An Email is Not a Campaign: the Case for Integrated Marketing
FEBRUARY 16, 2017
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. We all make compromises. And yet it’s because of those compromises that campaigns often don’t perform as well as they should, and so, results fail to meet expectations.
7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic
JANUARY 24, 2017
Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. In a previous post, I discussed key strategies for following up with trade show leads.
Which Comes First: Lead Nurturing or Inside Sales?
NOVEMBER 22, 2016
For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that. Currently we have a bunch of leads sitting in that “contacted” stage. Do you agree?”.
5 Ways to Expand Lead Nurturing Beyond the Inbox
JUNE 8, 2016
Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process.
[Infographic] 10 Ways to Generate More Leads from Your Business Blog
JANUARY 21, 2016
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. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. Sourcing, developing, and publishing great content is the hard work.
Please Don’t Let Your Sales Reps Nurture Leads
OCTOBER 8, 2015
Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful. talked to an account executive, got pricing, and told her I’d be in touch. question: at this point, what kind of lead am I? But no.
Which Content, Tactics & Technologies Are Driving Demand Generation ROI?
SEPTEMBER 15, 2015
A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI.
Infographic: 29 Tips to Improve B2B Email Campaign Performance
SEPTEMBER 3, 2014
An email campaign that fails to perform up to expectations could be failing on any number of fronts. The list could be bad (in which case, no attempted “fix” of the email itself will make that much of a difference.) The offer could be uninspiring, or buried deep in the email, or both. Or the campaign could be suffering from a myriad of issues relating to design, copy structure, and deliverability.
Origami Logic Scores Gold with “Brand Olympics” Campaign
AUGUST 16, 2016
Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. 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.
7 Steps to a Successful Account-Based Marketing (ABM) Strategy
NOVEMBER 20, 2015
Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. In our experience, the most effective ABM campaigns share 4 common traits. – Economic Buyer.
How Do We Find People Who Are Ready to Buy Our Product?
JULY 27, 2016
A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. Does that mean you should only ever use late stage content? No it doesn’t. But don’t limit yourself to those offers.
10 Ways to Generate More Leads from Your Business Blog
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. Here are 10 proven ways to generate more leads from your blog. Subscribe Now!”). 4.
A Simple 2-Step Technique for Improving Lead Follow Up
JULY 14, 2015
In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Most B2B marketers take for granted that content marketing will, by default, generate a wide spectrum of leads – some of them qualified, perhaps, but most just conducting informal research (the proverbial “tire kickers”).
Infographic: The State of Marketing Automation Maturity
JUNE 29, 2015
Are most B2B companies getting maximum value from their investment in marketing automation? recent industry survey by Spear Marketing Group suggests: no. Is this a technology problem relating to ease of use? Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use? Click on the infographic below to view full size.
Infographic: 8 Ways to Get B2B Demand Gen Back on Track
OCTOBER 20, 2015
Can technology solve every problem of the modern B2B marketer? Maybe not, if you believe a recent survey sponsored by TechValidate and Spear Marketing Group. Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources. Click on the infographic below to view full size.
Moving Past Responsive Design to a Mobile-First Email Strategy
APRIL 22, 2016
By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices. But no problem – you’re using responsive design for all your email campaigns, so you’ve got that covered, right? Well, not so fast. For comparison, B2B industry standards are 27 percent opens on mobile, compared to 43 percent for B2C. The industry ratio is even lower.).
The B2B Demand Gen Marketing Playbook
ABM & the Marketing Hype Cycle
MARCH 15, 2016
An interesting question popped up in my LinkedIn feed this week: “Does anyone remember all those times we used ABM before it was called ABM?”. Target Account Campaigns). Which is true, sort of. Nonetheless, the question got me thinking about the ABM phenomenon, and how quickly it has come to dominate the B2B marketing landscape, in coverage, if nothing else. And that disturbs me, to tell the truth.
B2B Copywriting: 5 Common Terms & Phrases to Avoid
DECEMBER 15, 2015
Copywriting success may depend on finding the precise mix of language that resonates with your audience, but success or failure can just as easily rest on which words you don’t use. Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More. Why should I click on your ad? What happens when I do? For More Information. Submit.
Report: Targeting & Predictive Analytics Driving Changes in B2B Email
APRIL 6, 2016
The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. Why? (HS) It has to be segmentation. It’s not a new concept, by any means, but the hype surrounding Account Based Marketing (ABM) has finally woken up many marketers to the value of a more personalized, one-to-one approach.
4 Key Takeaways from the 2015 SiriusDecisions Summit
MAY 16, 2015
More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. Outbound is the New Inbound. For the last five years or so, inbound marketing and demand generation have been virtually synonymous. But as I wrote in this earlier post , inbound marketing can’t do the job alone.
Why Are People Not Engaging With Our Content?
FEBRUARY 18, 2016
According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent. The author of the report, digital marketing solutions provider TrackMaven , theorized that the primary reason for the discrepancy is that there’s a “limit to how much content can be consumed, liked, shared, etc.”. They may be correct.
9 Proven Ways to Increase Webinar Response
MARCH 25, 2016
Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. 1. Sell the event, not the product. Webinar invitation should sell the value of the event, period. No-one cares about how wonderful your product is.
Forrester thinks Content Marketing Isn’t Working – They’re Half Right
JULY 18, 2014
Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. That hardly seems consistent with the characterization of marketers “struggling” to get results.
10 Tips for a Successful Trade Show Follow-up Campaign
AUGUST 18, 2014
Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Here are 10 tips for designing an effective trade show follow-up campaign. Any response (e.g. But don’t overdo it.
Top 10 Marketing Automation Mistakes
JULY 21, 2016
It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. Launching lead scoring too soon. Not setting up SPF and DKIM.
Is B2B Lead Generation Really This Difficult?
AUGUST 20, 2015
Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.
Quit Obsessing About the Customer Journey
AUGUST 11, 2015
These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana. Well, not so fast.
A Follow-Up Strategy for Content Syndication Leads
AUGUST 25, 2015
It’s important to recognize that content syndication leads are not like most sales leads. 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. references the specific content asset. 2. You can access the document here: [link].
5 Sales Tips My Kids Learned from Watching Shark Tank
FEBRUARY 6, 2015
Confession: at our house, we watch a LOT of reality TV. One of our favorite series – and one of the few reality shows that’s also family-friendly – is ABC’s Shark Tank. love the brash personalities, the high-stakes negotiation, and seeing entrepreneurs achieve their life’s dream. Our children love the banter, the friendly insults, and watching people get rich. Know your facts. Know when to shut up.
Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency
MARCH 24, 2015
Like any “build or buy” decision, whether or not a full-service agency makes sense for your company depends on a myriad of variables – notably budget, of course – but also how the scale of your objectives balances against the breadth of available in-house resources and expertise. Agencies aren’t for everyone. Click on the infographic to view full size.
Winning B2B Email Campaign Keeps it Simple
SEPTEMBER 23, 2016
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. You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” But they didn’t.
Does Creative Still Matter in B2B Marketing?
MAY 11, 2015
At Marketo’s Marketing Nation Summit last month in San Francisco, there was much talk about the shifting function of marketing towards a more strategic, data-driven role within the modern corporation. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. Sure, data rules the roost. List. 2. Offer. 3. Creative. Data. 2.