The Point

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.

Email Copywriting: Drive Action at Every Opportunity

The Point

For more tips on email copywriting, check out our infographic (no registration required): “ 29 Tips to Improve B2B Email Campaign Performance. ”. Sales experts preach the value of “asking for the sale.” Don’t assume that your customer will buy when the time is right. Make the time now.

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Trending Sources

Beware the Siren Call of Pre-Qualified Leads

The Point

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. For the average B2B marketer, I’m not so sure this is a wise move.

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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.

Secrets to Successful B2B Webinars

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

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.

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.

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.

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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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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.

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.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More.

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: 8 Ways to Get B2B Demand Gen Back on Track

The Point

Can technology solve every problem of the modern B2B marketer? Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources.

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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

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. B2B marketers are focused on the short term, to their detriment.

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.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

BA) In your opinion, what is the single hottest trend in B2B email marketing at the moment? BA) What tips would you share with B2B marketers learning to think “mobile-first” when producing email content? (HS)

Does Creative Still Matter in B2B Marketing?

The Point

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. But is data all that’s needed to drive B2B marketing success?

A Content Formula for Complex B2B Organizations

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

Please Don’t Let Your Sales Reps Nurture Leads

The Point

B2B Marketing Cold Calling inside sales Lead Management Lead Nurturing Marketing Automation Sales 2.0 Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead.

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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[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

B2B Marketing blog marketing Blogs Inbound marketing Interactive Design lead generation Social Media blog best practices blog design blog lead generation blog leads blog ROI blog subscribers social media design social media ROI

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels.

Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? A recent industry survey by Spear Marketing Group suggests: no.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content.

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10 Ways to Generate More Leads from Your Business Blog

The Point

B2B Marketing blog marketing Blogs Content marketing Demand Generation Email Newsletters lead generation SEO Social Media Uncategorized blog content blog design blog lead generation business blogging tips social media agency social media consultants social media design social media ROI

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

Our firm produces dozens of client email campaigns every month, and for almost all of those clients (mostly B2B technology companies ) we use responsive design across the board – for both emails and landing pages – to ensure that campaigns render optimally on mobile devices.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag. And that contrary view is reinforced, as Ad Age notes, by a separate survey showing that 75% of B2B marketers plan to increase their content marketing in 2014.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1.

ABM & the Marketing Hype Cycle

The Point

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation

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.”

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

B2B Marketing Campaign Strategy Lead Nurturing B2B lead nurturing trade show follow-up trade show leads trade show strategy trade show tips Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives.

How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content.

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Why Are People Not Engaging With Our Content?

The Point

Many B2B marketers still haven’t learned how to promote marketing content effectively. According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality