The Point

APRIL 16, 2019

Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. Here are the five most common “fails” we see in B2B search campaigns: Not Bidding on the Correct Keywords.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JANUARY 27, 2016

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. creating segmented nurturing tracks tailored to the client’s key buying personas.

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Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The ABM Agency

JANUARY 28, 2021

Demand generation has long been one of the go-to B2B marketing strategies used to increase interest and excitement in a product or service. When executed successfully, a demand generation strategy either creates a market where one doesn’t exist, builds market share, or amplifies brand awareness.

Demand Generation 52

Demand Generation Demand Generation Agencies Demand Paid Search Agency 52

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

NOVEMBER 22, 2016

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

MAY 17, 2021

Ultimately, by building brand credibility and trust through a systematic, well-designed lead nurturing program, you’ll close more deals by having educated the buyer first. Besides an effective lead nurture program, the other key factor in properly leveraging early-stage content is use of the appropriate KPIs.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

KoMarketing Associates

SEPTEMBER 10, 2012

Savvy B2B marketers know that a successful content marketing strategy can generate demand, drive relevant traffic, and establish your brand as a thought leader. But content can do more than generate demand; the right content can also be invaluable to a successful lead nurturing campaign.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 120

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing. 2) lead nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

Marketing Insider Group

JANUARY 5, 2023

The main goal for Marketing in B2B companies is to generate leads for sales teams and increasingly to deliver direct revenue. Some marketers define anyone who fills out a form or attends an online or physical event as a lead. Someone who reads 10 blogs on your website is not a lead. Downloaded our white paper?

Lead Ranking 277

Lead Ranking Sales Qualified Leads Lead Scoring Marketing Qualified Leads 277

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more of the lead funnel. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. No one question will help you create content that drives quality leads – leads that convert more readily to pipeline and revenue – more than this one. Clients often ask: “What’s the maximum shelf life for demand generation content?”

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

OCTOBER 30, 2013

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?”. Here’s why: 1. A click is not a response.

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Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. But here’s the reality: most demand generation is a long-term process. And you’ll generate more qualified leads, at a lower cost, if you adopt a longer-term approach.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

Tony Zambito

APRIL 29, 2012

Depending on which reports you may read when it comes to lead nurturing, approximately 60% or more of B2B businesses do not have a formalized lead nurturing program. Which begs the question: why are companies slow to adopt to lead nurturing? Changing B2B with Predictive Buyer Modeling.

Lead Nurturing 100

Lead Nurturing Lead Ranking Leads Lead 100

Webbiquity

FEBRUARY 14, 2010

Marketing automation provider Marketo has just published The Definitive Guide to Lead Nurturing , a white paper that provides real value, covering the lead nurturing process from the basic how and why through ROI measurement. The guide itself is well-researched, clearly written and highly practical.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Sales Qualified Leads 100

The Effective Marketer

MARCH 22, 2012

A must-watch presentation, though, is the keynote address “ The State of Demand Creation “, by Tony Jaros , SVP Research for SiriusDecisions. The State of Demand Generation 2012. Why is demand generation so important? Best Practice B2B Company Rates: Inquiries to MQL: 9.3%. MQL to SAL: 66%.

Demand Generation 100

Demand Generation Lead Ranking Demand Marketing Qualified Leads 100

markempa

APRIL 24, 2009

If you have a great B2B story to tell, think about sharing it with other B2B marketers at MarketingSherpa’s 6th Annual B2B Demand Generation Summit 2009. Experienced B2B marketers who want to present will need to submit speech proposals by May 21, 2009. Click here to learn more.

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Demand Generation Agencies Case Study Case Studies Demand Generation 120

The Point

FEBRUARY 28, 2023

Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media). If you do invest in lead generation, set clear expectations for sales follow-up. Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

Webbiquity

SEPTEMBER 7, 2010

Effective lead nurturing is crucial to successful b2b marketing. Lead nurturing can help you improve your lead conversions over time. ” “ Lead nurturing will generate an increase in sale opportunities up to 20%. ” “ Lead nurturing can help you build a trusted relationship with your economic buyer.”

