Respect the Funnel: Why B2B Marketers Can’t Shortcut the Buyer Journey
Howard J. Sewell
JULY 26, 2022
Why B2B campaigns that attempt to short cut the buyer journey are destined to disappoint
The Point
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10 Uncomfortable B2B Marketing Realities
Howard J. Sewell
JULY 26, 2022
How does marketing theory and thought leadership stack up with the B2B marketing realities most marketers face every day
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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
Report: What’s Working in Email Marketing
The Point
OCTOBER 11, 2022
A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers.
The Next Level of Sales Enablement: Sales Content Management
Speaker: Deniz Olcay, Senior Director of Product Marketing, and Jake Miller, Senior Product Marketing Manager
In this value-packed webinar, Deniz Olcay and Jake Miller will unravel and debunk the top three SCM myths and explain how to get the most from your SCM solution.
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
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.
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.
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.
The Dangerous Allure of World-Class Marketing
The Point
FEBRUARY 25, 2022
Just as too much time on Instagram fawning after the photoshopped lives of internet influencers can create an unhealthy self-image, marketers too can fall victim to unrealistic standards and FOMO created by the marketing blogosphere and the breathy propaganda of martech vendors.
7 Trends in ESG: What PR Pros Need to Know in 2023
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What does the evolution of ESG programs mean for communicators? As it turns out - a lot. New challenges are coming into focus, driven by the increasing attention to corporate sustainability and environmental, social, and governance (ESG) programs, and the evolving state of ESG reporting regulations. This new ebook from 3BL Media explores seven trends in detail and unpacks what they mean for communicators. Access your copy for free today.
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Surprise: Most B2B Advertising Isn’t Good. Or Is It?
The Point
MARCH 24, 2021
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.
The PESO Model & Your Demand Generation Strategy
The Point
SEPTEMBER 30, 2022
Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Can PESO do the same for demand generation ?
Why an ABM Pilot Campaign Might Be a Bad Idea
The Point
JANUARY 27, 2022
When companies look to get started in Account-Based Marketing (ABM) , the first step is very often a pilot campaign.
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.
6 Steps to Optimize Your Media Buys
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When making media decisions, marketers need to get — and show — results for everything they do. See the 6 steps you can take right now to start optimizing media planning and pacing with a data-driven approach. Get the guide now!
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.
Meeting the Needs of the Self-Serve B2B Buyer
The Point
JUNE 24, 2022
Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic.
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.
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.
Marketing Through Storytelling: The Secret to Building a Unique Brand Identity
Speaker: Amanda Wener, Award-Winning Content Strategist and Brand Storyteller
In this exclusive webinar with award-winning content strategist Amanda Wener, you’ll learn the benefits of a strong editorial content strategy in building a brand identity, why functioning like a newsroom works, and how a structured approach to content creation and marketing can bring your brand to life.
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.
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.
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. .
Intent Signal Data 101
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Intent signal data helps B2B marketers engage with buyers sooner in the sales cycle. But there are many confusing terms used to describe intent data. Read this infographic to better understand three common areas of confusion.
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? ”.
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.
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?
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.
New Ways to Reach, Influence, and Close More Deals with Intent Data
Speaker: Ardath Albee, B2B Marketing Strategist and CEO of Marketing Interactions
Acting on intent data when applied to buyer context can be a game-changer for gaining attention by increasing relevance, which drives purposeful engagement toward purchase. But all intent data is not the same. In this webinar, learn the difference between interest and intent, and the best ways to use the right data.
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.
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?
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.
6 Proven B2B Marketing Strategies and How to Use Them
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Bold tactics. Innovative ideas. Thriving revenue growth. Behind every great B2B marketing campaign is an amazing story. Learn the strategies behind six winning B2B marketing campaigns — directly from the marketers that made them. Read the stories now!
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.
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.
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.
Your Ultimate Guide to the Trends Shaping Marketing Data
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In Salesforce’s latest Marketing Intelligence Report, hear from 2,500+ global marketers on how they are leading with their data, from business growth to customer satisfaction, data privacy, and more. Get the report now!
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