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10 Uncomfortable ABM Realities
Howard J. Sewell
OCTOBER 11, 2021
ABM may be revolutionizing B2B marketing but it won't solve every challenge. Learn the ABM realities marketers face when planning their first initiative
The Point
9 Tips for a More Effective Email Newsletter
Howard J. Sewell
OCTOBER 10, 2021
The humble email newsletter is still a key marketing channel for many B2B companies. Discover 9 tips for newsletter success
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8 Surprising B2B Use Cases for Chatbots
The Point
OCTOBER 29, 2021
If you ask most B2B marketers how they use chat platforms like Drift , the immediate answer would most likely be: converting Web visitors. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context.
The Case for Allowing Personal Emails on Lead Gen Forms
The Point
OCTOBER 1, 2021
Should you allow prospects to enter a personal email address when they fill out lead gen forms? B2B marketers seem divided on the question.
100 Pipeline Plays: The Modern Sales Playbook
Advertiser: ZoomInfo
For the first time, we’re sharing the winning plays that took us from scrappy startup to a publicly traded company. Use our proven data-driven plays to grow your pipeline and crush your revenue targets.
10 Tough Questions to Evaluate Your Target Account List
The Point
JULY 27, 2021
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.
6 B2B Demand Generation Trends to Watch
The Point
DECEMBER 21, 2021
What trends will dominate the demand generation landscape in 2022? We asked the experts at Spear Marketing Group to chime in: “ Digital fatigue is real.
4 Ways to Measure ABM Success
The Point
SEPTEMBER 23, 2020
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.
The Risks of Over-Reliance on Late-Stage Content
The Point
MAY 17, 2021
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.
18 Common Features of a Best-in-Class Lead Nurture Program
The Point
MAY 19, 2020
It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic.
Your Guide to Using Conversational Marketing to Drive Demand Generation
Advertiser: ZoomInfo
What is conversational marketing really about? This guide will examine the market forces at play, shifting buyer trends, how to leverage conversation marketing, and the tactics involved in adopting it for a B2B demand generation strategy.
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Report: Why Demand Marketers Should Expand their Focus Beyond the Lead
The Point
JUNE 23, 2020
B2B marketing has seen a dramatic change in the last decade, driven by radical advances in marketing technology and the emergence of new channels.
When Should I Stop Nurturing a Lead?
The Point
OCTOBER 22, 2020
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?”.
5 Easy Ways to Have Your Corporate Blog Drive Measurable Demand
The Point
JULY 30, 2020
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.
Is One-to-One Marketing the Only True ABM?
The Point
JUNE 30, 2021
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?
LinkedIn + ZoomInfo Recruiter: Better Data for Better Candidates
Advertiser: ZoomInfo
Check out our latest ebook for a guide to the in-depth, wide-ranging candidate and company data offered by ZoomInfo Recruiter — and make your next round of candidate searches faster, more efficient, and ultimately more successful.
Should I Use a Separate Domain for Marketing Emails?
The Point
APRIL 29, 2021
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? ”.
How to Approach Demand Gen in Challenging Times
The Point
MARCH 18, 2020
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. .
A B2B Email Pre-Flight Checklist
The Point
FEBRUARY 28, 2020
Earlier this month I presented a standing-room only session at the B2BMX Conference in Scottsdale on key principles of B2B email creative.
6 B2B Demand Gen Predictions for 2020
The Point
DECEMBER 13, 2019
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.
A Recruiter’s Guide To Hiring In 2021
Advertiser: ZoomInfo
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.
Marketing Success & the Accident of Timing
The Point
OCTOBER 8, 2020
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.
B2B Demand Generation Predictions for 2021
The Point
JANUARY 19, 2021
2020 was a year of change for marketers worldwide, much of it not for the best of reasons.
8 Common LinkedIn Advertising Mistakes
The Point
AUGUST 27, 2019
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.
How Quickly Should I Suspend or Delete Non-Responsive Leads?
The Point
DECEMBER 15, 2020
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 Questions to Ask Before Investing in Marketing Attribution
The Point
JUNE 25, 2019
[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
SEPTEMBER 24, 2019
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.
5 Most Common Fails in B2B Search Campaigns
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.
12 Questions – A Checklist for ABM Readiness
The Point
AUGUST 25, 2020
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.
The #1 Reason Why Sales Coaching is Critical to Your 2022 Sales Success
Speaker: Tim Hughes, Co-Founder and CEO of Digital Leadership Associates
Join Tim Hughes, Author of Social Selling – Influencing Buyers and Changemakers and Co-Founder/CEO of Digital Leadership Associates, as he details how investing in sales coaching will teach your team how to navigate social media and therefore create greater sales success.
Why a Hybrid Demand Generation Model is More Important than Ever
The Point
MAY 28, 2020
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.
A Nurture Strategy for Content Syndication Leads
The Point
APRIL 22, 2020
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.
I Need Hot Leads, and I Need Them Now
The Point
JANUARY 23, 2018
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.
How Sales Enablement is Supporting Social Selling in 2022
Speaker: Brynne Tillman CEO | LinkedIn Whisperer at Social Sales Link
In this 1-hour session, Brynne Tillman from Social Sales Link will teach you why Sales Enablement teams should own Social Selling
Why Is Marketing Automation Maturity Still Woeful?
The Point
FEBRUARY 18, 2020
Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation.
Hosted Landing Pages vs. Embedded Forms
The Point
JANUARY 21, 2020
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.
5 Basic Things Every B2B Marketer Needs to Do to Prepare for GDPR
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. Of these, GDPR is the most far-reaching in that it not only impacts email communication (the focus of CAN-SPAM and CASL) but also the way companies gather, store, protect, share, and utilize personal data.
Integrating Social Leads into the Demand Generation Funnel
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. 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?
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