8 Questions to Help You Decide if Your Content is Good Enough
APRIL 19, 2017
One data point: the most popular content asset on our firm’s Website is a 68-page ebook. The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch.
An Email is Not a Campaign: the Case for Integrated Marketing
FEBRUARY 16, 2017
Create a banner ad to use in retargeting and on your Website. 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. I get that.
Which Content, Tactics & Technologies Are Driving Demand Generation ROI?
SEPTEMBER 15, 2015
A free copy of the survey report – including a complete summary of results along with expert analysis – is available for download from the Spear Website.
7 Steps to a Successful Account-Based Marketing (ABM) Strategy
NOVEMBER 20, 2015
– Real-time Web personalization to deliver account-specific or industry-specific content on campaign-specific landing pages or on the advertiser’s main Website.
A Follow-Up Strategy for Content Syndication Leads
AUGUST 25, 2015
Furthermore, that individual hasn’t downloaded that content from your Website, and may not even be familiar with your brand or even remember your company’s name from the white paper they downloaded mere days ago.
Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.
DECEMBER 16, 2013
The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website.
The One Marketing Automation Guide You’ll Ever Need?
DECEMBER 16, 2015
You can download a free copy (registration required) from the TrustRadius Website. Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy.
Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook
OCTOBER 7, 2014
Twitter Website Cards (note: these are separate and distinct from Lead Generation Cards) enable the advertiser to include a custom headline, image, and Call to Action on a Promoted Tweet. It seems only yesterday that “PPC advertising” was synonymous with Google AdWords.
Why is Inside Sales So Scared of Lead Nurturing?
APRIL 1, 2014
We also programmed Marketo to alert the BDR immediately if any prospect responded to any of the follow-up emails – for example, by visiting a high-value page on the client’s Website, or by downloading additional information.
Case Study: How One Tech Company Used Humor to Launch a New Brand
JULY 8, 2014
But it was critical for the company that they inspire prospects to explore the new Website, and take note of the new brand in a way that would ensure those same prospects weren’t disoriented when they started to receive emails with a revamped look.
More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous
JANUARY 14, 2014
In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on.
Top 10 Demand Generation Resolutions for 2014
JANUARY 6, 2014
If you struggle with the constant demand for new offers – and who doesn’t – maybe it’s time to mine some of the gems in your Website’s resource center. It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance?
Email Marketing 101: No-One Cares About Your Product
JANUARY 8, 2013
Will I be directed to a Website? An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign.
Survey: Marketing Automation Users Score a “C” in Maturity
APRIL 8, 2015
The report is available as a free download from the Spear Website. Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community.
Content Selling: How Sales Can Better Leverage Marketing Content
JUNE 18, 2013
For more information on the Knowledgetree solution, visit their Website or follow them on Twitter at @KnowledgeTree.
A Really Useful B2B Marketing Benchmark Report from Optify
FEBRUARY 4, 2013
The data contained in the report were extracted by analyzing more than 62 million Website visits, 215 million page views, and 350,000 leads from more than 600 Optify customers.
5 Common Content Syndication Mistakes
JUNE 13, 2014
In the same way that many marketers tend to over-use filters, companies also tend to focus content syndication programs on individual Websites that target their favored demographic or particular technology.
Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora
FEBRUARY 11, 2014
How to add brains and reach to our customer’s beautiful/brand-centric websites. Modern websites must be optimized for both brand and to capture new buyers before they find your competition.
In Defense of Unsolicited Email
MARCH 18, 2014
Do they really think that I’m going to spend my Tuesday morning getting signed up for some cheap BI training, order up a website review, and do a deep dive on our corporate telephone system?”.
7 Webinar Invitation Mistakes You Can’t Ignore
JULY 12, 2013
Here, Silverpop includes top navigation (Facebook, Twitter, Website) and a footer with contact information, more links back to the main Website, and yet more social links. How do you prevent your Webinar campaign from being lost in the crowd?
Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.
SEPTEMBER 30, 2013
” Here’s a short list of what else marketing automation can do that your ESP likely can’t: • Responding immediately and automatically to sales-ready behaviors (like visiting certain high-value pages on your Website).
How to Write a Better Content Syndication Abstract
MAY 4, 2015
For more tips on how to get the most from your content syndication program, download a copy of our new white paper: “8 Tips for Content Syndication Success,” available for free download from the Spear Website.
5 Campaign Ideas for When You Have No Content
JUNE 27, 2012
Market your Website’s resource center. You may feel that you’ve used, re-used, and recycled every scrap of offer content on your Website at one time or another, but perhaps what’s next is to market the Website, and in particular your site’s resource center or resource library , as a whole.
Should I Remove Offer Content from My Website During a Campaign?
FEBRUARY 14, 2012
A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website?
3 Models for Gating Lead Generation Content on Your Website
DECEMBER 18, 2012
Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) Here are 3 models to consider when making the decision on how to serve up lead generation content on your Website: The “Free for All” Model.
Design Choices & More Sink Webinar Invitation
MAY 20, 2014
I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience.
How to Optimize Your Website’s Resource Library for Lead Generation
JANUARY 6, 2012
A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. Conversely, a poorly designed resource library is where old white papers go to die.
Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater
FEBRUARY 11, 2013
For more information on Full Circle CRM, visit their Website at www.fullcirclecrm.com.
7 Tips for a Successful PPC Landing Page
JANUARY 25, 2012
Short anecdote: when a former client insisted on having the logo on their landing page be a live link back to their Website, we were able to show that 15% of PPC visitors were escaping through that logo.). Where do most paid search (PPC) campaigns succeed or fail?
Lead Scores Too High? Maybe They Need An Expiration Date.
FEBRUARY 27, 2012
The loophole in this design arises when “active” prospects, those who regularly visit a Website or respond to nurturing campaigns, for example, build up lead scores well out of proportion to their actual level of interest or stage in the selling cycle.
Top 10 Tips for Better Email Templates
JUNE 20, 2012
Marketo users : Download a free set of professionally-designed email and landing page templates, along with complete instructions for how to download into Marketo, now available on the Spear Website. The success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. But one other element plays a key role even before you write one word of copy: the design template.
Top 10 B2B Lead Scoring Mistakes (Part 2 of 2)
AUGUST 8, 2013
Assigning the same value therefore, say: 1 point per page, to every page on your Website, fails to differentiate between high-value and low-value pages.
What Lead Filters Should I Request For My PPL Campaign?
AUGUST 9, 2012
Use the abstract (the short description that appears on the publisher’s Website) to appeal to the right job function, for example: “Written specifically for CISOs, IT Security Directors, and other senior executives with enterprise-level security responsibility, this white paper explains …”.
The New B2B Buyer Dialog: A Conversation with Kathleen Schaub
DECEMBER 17, 2010
Engagement flows through search engines, social media, and content aggregation sites in the early stages of the buyer’s journey, then through your website and marketing automation platforms as your buyers advance.
5 Ways to Segment Your Lead Nurturing Campaign
NOVEMBER 15, 2010
Create a separate track to prospects who haven’t visited your Website in 6 months.
No Leads from Social Media? No Excuses.
NOVEMBER 16, 2011
For one, link sections of text within blog posts to associated pages on your Website or to landing pages that host relevant content.