The Point

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

The Point

One prime example of this – and something we see too often in our work with tech companies – is the tendency to execute campaigns in very one-off, siloed fashion. Yes, Option 2 seems like it’s a lot more work, but not as much as you’d think.

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

The Point

Inbound marketing doesn’t work, or at best is grossly inefficient. When our firm works with B2B companies to improve their nurture programs , these are some of the most common issues we uncover: 1.

Trending Sources

Do ABM Marketers Underestimate the Value of Messaging?

The Point

This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff. Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Tip: math challenges work best vs. general knowledge because the answer can’t be googled.). Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans.

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

The Point

Content can work at every stage of the funnel – early, mid, late. In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons.

10 Ways to Generate More Leads from Your Business Blog

The Point

On the working assumption that your blog already has great content, getting people to subscribe to that blog is the easiest way to convert casual readers into leads that you can then nurture, educate, and ultimately convert into sales-ready prospects.

ABM & the Marketing Hype Cycle

The Point

Here’s how the marketing hype cycle works: 1. Our agency works with a range of B2B companies in the technology sector , and, depending on such factors as 1) target audience, and 2) average deal size, ABM may or not be a great fit for any one of those clients.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not.

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

If the email user experience on a mobile device was working as intended, you would expect the proportion of clicks to be the same as opens – that is, if 42 percent of recipients open the emails on a mobile device, then, all things being equal, 42 percent of clicks should occur on mobile also.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

What I’ve appreciated in working with Spear is that they share that same ROI focus – which you don’t always see in search agencies.

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Top 10 Marketing Automation Mistakes

The Point

In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1.

Does Creative Still Matter in B2B Marketing?

The Point

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success.

Are Agencies the Future of Marketing Automation?

The Point

Our firm works with dozens of marketing automation customers, for whom our technical team is intimately involved “under the hood” as it were, but few if any of those clients are interested in surrendering complete management of the software to us.

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

The Point

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working.

29 Tips to Improve B2B Email Campaign Performance

The Point

But action verbs (Download, Register) often work well also. Make your thank you page work harder. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1.

Is Marketing Automation Right for Every Company?

The Point

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.

Bad Copy is Your Campaign’s Weakest Link

The Point

And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better. In the days of Mad Men, advertising clients wouldn’t dream of writing their own copy.

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Is Technology Making Marketing Agencies Obsolete?

The Point

As a partner in a B2B marketing agency that 1) serves high-tech clients exclusively and 2) whose work is 90% digital, I found these reports somewhat surprising.

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Winning B2B Email Campaign Keeps it Simple

The Point

To me, this is a campaign that works. In B2B email marketing , does short copy always win over long? Not necessarily. The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

In our work developing lead nurturing programs for B2B companies , we often hear statements like the following: “We won’t be implementing lead nurturing for new leads because our telesales manager says his team is following up on every lead.”.

5 Key Tips for Driving Attendance at Field Events

The Point

Heck, if the event proves to be a complete waste of time, you can just log out and continue work as usual. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles.

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Top 10 Demand Generation Resolutions for 2014

The Point

How else do you know what worked and what didn’t? Or that hard-working white paper could see a second life as a series of short videos or slideshares or blog posts. If your data’s bad, no amount of work or creative expertise will make a difference.

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

These are guidelines, so by all means experiment to find the precise timing and intervals that work best for your audience. First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register?

Email Marketing 101: No-One Cares About Your Product

The Point

And were the entire email about that demo, and what you could expect to see and learn when you attend the show, it might work well. An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign.

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

The Point

Excerpted from the Spear white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google Adwords™ Campaign Isn’t Working and What to Do About It.”

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

One company we work with has used this approach to double their RFP win-rate to the tune of $7 million in incremental sales.

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

The Point

How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA] HS] On your Website, you say that Captora delivers more leads and does “90 percent of the work.”

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

The Point

In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology. Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal.

Key B2B Demand Generation Strategies for 2015

The Point

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)

But Wait, There’s More! Why Cheesy Copy Still Works.

The Point

Effective email copy is not like a letter to your grandma; unless, that is, you’re asking Grandma to sponsor you for the 5K Fun Run at the park. A good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate awareness, or promote your brand. Good email copy does one thing – it generates a response.

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

The Point

Because I work for a demand generation agency (a real one), I don’t have to explain to clients that we don’t do branding. Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment.

In Defense of Unsolicited Email

The Point

In my day-to-day work, I run into many clients whose salespeople purchase email lists en masse from the likes of Data.com and upload them into their CRM system.

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Does a Demo Ever Make Sense as a Demand Generation Offer?

The Point

For one, demo leads are on average (based on our work with tech clients) up to 3x more expensive than leads generated by other, information-type offers, say white papers or Webinars.

5 Tips for Successful Survey Campaigns

The Point

I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. At first, the concept of “online seminars” was so novel that the topic of the event barely mattered.

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

The Point

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads.

3 Demand Generation Goals to Avoid in 2013

The Point

For one, they’re a lot of work. Launch a lead nurturing program. Don’t get me wrong: lead nurturing is a worthy investment for most companies, but making lead nurturing a goal for the new year is akin to saying you want to do more marketing. It just means too many things to different people.

How the Answer to One Question Can Tell You How to Market Your Technology

The Point

The type of content most likely to work best for demand generation. The type of content that works best for commodity products is typically later-stage content: buyer’s guides, case studies, ROI calculators, analyst reports, etc.

Broad Match is Not Your Friend: Using Match Types to Get More from Your PPC Campaign

The Point

Adapted from the white paper, “Top 10 B2B Paid Search Mistakes – Why Your Google AdWords Campaign Isn’t Working & What to Do About It”. Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns.

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New Marketing Automation Buyer’s Guide Offers Valuable Advice

The Point

What sort of content works best? (HS) TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”.

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

The Point

We were able to provide new ideas based on our pool of experience and what we knew was working for other companies in the tech space.”. Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services.