The Point

DECEMBER 14, 2012

Company B is a start-up with little market awareness and no database, and is just starting to build out its sales team. I also recognize that most B2B marketers reading this will likely say their ratio is more like Company B: 80% lead gen, 20% nurturing. Can a firm like this rely 100% on lead nurturing? In short: no.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

JANUARY 6, 2011

Or just send out all 6,000 and do an A/B test on the entire list?”. My answer: Option B (send the entire list). A client asks: “For our next email campaign, we have 6,000 names available. Should we test 3,000 names first with two subject lines and then roll out the remaining 3,000 using the winning message?

Statistics 100

Statistics Sample Tools Broadcasting 100

The Point

OCTOBER 20, 2014

However, the new wave of marketing technologies may be signaling a growing acknowledgment that simply “feeding the funnel” isn’t enough – marketers need to do a better job a) generating the right kind of leads, and b) increasing the rate at which all leads convert into opportunities and deals.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

JUNE 11, 2012

Consider an A/B test of the e mail or landing page – one version with the incentive, one without – to gauge the precise effect the incentive has on registration. ” We’ve heard it said that such incentives “can’t hurt,” but that’s not exactly true. Here are some ideas to consider: 1.

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Scoring 100

The Point

SEPTEMBER 23, 2009

company name) into a subject line, make darn sure that a) your data is accurate, and that b) the fields actually contain the information you want. One assumes that in this upcoming training workshop from TechTarget, one of the “common mistakes to avoid” will be: If you’re going to insert variable information (i.e. BEA Systems was a [.].

Lead Generation 100

Lead Generation Tagging Training Email Marketing 100

The Point

MARCH 18, 2014

But that’s different from saying (as my Marketo friend would have it) that email should never be used for any situation other than a) to an existing customer and b) any other contact from whom you’ve received explicit permission. I’m guessing the answer to these questions, in Phil’s case, is a big fat “no.” Stop buying lists.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

SEPTEMBER 17, 2014

As a company that rigorously tracks and measures the ROI from its various marketing efforts, Sungard AS knew that increasing the revenue contribution from demand generation meant either a) driving more leads into the top of the funnel, and/or b) increasing the rate at which those leads convert into sales.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

MAY 14, 2013

In a related post, inbound marketing software provider Hubspot reported on an A/B test using the word “Free” and concluded that the difference, at least in terms of deliverability, was statistically insignificant. open rate and resulted in ReachForce hosting the most heavily visited booth during the event. Well, apparently, they do.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

FEBRUARY 8, 2011

Specifically, smart B2B marketers will wake up to the fact that blogs can also be prime sources of a) search traffic, and b) net new sales leads. Tony Karrer and Tom Pick, founders of the popular B2B Marketing site B2B Marketing Zone just released a compelling report on B2B Blogging Trends in 2011.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. You can determine whether or not a particular landing page needs help by going to the Keywords tab in your AdWords campaign and placing the cursor over the speech bubble next to the status of any keyword.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JUNE 28, 2011

PPC campaigns are an ideal testing platform, because you can leverage a large volume of impressions in A/B fashion over time. PPC campaigns are an ideal testing platform, because you can leverage a large volume of impressions in A/B fashion over time. “Always show an image of the offer.” Still, the same principle applies.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

APRIL 19, 2012

I would do one of two things: either a) turn the questions into benefit statements, as in: “In a compelling report from the experts at the Aberdeen Group, learn the secrets behind how some sales teams consistently exceed their quota” and so on, or b) move the questions into the headline, where they’d serve to grab the reader at first glance.

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

APRIL 1, 2014

2) Turf – Inside Sales fears that inserting marketing campaigns into the lead follow-up process will either a) diminish the value of their department or b) assign credit for SQLs elsewhere. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced. Wait 8 weeks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

MARCH 20, 2012

Even in the very first paragraph, where you would expect to learn a) why the company is writing to me, and b) what they want me to do (i.e. Easily the #1 mistake that tech companies make when promoting Webinars is that they forget that they’re selling an event. But that doesn’t mean you have to be quite so transparent about it.

Webinar Metrics 100

Webinar Metrics Product Marketing Management Transparency 100

The Point

JANUARY 25, 2012

Be sure to include sufficient selling copy to a) adequately sell the offer, b) address any anticipated concerns or objections, and c) help ensure a high quality score by offering what Google calls “ relevant and original content ” – i.e. content related to the offer in the ad. Here are 7 tips that can make a difference: 1. Not “learn more.”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

AUGUST 17, 2010

b) quaintly old-fashioned. Direct Mail is: a) more expensive than email. c) regaining popularity in B2B circles. d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above. Here are 5 areas that make ideal candidates for including direct mail in the marketing mix: 1. Target Account Programs.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

FEBRUARY 10, 2010

Just insert Direct Mail A into Slot B. Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. Spam may have all but killed email as an acquisition vehicle, but direct mail is still a viable outbound lead generation device for the right audience.

Microsite 100

Microsite Demand Generation Trade Show CAN-SPAM 100

The Point

JANUARY 31, 2011

So it adopted an A/B test strategy with the campaign’s landing pages, testing new copy or design (never both) head-to-head against the existing pages in order to increase the number of conversions. What does a software company do when their paid search program is working well but just not generating enough leads?

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

OCTOBER 7, 2014

It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Its top 25 US-based search advertisers alone spent more than $1.3 Billion with Google in 2013.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

SEPTEMBER 12, 2013

Offers should be a) specific, and b) tangible. Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your email. Include a text link at the top of the email to give the recipient the option to view the email in their browser.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

JULY 21, 2016

Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1. Not having a larger strategy/plan for how you plan to use the platform.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

MAY 30, 2023

When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. However, simply slashing spend – while quick and dramatic – can have a detrimental effect on leads, pipeline, and revenue. But rather than investing big bucks on new assets, think about recycling older content with a new spin or angle.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

AUGUST 25, 2017

If I were hiring an agency, I’d review that list and either a) find a company where I already know people on the marketing team, or b) choose a company in a similar category and search on LinkedIn to find possible connections. First, a confession: I hate providing references. Ask tougher questions. No, you wouldn’t.

Demand Generation Agencies 198

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 198

The Point

JULY 1, 2010

If you send two emails that are identical in every respect (copy, design) but have different subject lines, and Subject Line A generates a higher open rate than Subject Line B, you can reasonably conclude that A outperformed B. Let’s start by defining what open rate means. Let’s start by defining what open rate means.

Open Rate 100

Open Rate Wikipedia Click Rate Banners 100

The Point

NOVEMBER 28, 2012

offering an online quiz to re-engage with inactive subscribers (B&Q). * The 2012 Email Design “Look Book” from email marketing solution provider Responsys is a useful resource for email designers, creatives, and marketers alike looking for new ideas and inspiration to keep their campaigns fresh and engaging.

Email Marketing 100

Email Marketing Mobile Advertising Marketing & Strategy Design 100

The Point

JUNE 13, 2014

The primary appeal of content syndication to B2B marketers is that a) it’s targeted (you can typically filter on basic demographic criteria at little to no cost) and b) it guarantees performance (most publishers will negotiate deals on a cost per lead basis.) And yet content syndication is no slam dunk. Excessive Use of Filters.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100