The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. Does all this mean that buying into marketing automation requires you to first hire an agency or consultant? No, not necessarily.

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The Point

NOVEMBER 27, 2018

In fact, one of our customers, a large global consultancy, recently compared the ROI of social ads with that of social advocacy. HS) How does Oktopost help companies capture engagement and ROI from organic social? (DK) However, that’s not necessarily true. times higher.

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Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

MARCH 3, 2015

But I suggest that companies are more interested in a consultative relationship, in the acquisition of best practices, and in achieving knowledge transfer to a fledgling marketing operations staff, than they are in telling their agency: “Here, YOU manage this stuff.”.

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Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

OCTOBER 29, 2021

I can help.”) But chat is also about providing options, and reducing friction, and making it as easy as possible for someone to talk to sales when ready. A conversation tailored to highly-motivated, late-stage prospects (“Ready to set up a meeting with one of our experts now? can increase conversions AND speed time to sale.

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Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JULY 13, 2022

A big thank you to Spear’s Robin Kavanaugh, Annette Gallagher, Danny Holley, and Marissa Hoffman for their help with this article. Click here to view complete infographic at full size. Click here to view complete infographic at full size. The post Infographic – Blueprint for an Effective LinkedIn Ad appeared first on The Point.

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Linkedin Paid Search Agency Ads Effectiveness 241

The Point

JANUARY 9, 2015

and “Call me for a free 10-minute consultation”. is more effective than: “Call me to discuss how we can help.”. So, for example: “Click to download our free white paper”. is infinitely preferable to: “Click to learn more”. The less you put the onus on the reader to decide why he/she should click or call, the better.

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The Point

APRIL 19, 2023

Jeff Ha is Chief GTM Officer at Rev , developers of a sales development platform that uses exegraphics and the power of artificial intelligence (AI) to help companies find, and target, their “best fit” customers. Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.)

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The Point

MAY 16, 2015

There’s no sign that email won’t continue to be the workhorse that it is in helping to filter, qualify, cultivate and progress leads through the sales cycle. Lead Nurturing Isn’t Just Email Anymore.

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The Point

AUGUST 20, 2015

Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.

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The Point

MARCH 23, 2023

Webinar) By challenging assumptions and testing new ideas, CRO helps keep demand generation efforts fresh and current. A big thank you to Danny Rolley, Spear’s CRO guru, for his help with this article. The post Improving Demand Gen Performance with CRO appeared first on The Point.

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The Point

JUNE 25, 2019

Fortunately, there are now some excellent third-party reporting, analytics and attribution tools that can help marketers get closer to attribution nirvana. At the very least, getting a better sense of what’s possible with your existing tools can help you select the right third-party solution when you need it.

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The Point

DECEMBER 17, 2010

Kathleen Schaub has made a career of helping companies drive revenue, most prominently in executive roles at companies such as Sybase, Cadence, and Vanstar (formerly ComputerLand.) Fewer companies, however, can claim to have adapted their sales process as readily.

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The Point

JUNE 14, 2011

His logic (presumably): if a technology provider is promising to help improve our marketing effectiveness, shouldn’t their own marketing reflect those same high standards? Marketo did not solicit this blog post, nor were they consulted on its content.]. All in all, a job well done.

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The Point

MAY 19, 2020

To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. How does your current lead nurturing. stack up against those companies who push the envelope in both nurture strategy and their use of complementary technologies?

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Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

OCTOBER 22, 2020

The intent here is engage the person at the point of interest, drive further engagement, leverage progressive profiling, and help qualify leads for potential sales follow-up. As I wrote earlier in this space , Phase I is typically 3-4 emails sent in quick succession over a period of 1-2 weeks.

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Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

NOVEMBER 5, 2009

But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. HS) Barbara, what are the most common disconnects between marketing and sales that you see in your work with clients? Thanks Barbara!

