The Point

FEBRUARY 28, 2020

One of the most common mistakes marketers make, particularly in the tech space, is beginning an email with a long dissertation on the current market, trends, or business behavior that forms the basis or catalyst for the information on offer. Am I taking too long to “set up” the offer?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

DECEMBER 28, 2017

If we can display Web content to an online visitor based on that visitor’s profile, Web behavior, and predictive intent, why can’t we do the same with email? (HS) I’m really excited about the possibilities for leveraging predictive analytics and big data in marketing automation.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

AUGUST 11, 2015

Yes, we can look and watch for certain behaviors, and trigger automated communication based on those behaviors. I can foresee a time, probably not in the too distant future, where by sifting through a combination of Web behavior, email engagement, social activity, account milestones, and a myriad of other factors (credit card data?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

AUGUST 1, 2013

No separate scores for behavioral and demographic values. Behavioral scores are how interested that prospect is in you. Scoring on both demographic and behavioral attributes allows you to provide more meaningful and relevant data to sales. When you award points to a prospect for some specific behavior (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

NOVEMBER 22, 2017

Personalization has a myriad of potential use cases proven to generate engagement – display ads personalized to a specific account, personalized video in a sales outreach email, Web pages that generate real-time content recommendations based on a visitor’s profile or behavior.

Personalization 133

Personalization Lead Ranking Lead Scoring B2B 133

The Point

SEPTEMBER 30, 2013

” Here’s a short list of what else marketing automation can do that your ESP likely can’t: • Responding immediately and automatically to sales-ready behaviors (like visiting certain high-value pages on your Website). Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

FEBRUARY 27, 2012

The basic lead scoring recipe is typically a variation on the following: * assign positive scores for desired behavior or demographics (e.g. assign negative scores for undesired behavior or demographics, or inactivity (e.g. Expiration dates make sense because positive behavior is only truly relevant in the short term.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

AUGUST 15, 2012

Campaigns based on behavior. With today’s marketing automation platforms, you can trigger automated, multi-step campaigns based on virtually any measurable, Web-based behavior. Consider developing campaigns that are segmented by product interest based on prospect behavior such as Web visits, Webinar registration, or content downloads.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 100

The Point

JULY 27, 2018

If you have an immediate need, contact us to schedule a meeting …”). * As a triggered offer to prospects exhibiting behavior consistent with an immediate need. * As part of one-to-one sales outreach. Instead, high bar offers like meetings are best utilized: * As “secondary” offers on thank you pages or follow-up emails (e.g. “If

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

APRIL 8, 2015

More than two-thirds (68%) employ both behavioral and demographic lead scoring ( tweet this ). • Some of the key findings in the report include: • 77% of respondents indicate they measure pipeline contribution from specific campaigns ( tweet this ). 40% employ no type of immediate autoresponder (follow-up email) to new leads ( tweet this ).

Lead Ranking 100

Lead Ranking Lead Scoring Marketing Automation Services Marketing Automation 100

The Point

OCTOBER 14, 2010

Consider providing reps the ability to assign prospects to specific lead nurturing tracks (for example, a vertical track) and override what the system decides is “best” for that lead based on demographic and behavioral criteria. Not all Web behavior is created equal.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

NOVEMBER 15, 2010

One method is to look at prospect behavior, such as which Web pages he/she visited. That’s because it’s often difficult to identify a precise sales stage based simply on prospect behavior. A simpler, and more realistic way to leverage prospect behavior is to segment emails based on activity, or lack thereof.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

SEPTEMBER 23, 2016

You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

SEPTEMBER 9, 2014

In the most diplomatic tone I could muster, I responded by stating that I didn’t think there was any correct answer to his question, and moreover, the question itself assumes a sales model that is not only long extinct, but runs completely counter to today’s modern B2B buyer behavior.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

SEPTEMBER 19, 2012

However, with a marketing automation system in place, those same companies can still integrate telemarketing based on specific demographic or behavioral criteria.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

AUGUST 8, 2013

consultant titles, companies below a certain size, non-supported geos) or behavioral (e.g. Too many companies ignore negative scores altogether, with the result being that junk leads slip through the cracks and sales confidence suffers. Negative scores can be demographic (e.g. inbound traffic from consumer sites, visits to career page.).

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

SEPTEMBER 17, 2014

A large part of the power of marketing automation is the ability to tailor your message automatically based on both demographic and behavioral criteria,” says Sewell. “By All campaigns were built and launched in Marketo, a leading marketing automation platform. Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

OCTOBER 30, 2013

Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. Landing pages help drive further engagement.

