The Point

Beware the Siren Call of Pre-Qualified Leads

The Point

Question: is this a smart choice for marketers? For the average B2B marketer, I’m not so sure this is a wise move. The rush to Account-Based Marketing (ABM) is the primary evidence of that same trend.

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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

In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water.

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

The Point

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could.

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

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

But it’s important to define, recognize, and plan for content that appeals to the right prospects depending on the type of campaign or your marketing objectives. Content length (like shelf-life) is a perennial topic amongst demand generation marketers.

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. For a particularly egregious example, see the email below from Azalead , a software platform for Account-Based Marketing (ABM).

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Which Comes First: Lead Nurturing or Inside Sales?

The Point

This isn’t the first time that we’ve come across a company that insists on letting SDRs “have a crack” at leads before, in effect, turning them over to marketing in the form of a nurture program. B2B Marketing Campaign Strategy inside sales Lead Management Lead Nurturing Sales 2.0

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Direct Mail – the rise of Account-Based Marketing (ABM) has renewed interest in direct mail as a high-impact vehicle for delivering your message to targeted accounts or senior executives.

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

The Point

We marketers may be many things, but few of us can be described as patient. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. But no company that I know of paved their way to marketing success solely by buying software.

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Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? A recent industry survey by Spear Marketing Group suggests: no. The post Infographic: The State of Marketing Automation Maturity appeared first on The Point.

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

The Point

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels.

ABM & the Marketing Hype Cycle

The Point

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

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

Please Don’t Let Your Sales Reps Nurture Leads

The Point

I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful. By my own reckoning, I’m an MQL (Marketing Qualified Lead).

Infographic: Top 10 Types of Demand Generation Content

The Point

For a more detailed comparison of different lead generation offers, download a free copy of our white paper on: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers.”.

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

B2B Marketing blog marketing Blogs Inbound marketing Interactive Design lead generation Social Media blog best practices blog design blog lead generation blog leads blog ROI blog subscribers social media design social media ROI

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers.

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

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing.

10 Ways to Generate More Leads from Your Business Blog

The Point

Email all new blog content to your marketing database.

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

The Point

Can technology solve every problem of the modern B2B marketer? Maybe not, if you believe a recent survey sponsored by TechValidate and Spear Marketing Group.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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. raw inquiries convert to either MQLs (Marketing Qualified Leads) or better.

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B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Submit” is a marketing term best resigned to campaign plans and performance reports (as in: “the campaign generated 53 form submits”.)

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. For the last five years or so, inbound marketing and demand generation have been virtually synonymous.

Top 10 Marketing Automation Mistakes

The Point

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. The post Top 10 Marketing Automation Mistakes appeared first on The Point.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

Observations from the 2017 Marketo Summit

The Point

This year, more than 6,500 marketers, practitioners, and partners crowded into Moscone Convention Center in San Francisco for Marketing Nation Summit 2017. In many ways, the rise of ABM is mirroring the journey of marketing automation from 8-9 years ago.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Usually, marketing best practice dictates that an email focus on one offer and one call to action. Don’t just dump show leads into your marketing database or sign them up for your monthly newsletter indiscriminately.

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

The conclusion we’re drawing from these statistics is the following: In order for be successful in a marketplace increasingly dominated by mobile users, B2B email marketers must do more than just implement responsive design in order to ensure a user experience that truly drives engagement.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. During the Olympics, many global brands run extensive campaigns, sometimes putting a large percentage of their yearly marketing budget towards these efforts.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid

Why Are People Not Engaging With Our Content?

The Point

According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent. However, I think there are two other, more significant reasons why so much content marketing gets ignored: 1.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. BA) In your opinion, what is the single hottest trend in B2B email marketing at the moment?

Does Creative Still Matter in B2B Marketing?

The Point

At Marketo’s Marketing Nation Summit last month in San Francisco, there was much talk about the shifting function of marketing towards a more strategic, data-driven role within the modern corporation. You see similar sentiments echoed throughout the marketing press.

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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Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality