The Point

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.

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

The Point

Here are 8 simple questions to help you decide whether that content is good enough. Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve? What’s the problem or challenge that your content purports to help address?

Trending Sources

5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

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.

Why Lead Nurturing Success Means Not Asking for the Sale

The Point

I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?”. Now, not only was I not ready, I barely remember what his company does.

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

Which Comes First: Lead Nurturing or Inside Sales?

The Point

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. For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want.

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.

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

The Point

Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. 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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Please Don’t Let Your Sales Reps Nurture Leads

The Point

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?”. Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead.

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

The Point

Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

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.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not.

A Follow-Up Strategy for Content Syndication Leads

The Point

Please don’t hesitate to call or email me directly if I can help in any way. It’s important to recognize that content syndication leads are not like most sales leads.

Is B2B Lead Generation Really This Difficult?

The Point

Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Not only does it provide us data to help guide the new campaign and set realistic performance goals, but it also gives the client a clear picture of where we see the most opportunity for improvement.

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Does Creative Still Matter in B2B Marketing?

The Point

At our agency , we help clients clean up marketing data, develop segmentation strategies, and build compelling content because we know those are the minimum requirements every client needs to be effective.

Observations from the 2017 Marketo Summit

The Point

ABM acceptance is now a given, but to deliver on the technology’s promise, companies like Marketo and Engagio (and their partners , ahem) will need to help those customers execute. 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

is more effective than: “Call me to discuss how we can help.”. 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

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29 Tips to Improve B2B Email Campaign Performance

The Point

Sell the value of the offer by highlighting a relevant statistic or quote that can help tease the content and show value or added credibility. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1.

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

The Point

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working.

Is Marketing Automation Right for Every Company?

The Point

Some of those factors (as I discuss in the interview) include: • Lead Volume – the more sales leads your company generates, the greater chance that marketing automation can have a significant impact to your bottom line by helping convert more of those leads into opportunities and deals.

Is Technology Making Marketing Agencies Obsolete?

The Point

Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation.

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Email Critique: Oracle/Eloqua Webcast Invite Needs Help

The Point

The impact that Oracle’s acquisition of Eloqua will have on that company’s ability to compete effectively in the marketing automation space is fodder for debate.

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

BK) Simply put, Lattice helps companies grow with data-driven marketing and sales applications that make complex data science easy to use. Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success.

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. We also believed that deprecatory humor would help inspire a connection between the company and its prospects.”.

Top 10 Demand Generation Resolutions for 2014

The Point

Segmenting your campaign into different target groups doesn’t have to mean entirely new creative; even a sentence or two can help an email be more relevant to an individual recipient.

5 Key Tips for Driving Attendance at Field Events

The Point

Not everything has to fit on an email – a more detailed agenda or speaker info is great landing page fodder and could help you close the deal. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles.

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5 Reasons to Gate Lead Nurturing Content

The Point

Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. Landing pages help drive further engagement.

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

Social links are typically thought of as a way to extend the reach of your campaign, but in the context of Webinars, they can also serve a helpful reminder to the person who registers and also shares his/her plans to attend. First, a question.

Why This Holiday Email Campaign Misses the Mark

The Point

Sure, they can be forgiven the holiday theme (gift boxes, fir trees, snowflakes and all) – their solution does ostensibly help online merchants increase sales during this busiest time of the year.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. In your view, does that flood of new content help or hinder the average salesperson? (DC) All from helping deliver better content to prospects during the sales process. (HS)

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5 Common Content Syndication Mistakes

The Point

It helps remind the prospect that he/she downloaded the content, and makes him/her more receptive to a follow-up call. • 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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Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA]

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Research Report: Lead Gen Not as Easy as Marketers Think

The Point

Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. Predictive analytics and similar advancements will help close the gap.

5 Tips for Successful Survey Campaigns

The Point

Presenting a cohesive, professional design helps (a tip: use of generic, non-branded online forms devalues both your survey and the prospect’s time). I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device.

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads.

How the Answer to One Question Can Tell You How to Market Your Technology

The Point

Social media can play a key role in that it helps spread the word about a particular solution or problem. One of the first questions I ask any prospective technology client is the following: “Imagine your product on a spectrum.