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

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. Not Doing Everything Possible to Pre-Qualify Prospects. Is the offer appropriate for the likely sales stage of the prospect? Some will be, well: junk.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

DECEMBER 15, 2020

What best practices should we put in place? Maybe prospects are just tired of the same emails and messages over and over again, but might respond to a creative spark. Just keep in mind that a lack of response doesn’t always equate with bad data or an individual that’s not a legitimate prospect for your solution. . *

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

NOVEMBER 12, 2019

In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? Hunting those prospects “ready to buy,” sure, but also sowing the seeds that will yield a larger pool of opportunities in the long term. My argument: no, you wouldn’t. .

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

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. Depending on how the lead was generated by an individual publisher, the prospect may have no recollection of your brand or even remember that he/she downloaded your content.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

MARCH 8, 2018

By which I mean that most analyst reports – Gartner Magic Quadrants, Forrester Wave Reports, and the like – are marketed as press announcements vs. information of value that might attract prospects actively evaluating your type of solution. Prospects want a buyer’s guide, not a brochure.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

OCTOBER 15, 2019

may not be doing enough to educate the prospect , “warm up” the lead, or drive additional engagement, or. Consider a formal content audit to identify where the holes are in your current library, and whether your lead generation content is working to attract the right types of prospects. 2) lead nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JANUARY 19, 2021

2020 was a year of change for marketers worldwide, much of it not for the best of reasons. We asked our colleagues at Spear Marketing Group to identify their best demand generation predictions for 2021 and the trends they believe are most likely to have staying power. – Ben, Creative Director.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

JULY 27, 2018

The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * I wrote about how to get prospects to say “yes” to a meeting in this earlier post.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

OCTOBER 25, 2017

Account-Based Marketing (ABM) , Predictive Analytics) that now allow us to 1) find prospective customers with a higher propensity to buy, and 2) target those prospects, at scale, in a tightly orchestrated fashion, it would be a mistake to rely exclusively on outbound tactics. Click To Tweet.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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. No it doesn’t. appeared first on The Point.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy. Conversely, early-stage prospects may be far from evaluating solutions.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. One of the significant risks inherent in the split-off was that those prospects would react differently, or not at all, to the new brand. This presented a challenge.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

AUGUST 27, 2019

As native advertising, and as different from Google (where a prospect only sees your ad if he/she is searching on a relevant topic), LinkedIn ads have a finite shelf life. Stale Creative. Unless your LinkedIn ad performance and ROI continues to hold steady, plan on introducing a new ad at least once a month. . * Not Testing Audience.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JULY 14, 2015

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. The best opportunity for converting raw inquiries to sales-ready status is at the very top of the funnel, immediately upon the prospect expressing interest.

Sales Qualified Leads 100

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

The Point

MAY 16, 2015

In an era when 67 percent of the buyer’s journey occurs digitally (as we heard in Nashville) it’s incumbent on marketers to engage with prospects as early and as often in that process as possible. More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

FEBRUARY 27, 2018

The Web is littered with articles, Webinars, and very extensive reports about the specific, detailed requirements of GDPR and how best to achieve compliance. We recommend all marketers consult with legal counsel on how best to fully comply with GDPR. This is not one of those articles. Let Visitors Opt-Out of Cookie Tracking.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

AUGUST 18, 2014

Note: these strategies assume that hot leads – those prospects who specifically requested follow-up or were otherwise graded as “high priority” on the show floor, get prompt response directly from sales. The best use of a follow-up campaign is to qualify leads by offering a range of options for further engagement. Any response (e.g.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JANUARY 17, 2019

I’ve written previously in this space about how automated lead nurturing works best, not as a dumping ground for unqualified leads, but as something that works in parallel with sales development to increase lead conversions and maximize SDR productivity. Spoken as someone that never answers his phone, ever.).

