The Point

ABM is a Strategy, Not a Campaign.

The Point

Successful ABM programs require the buy-in, sponsorship, and active involvement of multiple teams, notably sales, but possibly even customer service, at every stage of the process.

Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters.

Trending Sources

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

The Point

IMPACT : Find creative ways to source, and leverage, reviews and recommendations for your product; for example: TechValidate , a “customer content creation platform” that helps companies generate fact-based case studies and other customer evidence for use in marketing.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Make the call to action an “add to calendar” link or design a custom landing page promoting all your events at the show and how to sign up. channel to generate awareness for an upcoming show, particular to your customer base and current prospects.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

There has never been more marketing channels to reach potential customers. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. The single biggest issue for B2B growth is effective lead generation: increasing lead quality and quantity.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Google AdWords Customer Match – similar to the custom audience programs offered by the big social networks, Google also allows advertisers to upload a list of email addresses and then reach those precise contacts via ads on Search, Gmail or YouTube.

Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

The creative requirements for sponsored updates are simple – a few lines of text and a custom image. For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple.

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

The Point

– Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. – Paid search advertising on Google via the new “customer match” program.

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

The Point

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with buyers.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing.

5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

The other is someone who knows their numbers – revenue, margins, manufacturing cost, cost of customer acquisition. Confession: at our house, we watch a LOT of reality TV. One of our favorite series – and one of the few reality shows that’s also family-friendly – is ABC’s Shark Tank.

Tips 112

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

The Point

Focusing investment on programs designed to capture only short-term, ready-to-buy leads means you’ll be excluding a much larger subset of potential customers, companies who may well have the precise need that your product or service can solve, but just don’t know it yet.

Buy 83

Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

Marketers plan to increase spending on analytics by more than 300% over the next 3 years in order to, according to Deloitte, “improve customer experience.”

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

The Olympics are a big marketing opportunity for many of our customers and we came to Spear with an idea to create a one-stop resource for data-driven digital marketers during the games. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products.

Does Creative Still Matter in B2B Marketing?

The Point

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

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.

SEM 72

An Accident of Timing: The Case for Always On Marketing

The Point

Account-Based Marketing (ABM) , Predictive Analytics) that now allow us to 1) find prospective customers with a higher propensity to buy, and 2) target those prospects, at scale, in a tightly orchestrated fashion, it would be a mistake to rely exclusively on outbound tactics.

Case 46

Top 10 Marketing Automation Mistakes

The Point

I’ve written earlier in this space about the myth that is the B2B “customer journey” and how, in reality, it’s almost impossible to know, even with the most advanced marketing technology in place, exactly where an individual prospect is in the lead lifecycle.

Are Agencies the Future of Marketing Automation?

The Point

Our firm works with dozens of marketing automation customers, for whom our technical team is intimately involved “under the hood” as it were, but few if any of those clients are interested in surrendering complete management of the software to us.

Agency 100

Observations from the 2017 Marketo Summit

The Point

The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. CEO Lucas made a compelling argument in the opening keynote that prospective customers want “quality, not volume” in the content and messaging they see from vendors.

Is Technology Making Marketing Agencies Obsolete?

The Point

In theory, today’s marketing technology enables B2B companies to move prospects seamlessly from raw inquiry to qualified opportunity to paying customer, and then attribute that sale to the associated campaign.

Agency 106

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

The Point

What else can I sell to my current customers? Which of my customers are likely to churn? Citrix and RingCentral are two good customer examples. Plus we’re trusted by more than 100 customers and 50,000 users worldwide. (HS)

The One Marketing Automation Guide You’ll Ever Need?

The Point

Core to the new guide are detailed profiles of 20 marketing automation tools, plus ratings (based on more than 1,600 authenticated user reviews), pros and cons, customer demographics, and responses from the vendors themselves.

Programmatic Ad Buying: What Does It Mean for B2B Marketers?

The Point

so-called “lookalike” audience targeting modeled on a marketer’s own customer base or top prospects.

Buy 86

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads?

5 Key Tips for Driving Attendance at Field Events

The Point

they get to personally interact with potential customers) can also be a selling point to the prospective attendee. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles.

Field 61

Email Marketing 101: No-One Cares About Your Product

The Point

Take, for example, the email below from Lavi Industries , a company whose product, Qtrac IQ, allows brick-and-mortar retailers to report on and analyze customers waiting in line at stores. The subject line (not seen here) is “The latest technology driving the customer experience”.

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

When posting a Sponsored Update, create a custom image, one that’s optimized for click-throughs, rather than just let LinkedIn pull an image from your post or article. It seems only yesterday that “PPC advertising” was synonymous with Google AdWords.

PPC 83

Email Copywriting: Drive Action at Every Opportunity

The Point

Don’t assume that your customer will buy when the time is right. Let’s highlight the mistakes to avoid: * the headline (Intelligent Customer Experience) and subhead (Every Customer …) are branding statements. Sales experts preach the value of “asking for the sale.”

Email 41

Why This Holiday Email Campaign Misses the Mark

The Point

It eliminates the much larger universe of potential customers who may have the very challenge/issue/problem that your solution can solve, and want information on how to solve that problem, but aren’t yet convinced yet that they need a product to do it for them.

A Really Useful B2B Marketing Benchmark Report from Optify

The Point

Optify’s customers are primarily small- to mid-size companies.). The data contained in the report were extracted by analyzing more than 62 million Website visits, 215 million page views, and 350,000 leads from more than 600 Optify customers.

5 Common Content Syndication Mistakes

The Point

Some will allow custom qualifying questions (“What CRM software do you use?”) Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies.

CPL 82

Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

How to add brains and reach to our customer’s beautiful/brand-centric websites. Captora shows where customers have deep content (and thin content) relative to their competitors. PA]All of our customers have invested in marketing automation.

CPL 82

Key B2B Demand Generation Strategies for 2015

The Point

It’s almost a cliché to say so at this stage, but without quality content, it’s virtually impossible to generate maximum return from both “top of the funnel” lead generation, lead nurturing , or customer marketing.

Branding is Not Demand Generation. Stop Pretending That It Is.

The Point

At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment.

In Defense of Unsolicited Email

The Point

Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them.

Email 72

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Now it’s about how to extend the reach of every campaign, from demand generation to lead nurturing to customer communications.

Does a Demo Ever Make Sense as a Demand Generation Offer?

The Point

Focus your demand generation efforts too much on generating demos, and you’ll be leaving 60-70 percent of potential prospects (and customers) on the table simply because they’re just not at the stage to where they’re ready to listen to a product pitch.