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The Point

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Report: What’s Working in Email Marketing

The Point

A second is leveraging user data in the aggregate to provide potential customers useful industry benchmarks. One strategy proving highly effective is use of industry studies, perhaps co-authored with a research or analyst firm, about a topic or business challenge that speaks to the pain your solution solves.

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Forrester: B2B Companies Score Low in Marketing Best Practices

The Point

The aggregate score overall was 2.71 (on a scale of 1-5), with individual scores ranging from 2.26 I asked Lori Wizdo, Forrester Vice President and Principal Analyst, to provide her thoughts on what the survey results say about how where most B2B marketers fall on the revenue marketing maturity curve. LDW: Overall, the scores were quite low.

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Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

how much each desired action is costing in the aggregate, and. How are you defining that goal: Is someone filling out a registration form, hitting a particular page, meeting certain qualification criteria? Your search campaign should measure: 1. how many of those desired actions are taking place.

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Quit Obsessing About the Customer Journey

The Point

Now, to be fair, we certainly have a better understanding of the B2B customer journey today, and it’s certainly true that there are valid, credible insights that can be drawn about the way in which business buyers behave in the aggregate. For example, per SiriusDecisions, that 67 percent of that buyer’s journey now takes place online.

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10 Ways to Generate More Leads from Your Business Blog

The Point

That’s why it’s important to offer as many subscription options as possible, including RSS, Email, Twitter, Facebook, LinkedIn, and aggregation services like Flipboard. But if the only way to subscribe to the blog is through RSS, or email, you’re missing out on a large subset of leads who may prefer other channels.

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Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

Marketing has to scale and it’s not about adding just people; Captora aggregates millions of digital demand signals from prospective buyers, then defines and creates new, launch-ready inbound marketing campaigns that leverages existing content across search, advertising, and social channels.

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The New B2B Buyer Dialog: A Conversation with Kathleen Schaub

The Point

Engagement flows through search engines, social media, and content aggregation sites in the early stages of the buyer’s journey, then through your website and marketing automation platforms as your buyers advance. It will also manage and deliver your buyer-centric content and will produce, manage and analyze your data.