The Point

10 Uncomfortable ABM Realities

The Point

Account-based Marketing (ABM) continues to revolutionize the B2B marketing landscape, and, yet, if you ask 10 marketers (or even 10 “ABM Experts”) to define ABM and what constitutes an ABM campaign, you’d likely get 10 different answers.

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Surprise: Most B2B Advertising Isn’t Good. Or Is It?

The Point

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise.

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10 Tough Questions to Evaluate Your Target Account List

The Point

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. Do everything else right (message, offer, creative, etc.), the experts told us, and, if you’re sending to the wrong people, it’s all for nought.

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The Risks of Over-Reliance on Late-Stage Content

The Point

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage.

A Recruiter’s Guide To Hiring In 2021

With vaccination rates rising, consumers spending more money, and people returning to offices, the job market is going through a period of unprecedented adjustment. As the New York Times observed, “It’s a weird moment for the American economy.” And recruiting professionals are caught in the middle. To make the most of this disruption, you need to understand the economic drivers, develop a strong strategy for unearthing valuable talent, and use the latest tech tools to get the job done. Read this guide to get your recruiting practice ready to thrive in the new normal.

4 Ways to Measure ABM Success

The Point

Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size.

Is One-to-One Marketing the Only True ABM?

The Point

When it comes to what is, and isn’t, Account-Based Marketing (ABM) , there are as many opinions out there as there are ABM experts. The reality is that ABM (now ABX, in some circles) is ever-evolving and so what qualifies as ABM is a moving target. Also, does it matter?

Report: Why Demand Marketers Should Expand their Focus Beyond the Lead

The Point

B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels.

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When Should I Stop Nurturing a Lead?

The Point

A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?”.

Should I Use a Separate Domain for Marketing Emails?

The Point

A client asks: “ We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain. Is this something you’d recommend? ”.

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The Definitive B2B Sales Playbook: Proven Path to $ Multi-Million Revenues

Sales is at the forefront of revenue growth, and so organizations with highly streamlined sales operations consistently outperform competition. How do you create a path to success and fast-track your way to multi million dollar revenues? Read the eBook.

5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand

The Point

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand. One of the areas we recommend consistently to our clients is to do more with the corporate blog.

How to Approach Demand Gen in Challenging Times

The Point

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long. .

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A B2B Email Pre-Flight Checklist

The Point

Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative.

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9 Tips for a More Effective Email Newsletter

The Point

In an era of Instagram, TikTok, and Clubhouse, few marketing channels are more “old school” than the humble email newsletter.

It’s Time to Stop Obsessing Over Leads

If leads are no longer the main goal for your marketing and sales teams, what should you focus on instead to measure success? And how can you optimize your program to create more qualified sales opportunities, faster? Download the eBook today to find out how!

B2B Demand Generation Predictions for 2021

The Point

2020 was a year of change for marketers worldwide, much of it not for the best of reasons.

Marketing Success & the Accident of Timing

The Point

An old boss once commented: “75% of marketing is just being in the right place at the right time.”. You can quibble with the percentage, but, overall, she had a point.

6 B2B Demand Gen Predictions for 2020

The Point

The rate of change in B2B marketing and marketing technology continues to accelerate, and 2020 promises to be no different. I asked the best subject matter experts I know, my colleagues at Spear Marketing Group , what trends they think will highlight the next 12 months in B2B demand generation.

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How Quickly Should I Suspend or Delete Non-Responsive Leads?

The Point

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in place?

Reaching Unreachable Candidates

Speaker: Patrick Dempsey and Andrew Erpelding of ZoomInfo

What is ZoomInfo for Recruiters? Find and connect with the right talent to fill roles fast with more data, basic search, advanced search, candidate and company profiles, and export results. Watch this On-Demand Webinar today to see how ZoomInfo for Recruiters can work to get your talented candidates results.

8 Common LinkedIn Advertising Mistakes

The Point

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers ), quickly rivaling search advertising on Google. LinkedIn’s big advantage over its key competitor – and the reason it’s now cannibalizing so many marketing budgets previously reserved exclusively for paid search (SEM). – is its ability to target specific audience demographics: job title, industry, etc.

8 Questions to Ask Before Investing in Marketing Attribution

The Point

[Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.]. Marketing attribution is a hot topic these days in B2B circles. Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment impacts revenue.

CCPA: What B2B Marketers Need to Know

The Point

Another new year approaches and, with it, another major data privacy regulation takes effect. This time, it’s the California Consumer Privacy Act (CCPA), which becomes law on January 1, 2020. Don’t be fooled into thinking that only California companies need pay attention. Even if you’ve already established more stringent data collection and privacy measures as a result of GDPR.

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Why a Hybrid Demand Generation Model is More Important than Ever

The Point

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. ABM was born of a time when (in hindsight) we marketers had it good.

Going to Market Smarter in the New Economy

In 2021, as companies continue to move more functions online, employees will take a more virtual -- and flexible -- mindset and lifestyle in parallel to the digitization of businesses. To succeed, you must change the way you conceive and build new products as a digital business. Download the report today to discover more!

5 Most Common Fails in B2B Search Campaigns

The Point

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.

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A Nurture Strategy for Content Syndication Leads

The Point

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low.

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12 Questions – A Checklist for ABM Readiness

The Point

Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas and associated messages. For others, it’s identifying a target account list.

Why is No-One Talking About B2B Creative?

The Point

The Forrester Wave™: B2B Marketing Data Providers, Q2 2021

In our 24-criterion evaluation of B2B marketing data providers, we identified the 11 most significant vendors — Data Axle, Dun & Bradstreet, Enlyft, Global Database, InsideView, Leadspace, Oracle, SMARTe, Spiceworks Ziff Davis, TechTarget, and ZoomInfo Technologies — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2B marketing professionals select the right one for their needs.

Why Is Marketing Automation Maturity Still Woeful?

The Point

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation.

I Need Hot Leads, and I Need Them Now

The Point

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. Many are competing in early stage markets and need to get in front of their competitors quickly before consolidation and attrition take their toll.

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Hosted Landing Pages vs. Embedded Forms

The Point

A client asks: “Should we be hosting our campaign landing pages in Marketo? We’ve always hosted them on our main site and simply embedded Marketo forms. Is there a big advantage to hosting them separately?”. This question comes up all the time in client work, and not just with Marketo customers.

An Opportunity-Based Marketing Framework for ABM

The Point

While there’s little debate about the value of a well-planned, well-executed Account-Based Marketing (ABM) strategy, where many B2B companies struggle – and where ABM initiatives tend to stall – is in that phase between planning and execution, where strategy and account planning meet tactics, plays and content.

4 AI Hacks to Make Sales Teams More Efficient

Over the last two years, there’s been a 76 percent increase in AI adoption across sales organizations. For sales teams, AI opens up a world of new possibilities, including automating outreach, identifying best-fit buyers, and keeping CRMs flush with fresh data. Read on to learn the four AI hacks sales teams need to improve their performance. Download the eBook today!

Integrating Social Leads into the Demand Generation Funnel

The Point

Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. Just listen to marketing guru Gary Vaynerchuk, perhaps the biggest champion for advertising on Facebook and other channels, who says that social media advertising is “grossly underpriced” and that companies have a window of opportunity to take advantage before big brands drive up the cost. All of which begs the question: what about organic?