Lead Nurturing 100

Lead Nurturing Lead Ranking Lead Scoring Landing Pages 100

The Point

FEBRUARY 13, 2013

ESP users are primarily limited to manual, one-off batch programs, whereas with marketing automation, you can target prospects much more precisely, create branching campaigns that send different messages depending on someone’s response or behavior, and time your campaigns on a one-to-one basis; the possibilities are endless.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

FEBRUARY 4, 2011

Marketing automation automatically identifies “better” leads utilizing both demographic and behavioral criteria, and flags those leads that truly merit sales follow-up. Increased sales productivity due to better identification of sales-ready leads.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

MARCH 12, 2012

Besides ensuring that every lead receives prompt, systematic follow-up regardless of sales bandwidth, marketing automation also increases the productivity of an inside sales team by helping filter out junk leads (eliminating wasted calls) and prioritizing the rest based on demographic and behavioral criteria.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 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. A better option is to tap into the power of predictive lead scoring.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

DECEMBER 14, 2012

Companies with robust, sophisticated lead nurturing programs, programs tailored to persona, industry, and buyer behavior, stand to drive opportunities and deals at a much lower cost. A demand generation plan that relies 80 percent on generating net new leads is a very expensive way to meet revenue goals.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

NOVEMBER 24, 2009

Without a registration form, you’ll be unable to implement progressive profiling – i.e. asking additional qualifying questions of prospects based on what you already know or predicated on past behavior. A click-through is not the same as someone submitting a registration form (even one that is pre-populated).

Landing Pages 100

Landing Pages Lead Ranking Lead Scoring Lead Nurturing 100

The Point

OCTOBER 26, 2010

Email is now a means to a conversation, not merely a one-off broadcast, and marketing automation solutions enable sophisticated, automated, triggered, multi-step, “drip” marketing campaigns that respond to changing demographic and behavioral criteria.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

MAY 18, 2010

It will not design the emails and the landing pages (though it may make that process easier), nor define an offer strategy, nor dictate what emails to trigger, at what intervals, based on what demographic or behavioral criteria.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Lead Nurturing 100

The Point

FEBRUARY 24, 2011

As I argued in an earlier post , effective lead management – or, as Leads360 would term it: optimal inquiry response – is best constructed as a balance between the human element (phone calls from a live sales rep) and technology (automated, triggered emails tailored to a prospect’s interest, demographics, and behavior.).

Leads360 100

Leads360 Sales Leads Telemarketing Leads 100

The Point

DECEMBER 18, 2012

Depending on the technology involved, the prospect’s behavior (once registered and therefore cookied) can be tracked on the site, giving the marketer a paper trail of all the subsequent content consumed by that individual. This model has a certain, logical appeal: it offers a low price of entry in exchange for unlimited content.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

FEBRUARY 5, 2010

Yes, you can tailor emails to fit every possible unique combination of demographic and behavioral criteria. That is, the vast majority of your return from a lead nurturing program is achieved by addressing the very basic business problems that lead nurturing is designed to solve.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

JULY 21, 2016

Marketing automation provides the ability to segment – and version – campaigns not just based on demographics (job title, industry, geography) but also behavior – Webinar attendees, Web page visitors, people who haven’t responded to emails in the last 6 months. Lack of segmentation.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

NOVEMBER 15, 2023

Include demographics, psychographics, and any insights into their behaviors, preferences, pain points and motivators, including persona definitions if they already exist. Does that offer exist today or will new content need to be created? Target Audience : Who are you trying to reach? What do you know about that audience?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

JUNE 24, 2022

Just when you thought B2B buyer habits couldn’t change more dramatically, along comes the COVID pandemic.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

NOVEMBER 5, 2009

Marketing teams gather, pre-qualify and nurture leads and provide sales with vital updates on the behavior, interests, and intent of prospects, in real-time. Companies like Eloqua and Marketo have 1-click integration into CRM systems that make it easy to synchronize marketing and sales processes and lead data.

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

JULY 15, 2010

And improving data quality requires some behavior changes and cleanup fees that get scary. Unfortunately, the data in most CRM systems isn’t tight enough to help marketing. All too often, the data is disorganized, has poor quality, and suffers from dupes.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

APRIL 23, 2020

If you have the budget, consider a solution like Uberflip to maximize the content experience and show visitors content based on their Web behavior, CRM profile, or third-party intent data.). A well-designed, well-curated resource center can make a big difference to the rate at which Web visitors convert to actionable sales leads. (If

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

MARCH 26, 2010

company size, job title) and behavioral (e.g. In “The Essential Marketing Automation Handbook,&# Albee provides a series of charts with suggested guidelines for how to score specific demographic (e.g. email response, event registration) criteria.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Lead Ranking 100

The Point

AUGUST 29, 2018

Consumer behavior changes. There is no rule in marketing that works 100% of the time. For every “law” in marketing there is at least one person, one company, one campaign that went against the grain and succeeded anyway. Also, things change. Technology changes. What was a best practice or a winning campaign 5 years ago might not work today.

Demand Generation Agencies 113

Demand Generation Agencies B2B Marketing Paid Search Agency Advertising Agencies 113