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Why this LinkedIn Ad Works: 2 Key Tips for Success

The Point

Why this LinkedIn ad works – 2 Key Tips for Success via @spearmktg. The post Why this LinkedIn Ad Works: 2 Key Tips for Success appeared first on The Point. For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple.

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

The Point

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value.

Trending Sources

Stop Asking Your Marketing Agency for Client References

The Point

Then ask those connections to be introduced to the people working with the vendor you’re considering. What does the agency recommend as key performance metrics for the work under consideration? First, a confession: I hate providing references.

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.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts

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

The Point

Sourcing, developing, and publishing great content is the hard work. 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.

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.

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

The Point

And too often, we’re seeing those same companies – particularly in the B2B tech space where our firm works – investing in martech in advance of, or in place of, getting some very fundamental issues addressed. Issues that, alas, take more work than writing a purchase order for new software.

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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.

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.

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.

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.

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.

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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This Year, Tackle These 3 Demand Generation Priorities First

The Point

Know What’s Working. 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

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.

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.

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.

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.

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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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.”.

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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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.

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.

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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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.

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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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.”

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.

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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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)

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.

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.

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.