The Point

Beware the Siren Call of Pre-Qualified Leads

The Point

For the publishers, I can see the appeal: the opportunity to diversify their product portfolio, add another revenue stream, and charge higher CPLs.

CPL 123

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

The Point

If your nurture program consists of primarily early stage offers (white papers on trends and best practices and the like), you’ll struggle to identify and engage with prospects who may be ready to take the next step and actively evaluate your product.

Trending Sources

Do ABM Marketers Underestimate the Value of Messaging?

The Point

The purpose of branding is to ensure your product or service is the preferred choice in the minds of buyers. Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues.

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

The Point

Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve? Does that same issue translate inherently into someone who could ultimately use your product, whether or not he/she realizes it yet?

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

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

The Point

By “good content” I mean information of value that speaks to your audience’s pain, problems, and challenges and not content that simply sings the praises of your product. We marketers may be many things, but few of us can be described as patient. We want results, and we want them now.

Email Marketing 101: No-One Cares About Your Product

The Point

Unless your offer and product are one and the same and the call to action is “buy now,” no-one cares about your product. An email that focuses on the product, or the company behind it, or the brand, will simply read like a product brochure.

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

The Point

The survey results are yet more evidence that while marketing technology, properly deployed, can be a boon to both productivity and effectiveness, it’s the basics: strategy, creative, messaging, and good content, that ultimately are the primary contributors to demand generation success.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

For example, in a Webinar invitation: “You’ll learn 5 simple methods for improving performance …” is infinitely preferable to “We’ll present 5 simple methods …” Remember, consumers don’t care about you or your product or your Webinar.

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

The Point

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. Today’s B2B buyer doesn’t want to be told which product to buy.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Make sure that your email is designed to drive action, not just spread the gospel about your new product. At the very least, point leads into an email track tailored for their specific product interest or vertical market.

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

However, our production team did some analysis recently and noticed an interesting statistic: Across a representative sample of client campaigns, representing millions of emails sent, 42 percent of all opens were on mobile devices, but only 19 percent of all clicks were mobile.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3

SEM 72

Quit Obsessing About the Customer Journey

The Point

But that does that mean that every buyer, for every product, conducts 67 percent of his/her research online?

5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

The entrepreneurs who appear on the show are all pitching a product, a service, the Next Big Thing. Typical Shark Tank Scenario #2: a shark will complain that the product is too big, and that the entrepreneur should consider making a smaller, cheaper version.

Tips 112

9 Proven Ways to Increase Webinar Response

The Point

Sell the event, not the product. No-one cares about how wonderful your product is. Let’s face it: most business inboxes get flooded every day with Webinar invitations.

A Follow-Up Strategy for Content Syndication Leads

The Point

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product.

Paper 98

Top 10 Marketing Automation Mistakes

The Point

Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity.

Step Away from the Email Software and No-One Gets Hurt

The Point

In theory, marketing automation can be as much a boon to sales productivity as it was and is to marketing ROI.

Email 81

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

The Point

MQLs and SQLs can be useful measures for companies with complex products and long sales cycles, because they provide a picture of campaign success more immediately than would be the case waiting for leads to enter the pipeline or close as deals.

ROI 99

29 Tips to Improve B2B Email Campaign Performance

The Point

Sell the offer, not the product. Describe the offer in terms that will appeal to someone experiencing the problems/issues that your product/service/solution can solve. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1.

Email 123

Bad Copy is Your Campaign’s Weakest Link

The Point

Don’t I know my product better than some agency copywriter?”. The fact that they know the product that much less may even be a good thing. In the days of Mad Men, advertising clients wouldn’t dream of writing their own copy.

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

The Point

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product.

The One Marketing Automation Guide You’ll Ever Need?

The Point

Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.) Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Time and time again, we see marketing automation improve the productivity, efficiency, and job satisfaction of Inside Sales.

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

The Point

The second is “selling more to your current customers” – companies with many products to sell, but unsure which of their customers are the best targets for specific products.

5 Key Tips for Driving Attendance at Field Events

The Point

Sell the event, not the product. Whatever you do, don’t waste valuable real estate trying to convince the reader how great your product is. Sell the event, not your product or service.

Field 61

Email Critique: When a Good Offer Just Isn’t Enough

The Point

Furthermore, the gratuitous mention of Allocadia’s product (“… learn how Marketing Performance Management (MPM) technology like Allocadia …”) is not only unnecessary, it now makes me suspect that what I thought might be an informative white paper is nothing but a product brochure in sheep’s clothing.

Mail 81

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Taken at face value, however, this implies that product companies should never engage in content marketing, or do anything other than offer prospects the opportunity to demo the product.

If You Write B2B Copy, You Need This Blog Post

The Point

Unfortunately, the “If X, then you need Y” school of writing crops up often in B2B marketing, in part, one supposes, because it’s a convenient though lazy way to connect a pain point with a company’s product or service.

B2B 94

Why This Holiday Email Campaign Misses the Mark

The Point

One of my favorite lead generation mantras is this (repeat after me): Sell the Offer, Not the Product. In the Symantec campaign, the value of the white paper is (apparently) learning why you need to buy their product, Norton Shopping Guarantee.

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

However, in the context of, say: lead nurturing , getting a prospect to attend the event, see your product, listen to your vision/message/expertise/thought leadership, etc. First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register?

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

The Point

For example, you may wish to measure the performance of “branded terms” – the name of your company, product names, names of competitors – based on impressions, or even ad position, whereas more generic terms will be measured on Cost Per Lead or Cost Per Qualified Lead.

PPC 76

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

DC) Today’s buyers are more educated on markets, products, and competitors than ever. Just as marketers map content to the lead lifecycle (early, mid, late stage), they should also map content to the selling process – industries, products, sales stages, and more.

Sales 99

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

A well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals.

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

The Point

For example, Captora can pass hidden field information into your marketing automation product to automate your scoring and nurturing programs.

Expand your Offer Strategy to Increase SEM Performance

The Point

However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice. The types of keywords, therefore, most likely to generate late-stage prospects are those related to your brand, product, or product category.

Key B2B Demand Generation Strategies for 2015

The Point

As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!)

3 Crucial Tips for Promoting Live Product Demos

The Point

Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Sell the demo, not the product.

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

The Point

They’re not, and here’s the simple reason why: Demand generation, by definition, generates measurable demand for your product. At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Hey, I get it.