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

SEPTEMBER 11, 2017

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

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. Download Report”). is its ability to target specific audience demographics: job title, industry, etc. Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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

MAY 17, 2021

If you’re employing a mix of content, for example: in a program like content syndication , the reality is that those prospects downloading early-stage content may take months before they’re ready to engage with a sales rep. 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

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve? Clients often ask: “What’s the maximum shelf life for demand generation content?”

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JANUARY 27, 2022

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. For a more detailed look at ABM planning, download our ebook: “ A Pragmatic Guide to ABM Success.” Photo by engin akyurt on Unsplash.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

SmarkLabs

JUNE 13, 2022

In this B2B marketing strategy framework, we provide insights on how to develop a manageable strategy for an early market team. An ideal client profile (ICP) describes characteristics of a business that make it an optimal fit for your products and services. Define Buyer Personas & Ideal Client Profiles. Check out ?

Paid Search Agency 97

Paid Search Agency Paid Content Ideal Customer Profiles Sales Management 97

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”. Added a “Download Now” button.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

ANNUITAS

SEPTEMBER 29, 2016

I’ve read a few articles about social media and B2B Marketing lately that have blown my mind. However, I read an article recently that got me thinking as it raised some interesting points about social and B2B. In answer to the age-old question of which platform is the best one for B2B marketing? And this is not a listicle.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

The Point

NOVEMBER 10, 2014

An effective B2B email immediately delivers the What (the offer), the Why (the key benefit), and the How (the call to action). For a more detailed discussion of what mistakes to avoid in B2B email marketing, download our free white paper: “ Top 10 B2B Email Marketing Mistakes.”

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

MAY 20, 2014

I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience. At our agency , we use Litmus , an online service, to test email designs across a range of technologies, including Outlook, Gmail, iPhone, etc.,

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

APRIL 23, 2015

As an illustration, take the email at right from AnyMeeting , a provider of web conferencing and webinar services, promoting an upcoming Webinar event. Here then is my modern version of “Above the Fold” for today’s B2B email marketers: 1. Just one problem: none of that information appears in the top one-third of the email.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

AUGUST 20, 2015

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. Note: I wrote a white paper on this very topic.).

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

Sales Engine

MAY 19, 2016

In the context of digital marketing and demand generation, lead intelligence is the sales rep’s ability to predict high probability pain points that a prospect may have before trying to establish contact so that they may have a more fruitful consultative conversation. This can take several forms: Web pages viewed.

Sales Qualified Leads 159

Sales Qualified Leads B2B Marketing Webinar Metrics Marketing & Strategy 159

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. Place leads immediately into nurture.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

MARCH 8, 2018

But as news items, they belong in a press release, or on social media, not in a demand generation email designed (presumably) to drive engagement. Why would I download a report when I already know said report is going to tell me your solution is the best? Now, these sentiments may be newsworthy. via @spearmktg. Click To Tweet.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

PureB2B

MARCH 28, 2022

Lead generation is the result of passive thought leadership and segmented marketing outreach. Most B2B marketers do this, especially if you’re selling healthcare software. Using a content download or ungated piece of media can go a long way with your buyers. This very reason is why white papers and ebooks perform so well.

Lead Generation 62

Lead Generation Lead Ranking Lead Scoring Marketing Qualified Leads 62

Marketing Insider Group

OCTOBER 20, 2020

Are you looking to market your B2B business differently and generate new leads to boost your bottom line? Quick Takeaways : Webinar marketing helps B2B businesses establish thought leadership and convert qualified leads. Why is Webinar Marketing Important for B2B Businesses? Source: ON24.

Webinar Metrics 340

Webinar Metrics B2B Thought Leadership Planning Sales Qualified Leads 340

KoMarketing Associates

MARCH 10, 2014

What elements of the B2B vendor site were most valuable? Our goal was to validate what B2B marketers were doing right, what they needed to improve, and hopefully help guide the B2B online marketing experience moving forward. The B2B buyer expects to qualify a vendor in a straight-forward process. Want to learn more?

B2B 120

B2B Demand Generation Agencies Validation Vendors 120

The Point

MAY 27, 2014

Unfortunately, the “If X, then you need Y” school of writing crops up often in B2B marketing, in part, one supposes, because it’s a convenient though lazy way to connect a pain point with a company’s product or service. To download your free copy, click here. It’s also horribly ineffective.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

ANNUITAS

SEPTEMBER 29, 2016

I’ve read a few articles about social media and B2B Marketing lately that have blown my mind. However, I read an article recently that got me thinking as it raised some interesting points about social and B2B. In answer to the age-old question of which platform is the best one for B2B marketing? And this is not a listicle.

