The Point

Career Advice for a Young Marketer

The Point

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.

Agency 137

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.

Survey 211

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

The Point

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.

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.

Lead 236

How B2B Marketing is Changing in 2018

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

10 Great Ideas for Your Next Subject Line Test

The Point

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.

Test 219

The Myth of “What’s Working” in B2B Marketing

The Point

Work 131

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.

How to Market an Analyst Report

The Point

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.

Report 197

Does Demand Generation Really Generate Demand?

The Point

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.”. What does that mean exactly?

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.

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.

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.

Can You Shortcut ABM and Still Make it Work?

The Point

In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends.

Work 155

Should You Use the Same Landing Page for Email and Online Ads?

The Point

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. My response: In short: no. There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different.

Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

4 Simple Reasons for Why this Webinar Invitation Works

The Point

Webinars are a dime a dozen. As a marketer, how do you make your Webinar invitations stand out from the crowd, a challenge made bigger when you’re presenting on a topic (say, GDPR) that is so commonplace as to be completely generic?

Work 151

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.

Survey 204

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

The Point

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 Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

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.

Paper 183

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 …).

High Bar Offers: Why Your Campaign May Be Asking Too Much

The Point

In the demand generation business, we often talk about “low bar” and “high bar” offers. The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer.

Why Lead Nurturing Success Means Not Asking for the Sale

The Point

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 Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

Forrester: B2B Companies Score Low in Marketing Best Practices

The Point

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. At face value, the results, due to be published in a report this June, paint a somewhat dim picture of the state of B2B marketing.

8 Questions to Help You Decide if Your Content is Good Enough

The Point

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.

Infographic: Top 10 Types of Demand Generation Content

The Point

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.

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

The Point

We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy.

Buy 237

7 Key Insights from the "How B2B Marketing is Changing" Report

Speaker: Tom Pick, Independent B2B Digital Marketing Consultant

What are the top priorities, challenges, and trends in B2B marketing as we head into the final stretch of 2018? We conducted in-depth interviews with senior B2B technology marketers to find out. The results included a few expected areas of consensus but also some surprising divergence of opinions. Content marketing, for example, is widely viewed as the most effective lead generation tactic and area for additional spending in the coming year. But doing it effectively to optimize results is also the top challenge marketers face. Meanwhile, marketers report conflicting views about and are seeking guidance on search engine marketing, live events, and inbound vs. outbound tactics. And there's one promising avenue many marketers may be under-investing in. This webinar not only summarizes the issues raised in the study but also offers guidance from multiple sources on how to address the challenges of today's B2B marketers.

Recapturing Lost Leads: Going After Form Abandoners

The Point

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.

Lead 226

The Demise of the White Paper is Greatly Exaggerated

The Point

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?

Paper 214

An Email is Not a Campaign: the Case for Integrated Marketing

The Point

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises.

5 Demand Generation Tips for Start-Ups

The Point

In a recent article on LinkedIn that I highly recommend for any tech entrepreneur, Jason Seeba and Ashu Garg spell out the key priorities, milestones, and pitfalls for early-stage companies seeking to acquire customers.

How to Successfully Coach Your Sales Team to Drive Efficiency

Speaker: Steve Benson, Founder and CEO, Badger Maps

A great sales team starts with a manager who’s a great coach. To stay competitive in today’s market, you need to implement a formal coaching approach that is aligned with your buyer’s journey and internal processes to drive results. Fortunately, Steve Benson is here to help you become that great coach.

Report: 19 Experts on the State of Marketing Automation

The Point

Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation.

Report 161

Do ABM Marketers Underestimate the Value of Messaging?

The Point

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives.

Stop Asking Your Marketing Agency for Client References

The Point

First, a confession: I hate providing references. As one of the principals at a B2B marketing agency , I get asked for them frequently (though not always) by prospective new clients and, quite aside from the hassle of selecting (who have we not asked recently?),

Agency 180

Which Comes First: Lead Nurturing or Inside Sales?

The Point

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that.

Togetherness: Achieving Sales and Marketing Alignment

Speaker: Jeff Davis, Founder, jd2 Consulting Group

Jeff Davis is here to help you think differently about how Sales and Marketing should interact. With increased scrutiny for marketing to prove ROI on their activities and it becoming increasingly hard for B2B salespeople to even get in front of customers, the old way of doing business is no longer an option. This webinar will use evidence-based research and empirical knowledge to propose real-world strategies that work.