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An Email is Not a Campaign: the Case for Integrated Marketing

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You could extend the campaign even further by repurposing the analyst report into a Webinar, a blog post, an infographic, etc. The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises. An email campaign here.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

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Blogging – Few companies want blog posts to be overtly promotional, but there are still ways to leverage blog content to drive show traffic. Use blog posts as “teasers” for speaking slots, show floor presentations, and scheduled demos by either a) excerpting a planned presentation or b) writing to a related topic/trend/best practice.

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

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The social media landscape is littered with business blogs that, on the surface, do everything right. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. If you’ve got the content nailed, turning your blog into a demand generation machine may require little more than a few simple changes.

10 Ways to Generate More Leads from Your Business Blog

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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. Here are 10 proven ways to generate more leads from your blog. No problem.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

9 Proven Ways to Increase Webinar Response

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Start by publishing a blog post a couple of weeks before the event – perhaps a short, Q&A-style interview with the Webinar speaker, or an excerpt of the planned presentation – and include a call to action that links to the registration page. Let’s face it: most business inboxes get flooded every day with Webinar invitations. Sell the event, not the product. Yes, the day of the event.)

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Quit Obsessing About the Customer Journey

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These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana. Maybe, maybe not.

If You Write B2B Copy, You Need This Blog Post

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Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” ” “Can I deliver that to you this Friday?” AcmePro 1.0 is the one. It’s also horribly ineffective. To download your free copy, click here.

Are Agencies the Future of Marketing Automation?

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This isn’t exactly new but what once seemed like a niche strategy now looks more like a standard approach. It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. But, actually: no.

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B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Is Technology Making Marketing Agencies Obsolete?

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Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? Today, that value may be in the form of a winning subject line, the title for a blog post, or an inventive way to repurpose old content. Hint: Maybe Not)”. What do you think?

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Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

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quick Web search yields dozens of blog posts and articles on the topic, many quoting the same source, a Doctor Jeffrey Lant and his “Rule of Seven,” a rule that states: “You must contact your buyers a minimum of seven times in an 18-month period for them to remember you.”. Deliver that pitch a minimum number of times, the theory says, and buyers will be powerless to resist.

Email Critique: When a Good Offer Just Isn’t Enough

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And, as the primary offer, it’s front and center in the email, which (as readers of this blog will be tired of me preaching) is one of the keys to B2B email success. Here’s a list of the things I love most about the email below from Allocadia , a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. The offer image. Yeah, that’s about it.

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Top 10 Demand Generation Resolutions for 2014

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Make your blog count. Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. Or that hard-working white paper could see a second life as a series of short videos or slideshares or blog posts. Improve campaign measurement. Test more. Use more infographics.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

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You can access the complete report on the Software Advice blog – no registration required.). The conclusion that most caught my eye is the one that titles this blog post. Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Far from it.

How Much Of My Demand Generation Budget Should I Be Spending On Lead Nurturing?

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Quick anecdote: one of the largest deals our firm closed in the last two years was with an individual I’ve known for years, was in our database, and subscribed to our blog. It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months. The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed.

Key B2B Demand Generation Strategies for 2015

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This interview originally appeared in the RingLead blog , and is posted here with permission. (AN) Hello, Howard. Recently I sat down with Amanda Nelson, Director of Marketing at RingLead , a leading provider of cloud-based data solutions that make it easy to analyze, remove, merge and prevent duplicates in Salesforce. Good content is the fuel that feeds demand generation success. Or both?

5 Tips for Successful Survey Campaigns

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Survey results can be repackaged and repurposed in multiple ways: survey reports, infographics, podcasts, Webcasts, blog posts, tweets, etc. (in marketing parlance, surveys have “legs”). – a blog post summarizing the findings (with the same call to action). At first, the concept of “online seminars” was so novel that the topic of the event barely mattered. And so on.

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

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Social media used to mean launching a blog, or designing a corporate Facebook page. Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Integrating social at every step of the demand generation cycle: that was clearly the lesson of the day.

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

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Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none. doubt it.

3 Demand Generation Goals to Avoid in 2013

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client of ours was able to show how their new blog generated a 700 percent ROI last year based on opportunities that originated with, or were influenced by, that program. Then excerpt the white paper in a blog post and link to a registration form where people can download the full version. Launch a lead nurturing program. It just means too many things to different people. And so on.

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

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We’re getting ready for a second broadcast and after reading one of your recent blog posts, I can already think of at least one thing that we could do better. I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. What would you change?”.

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5 Campaign Ideas for When You Have No Content

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Do you offer email subscriptions to your blog ? Make that newsletter or blog the offer in your next campaign, and sell it just like you would any other informational offer like a white paper or Webinar – by promoting the value of the content, and by describing what the reader will learn/gain by becoming a subscriber. Answer: you get creative. Run a survey. Host a game or sweepstakes.

