The Point

MARCH 12, 2020

This month there are, very suddenly, thousands, if not millions of marketing professionals working from home, every day, for the first time. If you’re one of those marketers, your company may or may not have the ready infrastructure or culture that supports remote work. Set a routine in the morning that works best for you.

Work Management 227

Work Management Paid Search Agency Tips Demand Generation Agencies 227

The Point

SEPTEMBER 19, 2018

Work for a big company. Early in your career, however, there’s a lot to be said for learning to navigate the dynamics of working in a large organization. (I You’ll learn how to get noticed, how to work as part of a team, and yes: how to deal with a wide range of personalities. Work for an agency.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

JUNE 5, 2018

for organization. HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. There’s is a ton of underlying work that must be in place first. LDW: Overall, the scores were quite low. for lead management to 3.35 I was shocked, at first. LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing. Photo by Yeshi Kangrang on Unsplash.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JANUARY 17, 2019

I’ve written previously in this space about how automated lead nurturing works best, not as a dumping ground for unqualified leads, but as something that works in parallel with sales development to increase lead conversions and maximize SDR productivity. Spoken as someone that never answers his phone, ever.).

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JUNE 7, 2017

It’s an old trick, but it works because it makes the email stand out in my inbox. My company provides data science consulting to sales/marketing/demand gen organizations. Here are the 5 key techniques and principles that make this email rise above the rest: 1. The subject line references both my name and my company’s name.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

MAY 9, 2017

This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff. In the absence of value, sales organizations default to pricing as their primary mechanism for closing deals. (HS) We need to step back for a moment and ask ourselves: what is ABM in the first place?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!) are really working. (AN) AN) Hello, Howard. 2015 is no exception. One is predictive analytics.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

DECEMBER 16, 2013

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. Virtually none.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. emphasis mine). Does all this mean that buying into marketing automation requires you to first hire an agency or consultant? No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

The Point

AUGUST 22, 2014

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Industry data tells us something different. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

JANUARY 24, 2013

Note: it’s critically important that representatives from your sales organization have a seat at the table for this initial discovery process – not just management, but the people “in the trenches” who qualify, respond to, and follow up with sales leads. Here are the top 5 questions to ask about your current lead management process: 1.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

OCTOBER 11, 2012

Additionally, if that domination can’t quickly or easily be achieved through organic means (via Search Engine Optimization), then at minimum the mandate is normally to ensure that the company’s search ad appears at the top of the page.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

MARCH 3, 2015

Most agencies are professional service organizations, staffed and optimized to sell and deliver services. Even though marketing automation is indeed a primary business driver for Spear, I’m not convinced that the particular scenario that Mr. Raab predicts is in our future. Some agencies will adapt, and be successful at it.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

FEBRUARY 11, 2014

How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA] Captora utilizes your content across inbound marketing campaigns to improve conversion rates (and lowering CPL) across long-tail organic and paid search campaigns.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Ranking 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? By most metrics, Navicure’s paid search campaign was working well, generating a handful of leads each month at a cost per lead at or below industry standards. Added branded terms to the campaign.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JANUARY 12, 2023

Whether your role is content, design, media, MOPs, or marketing strategy, most in our organization think AI is about to change the way you work. Customers and prospects might have a basic concept of what a business does, but rarely is there a clear understanding of why they should work with that business specifically.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

DECEMBER 6, 2010

If not, you still have work to do. What has driven traffic for the top posts listed here – particularly #2 and #3 (on Webinars) – is organic search, and the fact that all have titles that invite interest even if you know nothing more about me or the blog. Would that person be motivated to read more?

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

APRIL 1, 2014

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 100

The Point

SEPTEMBER 6, 2011

After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management. Next, iDirect sought out a partner to provide strategic counsel and advice on best practices.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

NOVEMBER 28, 2011

Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers. Spear Art Director Laura McInerney describes the change: “Our main objective for the new design was to add visual hierarchy, better organize the content, and give the newsletter an overall sense of purpose.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

JUNE 26, 2013

One possible reason: many of those who fail to show tend to be higher-up in the organization.). These are guidelines, so by all means experiment to find the precise timing and intervals that work best for your audience. may make a real difference in moving that individual further along the sales cycle.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

MARCH 12, 2012

And yet, I’m finding in the course of our firm’s work that many companies don’t consider lead follow-up a priority.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

APRIL 5, 2011

Why Focus Groups Don’t Work for Direct Marketing. At final layout, the client took the comps round to all the developers in their organization and asked them which they’d be most likely to respond to. To a man (this was an all-male sample), they chose the self-mailer.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

APRIL 21, 2010

Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value. That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

JUNE 18, 2013

DC) In most organizations, content is spread across multiple locations: in the cloud, on a shared drive, on a rep’s desktop, wherever. One company we work with has used this approach to double their RFP win-rate to the tune of $7 million in incremental sales. We call that approach Content Selling. (HS) Then, apply “Survivor” rules.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

JULY 15, 2010

And most of the issues around data quality are people and process problems, so these must be worked on along with the software add-ons that improve for data quality. HS: It seems to me that most Salesforce implementations happen organically. Is that a reflection on the software, or on how people use it?

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

APRIL 23, 2020

Is your organic social media working hard enough? Are you able to track leads resulting from organic social and show real ROI? Regardless of the economic climate, business audiences love to benchmark themselves and their organizations against their peers. 10 Things to Do When Marketing Spend is On Hold Click To Tweet.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

DECEMBER 21, 2021

Moving to a RevOps model combines all facets of revenue growth into one, single organization who then align and coordinate efforts to meet overall company goals. Expect to see marketing teams adding media producers to work alongside the marketing strategists and tacticians. . – Lynn, Creative Director. “I

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

DECEMBER 20, 2016

I talked to Terry recently about the changing role of the Demand Waterfall in an era when many pundits and martech vendors are attempting to redefine the rules by which Demand Generation works. (HS) All three of these metrics work together to define lead management performance. HS) Tell us how the demand waterfall came to be. (TF)

Lead Ranking 0

Lead Ranking Demand Peer-to-peer Work Management 0

The Point

APRIL 13, 2012

Bob has worked with more than 100 technology companies during his career, and is currently Managing Director at Firebrick Consulting , a firm devoted to helping technology companies drive revenue growth. At the same time, the transition from infrastructure to services-based IT organizations has massive ramifications for how IT is organized.

Work Management 100

Work Management Marketing Management Conversion Demand Generation Agencies 100

The Point

MAY 30, 2012

Here’s how the campaign worked: 1. Ads were developed that would specifically reference the reader’s device by name (iPhone or Android) to better connect with the end user “pain” of not being allowed to use that device at work.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

APRIL 16, 2014

I often tell clients that there is no one “best” marketing automation solution for everyone, and that the decision of what makes sense for one company vs. another depends on a wealth of factors, notably organization size, available resources, business model, and the scale of your marketing ambition. What sort of content works best? (HS)

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100