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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.

Observations from the 2017 Marketo Summit

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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 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

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Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. In B2B email, relevancy is absolutely crucial.

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

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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

Secrets to Successful B2B Webinars

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

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.

Which Comes First: Lead Nurturing or Inside Sales?

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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.

Infographic: 29 Tips to Improve B2B Email Campaign Performance

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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.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

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

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. B2B marketers will embrace in the coming year.

5 Ways to Expand Lead Nurturing Beyond the Inbox

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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: 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.

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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Is B2B Lead Generation Really This Difficult?

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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.

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. B2B marketers will embrace in the coming year.

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

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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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Report: Targeting & Predictive Analytics Driving Changes in B2B Email

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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?

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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?

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

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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

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. B2B marketers will embrace in the coming year.

Please Don’t Let Your Sales Reps Nurture Leads

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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.

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.

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

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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.

Winning B2B Email Campaign Keeps it Simple

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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.”

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

Moving Past Responsive Design to a Mobile-First Email Strategy

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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.

A Simple 2-Step Technique for Improving Lead Follow Up

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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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Infographic: The State of Marketing Automation Maturity

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

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

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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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7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing

10 Ways to Generate More Leads from Your Business Blog

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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

ABM & the Marketing Hype Cycle

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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.

Origami Logic Scores Gold with “Brand Olympics” Campaign

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B2B Marketing Content marketing Creative Graphic Design Interactive Design Web Design b2b content marketing brand olympics campaign microsite digital design microsite origami logic web design

4 Key Takeaways from the 2015 SiriusDecisions Summit

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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.

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

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

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

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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.

Why Are People Not Engaging With Our Content?

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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.

10 Tips for a Successful Trade Show Follow-up Campaign

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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.

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate