2010

The Point

article thumbnail

The New B2B Buyer Dialog: A Conversation with Kathleen Schaub

The Point

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. Fewer companies, however, can claim to have adapted their sales process as readily. Kathleen Schaub has made a career of helping companies drive revenue, most prominently in executive roles at companies such as Sybase, Cadence, and Vanstar (formerly ComputerLand.

article thumbnail

7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product. You don’t need to disguise your brand necessarily, but if the goal of the email is to get the reader to register for the event, the less that event appears to be a litany of reasons t

Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

Help Our Client Choose a Logo (Poll)

The Point

Sonoma Canopy Tours will be one of the largest zipline tours in the nation when it opens in Sonoma County, California later this year. The park will feature a 2-1/2 hour guided tour that includes a dramatic spiral staircase, sky bridges, and ziplines – some hundreds of feet off the ground and more than 1,000 feet long. The aim of the park is to provide a once-in-a-lifetime mix of adrenaline and family-friendly entertainment, all while learning first-hand about Sonoma’s famed Redwood

Tagging 184
article thumbnail

5 Ways to Segment Your Lead Nurturing Campaign

The Point

Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. The primary means of increasing relevancy is by utilizing segmentation, i.e. segmenting your list and tailoring your message accordingly.

article thumbnail

26 Must-Have Negative Keywords for B2B PPC Campaigns

The Point

Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. In fact, any experienced search marketer will tell you that many of the quickest ways to improve PPC campaign performance fall into the category of eliminating wasteful spending.

PPC 177
article thumbnail

5 Ways To Incorporate Direct Mail Into Your Marketing Mix

The Point

Pop Quiz! Direct Mail is: a) more expensive than email. b) quaintly old-fashioned. c) regaining popularity in B2B circles. d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above. Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it seems such a throwback in our mobile-social-online era.

article thumbnail

Lead Nurturing & the 80/20 Rule

The Point

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. The lead nurturing program they implemented included 40+ (yes, forty) separate and distinct tracks of emails, tailored to different audience segments, product interests, and stages in the lead lifecycle.