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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. MORE
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. MORE
Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. MORE
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. MORE
If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. . MORE
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. MORE
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. MORE
[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. MORE
Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. MORE
Email preview text is that line of copy that appears below the subject line in the recipient’s inbox. MORE
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. MORE
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. MORE
Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. MORE
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. MORE
If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing. MORE
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? MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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. MORE
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.” MORE
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 …). MORE
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.”. MORE
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.
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.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
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.
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.
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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.
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The Point
JANUARY 7, 2020
Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers.
The Point
NOVEMBER 12, 2019
If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. .
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Account-Based Marketing is a strategy, not a solution.
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The Point
OCTOBER 22, 2019
Congratulations: your last email campaign generated a really high click-through rate. Or did it?
The Point
JUNE 18, 2019
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.
The Point
OCTOBER 15, 2019
If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing.
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.
Speaker: Pam Didner, Marketing Consultant, Author and Speaker
Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.
The Point
JULY 30, 2019
Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working.
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.
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.
The Point
AUGUST 16, 2019
Email preview text is that line of copy that appears below the subject line in the recipient’s inbox.
Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.
The Point
JANUARY 17, 2019
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.
The Point
APRIL 26, 2018
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?
The Point
MARCH 8, 2018
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.
The Point
OCTOBER 25, 2018
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.”
Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.
The Point
SEPTEMBER 25, 2018
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.”.
The Point
JULY 1, 2019
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.
The Point
JULY 17, 2017
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.
As modern B2B marketing expands and audiences evolve, new best practices for B2B marketing emerge. To stay on top of their game, marketers need to regularly add new methods to their playbook.
The Point
MARCH 7, 2019
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.
The Point
JANUARY 24, 2017
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 Point
DECEMBER 12, 2017
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.
The Point
MAY 16, 2018
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.
Speaker: Kathleen Booth, VP of Marketing at Prevailion
Until recently, getting to position #1 on the search engine results pages (SERPs) was the holy grail of digital marketing. Now, Google has introduced featured snippets - effectively creating a “position zero.” Through real-world examples and case studies, learn why owning the featured snippet is so important, how to dominate position zero, and what impact it will have on your traffic and leads as the future of search continues to evolve.
The Point
AUGUST 29, 2017
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 …).
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