| | | The Point | |  B2B | 147 articles |
| Page 1 of 2 | Previous | Next | THE POINT APRIL 30, 2013  Branding is Not Demand Generation. Stop Pretending That It Is. B2B Marketing Branding Demand Generation direct marketing Lead Nurturing b2b demand generation 'Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. It’s why demand generation managers are suddenly as common as, well, marcom directors. It’s why systems consultants are reinventing themselves as “demand generation agencies.” No problem. understand. | THE POINT DECEMBER 14, 2012  How Much Of My Demand Generation Budget Should I Be Spending On Lead Nurturing? The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed. also recognize that most B2B marketers reading this will likely say their ratio is more like Company B: 80% lead gen, 20% nurturing. It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months. In short: no. | | | | | |
| THE POINT NOVEMBER 16, 2012  Has Content Marketing Made Branding Obsolete? But does a B2B company, particularly an early-stage company, need branding? What makes branding even more irrelevant for most B2B companies today is the very nature of modern demand generation : namely, content marketing. B2B Marketing Branding Campaign Measurement Content marketing Lead Nurturing b2b demand generation brand strategy Demand GenerationAnd so is Nike. | THE POINT JULY 13, 2012 Do Lead Nurturing Campaigns Always Need an Offer? B2B Marketing Campaign Strategy Content marketing Database Marketing Demand Generation email marketing Lead Management Lead Nurturing Marketing Automation Marketo Jon Miller lead nurturing strategy lead nurturing tips marketo Marketo best practices Marketo lead nurturing Marketo partnerIn my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Or can you get away with a link to content, perhaps content that’s not even your own? Occasionally? | THE POINT DECEMBER 18, 2012  3 Models for Gating Lead Generation Content on Your Website Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) B2B Marketing Content marketing Demand Generation Landing Pages lead generation Offer Strategy Sales 2.0 Web Design b2b demand generation b2b lead generation gating web content web content web design web registration | THE POINT JUNE 27, 2012  5 Campaign Ideas for When You Have No Content For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Answer: you get creative. Run a survey. Drive subscriptions. | | | | | | | |
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THE POINT | WEDNESDAY, JUNE 20, 2012 Top 10 Tips for Better Email Templates
The growing adoption of marketing automation systems is empowering B2B marketers to develop, produce, and execute email campaigns more efficiently, and more effectively, than ever before. B2B Marketing Creative Demand Generation E-mail email design email marketing Graphic Design Marketo Uncategorized email best practices email templates marketo Marketo email templates marketo landing pages Marketo partner Marketo templatesThe success of an email campaign depends on a number of variables, chief amongst them the quality of your list and the attractiveness of the offer. Use sidebars. MORE >> -
THE POINT | MONDAY, JUNE 20, 2011  8 Things Your CEO Can Write About On His/Her Blog
B2B Marketing blog marketing Blogs Social Media B2B blogs blog writingLaunching a CEO blog but the boss isn’t sure what to write about? Here are 8 ideas based on a list we created recently for a client: 1. Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. good place to be controversial. Industry Trends – how is your industry/space changing? What’s different now compared to 1 year ago? years ago? What are you seeing more and more with customers that others may want to take note of? MORE >> -
THE POINT | WEDNESDAY, OCTOBER 12, 2011  10 Commandments of Email Copywriting
For more tips on email creative, download a free copy of our white paper: “ Top 10 B2B Email Mistakes Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? Thou shalt tell people What, Why, and How. Within the first few sentences of the email (headline and sub-head included), the reader should understand: What the offer is, Why he/she wants it, and How to get it. Thou shalt not require scrolling. Thou shalt get to the point. MORE >> -
THE POINT | MONDAY, MARCH 12, 2012  Think Your Inside Sales Team Has it Covered? Think Again.
