The Point

APRIL 16, 2019

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. A low Cost Per Lead (CPA) from a search campaign looks great on paper, but as anyone who’s run a B2B search campaign will tell you, not all search leads are qualified.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

APRIL 22, 2020

Here are some best practices that are often common factors when companies get the best return from their content syndication program: Set proper expectations. If your average sales cycle is 6 months, don’t expect content syndication leads to magically convert to opportunities in a matter of days. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. Adapted from the white paper, “ 8 Tips for Content Syndication Success.”. references the specific content asset.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

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.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JULY 30, 2020

There are two primary ways to do this: one is to include a link to relevant content at the end of the post, as in “For more information on this topic, check out our free white paper …” (This is also something that can be done retroactively, to older posts that might be generating a good volume of organic traffic.)

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

NOVEMBER 12, 2019

Furthermore, even the best third-party intent data only ever delivers a subset of the total number of hot leads out there. Without that foundation, you’ll be constantly scrambling to refill the pipeline with more “hot leads.”. Do You Want Intent Data with That? Click To Tweet. No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

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

SEPTEMBER 21, 2017

For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”. 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

JULY 27, 2018

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). * a demo or free trial is a high bar offer (due to the time and resources required). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

AUGUST 27, 2019

LinkedIn is inherently a content feed, and for that reason, content offers (white papers, ebooks, reports) generate much higher engagement compared to more late stage calls to action such as trials, demos, or “talk to an expert.” Non-Content Offers. Stale Creative. . * Not Testing Audience.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MAY 4, 2015

If a prospect searches on a particular topic and sees a list of ten white papers on that subject, the title of your content and the quality of its abstract will likely be the difference between that prospect downloading your content vs. your competitor’s. This paper reveals how Acme Security EndPoint Protection 3.0 Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

JUNE 27, 2018

The three bullets offer specific, tangible reasons to attend: a data-packed discussion, seven must-know best practices, an opportunity to interact. For more tips on how to increase Webinar registrations, download our free white paper: “ Top 10 Tips for Webinar Invitation Success. ”. Specific, Concrete Benefits.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

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 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. In fact, as I explained in more detail in this white paper , focusing demand generation activity exclusively on generating only “hot” (read: ready to buy) leads is a very expensive proposition.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

JUNE 18, 2019

You generate engagement by convincing the reader of the value of the information on offer, whether that information is a white paper, a Webinar, or a demo. The goal of any email is to generate engagement. Don’t prattle on about how wonderful your product is, only for the offer to be an afterthought.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

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

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

JULY 25, 2014

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.” What if the reason to take the assessment was to discover how to detect code vulnerabilities?

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

MAY 10, 2011

A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. Here are 4 reasons why your best option is #3 (email + link): 1. This allows you to trigger a follow-up sales call only when you know the prospect has actually read the white paper.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 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

MAY 18, 2016

To download a free white paper on this same topic, click here. By adhering to a few basic principles, even the most lackluster campaign can be improved significantly, primarily by eliminating wasted spend and unqualified traffic, and by ensuring that clicks convert to measurable leads at the highest possible rate.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

NOVEMBER 29, 2017

And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account. Without good content, even the most artful, compelling campaign is doomed. Good content is what fuels modern demand generation. Today’s buyers demand relevancy – or even personalized content.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JULY 14, 2015

However, whereas promoting marketing assets like white papers, ebooks, analyst reports, and the like is an effective way to feed the sales funnel, the fact is that only a small percentage of “white paper leads” will either convert to sales-ready prospects in the short term, or even result in sales engagement. There is a better way.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100

The Point

JANUARY 9, 2015

So, for example: “Click to download our free white paper”. telemarketing telesales email copywriting email copywriting tips inside sales best practices sales email best practices sales emails sales techniques' One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

NOVEMBER 14, 2014

And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads. Now, it’s true that white papers generate a wider spectrum of leads – some highly qualified, some merely “tire kickers.”

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

OCTOBER 22, 2020

A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?”. That could be months, or even years down the road. Photo by Who’s Denilo ? on Unsplash.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

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

AUGUST 18, 2014

The best use of a follow-up campaign is to qualify leads by offering a range of options for further engagement. a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. Any response (e.g. But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JANUARY 13, 2017

The best way to expand your SEM offer strategy, therefore, is to set up separate campaigns with separate and distinct offers, keyword groups, and landing pages: • a demo or trial campaign focused on brand, product, or category keywords. • Most likely they’re simply looking to solve a problem.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

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

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) If I’m the prospect, I want to download your white paper or view your demo, not register on your site, or create an account. The problem with the “all you can eat” model is two-fold.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

FEBRUARY 24, 2015

Likewise, terms that generate clicks at a low cost could be converting to leads (or sales) at a low rate, while other terms that generate clicks at a slightly higher cost could actually be your best performers. By tracking keyword conversions, you’ll be able to optimize your bid strategy and overall media spend. For a free copy, click here.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 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. For more tips on B2B email marketing, download a copy of our free white paper, “ Top 10 B2B Email Marketing Mistakes.”. But they didn’t. And that’s a good thing.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 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