The Point

OCTOBER 11, 2022

A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers. Personalization is over-rated.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

MARCH 22, 2024

Here a few simple tips for helping your Webinar email stand out in the inbox: 1. Avoid the trap of opening the email with a statement of the problem your Webinar is going to show people how to solve, or the business condition that underlies the topic. A Webinar email should be about the reader, not the company hosting the event.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

JUNE 18, 2019

There are three things your email recipient should see almost immediately, and those are: WHAT the offer is, WHY it’s of value, and HOW to get it. The goal of any email is to generate engagement. Keep your email focused on one offer, one message only. Email copy doesn’t always have to be short. What, Why, How.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign. What would you change?”. Shortened body copy text.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

JULY 25, 2014

At first glance, the email below from security solution provider Symantec seems engaging, attractive, and well-designed. From a lead generation perspective, however, the campaign is a hot mess. This campaign is a perfect example. Offer aside, the email is actually well-structured and easy to read.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

JANUARY 11, 2024

Like many B2B marketing agencies, even though we’re a professional services business and don’t sell or re-sell technology, our firm gets marketed to regularly by companies looking to recruit us as a channel partner. Many recruitment campaigns ask the prospective partner to do one of two things as a first step: 1.

Advertising Agencies 173

Advertising Agencies Demand Generation Agencies Campaigns Paid Search Agency 173

The Point

APRIL 23, 2013

Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language. Using email to promote content?

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

FEBRUARY 27, 2018

Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. 5 Basic Things Every #B2B Marketer Needs to Do to Prepare for #GDPR via @spearmktg.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

NOVEMBER 9, 2009

Granted, I’m already sold on the value of Web conferencing, but even then, the email below from Citrix (makers of GoToMeeting ) leaves me thoroughly underwhelmed. First, there’s the leading candidate for Most Frequently Used Email Opening of 2009: “In these challenging economic times …”. This email does neither.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

SEPTEMBER 11, 2012

If there’s one key element of demand generation copy that distinguishes it most from, let’s say: product collateral, or PR, or even social media, it’s this: a demand generation campaign is designed to drive action. Remember: your campaign has one aim – getting people to respond.

Email Campaigns 100

Email Campaigns Campaigns Demand Generation Broadcasting 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. Fulfill your offer via email. As I wrote previously in this space , sending the prospect the offer via email (vs. Make the offer look like an offer.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

JUNE 14, 2011

Case in point: the email to the right, which arrived in my inbox a few days ago. Is this an email design to make art directors swoon? Yet altogether, it’s a terrific campaign, and one that delivers its message with a remarkable efficiency that many marketers would do well to emulate. What would I change?

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100

The Point

APRIL 23, 2015

A typical business user receives more than 100 email messages alone daily , many of us much more. As an illustration, take the email at right from AnyMeeting , a provider of web conferencing and webinar services, promoting an upcoming Webinar event. Just one problem: none of that information appears in the top one-third of the email.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

APRIL 29, 2011

Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris , an email marketing software company, the answer is (in the view of this blogger): yes. Now to the email itself.

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 100

The Point

DECEMBER 5, 2023

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. How should we approach the campaign differently?” Senders who don’t adhere to the new regulations may get blocked, meaning their emails won’t reach Google or Yahoo users.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Approval cycles on partner-related campaigns can be complex, so it’s wise to have agreement up front on who needs to review what, and how quickly. Don’t let last-minute security protocols prevent you from getting a campaign in market. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

NOVEMBER 15, 2022

We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. Avoid product- or brand-centric emails that simply tout your product and will only ever appeal to a small subset of active buyers. Curious as to your opinion?”.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. I’ve written often about the dismal state of B2B creative , so it’s good to see at least one B2B company get it right. .

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) Even with images turned off, the only things missing in this email are the illustration and the company logo at top left.). This is content marketing, pure and simple.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

OCTOBER 22, 2019

Congratulations: your last email campaign generated a really high click-through rate. It’s an issue that B2B marketers are experiencing with increasing frequency: open rates and click-through rates that don’t quite match up, typically in the form of an abnormally high “click to open” (CTO) rate. Email bots. The culprit?

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JANUARY 29, 2015

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) A content map is a very useful exercise and one that every B2B company should initiate and then maintain over time. AN) Hello, Howard.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

AUGUST 27, 2019

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers ), quickly rivaling search advertising on Google. business) email address. is its ability to target specific audience demographics: job title, industry, etc. Audience Size.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

AUGUST 1, 2013

Drawn from that experience, here are 10 examples of the most common scoring mistakes we see B2B companies make: 1. Faulty inactivity campaigns. Companies routinely use “inactivity” campaigns to subtract points if, for example, a prospect takes no action for 3 months. Multiple campaigns assigning lead scores.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

DECEMBER 16, 2013

The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. To be clear, I’m not saying that a B2B Website shouldn’t be optimized for demand generation.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

AUGUST 8, 2013

Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. A lead that clicks on the same email 5 times in one hour shouldn’t be scored the same as someone who clicks on 5 separate emails over 5 months. Most B2B companies have a certain lead score threshold at which prospects are deemed ready for sales.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

JANUARY 21, 2020

A client asks: “Should we be hosting our campaign landing pages in Marketo? As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

NOVEMBER 25, 2013

Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. The bigger question is: as a B2B marketer, and more specifically, a B2B email marketer, is any of this really critical to your day-to-day campaigns?

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

MARCH 17, 2014

The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise. When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. But it’s also times like these when your campaign is most at risk.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

DECEMBER 15, 2016

Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions. Below is just such an email I received recently from Virgin America , the company that is now part of Alaska Airlines. Call to Action. Learn more about what?

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

APRIL 22, 2016

By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices. But no problem – you’re using responsive design for all your email campaigns, so you’ve got that covered, right? So what can a B2B marketer do, beyond responsive design? Well, not so fast.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

MARCH 23, 2023

Increasingly, however, it’s being leveraged as an effective, affordable way to maximize campaign performance across a range of different demand generation channels. Diligently applied, CRO can increase conversion rates over time by up to 2-10x and dramatically impact the ROI from campaigns and media spend.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

APRIL 26, 2017

The last two decades have seen a sea change in B2B marketing, much of it driven by data, analytics, and advances in marketing technology. B2B will be technology-driven for the foreseeable future, and yet many of the dominant themes of this year’s summit were pure throwbacks. Email may be losing its B2B dominance.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

DECEMBER 15, 2020

There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: * Non-responsive leads can weigh down engagement rates and create a distorted view of campaign metrics. Even then, success with email programs can often be a long-term proposition.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

MAY 16, 2015

Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1. Lead Nurturing Isn’t Just Email Anymore.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

OCTOBER 15, 2019

Like ABM, chat is not a cure-all, but the strategic, selective use of chatbots in marketing campaigns and on B2B sites is showing real potential for capturing leads who might not otherwise fill out a form, and driving more sales conversations from those that do. We send monthly emails to our database” is not a nurture strategy.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. Do you agree? HS) Thanks Steve!

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

MARCH 18, 2014

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Stop buying lists.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100