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The Point

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The Risks of Over-Reliance on Late-Stage Content

The Point

And this much is true: late-stage offers are more likely to attract prospects who are genuinely in the market for a particular product or solution. Ultimately, by building brand credibility and trust through a systematic, well-designed lead nurturing program, you’ll close more deals by having educated the buyer first.

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When Should I Stop Nurturing a Lead?

The Point

2) staying in touch with that individual over time, educating the lead, building credibility, and maintaining brand awareness until he/she does have a relevant need. Engagement programs can also be paused at any time for more tactical batch sends (ex: Webinars, product announcements) but otherwise should run indefinitely.

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Report: What’s Working in Email Marketing

The Point

Buyers want information of value that isn’t just a list of reasons to buy your product. Publish these studies and reports on a regular cadence, and a company becomes not just a thought leader but an industry authority, one that can build an engaged, opted-in community of potential customers.

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How Should I Market to Purchased Lists?

The Point

Allowing for a degree of customization that depends on brand awareness, the type of audience, sales cycle, and other variables, here’s a basic approach to build on: First, split your list into two tiers: Tier 1 (high-potential, high-profile target accounts) and Tier 2 (everyone else).

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I Need Hot Leads, and I Need Them Now

The Point

. * Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process.

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Integrating Social Leads into the Demand Generation Funnel

The Point

And yet, at most B2B companies, social media is still relegated to a role loosely defined as awareness, community-building, or even PR. DK) Oktopost is a B2B social media management platform that enables marketers to build, measure and execute a social media strategy that caters to the specific needs of B2B marketers.

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Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase. IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product.