The Point

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.

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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Report: B2B Buyers Engaging Earlier with Sales

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For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more of the lead funnel.

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7 Key Principles of B2B Email Creative

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What, Why, How. There are three things your email recipient should see almost immediately, and those are: WHAT the offer is, WHY it’s of value, and HOW to get it. Don’t make the reader hunt or scroll to learn what exactly you want him or her to do, and why. Sell the Offer, Not the Product.

Why Conversational AI Is Key to Customer Service in the Customer Experience Era

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.

Why is No-One Talking About B2B Creative?

The Point

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.

Should I Prioritize ABM Tactics Ahead of Demand Generation?

The Point

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?

I Need Hot Leads, and I Need Them Now

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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.

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10 Great Ideas for Your Next Subject Line Test

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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.

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5 Basic Things Every B2B Marketer Needs to Do to Prepare for GDPR

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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.

6 Steps to Building Predictable Lead Flow and Revenue

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.

8 Key Takeaways from New Survey on B2B Content Preferences

The Point

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.

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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.

Tips for Increasing SDR Engagement Rates

The Point

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.

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Why Marketing Automation Customers are Migrating Downstream

The Point

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.”.

Lead Generation Companies: How to Pick a Right One

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.

Trends in B2B Email: ABM, Deliverability & Integrated Campaigns

The Point

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.

Why this Webinar Invitation Works

The Point

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.

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How to Best Leverage B2B Intent Data

The Point

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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Report: One-Third of Marketers Say Lead Nurturing Has No Impact

The Point

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.”

4 Steps to Developing Your Customer Care Strategy

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.

How to Market an Analyst Report

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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.

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Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

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.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

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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.

Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

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.

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7 Cold Calling Tactics You Aren't Using but Should Be

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!

ABM is a Strategy, Not a Campaign.

The Point

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.

The Dismal State of B2B Email Creative

The Point

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.

Top 10 ABM Mistakes

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22 Potential Touchpoints for Your Next ABM Sales Play

The Point

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 …).

How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

Tips for a Successful Competitive Campaign

The Point

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.

3 Key Reasons Not to Give Up on Lead Scoring

The Point

Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion.

Why Lead Nurturing Success Means Not Asking for the Sale

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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.

Career Advice for a Young Marketer

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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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Best Practices for Selling to Government Agencies

The US government spends over $235 billion on goods and services each year. Because of this, selling your product or service to a government agency can be a great way to increase profits. A government buyer also offers consistency, at least for the duration of your contract. However, there are key differences between selling to a customer or business and selling to the government. MarketJoy VP of Customer Success, Curtis Bendt, has used his vast experience in sales industry to craft a list of best practices for selling to government agencies to give you a more specific idea of what the process involves. MarketJoy also provides you with several tips on how to increase your chances of success.

People Don’t Read Your White Papers. Who Cares?

The Point

New marketing technologies like Uberflip make it increasingly easy to track content consumption beyond just clicks and downloads.

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