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JANUARY 24, 2017

channel to generate awareness for an upcoming show, particular to your customer base and current prospects. Consider geotargeting to focus on those customers and prospects most likely to attend a show in their local area. Tip: math challenges work best vs. general knowledge because the answer can’t be googled.).

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

JUNE 7, 2017

Best, [Name of Rep]. This email illustrates how a few simple principles, common sense, and yes – investing a little time in understanding your prospect’s business – can make the difference. The post The Best Sales Email I’ve Received All Year appeared first on The Point. Most BDR emails that make it to my inbox (i.e.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

AUGUST 1, 2013

Demographic scores are best thought of as how interested you are in a prospect. Behavioral scores are how interested that prospect is in you. Companies routinely use “inactivity” campaigns to subtract points if, for example, a prospect takes no action for 3 months. No separate scores for behavioral and demographic values.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JULY 18, 2014

More specifically, there’s a great deal of bad content out there (especially on social media), and many companies who haven’t quite figured out yet how to best leverage the content they have. It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag. They simply want information of value.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

OCTOBER 30, 2013

If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic? You’ll lose the opportunity to learn more about the prospect. Here’s why: 1. A click is not a response.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

SEPTEMBER 9, 2014

On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?”. That means almost three-fourths of the buying process could be over before anyone in your organization has “touched” the prospect in any meaningful way.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

DECEMBER 18, 2012

At the other, there are those who feel that making Web visitors navigate registration forms will turn away all but the most ardent prospects, and that content should be made freely available without barriers. Outdated contact information will forever remain inaccurate because the prospect is never provided the opportunity to correct it.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

SEPTEMBER 30, 2013

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. • What other differences did I miss?

Lead Nurturing 100

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

The Point

NOVEMBER 25, 2013

I understand that the notion of prospects never even receiving one of your precious marketing messages can be frustrating. I also understand that the specter of being blacklisted is a frightening prospect. I would argue that, for the most part, the answer to that question is: no. Testing emails thoroughly prior to launch is just one.)

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

AUGUST 25, 2015

invites the prospect to call or email with any questions. By far the best approach to content syndication leads, however, is to bypass sales altogether, and instead direct those leads into a series of nurturing emails designed to identify (via further engagement) those prospects that indeed merit direct sales follow-up.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

AUGUST 8, 2013

Most B2B companies have a certain lead score threshold at which prospects are deemed ready for sales. Both merit forwarding to sales, but in theory, the 40 point prospect is a more “mature” lead. Scoring “contact sales” incorrectly.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

JANUARY 29, 2015

The most common use case for predictive solutions is lead scoring, but Big Data and predictive modeling can also be used to source new names for prospecting. For example, we could use predictive solutions to build a target list of prospective accounts, and then programmatic advertising to target those organizations online. (AN)

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

JULY 23, 2012

And though recent studies suggest that a large chunk of the sales cycle may already be over by the time many prospects talk to a live salesperson, the reality is that inbound sales leads will always occupy a wide spectrum of sales readiness: tire-kickers, hot leads, and everyone in between. In theory, anyway.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

JUNE 26, 2013

From a marketing perspective, does it matter if prospects actually attend Webinars once they register? Anecdotally, our experience is that the difference in lead quality between Webinar registrants who show up on the day, and those who don’t, can be minimal at best. First, a question. First, let’s talk about “optimal” attendance.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing 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. Sure, demos attract more qualified leads, because prospects who want to view the product are inevitably further along in the sales process.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 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. It forces the prospect to provide a valid email address. Congratulations. Send the reader the content as an email attachment.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

JULY 18, 2011

Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. This demands, however, that the content of your white paper be oriented towards solving a problem and not convincing the reader why your product is the best thing since sliced bread.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

FEBRUARY 24, 2015

That’s because the keywords that generate the most clicks are very often simply more generic terms that attract a wider spectrum of prospects. At a bare minimum, you should always implement some kind of conversion tracking so you’ll know which terms are generating actual leads or registrations.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100