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The Point

SEPTEMBER 12, 2019

As a tool to help companies execute and operationalize ABM, Spear Marketing Group developed the Opportunity-Based Marketing Framework, a proprietary model based on the SiriusDecisions Demand Unit Waterfall that works for both lead-based and account-based strategies. An Opportunity-Based Marketing Framework for #ABM Click To Tweet. “Now

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Account Based Marketing ABM Planning Lead Ranking 170

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. I sat down with her recently to find out more about her company and what makes their solution different.

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Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

AUGUST 25, 2020

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. Filling those gaps will make you better prepared to reap maximum benefit from a fully-deployed ABM strategy.

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Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

APRIL 21, 2010

That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability. Navicure turned to its demand generation agency, Spear Marketing Group , for help.

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The Point

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI.

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SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

SEPTEMBER 29, 2011

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads.

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Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

OCTOBER 25, 2018

On a more promising note, fully one-third of those surveyed said that they‘re now incorporating sales calls into their nurture streams, signaling (according to the report’s authors) that “SDRs are starting to have a bigger role in helping to further nurture prospects.”

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Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

DECEMBER 11, 2018

ABM can help generate awareness and engagement and even meetings, and bring your company to the table so to speak, but it does not inherently abbreviate the sales cycle. They ignore assumptions and sales bias, and help marketers find the “high propensity” accounts that genuinely, and scientifically, are most likely to buy your solution.

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Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

MARCH 22, 2019

Companies generate a mix of qualified and unqualified leads, the argument goes, and lead scoring is one tool for helping to sort the good from the bad. The classic business case for lead scoring has been a function of inbound marketing and the traditional lead funnel. 3 Key Reasons Not to Give Up on Lead Scoring Click To Tweet.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage.

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Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Remember, brands create preference and help people makes choices. Brand strategy has been misunderstood for years as it’s often confused with brand identity – the visual expression of the brand.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

AUGUST 29, 2017

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. What is the general nature of the program? (Ex: Ex: cold outreach, warm outreach, account penetration, customer retention, cross-sell/upsell …).

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Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JUNE 30, 2017

A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? There’s only one problem: there really is no such thing as an “ABM Campaign.”.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JULY 15, 2010

To learn how we marketing types can get more from Salesforce.com, I spoke recently to David Taber, CEO of CRM consultancy Saleslogistix and author of the Prentice-Hall book, Salesforce.com Secrets of Success. Unfortunately, the data in most CRM systems isn’t tight enough to help marketing.

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Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

MAY 28, 2019

If you don’t know much about chatbots yet, be prepared to abandon the notion of chat as a technology of generic, bland “how can we help you today?” . * Inserting chat into a lead nurturing. program by triggering relevant conversations with mid-stage (MOFU) prospects exhibiting signs of increased intent.

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Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

NOVEMBER 22, 2016

It’s when a prospect first expresses interest that nurturing can help highlight hot leads, filter out the junk, and increase the rate at leads engage with sales. If nurturing is instead relegated to a “clean up” role – i.e. making the most of those leads rejected by sales, its value will be a fraction of what’s possible.

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Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

JUNE 8, 2016

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. That’s not because email is going away any time soon.

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Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

OCTOBER 8, 2015

We talked a few months back and I gave you pricing on our solution and I just wondering if you have any needs currently where we could help?”. Instead, what passes for lead nurturing at this particular company is a monthly phone call from the same sales rep, delivered by voicemail, along the lines of the following: “Hi Howard.

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Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

MARCH 12, 2012

Besides ensuring that every lead receives prompt, systematic follow-up regardless of sales bandwidth, marketing automation also increases the productivity of an inside sales team by helping filter out junk leads (eliminating wasted calls) and prioritizing the rest based on demographic and behavioral criteria.

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The Point

FEBRUARY 27, 2012

All credit for developing this approach (and helping with the description) goes to Dan Reed, Spear’s Technical Production Manager and resident marketing automation guru. Thanks Dan!

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Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

MARCH 29, 2017

A simple mid-stage nurture program, one that identifies those prospects showing signs of active interest and markets to them accordingly, can help surface sales-qualified leads far before when the prospect might otherwise trigger (or request) sales follow-up. Don’t give up too soon.

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Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50