5 Simple PPC Landing Page Changes that May Improve Your Quality Score

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Similarly, my earlier blog post also suggested that external links (to the advertiser’s home page, for example) may lower conversion rates by providing an “escape route” that is contrary to the desired action, namely having the visitor complete a registration form. Google also defines the key factors through which an advertiser can improve that landing page experience.

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

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Want a simple way to have your corporate blog show measurable results? If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms.

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Slidecast: Getting Leads (and More!) From Your Blog

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If you’ve ever wondered how to turn a boring corporate blog into a vibrant, engaging lead generation machine, here’s your opportunity. Plus you’ll hear a real-life case study showing how one company re-launched their blog and generated more than 500 leads in 9 months and a 700 percent ROI. Find out how your blog can be the centerpiece of your demand generation strategy.

8 Things Your CEO Can Write About On His/Her Blog

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Launching a CEO blog but the boss isn’t sure what to write about? Commentary/Analysis – as different from #1 (opinion), a written response to a third party article, blog post, report or market event. Paraphrase the question to fit your purpose and answer it on the blog. 7. B2B Marketing blog marketing Blogs Social Media B2B blogs blog writing

Do Lead Nurturing Campaigns Always Need an Offer?

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Here’s an excerpt from the comment I posted to his blog: “I love the idea of the 411 Principle as applied to Twitter and Facebook and I’d suggest it could easily extend to blog posts also. 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? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? Occasionally? More than once every couple of weeks? Not so much.”.

3 Keys to an Effective Autoresponder Program

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This article originally appeared as a guest post on Optify’s Lead Generation Software Blog. Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals. Don’t try to do too much. Incorporate multiple touches.

Has Content Marketing Made Branding Obsolete?

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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.

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Marketo Email Campaign Keeps It Short & Sweet

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Marketo did not solicit this blog post, nor were they consulted on its content.]. A client confessed recently that one of the reasons his company had selected Marketo as a marketing automation provider was because he was so impressed by their marketing. Tangentially, I’d argue that more companies should select marketing agencies by the same criteria.). To wit: 1. What would I change?

How to Revive a Dying E-Newsletter: 4 Tips

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Host the newsletter as a blog. There are countless reasons to host your newsletter on a blog platform like WordPress. B2B Marketing blog marketing Creative email design Email Newsletters Interactive Design Lead Management Lead Nurturing Social Media email newsletters Laura McInerney Microfinance Information Exchange newsletter design Spear Marketing GroupMake it look good.

Podcast (Part 3): Using Blogs to Generate Leads

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In part 3 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the role of blogs in the lead generation landscape, and the simple steps companies can take to convert their blogs from PR dumping grounds to a key part of their demand generation engine. In less than 8 minutes, you’ll learn: • How to incorporate blogs into your overall lead generation strategy. • Why one, all-encompassing corporate blog may not be enough. • The #1 feature your blog needs to generate real, measurable ROI.

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Dialogue Marketing: A Conversation with Maria Pergolino

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B2B Marketing blog marketing Content marketing Demand Generation Inbound marketing lead generation Lead Management Lead Nurturing Marketing Automation dialogue marketing dreamforce maria pergolino marketoideas for weaving social media into lead generation and lead nurturing programs. You can view the entire interview below. Compliments to the Marketo team for their first-rate production.).

Report: B2B Blogging Trends in 2011

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Tony Karrer and Tom Pick, founders of the popular B2B Marketing site B2B Marketing Zone just released a compelling report on B2B Blogging Trends in 2011. In addition to tips, ideas, and opinions from some of the brightest minds in social media, the report also includes links to more than 60 articles and blog posts about blogging strategy, tactics, and best practices for B2B Marketers.

No Leads from Social Media? No Excuses.

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For example, take this blog our agency designed more than a year ago for Navicure , a leading online medical claims clearinghouse. The blog generated more than 500 leads in its first 9 months alone, and this from a target audience (billing managers at small- to mid-sized medical practices) that can hardly be described as the Facebook crowd. Here they are, in a nutshell: 1. agree.

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When Emails Go Bad: A Lesson in How to Apologize

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It explains the problem (a technical glitch) and provides a convenient resource for discovering more information by directing people to the company blog. If you’ve been involved in email marketing for any length of time, no matter how diligent and prepared you are for every campaign, something somewhere at some point will go wrong. It’s happened to all of us. When, of course, it wasn’t.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

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Critically, the agency recommended archiving all newsletter content in a blog format, hosted in WordPress. The blog has enabled us to deliver information to prospects in a more engaging, interactive vehicle,” says Jason Stricker, iDirect’s Senior Web Marketing Manager. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia.