The Point

NOVEMBER 27, 2018

Precious few B2B marketers can show true ROI from organic social activity, and even less are using organic social media in a systematic way to either generate social leads or drive those leads through the demand generation funnel. Are B2B marketers ignoring a huge opportunity?

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

APRIL 26, 2018

Intent data can help marketers identify a lot of that anonymous research activity. The four that we see the most are: * ABM Ad Targeting: building “cookie pools” based on the right personas at accounts that are “surging” (how we refer to companies showing spikes in relevant research activity).

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

OCTOBER 8, 2020

Creating content that appeals to those different stages (and not just active buyers). A few suggestions: * Reaching and engaging with prospective customers at every stage of the buying journey. Building trust and credibility through ongoing thought leadership. Constantly reminding prospects and customers alike of what you do and when to call.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

SEPTEMBER 21, 2017

By putting informational content, content of real value (versus content that simply sells your product) in front of prospects on a regular basis, you’ll generate conversations with buyers who, at minimum, have an active interest in solving the very problem or issue that your solution or service can address.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 11, 2015

The ugly reality is that, in all but the most extreme examples, activity is just that: activity. We data-driven marketers may want to assign meaning to that activity, whether page visits or email clicks or content downloads, but most of the time? If he visits 5 Web pages? If he attends a Webinar? Maybe, maybe not.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JUNE 30, 2017

Successful ABM programs require the buy-in, sponsorship, and active involvement of multiple teams, notably sales, but possibly even customer service, at every stage of the process. I want to be careful here not to paint ABM as some gargantuan undertaking requiring huge investments in time, resources, people, and technology.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

NOVEMBER 12, 2019

In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? If you could layer third-party intent data into every lead gen program you run, would you do it? My argument: no, you wouldn’t. .

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

NOVEMBER 29, 2017

Failure to measure the true revenue (or pipeline) contribution of marketing activity, however, can lead to investing in programs or channels because they “look” successful when in fact they’re not. ROI measurement and accurate campaign attribution are not simple tasks, mainly because they require 1) data hygiene and 2) sales compliance.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MARCH 22, 2019

Lead scoring enables a more detailed view of the lead lifecycle, and, in turn, better visibility into the types of activities and programs that are generating qualified leads. . Photo by Nick Hillier on Unsplash. The post 3 Key Reasons Not to Give Up on Lead Scoring appeared first on The Point.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

FEBRUARY 27, 2012

The loophole in this design arises when “active” prospects, those who regularly visit a Website or respond to nurturing campaigns, for example, build up lead scores well out of proportion to their actual level of interest or stage in the selling cycle. . * assign negative scores for undesired behavior or demographics, or inactivity (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JUNE 5, 2018

In another, recent Forrester survey, 50% of the marketers with an active ABM program cited their objective as “increase and deepen relationships and expand business opportunities with existing accounts”. Account-Based Marketing (ABM) has also accelerated the trend.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JULY 27, 2016

In fact, as I explained in more detail in this white paper , focusing demand generation activity exclusively on generating only “hot” (read: ready to buy) leads is a very expensive proposition. Does that mean you should only ever use late stage content? No it doesn’t.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

SEPTEMBER 16, 2011

Alternatively, if you’re only interested in generating qualified leads, let’s say: companies who have an active project necessitating a solution like yours, and who are actively shopping for such a product, then the information you offer needs to be tailored to people later in the selling cycle.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

AUGUST 8, 2013

Web page activity is a useful measuring stick to gauge a prospect’s interest in your company and solution, but not all Web pages are created equal. Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. For Part 1 of this post, click here.). Scoring every Web page visit the same.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

DECEMBER 11, 2018

ABM is not solely a marketing initiative, and moreover, without the buy-in, advice, and active involvement of sales and sales management, starting early in the planning process, the performance of any ABM initiative is greatly compromised. Nowhere is that more true than with ABM. Shortchanging message, offer and creative.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

AUGUST 16, 2016

Throughout the games in Rio, Origami Logic tracks marketing activities by both Olympic sponsors and non-sponsors, and highlights results on a campaign microsite developed by Spear.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

SEPTEMBER 29, 2011

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

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.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

SEPTEMBER 23, 2016

billion active users, Facebook offers a unique and compelling platform for reaching the world’s consumers. So, for example, BounceX could have led their email with something along the lines of: “At 1.4 But what’s the best way to get the most from your Facebook advertising investment?”.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

MARCH 3, 2015

Granted, that’s in part a self-fulfilling prophecy because we don’t actively promote or sell managed services. But even then, the question rarely comes up. It is true (as Mr. Raab points out) that many B2B companies are missing the skills and expertise to get the most from their investment in marketing automation.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

MARCH 29, 2017

A simple mid-stage nurture program, one that identifies those prospects showing signs of active interest and markets to them accordingly, can help surface sales-qualified leads far before when the prospect might otherwise trigger (or request) sales follow-up. Don’t give up too soon.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

JULY 28, 2009

There’s a great article (and not just because I’m quoted) in this week’s Demand Generation Report describing how marketers are actively seeking alternatives to the free trial offer. As I say in the article, free trials have become popular – too popular, in my opinion – as offers, because they’re perceived to be the shortest route [.].

SEM 100

SEM Landing Pages Demand Generation Search Engine Marketing 100

The Point

NOVEMBER 15, 2010

A simpler, and more realistic way to leverage prospect behavior is to segment emails based on activity, or lack thereof. A tip: pose questions in a manner that implies the answer is a benefit to the reader, for example: “Help us send you more relevant information by identifying your primary areas of interest from the list below.”.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

SEPTEMBER 24, 2012

So how do you make sure that a demo attracts those critical buyers who are actively evaluating solutions like yours? As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Here are 3 tips to consider: 1. Sell the demo, not the product.

Promotion 100

Promotion Product Tips Webinar Metrics 100

The Point

OCTOBER 30, 2013

If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic? A click is not a response. People click on a whim, out of idle curiosity, even by accident.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MARCH 29, 2012

If the content on your blog is topical and relevant and insightful, and if you’re following basic SEO principles in your post title and body copy, there’s a high likelihood you’ll be generating significant traffic from interested prospects actively researching the types of issues and problems your company solves.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

OCTOBER 14, 2010

Develop a lead nurturing program designed to resuscitate “rotting leads” – leads that haven’t shown any activity in 6 weeks. Lead scoring should distinguish between “latent” behavior (prospect exhibits unmet need but needs further nurturing) and “active” behavior (prospect shows more aggressive interest, meriting follow-up.).

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

OCTOBER 29, 2014

This modern approach augments the demographic and behavioral attributes that are part of basic lead scoring with thousands of additional data points, like funding, credit score, hiring, patents, locations, technologies used, social media activity and more. Modern marketers don’t have to guess which of their leads are best.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

JULY 23, 2012

Lastly, because the campaigns weed out all but those prospects in active-purchase mode, it leaves the sales pipeline empty once those deals have been either closed or eliminated. This requires a constant re-loading of the sales funnel with new, expensive leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

AUGUST 8, 2011

If anything, it would be reasonable to conclude that marketers are overwhelmingly investing 2011 budget dollars in lead generation activity. In my view, saying that lead generation is losing out to social media, true or not, presents a false choice, in the sense that it suggests companies have to decide between one or the other.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

The Point

OCTOBER 26, 2010

As part of a team that works regularly with companies who are either actively considering marketing automation, or have just invested in the technology, we get a first-hand view into what drives people to take the leap. Here are a couple of other factors that often figure prominently: Desire for Marketing Efficiency.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

MARCH 9, 2011

According to various industry statistics, a large percentage of consumer search activity is related to location. By one account , more than 97 percent of all consumers use the Internet when researching products or services in their local area, of whom 90 percent use search engines.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

FEBRUARY 22, 2010

LinkedIn now boasts more than 60 million registered users , but far fewer than that number are active members in group discussions and in LinkedIn’s “Answers” section. One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

DECEMBER 17, 2010

Marketers may not own the final deal close. However, as owners of their company’s digital channels, they must tee-up the deal through digital dialog. insufficiently arming sales people with the tools needed to finally close the deal.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

JUNE 1, 2010

The Facebook game Farmville has (at last count) more than 30 million active daily users. Momentum for a new breed of social and casual games is picking up speed as game titles migrate to the Web, social media, and smartphones. Top games for the iPhone routinely sell millions of copies, often for low as $1 a copy.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

JULY 15, 2010

Marketing people naturally tend to think in terms of campaigns and “mass&# activities, and that’s exactly what SFDC (or any good CRM system) can help automate in a hurry. So the issue isn’t misuse…it’s under-use. In too many cases, SFDC is just a glorified contact manager.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

JANUARY 12, 2023

In a tough economy, companies will realize greater impact by creating integrated campaigns that are unified by a single, powerful idea and then activated through an aligned, orchestrated series of programs, content, and plays. . — Sandi Settle, Group Account Director. — Garrett Lawrence, Chief Marketing Officer.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246