The Point

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.

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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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. How should the average B2B marketer be looking to leverage intent data in their demand generation mix?

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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.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

Tips for a Successful Competitive Campaign

The Point

B2B content B2B content strategy B2B Marketing Campaign Strategy Content marketing Creative Demand Generation lead generation lead generation content Uncategorized B2B agency b2b demand generation competitive campaign competitive campaigns demand generation agency lead generation strategy

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.

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.

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

The Point

One of the primary reasons that so many B2B companies develop and publish content that is little more than a brochure in sheep’s clothing (besides the fact that too many product managers are writing white papers) is that marketers believe demand generation content needs to sell.

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The Sales Enablement Handbook

the B2B world, the sales cycle can be a long drawn out process - making b2b sales. The Sales Enablement. Handbook WWW.MARKETJOY.COM Contact: +1 484-302-0110.

Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

B2B Marketers, particularly those focused on the SMB market, would be wise not to ignore traditional channels in their rush to digital. Results from Deloitte’s 2017 CMO Survey are out, providing insights into key trends, plans, and opinions from more than 2,800 top marketers.

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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.

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. Direct Mail – sure, it’s more expensive, but guess what: relatively few B2B companies use mail, so there’s less competition.

Why Lead Nurturing Success Means Not Asking for the Sale

The Point

B2B content strategy B2B Marketing Campaign Strategy Content marketing Lead Nurturing lead nurturing content lead nurturing agency lead nurturing best practices lead nurturing consultants lead nurturing strategy lead nurturing success lead nurturing tips

22 Potential Touchpoints for Your Next ABM Sales Play

The Point

ABM Account-Based Marketing B2B Marketing inside sales Sales Enablement ABM agency ABM Campaigns ABM consultants abm play abm plays abm sales play Account Based Marketing bdr campaigns engagio Engagio partner sales enablement sdr campaigns

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering.

Infographic: Top 10 Types of Demand Generation Content

The Point

The infographic below covers some of the most popular forms of B2B demand generation content, and some of the advantages and disadvantages of each. Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona.

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.

Winning B2B Email Campaign Keeps it Simple

The Point

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.”

Driving B2B Engagement with Personalized Content

The Point

Earlier this month I co-hosted a Webinar with Greg Kelly of Vidyard and Jason Oakley of Uberflip on “ Driving B2B Engagement with Personalized Content.” To view the Webinar, “Driving B2B Engagement with Personalized Content”, click here.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision.

Report: 19 Experts on the State of Marketing Automation

The Point

The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research.

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

The Point

And too often, we’re seeing those same companies – particularly in the B2B tech space where our firm works – investing in martech in advance of, or in place of, getting some very fundamental issues addressed. We marketers may be many things, but few of us can be described as patient.

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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.

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

The Point

B2B Marketing Campaign Strategy Content marketing Demand Generation Event Marketing Integrated Marketing lead generation b2b lead generation integrated campaign integrated campaigns integrated demand generation integrated marketing agency lead generation agency

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead

The Demise of the White Paper is Greatly Exaggerated

The Point

Aaron Dun wrote a great article last month for CMSWire in which he detailed strategies that he believes B2B Marketers need to adopt to stay current in “a highly digital, connected world.” If you can say anything about marketers, it’s that we love obituaries.

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Email 101: Tell Me Something I Don’t Already Know

The Point

And yet if I were to choose the one thing that dooms more B2B email creative to mediocrity and worse, it would be just that: telling people stuff they already know.

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This Year, Tackle These 3 Demand Generation Priorities First

The Point

In an era when B2B marketing is so technology-driven, marketers can be forgiven for thinking that the only thing keeping them from success is one more layer in their technology stack. It seems almost quaint to suggest that B2B marketers should track success.

Stop Asking Your Marketing Agency for Client References

The Point

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?), First, a confession: I hate providing references.

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Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing

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.

Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple.

Which Comes First: Lead Nurturing or Inside Sales?

The Point

B2B Marketing Campaign Strategy inside sales Lead Management Lead Nurturing Sales 2.0 For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want.

Recapturing Lost Leads: Going After Form Abandoners

The Point

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. Here are 3 key lessons B2B marketers can learn from the campaign: 1.

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help.

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Observations from the 2017 Marketo Summit

The Point

The last two decades have seen a sea change in B2B marketing, much of it driven by data, analytics, and advances in marketing technology. B2B will be technology-driven for the foreseeable future, and yet many of the dominant themes of this year’s summit were pure throwbacks.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign.

Infographic: 29 Tips to Improve B2B Email Campaign Performance

The Point

Check out the infographic below to discover 29 proven tips, techniques, and strategies for better B2B email performance, adapted from this earlier post. An email campaign that fails to perform up to expectations could be failing on any number of fronts.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth