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| Page 1 of 1 | Previous | Next | THE POINT JULY 13, 2012 Do Lead Nurturing Campaigns Always Need an Offer? Over at Marketo, Jon Miller wrote a fascinating post recently on “ The 4-1-1 Rule for Lead Nurturing ” in which he posits (and here I’m paraphrasing) that lead nurturing campaigns don’t always need to feature the latest white paper, Webinar, or video, and that these kinds of offers or promotions are best interspersed with what Jon refers to as “educational or entertaining content.”. In 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? | THE POINT APRIL 30, 2013  Branding is Not Demand Generation. Stop Pretending That It Is. But I’d argue that it’s confusing at best, and misleading at worst, to pretend that demand generation is something it’s not, and never has been. '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. No problem. understand. I don’t agree, but we can still be friends.). | | | | | |
| THE POINT JUNE 20, 2012 Top 10 Tips for Better Email Templates However, if the creative foundation for those campaigns is suspect, even the best technology simply results in a faster time to failure. 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. Keep graphics to a minimum. Use sidebars. Never use “Submit”. | THE POINT JANUARY 13, 2012  5 Best Practices You Can Borrow From This Email Campaign It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. Make the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF. Misleading, you say? Perhaps. Repeat the call to action. | THE POINT NOVEMBER 16, 2012  Has Content Marketing Made Branding Obsolete? The leads that you generate from a white paper about best practices, or a Webinar about ROI, or an infographic about industry trends, or (ahem) a blog post about a “hot topic” all serve to make your brand irrelevant. Confession: as a died-in-the-wool direct marketer, I am a branding cynic. Now that’s not to say that a brand isn’t real, for some. Starbucks is a successful brand. And Coke. | THE POINT JANUARY 25, 2012  7 Tips for a Successful PPC Landing Page Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. ” 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 pagesNot “learn more.” | | | | | | | |
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THE POINT | TUESDAY, DECEMBER 18, 2012  3 Models for Gating Lead Generation Content on Your Website
balanced model of Web registration, in my view, is the one that aligns best with modern demand generation techniques. Rather than rely on the buyer’s good will to contact you when he or she deems it time, a mixed approach allows you to capture, and engage with, prospects at all stages of the selling cycle, then educate and nurture them over time, positioning your company and solution to best advantage when those individuals are finally sales-ready. should be gated or not, and you’re likely to hear a wide range of opinions. So the question is: To gate or not to gate? MORE >> -
THE POINT | THURSDAY, OCTOBER 11, 2012  Ego Bidding: Why Paying for #1 Position on Google Costs You More Than You Think
B2B Marketing Google AdWords Search Engines search marketing SEM SEO Uncategorized paid search search engine marketing sem best practicesIn the process of managing search marketing campaigns for clients, we occasionally run into situations where client management is dictating that their company “own” certain key search terms on Google. Additionally, if that domination can’t quickly or easily be achieved through organic means (via Search Engine Optimization), then at minimum the mandate is normally to ensure that the company’s search ad appears at the top of the page. MORE >> -
THE POINT | MONDAY, JUNE 20, 2011  8 Things Your CEO Can Write About On His/Her Blog
Best Practices – strategies, tips and techniques for improving results, ROI, efficiency, productivity, value, etc. Launching 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 do you predict as trends to come? MORE >> -
THE POINT | MONDAY, JULY 23, 2012  Why Chasing Hot Leads is a Bad Idea
As I wrote previously in a white paper, “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies ,” focusing demand generation investment on acquiring net new, hot leads is an expensive proposition at best, and at worst, a recipe for failure. In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. In theory, anyway. Because our agency works primarily with high-tech companies, we see this kind of pressure often. but “budgeted to buy (insert your product or service here)” – not so much. MORE >> -
THE POINT | TUESDAY, AUGUST 17, 2010  5 Ways To Incorporate Direct Mail Into Your Marketing Mix
Tags: B2B Marketing Database Marketing Demand Generation Dimensional Mail Direct Mail Installed Base Marketing Lead Management Lead Nurturing direct marketing b2b demand generation b2b lead generation direct marketing best practices MORE >>
- 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 Simple Ways to Take Your Lead Nurturing Program to the Next Level THE POINT | WEDNESDAY, AUGUST 15, 2012