B2B Marketing inside sales Lead Management Lead Nurturing Marketing Automation insidsales.com lead follow-up lead nurturing strategy marketing automation consultant telesalesI’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. And yet, I’m finding in the course of our firm’s work that many companies don’t consider lead follow-up a priority. Big mistake. Multiple dials or emails isn’t enough. What’s the solution? MORE >> -
THE POINT | WEDNESDAY, JANUARY 25, 2012  7 Tips for a Successful PPC Landing Page
For more tips on getting more from your PPC campaign, download a free copy of our white paper: “ Top 10 B2B Paid Search Mistakes: Why Your Google Campaign Isn’t Working And What To Do About It.” ” B2B Marketing Demand Generation Inbound marketing Landing Pages lead generation search marketing SEM landing page design marketo landing pages ppc best practices ppc landing pages sem landing pagesWhere do most paid search (PPC) campaigns succeed or fail? The rewards from making even slight improvements to your PPC landing pages can be dramatic. Not “learn more.” MORE >>
- Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think THE POINT | THURSDAY, OCTOBER 11, 2012
- 5 Best Practices You Can Borrow From This Email Campaign THE POINT | FRIDAY, JANUARY 13, 2012
- Why Chasing Hot Leads is a Bad Idea THE POINT | MONDAY, JULY 23, 2012
- Key to Marketing Automation Success: Process First, then Campaigns THE POINT | WEDNESDAY, FEBRUARY 8, 2012
- The New B2B Buyer Dialog: A Conversation with Kathleen Schaub THE POINT | FRIDAY, DECEMBER 17, 2010
- A Really Useful B2B Marketing Benchmark Report from Optify THE POINT | MONDAY, FEBRUARY 4, 2013
- 5 Ways To Incorporate Direct Mail Into Your Marketing Mix THE POINT | TUESDAY, AUGUST 17, 2010
- 21 Tips & Other Impressions from the Marketo User Summit THE POINT | THURSDAY, OCTOBER 14, 2010
- Why & How to Test Subject Lines on Your Next Email Campaign THE POINT | TUESDAY, APRIL 9, 2013
- 5 Ways to Segment Your Lead Nurturing Campaign THE POINT | MONDAY, NOVEMBER 15, 2010
- Q4 Marketing Budget: 4 Key Areas to Consider THE POINT | MONDAY, SEPTEMBER 20, 2010
- 9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow THE POINT | MONDAY, AUGUST 6, 2012
- Marketo Email Campaign Keeps It Short & Sweet THE POINT | TUESDAY, JUNE 14, 2011
- Why Salespeople Hate Most White Paper Leads THE POINT | FRIDAY, SEPTEMBER 16, 2011
- In Email Marketing, Don’t Ask Questions THE POINT | TUESDAY, DECEMBER 28, 2010
- No Leads from Social Media? No Excuses. THE POINT | WEDNESDAY, NOVEMBER 16, 2011
- 5 Simple Ways to Take Your Lead Nurturing Program to the Next Level THE POINT | WEDNESDAY, AUGUST 15, 2012
- Landing Page Optimization: Why Lower Conversion Rates Are Never a Good Thing THE POINT | TUESDAY, SEPTEMBER 4, 2012
- Maker’s Mark: PR Debacle or Social Media Genius? THE POINT | WEDNESDAY, MARCH 6, 2013
- Email Marketing 101: No-One Cares About Your Product THE POINT | TUESDAY, JANUARY 8, 2013
- 3 Ways to Make Your Corporate Blog’s Sidebar Work Harder THE POINT | THURSDAY, MARCH 29, 2012
- New Report Confirms Immaturity of Most Marketing Automation Deployments THE POINT | MONDAY, MAY 14, 2012
