The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” Download Report”). is its ability to target specific audience demographics: job title, industry, etc.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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

KoMarketing Associates

OCTOBER 17, 2017

According to the “B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America” report, 71 percent of today’s B2B marketers leverage ebooks/white papers for content marketing purposes. When selecting a white paper topic, make sure it aligns with your overall marketing strategy.

Paper 120

Paper Promotion B2B Marketing Top of Funnel 120

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 Scoring 124

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

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

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

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. To download a free copy of the 2017 survey report, click here.

Paid Search Agency 241

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

The Point

MAY 20, 2014

At our agency , we use Litmus , an online service, to test email designs across a range of technologies, including Outlook, Gmail, iPhone, etc., For more email tips, download a copy of our white paper: “ Top 10 B2B Email Marketing Mistakes.”. Janrain failed to test the email fully before launching.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

NOVEMBER 10, 2014

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.” Let me count the ways in which this campaign went off the rails: 1.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

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

Customer Experience Matrix

OCTOBER 20, 2008

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general.

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Marketing Automation Services Marketing Automation 120

Sprout Social

MAY 18, 2016

If you’re going to drive the customers and interest you need to survive you need to start generating demand for your product or service. What Is Demand Generation? Demand generation is the idea of creating a need for your product or service in the minds of your potential customers.

Demand Generation Agencies 77

Demand Generation Agencies Demand Generation Demand Webinar Metrics 77

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

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. For more tips on B2B email marketing, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes ”.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

APRIL 16, 2019

A low Cost Per Lead (CPA) from a search campaign looks great on paper, but as anyone who’s run a B2B search campaign will tell you, not all search leads are qualified. A search offer can be anything: a how-to guide, a third-party research report, white paper, Webinar, video, demo or free trial. Some will be, well: junk.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

ANNUITAS

SEPTEMBER 29, 2016

It details the results of a study by United Kingdom PR agency Hotwire called The Changing Face of Influence , and there is a lot of interesting information there. After a reasonable evaluation period, focus resources on the platforms that are creating opportunities and revenue — not followers and downloads.

Social Media 164

Social Media Social Marketing Demand Generation Agencies B2B Marketing 164

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

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. Note: I wrote a white paper on this very topic.). Marketing is suffering from a knowledge gap. Nor will it write landing page copy.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 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

Marketing Insider Group

OCTOBER 20, 2020

Webinars are lead generation tools that provide free, valuable information that will demonstrate why your audience needs to invest in your services or products. Through valuable content, you’re able to persuade your key audiences to convert and buy your products or services. Ready to develop an impactful campaign?

Webinar Metrics 334

Webinar Metrics B2B Thought Leadership Planning Sales Qualified Leads 334

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

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

SmarkLabs

JUNE 13, 2022

An ideal client profile (ICP) describes characteristics of a business that make it an optimal fit for your products and services. Reviews can also reveal immeasurable value regarding the positive experiences and pain points consumers have using your competitors’ products and services. Define Buyer Personas & Ideal Client Profiles.

Paid Search Agency 97

Paid Search Agency Paid Content Ideal Customer Profiles Sales Management 97

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

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

SnapApp

JANUARY 24, 2019

Once you have that information, you can decide which leads are worth sending to sales, and which ones just wanted to download your white paper for the compelling stats. So to reach those early stage prospects that are just testing the waters, you should be using content to support your demand generation efforts.

Top of Funnel 111

Top of Funnel Sales Qualified Leads High Quality Lead Personalization 111

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

Martech

AUGUST 10, 2021

I didn’t explore the vendor’s website, download a white paper, or put on a t-shirt saying “Intent!”. That one Google search generated a steady stream of ads for the vendor — but on my personal social media. GTM is not demand generation. That’s all. My Chrome browser activity triggered Instagram ads. Why we care.

Work Management 111

Work Management Marketing Management Marketing Analytics Tools Digital Marketing Funnels 111

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. Download a free copy of our white paper on integrated business applications and learn how to …”.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 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

The Point

JANUARY 31, 2011

Navicure turned to their demand generation agency, Spear Marketing Group , for help. Spear also tested new offers like white papers, related to specific topics likely to be of interest to medical practices looking for ways to increase profitability. Expanded the scope of the campaign to include other search engines.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

MAY 4, 2015

If a prospect searches on a particular topic and sees a list of ten white papers on that subject, the title of your content and the quality of its abstract will likely be the difference between that prospect downloading your content vs. your competitor’s. Employ language like “Download” to drive action. Download this paper now.

Paper 100

Paper Content Advertising Agencies Conference 100

PureB2B

MARCH 28, 2022

Most of the time, buyers at hospital groups or general practices are being pulled into multiple directions and appreciate a well-written and authoritative article or other piece of content to read through when they have time to dedicate to research. Using a content download or ungated piece of media can go a long way with your buyers.

Lead Generation 62

Lead Generation Lead Ranking Lead Scoring Marketing Qualified Leads 62

The Point

NOVEMBER 16, 2011

I’ve written previously in this space about how corporate social media initiatives are so often in the hands of people, notably PR agencies, for whom lead generation is neither a priority nor a core competency. Put a PR agency in charge of social media, and I can pretty much guarantee you’ll generate PR, not leads.)

Social Media 100

Social Media Demand Generation Agencies Media Leads 100