The Point

OCTOBER 11, 2022

Buyers want information of value that isn’t just a list of reasons to buy your product. One strategy proving highly effective is use of industry studies, perhaps co-authored with a research or analyst firm, about a topic or business challenge that speaks to the pain your solution solves.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

FEBRUARY 28, 2020

One of the most common mistakes marketers make, particularly in the tech space, is beginning an email with a long dissertation on the current market, trends, or business behavior that forms the basis or catalyst for the information on offer. If you absolutely have to do this, make it a sentence at most. If so, do it.

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

FEBRUARY 27, 2018

Following on the heels of CAN-SPAM (US) and CASL (Canada), the General Data Protection Regulation (GDPR) is the latest in a series of government regulations that promises to have a major impact on the way B2B marketers conduct business. The penalties for non-compliance with GDPR can be severe. Let Visitors Opt-Out of Cookie Tracking.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

MARCH 22, 2017

To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she doesn’t already know. Sounds obvious, right?

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

JUNE 24, 2022

All this and more is documented and analyzed in an informative new report from TrustRadius: “ 2022 B2B Buying Disconnect: The Age of the Self-Serve Buyer ”, the latest version of an annual survey that reviews changes in business technology buying and selling. ( Visit the TrustRadius blog to read a detailed summary and to access a free download.).

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

APRIL 16, 2019

However, these kinds of data points enable much more informed and intelligent bidding decisions versus the simple CPA numbers that many advertisers use. Getting the prospect’s information is only a first step in a sales process that may ultimately take weeks or months. 5 Most Common Fails in B2B Search Campaigns #SEM Click To Tweet.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JANUARY 27, 2022

Unfortunately, the pilot approach to ABM is inherently risky, and, as a result, many companies may fail to achieve anywhere close to the desired results and/or end up dismissing ABM as a viable strategy for their business. Here’s why: ABM is not a campaign. are resonating best – can be applied to the more high-stakes, Tier 1 plays.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

SEPTEMBER 23, 2020

Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

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. As a busy marketer, you know …” Well if I already know, why do I care? Instead, incite the reader to take action by selling the value of the information on offer.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

SEPTEMBER 19, 2018

A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. And yet, in the Twitter era, good business writing is a skill both in high demand and short supply. One of my very few career regrets is not experiencing agency life early on.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

MAY 16, 2018

How about: * a white paper on “10 Most Popular PBX Features (& Top 10 Pet Peeves)”. * a “Business Phone System User Satisfaction Survey” (with a free gift card for responding). * a product comparison matrix or third party report comparing leading phone systems (“How Does Your Current System Rank?”). Again, I do not.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

AUGUST 27, 2019

Use text in your image to convey additional information or detail (e.g. business) email address. Making sure that your company page is current, accurate, informative, and populated with relevant content will help to establish trust and drive additional engagement from those who feel less inclined to click on an ad.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

FEBRUARY 14, 2018

Just to be clear – to the extent that customers and prospective customers DO actually read your content, gain valuable information from that content, and think more highly of you and your company because of it, all the better. So, does it matter if your white papers or ebooks or case studies are downloaded but not actually consumed?

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JULY 17, 2017

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.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

SEPTEMBER 21, 2017

That’s because I haven’t had any communication from him or his company in the last 6 months that wasn’t a direct solicitation to do business with the firm. Now, not only was I not ready, I barely remember what his company does. Are you ready to buy yet? Why #leadnurturing success means not asking for the sale via @spearmktg. Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

JANUARY 21, 2020

One very real advantage of skipping the forms provided by your MAP, or utilizing form handlers, is that you can post the information to multiple databases. credit card information or social security numbers) that you wouldn’t want stored in your MAP. This is beneficial for companies that might be handling sensitive personal data (e.g.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

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

OCTOBER 3, 2012

According to business information provider ZoomInfo (see graphic below, further data here ), more than 70 percent of business cards have one or more changes during a 12-month period. One of the surest ways to maintain good database hygiene is to provide contacts an incentive to update their own personal information.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

MAY 16, 2019

. * The body copy opens with a statement of fact: “Amazon’s fast-growing digital ad solution attracts more digital advertisers daily,” but it’s a short opening, and from there the copy jumps right into information about the offer and why the reader should attend. One of the key principles of B2B email creative?

