| || |
|Page 1 of 1 || Previous | Next |
| | THE POINT
MAY 14, 2009  Salesforce.com Webinar Invitation Gets It Right
There are many things that work well in the Webinar invitation below from Salesforce.com, but one of my favorite elements is the smallest: the link at the top left corner that reads: “View on a PDA.” Click and you’re linked to a hosted, plain text, narrow-column version of the same message. In a [.].
| | THE POINT
OCTOBER 8, 2009  Is Social Media Wasted on PR Agencies?
First, let’s get this out of the way: I know some very smart people in the PR field. Yes, some of my best friends are PR people. But good grief. I’m ready to conclude that many PR agencies don’t really get it when it comes to social media. Either that, or they’re just choosing to frame the discussion in such a way as to greatly limit the potential of their clients’ social media initiatives. Recently I was made privy to a social media plan authored by a client’s PR agency. The stated objectives of said plan were: * increase awareness amongst bloggers, influencers and prospects. All true.
NOVEMBER 24, 2009 | THE POINT
 Tempted to Do Away With Registration Forms? Think Again.
NOVEMBER 9, 2009 | THE POINT
 Citrix Email Campaign Crashes on Takeoff
NOVEMBER 5, 2009 | THE POINT
 Take a Sales Guy to Lunch: Bridging the Sales & Marketing Divide
OCTOBER 21, 2009 | THE POINT
 Are Social Links the Answer to Lagging Email Response?
OCTOBER 14, 2009 | THE POINT
 How to Choose the Right Offer for your PPC Landing Page
OCTOBER 8, 2009 | THE POINT
 Is Social Media Wasted on PR Agencies?
| | THE POINT
SEPTEMBER 9, 2009  TechValidate: Marketing Content that Writes Itself
What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or rather, it’s LACK of content.) Without a consistent stream of compelling, original, relevant information to offer, landing pages fail to convert visitors to leads, blogs wither, and lead nurturing [.].
| | THE POINT
JUNE 16, 2009  Top 5 Lead Management Excuses (with Poll)
Furthermore, only 15% of those same respondents planned to deploy or expand their lead management initiatives in 2009. According to a recent industry survey by Demand Gen Report , fewer than 10 percent of marketing executives who responded have automated lead nurturing strategies and processes in place. As someone who sees clients achieving very real, [.].
| | THE POINT
MAY 13, 2009  How Often Should I Email My Database?
A client writes: “What’s best practice in terms of how many times per month you hit each key contact in your database?” This is becoming a common question, driven in part by the trend in B2B towards more proactive lead nurturing and the rapid adoption of marketing automation systems. Suddenly, companies have the tools at [.].
| | THE POINT
NOVEMBER 9, 2009  Citrix Email Campaign Crashes on Takeoff
First, there’s the leading candidate for Most Frequently Used Email Opening of 2009: “In these challenging economic times …”. Granted, I’m already sold on the value of Web conferencing, but even then, the email below from Citrix (makers of GoToMeeting ) leaves me thoroughly underwhelmed. Increase productivity” is a throwaway – every software product ever developed can make the same claim.
THE POINT | TUESDAY, NOVEMBER 24, 2009  Tempted to Do Away With Registration Forms? Think Again.
A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? If we offer them direct access to the content assets, we can still track their click-throughs and then trigger sales alerts or assign lead scores based on that action, and we won’t be forcing them to fill in a registration form. Can we do without?”. In addition: 1. click-through is not the same as someone submitting a registration form (even one that is pre-populated). MORE >>
THE POINT | WEDNESDAY, OCTOBER 14, 2009  How to Choose the Right Offer for your PPC Landing Page
Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Answer: yes. Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. He/she received very little information about your company in the ad (105 characters to be precise, including the URL) so it pays to consider the person uninformed and unconvinced. He/she could be anywhere on the buying spectrum – from initial research and education, to final, I-want-to-buy-one-of-these-today evaluation. and so on. MORE >>
THE POINT | TUESDAY, SEPTEMBER 1, 2009  How to Make Your Thank You Page Work Harder
The Thank You Page is the forgotten child of online marketing. As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. But is that a missed opportunity? [.]. MORE >>
THE POINT | THURSDAY, NOVEMBER 5, 2009  Take a Sales Guy to Lunch: Bridging the Sales & Marketing Divide
It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. Barbara’s firm helps clients achieve business growth through strategic marketing management, sales leadership, and business process alignment. MORE >>
THE POINT | WEDNESDAY, OCTOBER 21, 2009  Are Social Links the Answer to Lagging Email Response?
Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. In “Emails Gone Viral: Measuring “Share to Social” Performance” , Silverpop provides compelling data that suggests adding social links to emails can have a significant effect on email reach (views), click-through, and response. The report is based on research that reviewed more than 500 email messages containing links to social networking sites. In a word: no. MORE >>
-  6 Easy Steps to Increase Leads from Your Corporate Blog THE POINT | MONDAY, SEPTEMBER 28, 2009
-  Common Email Mistake to Avoid THE POINT | WEDNESDAY, SEPTEMBER 23, 2009
-  New Ebook – 65 Tips on B2B Demand Generation THE POINT | THURSDAY, SEPTEMBER 17, 2009
-  Appointment Setting: Where Does It Fit In Today’s Demand Generation Mix? THE POINT | MONDAY, AUGUST 24, 2009
-  Implementing Marketing Automation: 2 Biggest Regrets THE POINT | FRIDAY, AUGUST 14, 2009
-  Marketo’s Ebook: A Lesson In Content Marketing THE POINT | MONDAY, AUGUST 10, 2009
-  eBook Review: Marketo’s Definitive Guide to Lead Nurturing THE POINT | TUESDAY, AUGUST 4, 2009
-  Why Free Trial Offers Aren’t Always the Best Choice THE POINT | TUESDAY, JULY 28, 2009
-  Novell Webinar Invitation Needs a New Approach THE POINT | TUESDAY, JULY 21, 2009
-  Great New Resource for B2B Marketers – B2B Marketing Zone THE POINT | WEDNESDAY, JULY 15, 2009
-  Lead Gen: Don’t Go for the Quick Sale THE POINT | MONDAY, JUNE 29, 2009
-  Demandbase: Converting More Web Visitors into Leads THE POINT | FRIDAY, JUNE 26, 2009
-  5 Reasons to Include Branded Terms in Your Paid Search Campaign THE POINT | WEDNESDAY, JUNE 3, 2009
-  Generating Blog Traffic (and Leads) Using Email Subscriptions THE POINT | THURSDAY, MAY 28, 2009
-  7 Lead Gen Techniques I Learned From My Junk Mail THE POINT | THURSDAY, APRIL 30, 2009
-  ConnectAndSell: Novel Solution for Increasing Sales Efficiency THE POINT | WEDNESDAY, APRIL 22, 2009
-  Is Direct Marketing Relevant Anymore? THE POINT | MONDAY, APRIL 20, 2009