The Point

NOVEMBER 15, 2022

A client asks: “What’s the best way to market to purchased lists like ZoomInfo ? We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. Curious as to your opinion?”. However, outbound shouldn’t translate into “spray and pray.”

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

DECEMBER 5, 2023

This means, in effect, that you won’t know how much of your list is subject to the new rules. Hi Sally”) is a band-aid at best, and may even increase spam complaints by branding your message immediately as a marketing email. For example, our agency runs on a Google Workspace account but the domain is unique to us.)

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

APRIL 19, 2023

If you’re aiming at the wrong companies, not even the best content or creative will save you. Enter Exegraphics, an entirely new way of looking at companies that allows marketers to more accurately define, and target, those organizations that are the best fit for a particular product or solution.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

FEBRUARY 28, 2020

Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a campaign aligns with current best practices and therefore stands the best chance of success. Short copy isn’t automatically more effective than longer copy.

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

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.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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.” . – is its ability to target specific audience demographics: job title, industry, etc. Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JANUARY 13, 2012

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. Lead nurturing will always be more effective when it’s targeted, personalized, and relevant.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? For example, in the very early stages of an ABM campaign, success is best measured by Account-Based Awareness and Account Engagement. ABM is typically best-suited for companies selling complex solutions to buying committees at large enterprises.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JANUARY 21, 2020

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. Effectiveness. Photo by Andras Vas on Unsplash.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

FEBRUARY 27, 2018

The law takes effect May 25, 2018, and applies not only to companies doing business within the European Union (EU), but to any company offering goods or services to customers or businesses in Europe. Instead, here are 5 very basic steps that should be on every B2B marketer’s “to do” list before GDPR takes effect.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

MAY 17, 2021

That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re researching best practices, actively evaluating potential vendors, or somewhere in between. The Risks of Over-Reliance on Late-Stage Content Click To Tweet. Photo by Niklas Ohlrogge on Unsplash.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

SEPTEMBER 24, 2019

Another new year approaches and, with it, another major data privacy regulation takes effect. Even if you’re not technically subject to the law today, these types of data privacy and collection processes are quickly becoming standard best practice. Don’t be fooled into thinking that only California companies need pay attention.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

OCTOBER 15, 2019

In fact, ABM works best in combination with more traditional, funnel-based demand generation, and integrating ABM into the overall demand generation mix (focused on high-value, high-propensity accounts, say) can pay real dividends for most companies. Good content is at the center of any effective demand generation. Better Content.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MARCH 22, 2019

That initial set-up is typically basic at best, usually as part of an overall “rush to value” and an impatience to get the system live. An effective, accurate, trusted lead scoring model is a vital cog in a company’s overall lead management process. More effective outreach means higher rates of engagement. I would argue: no.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

MARCH 8, 2018

Why would I download a report when I already know said report is going to tell me your solution is the best? For a more detailed read on lead generation offers, download our free white paper: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers. ”. Prospects want a buyer’s guide, not a brochure.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

MARCH 7, 2019

That’s almost entirely due to the emergence of ABM, where direct mail is perceived (accurately, in our experience) to be an effective tool for driving engagement, albeit at a higher cost. Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach. What’s working? What isn’t? (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JUNE 25, 2019

An effective lead management process captures information like stage, lead/contact status, opportunity status, and deal amount. Are all of your technologies passing information effectively? If you have your MAP synced to Salesforce, campaigns are your best friend. How is your lead management process working?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

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. You can download a free copy of the report here. increased a massive 75 percent.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

APRIL 16, 2019

However, it’s not always, or even often, that those highly coveted keywords will be the most effective in the long run. When beginning a new B2B paid search campaign, it’s impossible to tell which keywords will ultimately convert the best over time and generate the lowest cost per conversion.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JUNE 27, 2018

Just one suggestion: the copy would be more effective in second person (“you’ll learn”, “you’ll hear”) vs. third person (“she’ll break down”, “she’ll offer up.”). The three bullets offer specific, tangible reasons to attend: a data-packed discussion, seven must-know best practices, an opportunity to interact.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

JULY 27, 2018

Instead, high bar offers like meetings are best utilized: * As “secondary” offers on thank you pages or follow-up emails (e.g. “If If you’re using meeting offers appropriately and at the right time in the process, it’s also critical that you sell that meeting effectively by communicating the value of the investment.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

JULY 30, 2020

This is one of the most effective ways to convert organic blog traffic to sales leads that you can then nurture over time. Market subscriptions aggressively , and not just on the home page. Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn).