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JUNE 5, 2018

However, when you consider that, in our model, a 5 represents the most advanced state of practice from a business theory perspective, and a 1 represents basic control and management of a process, you recognize how difficult the transition from 1 to 5 really is. for lead management to 3.35 for organization. I was shocked, at first.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JANUARY 17, 2019

But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process. In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email. The second makes the case for fast response times.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JULY 18, 2014

For example, in answer to the question “During the past 12 months, how effectively have your content marketing efforts delivered business value?”. • That means just shy of two-thirds of survey respondents felt that content marketing is delivering business value. They simply want information of value.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

APRIL 23, 2015

Generally speaking, it’s a principle of advertising design that suggests that advertisers, in order to engage the reader and drive that individual to act, should present key selling information in a location within the ad that is immediately visible at first glance, one that doesn’t force that reader to take additional action (i.e.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

MARCH 18, 2014

I’ll even agree that any type of “spray and pray” advertising – the type that makes no attempt to target the right audience, deliver relevant content, or offer information of value, should be frowned upon if not outlawed completely. Now, I hate spam as much as the next guy (though possibly slightly less than Phil.) In fact, I’d recommend it.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 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. Busy IT executives, who form the majority of the Sungard AS prospect base, receive hundreds of emails every day, many of them from vendors like Sungard AS.

Demand Generation Agencies 100

Demand Generation Agencies Case Study Case Studies Paid Search Agency 100

The Point

DECEMBER 16, 2011

You decide that you want to email those prospects with an offer to download a white paper about the business problem your product solves. Most rented lists are “opt-in,” at least in the sense that the persons on that list have given their permission to the list owner to receive information from third party advertisers (that’s you.)

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

APRIL 8, 2015

Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. In some notable areas, the average marketing automation user appears to be achieving real business value.

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

DECEMBER 16, 2015

As an independent research company, TrustRadius bases their content on in-depth user reviews and takes pains to maintain both credibility and transparency in the way they rate, score, and evaluate business technology. A discussion of key trends and forecasts for the marketing automation space heading into 2016.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

NOVEMBER 10, 2014

The opening paragraph (“If your business is like most Small and Midsized Businesses …”) falls victim to one of email marketing’s worst copywriting clichés – the “If You’re This, Then You’re That” method. It’s only halfway down the page that I’m finally offered a reason to respond. At best, this tells me something I already know.

Demand Generation Agencies 100

Demand Generation Agencies Email Campaigns Campaigns Copywriting 100

The Point

MAY 27, 2014

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. AcmePro 1.0 is the one.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

SEPTEMBER 23, 2016

What you don’t see in this email are many of the things that commonly bog down B2B campaigns, to their detriment, notably a tedious introductory paragraph designed to grab the reader and “set up” the business case for why he/she wants the offer. They just offer free information on how to be successful. a call to action, repeated twice.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

APRIL 19, 2012

On that score, there’s a lot to like about the email campaign below from CallidusCloud , a leading provider of cloud-based business software solutions. Admittedly, it’s a particular pet peeve of mine, but as an early mentor once told me: in business writing, exclamation points are a crutch for a weak argument. What do you think?

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. The more specific and tangible the benefits of reading the information, the more likely people are to want it. Repeat the call to action. What would I change?

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

MARCH 25, 2016

Let’s face it: most business inboxes get flooded every day with Webinar invitations. An effective registration page, one that maximizes conversion rates, reinforces the value of the event – perhaps by providing additional, more detailed information like speaker bios or an agenda. Sell the event, not the product.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JULY 18, 2011

because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral. How the new technology or service or business model works (including a technical description, if applicable). Benefits/Applications/ROI (including case studies, if possible).

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

OCTOBER 22, 2013

Include both personal and business motivators. One, because they think it can benefit their business. An example of a business benefit could be a custom report prepared specifically for the executive and his or her company based on the information collected in the meeting. Make sure your invitation addresses both.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

JULY 25, 2014

Witness the first paragraph: “Find out how prepared your business is to fend off cyberattackers by taking our quick, four-question Code Signing Security Assessment. From a lead generation perspective, however, the campaign is a hot mess. Here’s why: First and foremost, the offer is devoid of value.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100