The Point

Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase. IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product.

Beware the Siren Call of Pre-Qualified Leads

The Point

You know your business. 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.

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Trending Sources

Why Lead Nurturing Success Means Not Asking for the Sale

The Point

That’s because I haven’t had any communication from him or his company in the last 6 months that wasn’t a direct solicitation to do business with the firm. I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago.

ABM is a Strategy, Not a Campaign.

The Point

In the agency business, such as ours , this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.”

10 Ways to Generate More Leads from Your Business Blog

The Point

The post 10 Ways to Generate More Leads from Your Business Blog appeared first on The Point.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Get your salespeople out of the lead nurturing business. Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead.

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.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

If you state upfront that you’re telling me something I already know, as in: “As a busy executive, you know that …”. Instead, just skip immediately to the benefit: “Now there’s a new way for busy executives to …”.

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

The Point

For example, in answer to the question “During the past 12 months, how effectively have your content marketing efforts delivered business value?”. • That means just shy of two-thirds of survey respondents felt that content marketing is delivering business value.

5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

And most entrepreneurs grossly inflate the value of their business because they know they’re going to be low-balled. Maybe in your business, any sale is better than no sale. Confession: at our house, we watch a LOT of reality TV.

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Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

For the Business Products & Services industry, average percentage of clicks on mobile is only 10%. ). By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices.

Quit Obsessing About the Customer Journey

The Point

Now, to be fair, we certainly have a better understanding of the B2B customer journey today, and it’s certainly true that there are valid, credible insights that can be drawn about the way in which business buyers behave in the aggregate.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

It’s a tussle between what marketers know is the right thing to do, and what they have to do in order to meet internal business demands. (BA)

A Follow-Up Strategy for Content Syndication Leads

The Point

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product.

9 Proven Ways to Increase Webinar Response

The Point

Let’s face it: most business inboxes get flooded every day with Webinar invitations. Most business professionals live and die by their online calendars.

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Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. More importantly, the campaign started to generate real business results.

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Observations from the 2017 Marketo Summit

The Point

Yes, business buyers are tiring of automated campaigns and endless streams of emails, especially now that the power to launch automated campaigns is being placed in the hands of salespeople. This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor.

Steal This Technique for Your Next Sales Email

The Point

Hey Dan, I know you’re busy. One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond.

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Are Agencies the Future of Marketing Automation?

The Point

Even though marketing automation is indeed a primary business driver for Spear, I’m not convinced that the particular scenario that Mr. Raab predicts is in our future. Most won’t, I suspect, because it takes them too far outside their core business focus.

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Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Which social media platform makes most sense for your business? Looking to include social media advertising as part of your demand generation mix in the new year?

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Infographic: Mobile-Friendly vs. Responsive Email Design

The Point

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How to Measure Email Success in 2015: A Call to ROI

The Point

A campaign can generate a phenomenal open rate, an astonishing click rate, and even hundreds of leads, and yet contribute virtually nothing to the business. And best of all, the revenue that the campaign delivered to the business.

Is Technology Making Marketing Agencies Obsolete?

The Point

Like so many other industries, the agency business is changing radically: • the old school commission structure is being replaced by fee-for-service, or even pay-for-performance, leaving agencies to scramble for new, value-added services.

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Why is Inside Sales So Scared of Lead Nurturing?

The Point

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives.

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales.

Winning B2B Email Campaign Keeps it Simple

The Point

What you don’t see in this email are many of the things that commonly bog down B2B campaigns, to their detriment, notably a tedious introductory paragraph designed to grab the reader and “set up” the business case for why he/she wants the offer.

The One Marketing Automation Guide You’ll Ever Need?

The Point

As an independent research company, TrustRadius bases their content on in-depth user reviews and takes pains to maintain both credibility and transparency in the way they rate, score, and evaluate business technology.

Email Copywriting: Drive Action at Every Opportunity

The Point

The entire first paragraph (“Businesses around the world …”) is a classic and unfortunate example of copy intended to “set up” the offer by describing the trend, problem or opportunity that makes that offer relevant. (I Sales experts preach the value of “asking for the sale.”

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Case Study: How One Tech Company Used Humor to Launch a New Brand

The Point

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand.

More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous

The Point

The visitors were primarily buyers looking for information on business software, so the data has potentially broad application to B2B software and B2B technology vendors as a whole.

Email Critique: When a Good Offer Just Isn’t Enough

The Point

Another cardinal rule: business email should focus on one offer, and one offer only. Here’s a list of the things I love most about the email below from Allocadia , a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. The offer image. Yeah, that’s about it.

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5 Key Tips for Driving Attendance at Field Events

The Point

Any event – online or offline – needs to have relevance to your target audience, their concerns, goals, and business pains. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles.

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If You Write B2B Copy, You Need This Blog Post

The Point

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.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

A tactic like PPC, however, may generate fewer leads overall, and possibly even a lower proportion of “quality” leads, but may ultimately deliver more pipeline or closed business as measured by ROI.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on.

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Survey: Marketing Automation Users Score a “C” in Maturity

The Point

In some notable areas, the average marketing automation user appears to be achieving real business value. In other categories, adherence to even fundamental best practices is relatively uncommon, even in areas that you’d otherwise assume to be a primary business case for marketing automation. Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community.

A Really Useful B2B Marketing Benchmark Report from Optify

The Point

Optify’s suite of digital marketing software is Web-based, so they’re able to extract metrics directly from their clients’ Web activity without any selection bias, excepting any prejudice due to the type of organization with whom they do business.

5 Common Content Syndication Mistakes

The Point

Understand this about publishers and others in the content syndication business. Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies.

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10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge.

In Defense of Unsolicited Email

The Point

B2B Marketing Business Ethics Campaign Strategy Content marketing Database Marketing Demand Generation Marketing Automation Marketo b2b demand generation email marketing email marketing best practices email spam marketo marketo agency partner Marketo partner phil fernandez unsolicited emails

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