- Lead Nurturing & the 80/20 Rule THE POINT | FRIDAY, FEBRUARY 5, 2010
- Lead Scores Too High? Maybe They Need An Expiration Date. THE POINT | MONDAY, FEBRUARY 27, 2012
- 26 Must-Have Negative Keywords for B2B PPC Campaigns THE POINT | TUESDAY, MARCH 16, 2010
- Do Email Open Rates Really Matter? THE POINT | THURSDAY, JULY 1, 2010
- 5 Creative Ways to Make Your White Paper Irresistible THE POINT | TUESDAY, JUNE 28, 2011
- “Fortune 500 CIO” is Not a Target Market – A Conversation with Bob Wright THE POINT | FRIDAY, APRIL 13, 2012
- How to Sell Marketing Automation to Your CEO (& Other Burning Questions) THE POINT | WEDNESDAY, FEBRUARY 13, 2013
- 7 Mistakes To Avoid In Your Next Webinar Invitation THE POINT | THURSDAY, MARCH 11, 2010
- B2B Email Creative: A 5 Point Checklist THE POINT | THURSDAY, JULY 14, 2011
- Top 10 Posts on B2B Lead Gen for 2010 THE POINT | MONDAY, DECEMBER 6, 2010
- Tempted to Do Away With Registration Forms? Think Again. THE POINT | TUESDAY, NOVEMBER 24, 2009
- 2011 B2B Marketing Outlook, According to Google THE POINT | THURSDAY, JANUARY 20, 2011
- Is Social Media Wasted on PR Agencies? THE POINT | THURSDAY, OCTOBER 8, 2009
- 2 Email Campaigns Show How (and How Not) to “Sell” Content THE POINT | TUESDAY, APRIL 23, 2013
- How Much Copy Do I Need On My Landing Page? THE POINT | TUESDAY, MAY 8, 2012
- The First (Almost) Clickable Direct Mail THE POINT | WEDNESDAY, FEBRUARY 10, 2010
- Email Marketing: Tips on Open Rates, Offers & Lead Quality THE POINT | TUESDAY, MARCH 1, 2011
- Does Your Email Campaign Make a Case for Action? THE POINT | TUESDAY, SEPTEMBER 11, 2012
- Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best THE POINT | TUESDAY, AUGUST 24, 2010
- Apparently It’s Now Safe (Again) to Use “Free” in a Subject Line THE POINT | TUESDAY, MAY 14, 2013
- New White Paper: Top 10 Tips for Lead Nurturing Success THE POINT | FRIDAY, JUNE 11, 2010
- Should I Remove Offer Content from My Website During a Campaign? THE POINT | TUESDAY, FEBRUARY 14, 2012
- 3 Demand Generation Goals to Avoid in 2013 THE POINT | THURSDAY, JANUARY 17, 2013
- Getting the Most from Salesforce.com: A Conversation with David Taber THE POINT | THURSDAY, JULY 15, 2010
- Segmentation, Social Media Drive Lead Nurturing Success for iDirect THE POINT | TUESDAY, SEPTEMBER 6, 2011
- B2B Display Ads with Demographic Targeting: Why Doesn’t Google Do This? THE POINT | THURSDAY, OCTOBER 18, 2012
- Report: B2B Blogging Trends in 2011 THE POINT | TUESDAY, FEBRUARY 8, 2011
- 3 Crucial Tips for Promoting Live Product Demos THE POINT | MONDAY, SEPTEMBER 24, 2012
- Are Webinars too Popular? THE POINT | MONDAY, JULY 19, 2010
- 5 Mistakes to Avoid in Your Next Email Campaign THE POINT | FRIDAY, APRIL 29, 2011
- When Emails Go Bad: A Lesson in How to Apologize THE POINT | MONDAY, APRIL 19, 2010
- Factoids: How to Tweet Multiple Times About the Same Offer THE POINT | THURSDAY, JUNE 24, 2010
- Pearlfinders Index Offers Insight Into Marketing Execs’ Plans for 2H 2012 THE POINT | FRIDAY, AUGUST 24, 2012
- Does Offering a Free iPad Increase Webinar Registration? THE POINT | MONDAY, JUNE 11, 2012