- A Really Useful B2B Marketing Benchmark Report from Optify THE POINT | MONDAY, FEBRUARY 4, 2013
- Q4 Marketing Budget: 4 Key Areas to Consider THE POINT | MONDAY, SEPTEMBER 20, 2010
- Landing Page Optimization: Why Lower Conversion Rates Are Never a Good Thing THE POINT | TUESDAY, SEPTEMBER 4, 2012
- New Report Confirms Immaturity of Most Marketing Automation Deployments THE POINT | MONDAY, MAY 14, 2012
- Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best THE POINT | TUESDAY, AUGUST 24, 2010
- 2 Email Campaigns Show How (and How Not) to “Sell” Content THE POINT | TUESDAY, APRIL 23, 2013
- 5 Creative Ways to Make Your White Paper Irresistible THE POINT | TUESDAY, JUNE 28, 2011
- Lead Nurturing & the 80/20 Rule THE POINT | FRIDAY, FEBRUARY 5, 2010
- The First (Almost) Clickable Direct Mail THE POINT | WEDNESDAY, FEBRUARY 10, 2010
- Does Your Email Campaign Make a Case for Action? THE POINT | TUESDAY, SEPTEMBER 11, 2012
- Apparently It’s Now Safe (Again) to Use “Free” in a Subject Line THE POINT | TUESDAY, MAY 14, 2013
- Should I Remove Offer Content from My Website During a Campaign? THE POINT | TUESDAY, FEBRUARY 14, 2012
- “Fortune 500 CIO” is Not a Target Market – A Conversation with Bob Wright THE POINT | FRIDAY, APRIL 13, 2012
- Is Social Media Wasted on PR Agencies? THE POINT | THURSDAY, OCTOBER 8, 2009
- Email Marketing: Tips on Open Rates, Offers & Lead Quality THE POINT | TUESDAY, MARCH 1, 2011
- Top 10 Posts on B2B Lead Gen for 2010 THE POINT | MONDAY, DECEMBER 6, 2010
- Why Your Email Subject Line Shouldn’t Be a Yes/No Question THE POINT | MONDAY, NOVEMBER 26, 2012
- Webinar Invitations: Sell the Event, Not the Product THE POINT | TUESDAY, MARCH 20, 2012
- 3 Demand Generation Goals to Avoid in 2013 THE POINT | THURSDAY, JANUARY 17, 2013
- New White Paper: Top 10 Tips for Lead Nurturing Success THE POINT | FRIDAY, JUNE 11, 2010
- Segmentation, Social Media Drive Lead Nurturing Success for iDirect THE POINT | TUESDAY, SEPTEMBER 6, 2011
- Getting the Most from Salesforce.com: A Conversation with David Taber THE POINT | THURSDAY, JULY 15, 2010
- If It’s Wednesday, It Must Be a Webinar Invitation THE POINT | WEDNESDAY, MARCH 27, 2013
- Lead Generation Losing Out to Social Media? Not So Much. THE POINT | MONDAY, AUGUST 8, 2011
- Are Webinars too Popular? THE POINT | MONDAY, JULY 19, 2010
- Responsys Look Book Offers Innovative Ideas for Email Marketers THE POINT | WEDNESDAY, NOVEMBER 28, 2012
- 3 Reasons to Add Email to Your Lead Follow-Up Process THE POINT | THURSDAY, NOVEMBER 4, 2010
- Report: B2B Blogging Trends in 2011 THE POINT | TUESDAY, FEBRUARY 8, 2011
- Can Games Play a Role in B2B Marketing? THE POINT | TUESDAY, JUNE 1, 2010
- What Response Rate Should I Expect From My Campaign? THE POINT | THURSDAY, OCTOBER 7, 2010
- Blog Makeover Nets Sales Leads for Software Company THE POINT | WEDNESDAY, APRIL 21, 2010
- 10 Questions: Do You Need Marketing Automation? THE POINT | THURSDAY, MAY 6, 2010
- How to Revive a Dying E-Newsletter: 4 Tips THE POINT | MONDAY, NOVEMBER 28, 2011
- Taking Stock of Your Lead Management Process: 5 Key Questions THE POINT | THURSDAY, JANUARY 24, 2013
- June 16 Roundtable: Secrets to Webinar Success THE POINT | TUESDAY, MAY 10, 2011
- Quick Tips for Lead Generation Success (Podcast) THE POINT | TUESDAY, DECEMBER 14, 2010
- Sample Outline for a Lead Generation White Paper THE POINT | MONDAY, JULY 18, 2011
- How to Answer a Question: 5 Tips for Making the Most of LinkedIn THE POINT | MONDAY, FEBRUARY 22, 2010
- A Simple Technique for Reducing Bounces & Unsubscribes THE POINT | THURSDAY, APRIL 8, 2010
- Content that Works: A Conversation with Michael Cannon THE POINT | WEDNESDAY, MAY 18, 2011
- Email Critique: Adobe Webcast Invite Keeps It Simple THE POINT | TUESDAY, NOVEMBER 9, 2010
- Gmail Priority Inbox: the Death Knell for Email as Lead Generation? THE POINT | WEDNESDAY, SEPTEMBER 8, 2010
- If Lead Nurturing is the Question, is Software the Answer? THE POINT | TUESDAY, MAY 18, 2010
- Book Review: Essential Marketing Automation Handbook THE POINT | FRIDAY, MARCH 26, 2010
- Best B2B Holiday Card of the Year? THE POINT | WEDNESDAY, DECEMBER 21, 2011
- Why Direct Mail & Focus Groups Don’t Mix THE POINT | TUESDAY, APRIL 5, 2011
- 4 Reasons to Fulfill Offer Content via Email THE POINT | TUESDAY, MAY 10, 2011
- Slidecast: Getting Leads (and More!) From Your Blog THE POINT | WEDNESDAY, OCTOBER 31, 2012
- What Lead Filters Should I Request For My PPL Campaign? THE POINT | THURSDAY, AUGUST 9, 2012
- Call Every New Sales Lead 6 Times? Sorry, that’s Crazy. THE POINT | THURSDAY, FEBRUARY 24, 2011
- TechValidate: Marketing Content that Writes Itself THE POINT | WEDNESDAY, SEPTEMBER 9, 2009
- How to Choose the Right Offer for your PPC Landing Page THE POINT | WEDNESDAY, OCTOBER 14, 2009
- Are Social Links the Answer to Lagging Email Response? THE POINT | WEDNESDAY, OCTOBER 21, 2009
- Why Free Trial Offers Aren’t Always the Best Choice THE POINT | TUESDAY, JULY 28, 2009
- How Often Should I Email My Database? THE POINT | WEDNESDAY, MAY 13, 2009
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