The Point

JUNE 20, 2018

Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign. Thanks to Tom Meriam, Spear’s VP Business Development (and resident ABM guru) for his contributions to this article. Cross-sell/upsell to existing customers.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

SEPTEMBER 16, 2010

I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

APRIL 22, 2014

B2B Marketing Creative E-mail email design email marketing Graphic Design Infographics Mobile Marketing B2B email marketing email best practices email creative email marketing agency mobile marketing responsive design responsive email design' Click on the infographic to view full-size.

Design 100

Design Mobile Marketing Advertising Agencies Paid Search Agency 100

The Point

NOVEMBER 25, 2013

Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. A typical business email marketer, however, is generally mailing to a large number of corporate domains and far fewer monolithic ISPs, so the risk is diminished.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

JANUARY 9, 2015

Hey Dan, I know you’re busy. B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0 Just give me a 1, 2 or 3 –. We’ll pass on partnering with [Company Name] for the time being, thanks for the offer! And dialog.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

OCTOBER 25, 2017

Because, guess what: the buyer is still in control, and he or she will respond, and engage, and buy, when he/she decides the time is right, and when he/she perceives that the relevant business pain or opportunity merits action. Even the best, most creative, most tightly orchestrated outbound campaign succeeds on an accident of timing.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

APRIL 8, 2010

It used to be said that the average US business mailing address (snail mail) changes once every 9 months. That’s individuals moving, not companies. Has anyone seen more recent statistics? If so, please include a link or reference in the comments.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

JUNE 11, 2012

Used appropriately, incentives can complement the business value of an event by providing the reader a compelling personal incentive for registering. Introduce the incentive only at the registration page, not in the e mail itself. Here are some ideas to consider: 1.

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Scoring 100

The Point

APRIL 26, 2017

Yes, business buyers are tiring of automated campaigns and endless streams of emails, especially now that the power to launch automated campaigns is being placed in the hands of salespeople. direct mail. Volume, left unchecked,” he continued, “can damage a brand.”

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

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. The most common changes (in order): job function, phone number, and mailing address.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

MAY 20, 2014

The two paragraphs that follow the subhead make the classic copywriting mistake – attempting to “set up” the offer by offering up a relevant business challenge or statement of fact. (Notice that the only call to action anywhere in the email is in the sidebar, a button that will be rendered invisible with images turned off.). •

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

MAY 14, 2013

There are all sorts of conclusions one might draw from these results – most notably, when and how to use humor in business campaigns – but here’s the factor that struck me most: the word “Free”. The subject line that generated such success? Marketo Summit – Free Beer, Gold for Everyone!”. Well, apparently, they do.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

APRIL 23, 2013

Even when the writer attempts to communicate why the content would be of value, it’s communicated in first person terms (“we will show how your business …”) versus a more effective second person (“you’ll learn how …”). Use both text and button-style calls to action.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

JULY 14, 2011

As a busy executive, you understand that …”) before even mentioning the offer, you’ll lose most readers before they even know whey you’re writing to them. For more tips on B2B email design, download a free copy of our white paper: “ Top 10 B2B E-mail Marketing Mistakes.”. Sell the Offer. Is the offer mentioned early and often?

Creativity 100

Creativity B2B Verticals Paper 100

The Point

MARCH 18, 2014

Email, and even direct mail, is primarily used for lead nurturing, not lead acquisition. Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies. And that’s all how it should be. However, as I wrote in a recent post , inbound marketing isn’t always an option.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

OCTOBER 21, 2009

Two important notes: * 86 percent of the emails reviewed were from business-to-consumer companies, so B2B companies should be cautious about extrapolating the data as projections for their own markets. Note: we have no formal business relationship with Silverpop, and they were not contacted for this post. polldaddy poll=2150942].

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

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. Am I taking too long to “set up” the offer?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

JUNE 7, 2017

from those reps that I haven’t already “blocked”) are bereft of anything approaching relevance or value to our business. The second paragraph succinctly describes 1) the purpose for writing, and 2) what the vendor’s company does, in simple terms (“win more revenue”) that imply a benefit to my business. Click To Tweet.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

DECEMBER 21, 2021

Direct mail is still an incredibly successful channel: open rates and response rates can be 3X email and other digital media. In 2022, I see companies combining direct mail technology (hyper-personalization, creative packaging) with digital to tap into new communications pathways—while achieving potentially stellar results.”.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

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. So, for example, BounceX could have led their email with something along the lines of: “At 1.4

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

APRIL 22, 2016

For the Business Products & Services industry, average percentage of clicks on mobile is only 10%. ). For comparison, B2B industry standards are 27 percent opens on mobile, compared to 43 percent for B2C. To us, the numbers were not only surprising, but a little alarming.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

SEPTEMBER 24, 2012

Take a look at the email below from RingCentral , a provider of VoIP (cloud-based) phone systems for small businesses. All I read is a series of boilerplate bullet points about what RingCentral can do for my business. Here are 3 tips to consider: 1. Sell the demo, not the product. Click on the image for an expanded view.)

Promotion 100

Promotion Product Tips Webinar Metrics 100

The Point

JULY 16, 2015

Another cardinal rule: business email should focus on one offer, and one offer only. In fact, the only call to action is at the very end of the email, in the form of not one but (“wait, there’s more!”) TWO buttons: one for the ebook, one to request a demo. Anything else is a distraction.

CMO 100

CMO Paper Marketing Management Marketing Proposals 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

DECEMBER 28, 2010

If you’re in the, say: Widget Alignment business, you can be forgiven for thinking that your lead generation programs should be laser-focused on finding people that need their widgets aligned. Fully half the email copy consists of questions posed to the reader: • Thinking about taking your business global? • Then you’ve lost him. .

Email Marketing 100

Email Marketing Lead Generation Paid Search Agency Lead Scoring 100

The Point

OCTOBER 20, 2011

The headine: “Strategically Social: 5 Keys to Becoming a Social Business” promises a specific, tangible learning benefit (“5 Keys”), drawing the reader into the copy. Prime example: “Automation and Integration: Creating Social Business Processes.” Most notable: not once in the entire copy is the company or product mentioned.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

JUNE 14, 2011

Sub-head is a clear, concise business benefit. Yet altogether, it’s a terrific campaign, and one that delivers its message with a remarkable efficiency that many marketers would do well to emulate. Header communicates both the topic and offer front and center. Visual image of the offer is featured prominently.

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100

The Point

JANUARY 30, 2018

Good content that provides clear, compelling information on how to solve a business problem generally wins. Outbound marketing (email, direct mail, most ABM ) puts your message in front of the right people. Good Content is Your Secret Weapon. Demand generation as a whole, and content marketing in particular, is a meritocracy.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

APRIL 6, 2016

It’s a tussle between what marketers know is the right thing to do, and what they have to do in order to meet internal business demands. (BA) BA) Does one-on-one email targeting impacts account-based marketing initiatives? Why or why not? (HS)

Account Based Marketing 100

Account Based Marketing Analytics B2B Mobile Advertising 100

The Point

NOVEMBER 28, 2012

It’s also refreshing to see a technology company like Responsys dedicate so much (virtual) ink to the artistic side of the email marketing business, an aspect that often plays second fiddle to issues and best practices concerning data and technology.

Email Marketing 100

Email Marketing Mobile Advertising Marketing & Strategy Design 100

The Point

JUNE 13, 2014

Understand this about publishers and others in the content syndication business. As a very basic guideline, every content syndication lead should receive immediate, automated e-mail follow-up upon being imported into your marketing or CRM database. Too Little Content.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100