- Webinar Invitations: Sell the Event, Not the Product THE POINT | TUESDAY, MARCH 20, 2012
- How to Optimize Your Website’s Resource Library for Lead Generation THE POINT | FRIDAY, JANUARY 6, 2012
- Can Games Play a Role in B2B Marketing? THE POINT | TUESDAY, JUNE 1, 2010
- Calculating Statistical Significance: A Tool for Marketers THE POINT | THURSDAY, JANUARY 6, 2011
- Lead Generation Losing Out to Social Media? Not So Much. THE POINT | MONDAY, AUGUST 8, 2011
- If It’s Wednesday, It Must Be a Webinar Invitation THE POINT | WEDNESDAY, MARCH 27, 2013
- 3 Keys to an Effective Autoresponder Program THE POINT | WEDNESDAY, MARCH 13, 2013
- Why Your Email Subject Line Shouldn’t Be a Yes/No Question THE POINT | MONDAY, NOVEMBER 26, 2012
- How Good Content can Help Improve Database Health THE POINT | WEDNESDAY, OCTOBER 3, 2012
- Measuring the True Impact of Marketing Campaigns: A Conversation with Bonnie Crater THE POINT | MONDAY, FEBRUARY 11, 2013
- How to Reduce Unsubscribes Using Subscription Management THE POINT | MONDAY, APRIL 30, 2012
- MobileIron Harnesses End-User Demand to Drive Mobile IT Sales Leads THE POINT | WEDNESDAY, MAY 30, 2012
- Blog Makeover Nets Sales Leads for Software Company THE POINT | WEDNESDAY, APRIL 21, 2010
- Why Companies Buy Marketing Automation Software THE POINT | TUESDAY, OCTOBER 26, 2010
- How Big is Too Big? One Email Offer That’s Tough to Ignore. THE POINT | THURSDAY, APRIL 19, 2012
- Does Renting Email Lists Make Sense Any More? THE POINT | THURSDAY, SEPTEMBER 16, 2010
- What Response Rate Should I Expect From My Campaign? THE POINT | THURSDAY, OCTOBER 7, 2010
- 10 Questions: Do You Need Marketing Automation? THE POINT | THURSDAY, MAY 6, 2010
- Forget About Hot Leads. It’s Cold Leads that Make the Difference. THE POINT | THURSDAY, SEPTEMBER 29, 2011
- Does Marketing Automation Work With a Cold List? THE POINT | MONDAY, NOVEMBER 8, 2010
- Email Lists: Should You Rent or Buy? THE POINT | FRIDAY, DECEMBER 16, 2011
- How to Revive a Dying E-Newsletter: 4 Tips THE POINT | MONDAY, NOVEMBER 28, 2011
- Quick Tips for Lead Generation Success (Podcast) THE POINT | TUESDAY, DECEMBER 14, 2010
- Converting Trial & Freemium Users: Keep Selling Post-Trial THE POINT | WEDNESDAY, SEPTEMBER 19, 2012
- Responsys Look Book Offers Innovative Ideas for Email Marketers THE POINT | WEDNESDAY, NOVEMBER 28, 2012
- Mix Up Offer Content to Keep Nurturing Prospects Engaged THE POINT | WEDNESDAY, MARCH 3, 2010
- Information Kits: Packaging Offer Content for Higher Response THE POINT | FRIDAY, DECEMBER 23, 2011
- Podcast (Part 3): Using Blogs to Generate Leads THE POINT | WEDNESDAY, MARCH 16, 2011
- How One SaaS Company Doubled their Lead Volume from Paid Search THE POINT | MONDAY, JANUARY 31, 2011
- Sample Outline for a Lead Generation White Paper THE POINT | MONDAY, JULY 18, 2011
- Dialogue Marketing: A Conversation with Maria Pergolino THE POINT | FRIDAY, MARCH 18, 2011
- June 16 Roundtable: Secrets to Webinar Success THE POINT | TUESDAY, MAY 10, 2011
- Taking Stock of Your Lead Management Process: 5 Key Questions THE POINT | THURSDAY, JANUARY 24, 2013
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