Social Media 100

Social Media Social Marketing B2B Marketing Demand Generation Agencies 100

The Point

JULY 18, 2011

Dollar for dollar, white papers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. To download a free copy, click here. How to choose a solution/vendor.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

JANUARY 9, 2015

So, for example: “Click to download our free white paper”. I was reminded of this principle earlier today when a colleague forwarded an email received from a inside sales representative at a technology company looking to partner with our agency. is infinitely preferable to: “Click to learn more”. And dialog.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

Webbiquity

MARCH 17, 2017

It occurs as people sign up or exchange their contact information for any asset of value: an informative newsletter subscription, webinar registration, contest entry, white paper or eBook download—the possibilities are almost endless. Organizing and segmenting those leads is also necessary.

Top of Funnel 243

Top of Funnel Paid Search Agency Digital Marketing Funnels Landing Pages 243

Launch Marketing

OCTOBER 24, 2018

The following post is an excerpt taken from the B2B Marketing for Executives: A Deep Dive on the Big Rocks First white paper that dives into the key foundational pieces (i.e. the ‘Big Rocks’) of B2B Marketing including marketing strategy, messaging, lead generation and more! Let’s get into it!

Lead Generation 59

Lead Generation Sales Qualified Leads Generation Effectiveness 59

The Point

APRIL 21, 2010

Navicure turned to its demand generation agency, Spear Marketing Group , for help. Additional Resources – In the sidebar, Navicure presents downloadable information offers: white papers, ebooks, podcasts, as “additional resources” to blog readers. So far, this feature is amongst the most-read content on the blog.).

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

SEPTEMBER 23, 2016

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.” The post Winning B2B Email Campaign Keeps it Simple appeared first on The Point. Not necessarily.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

SnapApp

JANUARY 24, 2019

Nearly every B2B marketer is competing for the attention of the same prospects. B2B buyers today have seemingly endless choices at their fingertips, and they also get overwhelmed by the number of marketers vying for their attention. times more likely to purchase from companies with great customer service. Let’s get started.

Top of Funnel 111

Top of Funnel Sales Qualified Leads High Quality Lead Personalization 111

Marketing Insider Group

AUGUST 3, 2015

Are you overwhelmed with the complexity of creating B2B marketing content that generates leads? Studies show that 60% of the B2B sales cycle is over before a prospect first talks to a salesperson ( Corporate Executive Board ). B2B Content Marketing: Easier Said Than Done? While 93% of B2B marketers use content marketing….

Lead Generation 100

Lead Generation Top of Funnel Work Management Marketing Management 100

The Point

SEPTEMBER 23, 2015

That’s why it’s important to offer as many subscription options as possible, including RSS, Email, Twitter, Facebook, LinkedIn, and aggregation services like Flipboard. Use the sidebar to promote downloadable offers. As in: “For a more detailed discussion of [Topic A], download our free white paper on [Insert Title Here].”

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

OCTOBER 14, 2010

As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. Use multiple excerpts from your new white paper as blog posts (or tweets).

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

MAY 23, 2017

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. Here’s why: First, some context. Click To Tweet.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

Ambal's Amusings

OCTOBER 20, 2009

ClickLaunch is ClickDocument's platform for launching new and exciting eBooks, books and white papers. T he High-Tech Direct Marketing Handbook is packed with 65 tips and techniques on demand generation strategy. CDI ) is a full-service marketing agency specializing in demand generation and lead management.

Direct Marketing 100

Direct Marketing Demand Generation Agencies Work Management Marketing Management 100

The Point

MAY 4, 2015

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. When writing abstracts, use terms like “learn” and “discover” — language that implies the benefit of downloading your information.

Paper 100

Paper Content Advertising Agencies Conference 100

Anteriad

JANUARY 3, 2023

Whether it be behavioral, internal or external, intent data is designed to identify the prospects who are interested in your product or service right now. Quite simply, intent data zeroes in on the signals that indicate a person is in the market for your particular product or service. It offers a boatload of uses for B2B marketing.

Intent Data 40

Intent Data Lead Generation Intent Lead Scoring 40