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

The Point

JULY 25, 2014

From a lead generation perspective, however, the campaign is a hot mess. Or to learn just how exposed my applications are compared to best practice standards? If you sign up for the assessment, you also get to “access” the white paper “Protect Your Applications and Reputation – with Symantec EV Code Signing.”

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

NOVEMBER 10, 2014

At best, this tells me something I already know. For a more detailed discussion of what mistakes to avoid in B2B email marketing, download our free white paper: “ Top 10 B2B Email Marketing Mistakes.” Let me count the ways in which this campaign went off the rails: 1. So why should I care? But wait, there’s more!

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

JANUARY 9, 2015

So, for example: “Click to download our free white paper”. The rep may not have received the answer he was looking for (we already partner with a couple of companies in his space), but he generated action. One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. And dialog.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

FEBRUARY 24, 2015

Are you trying to generate downloads, registrations, page views, sales leads, qualified leads, sales? which precise keywords are generating those actions at the lowest cost. Don’t stop tracking at sales, because you’ll have no idea how those sales are generating additional lifetime value.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

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

The Point

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JANUARY 27, 2016

According to Demand Gen Report’s own demand generation benchmark study , roughly 40 percent of B2B marketers aren’t sure how their lead nurturing programs are performing. For example, if a company’s Lead-to-MQL rate is lower than it should be, that could mean several things: 1. the company is generating the wrong type of leads.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

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. One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

OCTOBER 30, 2013

As I discussed in this earlier post , it’s not essential that all lead nurturing content be gated, or even that all lead nurturing emails have an offer in the first place, but it is a good idea to host most offer content behind a landing page and registration form, even in the context of lead nurturing. Here’s why: 1.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

DECEMBER 12, 2014

It’s still true that if your landing page has the aura of a product pitch, it may dissuade the prospect who is only looking for information, say: a white paper. Provide a full and complete description of whatever it is you’re promoting – a demo, a white paper, a Webinar, a free download.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

APRIL 23, 2015

A high percentage of those messages are ignored, whilst the remainder is scanned at best. For more tips on B2B email marketing, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes ”. A typical business user receives more than 100 email messages alone daily , many of us much more. Mobile Devices.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

JULY 20, 2018

When a reader arrives at a landing page from an email campaign, he or she has already received a critical mass of information about you and the offer – whether that offer is a white paper, Webinar, demo, or whatever. It’s a relatively safe assumption that he or she is already “sold.” For Webinars, include a photo of the speaker.)

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JULY 12, 2013

For more tips on how to improve the success of your Webinar campaigns, download a free copy of our white paper on “ Top 10 Tips for Webinar Invitation Success.”.

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

AUGUST 18, 2014

Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Any response (e.g. But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

JANUARY 13, 2017

If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JULY 16, 2015

Seriously though, that is one gorgeous white paper. Let me count the ways: The aforementioned white paper image is HUGE. However, it’s only now, a full two-thirds through the email, that I’m offered any semblance of WHY I would want to download the white paper. But what a beautiful white paper. The offer image.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

FEBRUARY 22, 2010

Not only do the discussions live on in posterity on LinkedIn and in search results, but over time, if you respond intelligently and on topic (see note #2, below), you can accumulate a peer rating in the form of “best answers” in categories specific to your areas of expertise. line best practices: [link]. Tweet your response.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

APRIL 4, 2024

The lead generation experts at NetLine just released their “ 2024 State of B2B Content Consumption & Demand Report ,” a meaty 38-page guide based on data from more than 6 million content registrations. As ever, a mix of gated and ungated content is always the best strategy. of all demand. hours to 31.2.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

JANUARY 25, 2012

Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Remember, it’s not the company you’re selling, or the product, it’s that white paper or video or Webinar the prospect gets when he or she fills out the form. Sell the offer.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

SEPTEMBER 23, 2016

But what’s the best way to get the most from your Facebook advertising investment?”. Learning benefits are best when they’re concrete and specific. Phrases like “to achieve your business objective” and “for the full user experience” come off (to this reader) as generic, and thus of lesser perceived value. • But they didn’t.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

JANUARY 30, 2018

In “ The Startup’s Guide to Demand Generation: From Your First 10 Customers to Your Next 1,000 ,” the two authors cover everything from when to make the first marketing hire, to what marketing technologies to buy first, to how best to leverage marketing data. What distinguished the successes from the failures? Branding Doesn’t Matter.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

APRIL 23, 2020

With the right design, frequency, and content, however, a blog can be a key driver for SEO and lead generation. Here’s a recorded Webinar that provides tips on how to get leads and more from your blog. Like surveys, podcasts are ideal fodder for social media (especially LinkedIn), lead nurturing , and demand gen.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

NOVEMBER 24, 2015

It’s that time of year again, and B2B marketers everywhere are dusting off the usual holiday clichés in an attempt to weave good cheer into their demand generation campaigns. One of my favorite lead generation mantras is this (repeat after me): Sell the Offer, Not the Product.

Email Campaigns 100

Email Campaigns Campaigns Paper Merchandising 100

The Point

JUNE 10, 2013

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. One, they don’t require the resources and development cycles of a new white paper or Webinar or infographic.

Demand Generation 100

Demand Generation Demand Sales Qualified Leads Generation 100

The Point

AUGUST 25, 2022

These days, Webinars are a tougher sell than ever, especially for “first touch” lead generation. Most CPL publishers and other lead generation companies won’t even promote live events. Why then do live Webinars continue to be such a staple of the B2B demand generation mix? Photo by Jonathan Farber on Unsplash.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

The Point

FEBRUARY 4, 2013

Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless. The metrics reported by B2B benchmark reports can also be grossly misleading.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

JUNE 16, 2015

Unfortunately, many less experienced advertisers tend to over-use the default setting, broad match, for their campaigns, based on the faulty logic that it will generate the highest volume of impressions and therefore the greatest number of leads. Yet another option is modified broad match. To download your free copy, click here.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

APRIL 20, 2018

Time to start practicing that radio voice. Webinars are best used for lead nurturing vs. lead generation. Your blog is no longer a PR vehicle; it should be a demand generation engine. . Blogs tied with white papers as one of the most frequently referenced forms of content during early research.

Customer Surveys 222

Customer Surveys Peer-to-peer Demand Generation Agencies B2B 222