The Point

AUGUST 21, 2018

An insightful comment from CMO Joe Chernov on Twitter: “In B2B, demand generation is typically a misnomer. Marketers capture demand vs. generate it.”. Even if your product is trailblazing a new category, or solving a problem that few companies know they have, you can still orient your marketing to capture demand.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

MAY 28, 2019

Like so many other trends that first take root in the consumer realm, B2B companies are starting to take note, to the point where chatbots – programs designed to simulate (and stimulate) conversation with online users – are being heralded as the “next big thing” in B2B marketing. Confession: I was a chatbot skeptic.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) In our business, demand generation and content marketing are nearly synonymous. AN) Hello, Howard. 2015 is no exception.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

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.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JUNE 24, 2022

Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic. The TrustRadius report focuses primarily on how technology vendors should adapt their selling process to these new buying habits, but it’s also worth considering some of the key findings and their implication for the demand marketer.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. Read more about the survey results on Lori’s blog.). for lead management to 3.35

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

SEPTEMBER 15, 2015

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. Top issues for B2B marketers are 1) lack of budget, and 2) lack of resources or know-how. .

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

NOVEMBER 10, 2016

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

JUNE 30, 2017

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. Instead, let’s call such programs “target account campaigns.” Click To Tweet. •

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

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. HS) Why has intent data become such a hot topic in B2B?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

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. There was once a time when we would generate a lead and our job would be done. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Ranking 124

The Point

DECEMBER 14, 2012

Specifically, the question is: How much of our total demand generation budget should we spend on generating net new leads, and how much should we spend on converting the leads we have? The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

JUNE 30, 2021

The reality is that ABM (now ABX, in some circles) is ever-evolving and so what qualifies as ABM is a moving target. Well, it matters only because many B2B marketers who haven’t yet stepped foot in the ABM waters are under pressure, from management or sales or both, to do so. Also, does it matter? Click To Tweet.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

MARCH 7, 2019

With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email marketing today? (HS) HS) Despite what you might hear in some circles, email still has a major role to play in most companies’ demand gen strategies. Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

AUGUST 25, 2020

Not every Account-Based Marketing (ABM) strategy starts from the same place. For others, it’s identifying a target account list. Just us every journey starts with the first step, however, it’s generally a good idea in ABM planning to first conduct an honest assessment of where you are, what you need, and who does what.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

APRIL 16, 2019

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. Here are the five most common “fails” we see in B2B search campaigns: Not Bidding on the Correct Keywords.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

MARCH 18, 2020

Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks. How to Approach Demand Gen in Challenging Times #B2B Click To Tweet.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

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. Account-Based Marketing (ABM). 2) lead nurturing. Better Lead Nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

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 cold hard reality is that successful B2B demand generation. Some demand generation programs scale more easily and quickly than others.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

FEBRUARY 14, 2018

Just to be clear – to the extent that customers and prospective customers DO actually read your content, gain valuable information from that content, and think more highly of you and your company because of it, all the better. However, in the context of demand generation , it matters very little whether they read it or not.

Paper 193

Paper Demand Generation Agencies Lead Ranking Lead Scoring 193

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.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

MAY 17, 2021

Many B2B companies have a tendency to over-rely on late-stage offers (demos, in particular) in their search campaigns, on the assumption that search lead automatically wants to evaluate a product. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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. is its ability to target specific audience demographics: job title, industry, etc. . – Poor Company Page.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) Now, third-party intent data is a powerful tool , and, if you’re a B2B marketer, deserves to be a part of your demand generation planning.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JANUARY 23, 2018

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. Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. .

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Ranking 253

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.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

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. On paper, the logic makes sense: * pick a handful of key accounts * execute an ABM campaign against those accounts * measure results * determine whether ABM is “worth the investment” on a larger scale.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

DECEMBER 16, 2013

The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. To be clear, I’m not saying that a B2B Website shouldn’t be optimized for demand generation.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

DECEMBER 21, 2021

What trends will dominate the demand generation landscape in 2022? B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. B2B buyers have increasing leverage and power throughout the buying process.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

OCTOBER 18, 2012

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries).

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

JANUARY 17, 2019

At this particular company, all leads flowed first to a team of Sales Development Reps (SDRs), and were required to be contacted and qualified by that team before proceeding further along the funnel. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

DECEMBER 28, 2017

Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation. DGR) What were the biggest changes/challenges for B2B marketers in 2017? (HS) HS) One of the biggest challenges for B2B marketers right now is simply keeping pace with the changes in marketing technology.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

OCTOBER 25, 2017

There was a not too distant time when virtually all B2B demand generation was outbound. You rented a list and pushed your message to that list. And the pundits said: no, no, the buyer is in control, he or she will decide when to respond, and B2B marketing is about being in the right place at the right time.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

MAY 27, 2014

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. “Get a complete picture of your company in just seconds.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

APRIL 21, 2010

How do you reinvent a company blog in a way that does more than simply provide a platform for thought leadership? Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value. . The results have been startling.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. The best demand generation content does more than attract a crowd; it generates engagement from, and dialogue with, prospects who at the very least have the specific pain or problem that your product or solution can solve.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214