The Point

Stop Asking Your Marketing Agency for Client References

The Point

In this digital/social media age, however, I’d argue that formal references are old-fashioned, of debatable value, and have outlived their usefulness. What’s their social media strategy? First, a confession: I hate providing references.

22 Potential Touchpoints for Your Next ABM Sales Play

The Point

Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1.

Trending Sources

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

The Point

The social media landscape is littered with business blogs that, on the surface, do everything right. They may feature relevant content, of real value, published with good frequency.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

By leveraging the same offers, message, and creative assets (ex: landing pages) that you already have in place, paid social media ( Social PPC ) can be a natural and cost-effective complement to your lead nurturing campaign.

Seven Things Marketers Need to Know About Lead Generation

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

How email and social media can supercharge your lead generation strategies. 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.

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

The Point

More specifically, there’s a great deal of bad content out there (especially on social media), and many companies who haven’t quite figured out yet how to best leverage the content they have.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility. More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing.

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? Which social media platform makes most sense for your business?

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Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

The main driver is almost certainly mobile advertising, which experts have estimated at accounting for more than 70% of digital media spend overall. For example, TV advertising alone may be diminishing in significance, but it still makes up more than one-third of all media outlays.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

The microsite features different marketing campaigns each week, spotlights the brands driving the most engagement on social media, and provides articles, blog posts, and other content that showcases top performing campaigns.

A Follow-Up Strategy for Content Syndication Leads

The Point

Hi [First Name], According to our records, you recently downloaded our white paper “(Title of White Paper)” from one of our media partners. It’s important to recognize that content syndication leads are not like most sales leads.

Is B2B Lead Generation Really This Difficult?

The Point

Agencies, consultants, media buyers, even the marketer’s own Web team, are being devalued and displaced by a raft of marketing technology that puts more power in the hand of the individual marketer to design, build, launch, manage, and track campaigns.

9 Proven Ways to Increase Webinar Response

The Point

Leverage social media to extend the reach of your campaign. Social media can be an easy and effective way to increase attendance by leveraging existing event creative and assets like registration pages. Let’s face it: most business inboxes get flooded every day with Webinar invitations.

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Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

The campaign has proved so successful that JW Player elected to expand the monthly media spend by a factor of 6.

SEM 72

This Year, Tackle These 3 Demand Generation Priorities First

The Point

Or Social Media Analytics. After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail.

29 Tips to Improve B2B Email Campaign Performance

The Point

Follow” icons promote your company’s social media channels. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1.

Observations from the 2017 Marketo Summit

The Point

They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor.

Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person.

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

The Point

For insight, I turned to Andrew Fischer, a seasoned entrepreneur in both digital media and enterprise software and currently CEO and Co-Founder at Choozle , a Denver-based start-up making waves with their “simple end-to-end digital marketing platform.”. (HS)

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

The Point

Social media has contributed greatly, certainly, but so has the overall increase in web traffic, digital transactions, video and apps. 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.

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? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement.

Beware the Siren Call of Pre-Qualified Leads

The Point

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads.

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

The Point

B2B Marketing Demand Generation Google AdWords Online Advertising search marketing SEM Social Media facebook advertising facebook boosted posts lead generation cards linkedin advertising social media advertising social PPC sponsored updates twitter advertising twitter website cards

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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?

A Really Useful B2B Marketing Benchmark Report from Optify

The Point

In the meantime, this year’s edition is a worthy read for any B2B marketer looking to benchmark their own demand generation, social media, and Website performance. You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish.

5 Common Content Syndication Mistakes

The Point

B2B Marketing Content marketing Content Syndication Demand Generation Inbound marketing Online Advertising Online media White Paper Syndication b2b demand generation content syndication tips content syndication vendors inbound marketing madison logic netline techtarget

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Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

By tracking keyword conversions, you’ll be able to optimize your bid strategy and overall media spend. The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. It’s easy to see why.

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

The Point

B2B Marketing Content marketing Demand Generation lead generation Marketing Automation Marketo search marketing Social Media Act-On b2b demand generation b2b lead generation Captora marketo Marketo agency Marketo partner paul albright

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

The Point

Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy. Social media used to mean launching a blog, or designing a corporate Facebook page. The hottest new form of graphical social media content is memes.

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

The Point

Over at TechCrunch, writer Josh Constine recently penned an intriguing article about the potential for social media platforms eating into Google’s near monopoly on search advertising. Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment.

In Defense of Unsolicited Email

The Point

Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies.

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3 Demand Generation Goals to Avoid in 2013

The Point

Create a social media campaign. What is about social media that you think will extend and improve your demand generation mix? Social media can do many things but, like lead nurturing (see above), it’s only merits investment if you have a firm idea of what you hope to accomplish.

5 Tips for Successful Survey Campaigns

The Point

Surveys have long been a popular lead generation tactic, primarily because they create their own content, content that in turn can be used for inbound marketing, lead nurturing , PR, social media, etc.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

Integrate social media seamlessly into email campaigns in a way that extends the reach and value of the campaign. A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation.

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

The Point

the growth in pay-per-lead (PPL) media channels like content syndication or sponsored content, whereby B2B marketers pay for leads (usually filtered by geography, company size, even job title) who downloaded a specific content asset, typically from a publisher’s Website.

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.

Why Salespeople Hate Most White Paper Leads

The Point

It’s got to be the media, right? How is it that a quality white paper on a hot topic can still generate bad leads? Wrong. It’s the offer.

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Why Chasing Hot Leads is a Bad Idea

The Point

Media options abound that will enable a company to focus on specific job titles, company revenues, industries, etc., In an ideal world, all B2B sales leads would be pre-qualified and ready to buy.

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Case Study: Segmentation, New Creative Boosts Lead Conversion Rates by 75%

The Point

For “passive” leads (leads from online programs such as content syndication, banner ads, SEM, Webinars and social media), the Lead to MQL Conversion Rate increased a massive 75 percent.

Salesforce “State of Marketing” Report: Better Happy Than Good

The Point

In my view, social media remains one of the great untapped opportunities for marketing ROI, especially in B2B. Question: does advertising on LinkedIn “count” as social media, or should it really be viewed as another advertising channel, i.e. Social PPC ? (I’d