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

NOVEMBER 14, 2014

The report, however, goes further – ranking trade shows as far and away the most effective demand gen channel in their “BtoB Channel Effectiveness Quadrant,” surpassing (by some margin) even demand gen workhorses like email marketing and PPC. But does that mean that demos are the most effective demand gen offer? Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

OCTOBER 22, 2019

As email bots become more and more common, especially in large, enterprise companies that B2B marketers love to target, the effects on email marketing. So, how can you eliminate the effects of email bots and get your performance metrics on a track to credibility? Great for security. Bad for marketers.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JUNE 23, 2020

Today, ABM is a very real and effective way of driving demand, but even its most fervent disciples would acknowledge that, at most companies, ABM co-exists with other strategies rather than having replaced them altogether.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

AUGUST 25, 2020

The following list of questions is excerpted from that workbook, and is an effective starting point for gauging how ready your organization is to fully execute on ABM. But understanding potential gaps in your tech stack is integral to recognizing where you might be limited in scale, efficiency, or effectiveness. Goals & Objectives.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage. Provide a means to contact sales on the thank you page or in the fulfillment email that is sent to the prospect upon completing the registration form.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

JANUARY 14, 2014

Studies have long shown that the speed at which leads are responded to has a direct and dramatic effect on the rate at which those leads are converted to opportunities or passed to sales. For further discussion on a related topic, see this earlier post on “ 3 Keys to an Effective Autoresponder Program.”. Probably not.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

FEBRUARY 14, 2018

Remember: to be effective, demand generation content should appeal to, and generate engagement from, a prospective customer looking to solve a pain, problem, or issue that your company, product or solution can address. However, in the context of demand generation , it matters very little whether they read it or not. It doesn’t.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JANUARY 24, 2017

Signatures can be an extremely effective (and free!) Tip: math challenges work best vs. general knowledge because the answer can’t be googled.). channel to generate awareness for an upcoming show, particular to your customer base and current prospects.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

FEBRUARY 18, 2016

Many B2B marketers still haven’t learned how to promote marketing content effectively. Content Marketing 2016: Staffing, Measurement and Effectiveness Across the Industry ” may describe the content but it doesn’t communicate uniqueness or information that’s anything more than a broad summary. Title your content to drive engagement.

Content 100

Content Promotion Lead Scoring Lead Ranking 100

The Point

MARCH 3, 2015

The staff, the expertise, the content, the sales cycles required to sell software effectively are very different. B2B Marketing Marketing Automation david raab marketing automation agency marketing automation best practices marketing automation software' Some agencies will adapt, and be successful at it. It’s a win-win-win.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

JANUARY 9, 2015

is more effective than: “Call me to discuss how we can help.”. telemarketing telesales email copywriting email copywriting tips inside sales best practices sales email best practices sales emails sales techniques' In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 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.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

NOVEMBER 25, 2013

In other words, there are some variables that will increase spam score but also improve campaign effectiveness. However, we know that good, effective HTML design can increase response. This is not to say that instituting a few common sense best practices designed to minimize spam score and maximize deliverability is a bad idea.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

JULY 30, 2019

A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). Marketers have more options, more channels, more technologies at their disposal than ever, but good, effective demand generation. The real answer to that question, I would argue, is more nuanced.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

NOVEMBER 12, 2019

Effective demand generation. Furthermore, even the best third-party intent data only ever delivers a subset of the total number of hot leads out there. is a mix of hunting AND gathering. Hunting those prospects “ready to buy,” sure, but also sowing the seeds that will yield a larger pool of opportunities in the long term.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149