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Lead Nurturing Sales Qualified Leads Buying Cycle Lead Management 100

The Point

JULY 13, 2012

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? I have my concerns, however, about extending it to lead nurturing and the email medium.

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Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

Martech

MARCH 11, 2024

This article explores how conventional martech infrastructure alienates most potential buyers and suggests steps to adapt tools and strategies for better long-term brand affinity and demand generation. Using the same approach to all our target audience risks alienating the remaining 95% who are not yet in-market. Don’t be weird.

Efficiency 85

Efficiency Marketing Automation Services Lead Ranking Brand Identity 85

The ABM Agency

FEBRUARY 19, 2023

Reading Time: 10 minutes Account Based Marketing (ABM) is a powerful strategy for B2B organizations that can be used to drive demand and increase customer loyalty. ABM focuses on targeting specific accounts, rather than casting out wide nets hoping for the best results.

Account Based Marketing 52

Account Based Marketing Paid Content ABM Sales Management 52

The ABM Agency

FEBRUARY 19, 2023

Reading Time: 10 minutes Account Based Marketing (ABM) is a powerful strategy for B2B organizations that can be used to drive demand and increase customer loyalty. ABM focuses on targeting specific accounts, rather than casting out wide nets hoping for the best results.

Account Based Marketing 52

Account Based Marketing Paid Content ABM Sales Management 52

The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. For the average B2B marketer, I’m not so sure this is a wise move. Here’s why: First, some context. Click To Tweet.

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Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

Directive Agency

MARCH 25, 2020

The top SaaS companies are all leaders in demand generation. Consistent brand activation is necessary when your target buyer isn’t ready to purchase. If you are unable to manage your demand generation campaigns effectively, you may be wasting money and missing growth opportunities. Take a look at what we found.

Demand Generation Agencies 40

Demand Generation Agencies Demand Generation Paid Content Paid Search Agency 40

markempa

SEPTEMBER 4, 2007

B2B Lead Generation Blog About Free Resources Get FREE Updates Instantly Get A FREE Chapter from my book. FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading!

Demand Generation Agencies 120

Demand Generation Agencies Demand Generation Lead Generation Demand 120

NetLine

DECEMBER 20, 2022

It’s also worth mentioning that On-Demand Webinar registrations increased by 45%—40.75% more registrations than Live Webinars. . They simply pale in comparison to eBooks, Guides, Cheat Sheets, and White Papers. . Despite this fact, there is something that White Papers have in common with Webinars.

Webinar Metrics 52

Webinar Metrics Top of Funnel Peer-to-peer Intent Data 52

KoMarketing Associates

APRIL 27, 2017

Search engine advertising – or PPC – is not typically associated with account-based marketing. Generally in PPC, we target high value keywords to inform and acquire new customers based on need, specific pain points, or keywords associated with products or services. LinkedIn Account Targeting.

Paid Content 120

Paid Content Account Based Marketing Tactics B2B Marketing 120

The Point

JUNE 27, 2012

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?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

Industrial Marketing Today

DECEMBER 7, 2010

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important?

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. B2B marketers are focused on the short term, to their detriment. No wonder lead quality is such a pressing issue.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

AUGUST 10, 2009

When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week (see earlier post) they knew pretty quickly they had a hit on their hands. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they [.].

SEM 100

SEM Content Marketing Marketing Automation Services Marketo 100

NuSpark Consulting

MARCH 29, 2015

There’s no denying the power of LinkedIn when it comes to targeting messages to the audiences most likely to respond to an ad; you can target by industry, job title, company size, and more. Here are some examples: Retarget white paper A (top funnel content) for visitors of landing page B who did not convert.

Advertising Agencies 100

Advertising Agencies Linkedin Advertisements Advertising 100

The Point

JULY 23, 2012

In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. One result of that pressure can be a demand for tactical, sales-driven campaigns designed specifically to seek out hot leads, campaigns that lead with so-called “late stage” offers like demos, free trials, or even price discounts.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

JULY 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. No it doesn’t.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100