant (and if you are, you’re in the minority ) you may feel that your data compliance issues are behind you. Think again. The GDPR deadline may already be a waning memory, but global data privacy regulations are just getting started.
The Point
APRIL 19, 2017
The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that content is good enough.
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