The Point

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. The infographic below covers some of the most popular forms of B2B demand generation content, and some of the advantages and disadvantages of each.

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

The Point

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.

Trending Sources

ABM is a Strategy, Not a Campaign.

The Point

ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated.

10 Ways to Generate More Leads from Your Business Blog

The Point

Here are 10 proven ways to generate more leads from your blog. Create a separate demand generation blog. Let the PR team run the corporate blog, and create a separate blog, with a more industry trends/thought leadership editorial bent, that’s optimized for lead generation.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

Stop Asking Your Marketing Agency for Client References

The Point

How does the agency generate new leads, and how do they nurture those leads when they arrive? For a related discussion, see our infographic on “ Top 10 Reasons to Hire a Full-Service Demand Generation Agency.”. First, a confession: I hate providing references.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy.

8 Questions to Help You Decide if Your Content is Good Enough

The Point

The best demand generation campaigns start with content that your prospects want. In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons.

Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency

The Point

But in the right situation, especially given the complexity of today’s modern marketing, the right agency partner can be the key to your company making the most of your demand generation investments.

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Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

The single biggest issue for B2B growth is effective lead generation: increasing lead quality and quantity. Attend this webinar with Brian Carroll, author of Lead Generation for the Complex Sale , and learn the following: How to understand customer motivation and increase conversion.

This Year, Tackle These 3 Demand Generation Priorities First

The Point

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. Good content is what fuels modern demand generation.

The Demise of the White Paper is Greatly Exaggerated

The Point

A simple explanation is that marketers love the new and different and bright and shiny, and nothing generates views and shares more than telling marketers that everything they’re doing is old-fashioned and outdated and well, deceased.

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An Email is Not a Campaign: the Case for Integrated Marketing

The Point

But executing campaigns – and lead generation channels – in this manner not only robs them of their potential, it’s also a very expensive way to generate leads.

Why Lead Nurturing Success Means Not Asking for the Sale

The Point

For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”. I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago.

Email 101: Tell Me Something I Don’t Already Know

The Point

To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader.

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9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale

Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources. Nonetheless, there are some interesting lessons to be drawn from the survey, which generated response from more than 200 marketing VPs, directors and managers.

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22 Potential Touchpoints for Your Next ABM Sales Play

The Point

Just as with integrated demand generation programs , a combination of different channels, deployed in a prescribed sequence, is more likely to bring about success compared to relying on one channel alone (for example, email).

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter.

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Which Comes First: Lead Nurturing or Inside Sales?

The Point

But where lead nurturing often has the most impact – on conversion rates, funnel velocity, and demand generation ROI – isn’t mid-funnel, but rather immediately when a lead enters the system.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple.

Infographic: 29 Tips to Improve B2B Email Campaign Performance

The Point

B2B Marketing Demand Generation E-mail email design email marketing Graphic Design B2B email marketing email copywriting tips email deliverability email design tips email marketing best practices email marketing tips

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

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.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

The result is gross inefficiency and a waste of demand generation dollars. An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates , and demand generation ROI, significantly.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way.

Driving B2B Engagement with Personalized Content

The Point

Personalization has a myriad of potential use cases proven to generate engagement – display ads personalized to a specific account, personalized video in a sales outreach email, Web pages that generate real-time content recommendations based on a visitor’s profile or behavior.

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

The Point

But as part of an integrated, cohesive demand generation mix, one that blends both inbound and outbound tactics, ABM can play a key role in driving opportunities at high-value accounts.

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

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content.

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

Join Carlos Hidalgo for a candid and in-depth conversation about: Developing a conversational approach to demand generation. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Again, this conclusion is based on more respondents naming demo offers as generating quality leads compared to other channels.

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

The Point

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1.

ABM & the Marketing Hype Cycle

The Point

Account-Based Marketing B2B Marketing Campaign Strategy Demand Generation lead generation Marketing Automation Marketing Technology ABM Account Based Marketing Content marketing engagio inbound marketing marketing hype marketing technology martech predictive analytics programmatic advertising

Seven Things Marketers Need to Know About Lead Generation

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

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service. One of the biggest responsibilities and challenges for marketers is generating leads.

Report: 19 Experts on the State of Marketing Automation

The Point

Demand Generation Report just published their 2018 Outlook Guide: The State of Marketing Automation.

Quit Obsessing About the Customer Journey

The Point

I write all this because in talking to demand generation marketers most days, it’s clear that the marketing powers-that-be have collectively drunk the customer journey Kool-Aid.

Infographic: 10 Commandments of Email Copywriting

The Point

B2B Marketing Creative E-mail email marketing Infographics Interactive Design b2b demand generation B2B email creative B2B email marketing Demand Generation email copywriting Email copywriting is more than simply an exercise in brevity.

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A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. I discuss that technique (and the results it generated for one client) here.