The Point

FEBRUARY 28, 2020

Is it immediately obvious to the reader what that offer is: a Webinar, a white paper, an ebook? 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.

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

SEPTEMBER 23, 2015

Create download buttons for content like white papers, videos, or recorded Webinars that tie in to the topics you cover on your blog, and gate those offers behind landing pages and short registration forms. The post 10 Ways to Generate More Leads from Your Business Blog appeared first on The Point.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

DECEMBER 6, 2022

Your number will depend on your business model and sales cycle, amongst other factors. SEM, Webinars, content syndication) so using MQLs allows for a more even playing field. People (in-house or outsourced, salaries or agency fees) * Content (Webinars, ebooks, video) * Technology & infrastructure.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

OCTOBER 11, 2022

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. For more thoughts on how to get more from your email campaigns, watch our recorded Webinar: “ A Crash Course in B2B Email Creative.”.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

MARCH 18, 2020

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long. . Continue to run, develop, and even expand nurture programs.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

JULY 27, 2021

For a more in-depth discussion of target account selection and other elements of ABM planning, watch our recorded Webinar, “ A Pragmatic Guide to ABM Success.”. A big thank you to Tom Meriam, Spear’s VP Business Development and resident ABM expert, for allowing me to brazenly steal his recent LinkedIn post for this article.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

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? The goal of any email is to generate engagement. FOCUS: 1 Offer, 1 Message, 1 Call to Action.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

APRIL 23, 2015

A typical business user receives more than 100 email messages alone daily , many of us much more. As an illustration, take the email at right from AnyMeeting , a provider of web conferencing and webinar services, promoting an upcoming Webinar event. Attention Span. the AnyMeeting logo; 2. a row of sponsor logos; and.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

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.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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. This is not one of those articles.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

JANUARY 21, 2020

However, one of the primary business cases for marketing automation is that it frees up marketers to run campaigns, and yes, build landing pages, without the competing priorities of a company’s Web team. Depending on the system, native landing pages provide added functionality that isn’t available through embedded forms.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more of the lead funnel. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

JUNE 27, 2012

When the results are in, add your analysis, and then package the data and commentary into a “survey report” that you can then leverage in demand generation, lead nurturing, social media, PR, even as a Webinar. And they can be a refreshing change in what otherwise might be a steady stream of white paper offers and Webinar invites.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

APRIL 16, 2019

A search offer can be anything: a how-to guide, a third-party research report, white paper, Webinar, video, demo or free trial. Generating clicks is the easy part (relatively speaking); the challenge comes in presenting an offer that’s relevant and enticing enough to cause the prospect to hand over his or her personal data.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JANUARY 7, 2020

You can write off the Q4 Revenue Scramble as just “the way business works,” or you can start the new year by putting in place the kind of planning and foundational demand gen programs that will minimize, or even eliminate, the mad dash for the finish line 9-10 months later. That means two things: one, generate more leads earlier in the year.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

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. After all, a demo is just a Webinar minus the window-dressing. Here are 3 tips to consider: 1.

Promotion 100

Promotion Product Tips Webinar Metrics 100

The Point

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). * The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

AUGUST 23, 2016

Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. Registering for a Webinar or virtual event, by comparison, is an easier decision to make because the commitment is inherently less. Yes, you can make this same point about Webinar invitations. Be personal.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

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. Sure, your product may be wonderful, but the reason people respond to emails is because they want the offer: the white paper, the Webinar, the information kit. Sell the Offer.

Creativity 100

Creativity B2B Verticals Paper 100

The Point

AUGUST 25, 2022

Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers still insist on promoting live Webinars, and expect attendees to show up on a specific day at a specific time, fully cognizant they’ll have the option to watch the recorded event at a later date? Two, salespeople love Webinars.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

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.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

OCTOBER 22, 2013

Instead, try something like “45 minutes, or shorter than the average lunch hour” Secondly, treat the meeting as if you were promoting an event, like a Webinar. Include both personal and business motivators. One, because they think it can benefit their business. Make sure your invitation addresses both.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

AUGUST 11, 2015

Now, to be fair, we certainly have a better understanding of the B2B customer journey today, and it’s certainly true that there are valid, credible insights that can be drawn about the way in which business buyers behave in the aggregate. If he attends a Webinar? If he visits 5 Web pages? Maybe, maybe not.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

NOVEMBER 15, 2010

A trade show lead is likely to be at a different stage in the selling cycle compared to someone who registers for a Webinar. Business contacts can be more receptive to generic messages and even success stories from other industries than we think. Does a Webinar registration imply more interest than a white paper download?

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 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. How the new technology or service or business model works (including a technical description, if applicable). Benefits/Applications/ROI (including case studies, if possible). How to choose a solution/vendor. Summary.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

APRIL 19, 2012

That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not your product or service, you’re more likely to generate response from interested prospects. Here’s what else I like: 1. A headline in HTML text (versus an image). What do you think?

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

SEPTEMBER 17, 2014

Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services. For “passive” leads (leads from online programs such as content syndication, banner ads, SEM, Webinars and social media), the Lead to MQL Conversion Rate increased a massive 75 percent.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JANUARY 13, 2015

A campaign can generate a phenomenal open rate, an astonishing click rate, and even hundreds of leads, and yet contribute virtually nothing to the business. Most would argue 100 Webinar leads are worth more than 100 White Paper leads. And best of all, the revenue that the campaign delivered to the business. MQLs/Cost Per MQL.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

DECEMBER 23, 2011

Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that are reasonably qualified.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

NOVEMBER 14, 2014

A tactic like PPC, however, may generate fewer leads overall, and possibly even a lower proportion of “quality” leads, but may ultimately deliver more pipeline or closed business as measured by ROI. Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.). Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

APRIL 18, 2011

Good video content engages customers and prospects like no white paper or webinar can. However, take a quick glance at the sample business videos on the Animoto Website and you very quickly come to appreciate the potential for the kind of content that Animoto enables. So why don’t more B2B companies use video?

Cost 100

Cost Video Marketing Effectiveness Microsite 100

The Point

MAY 14, 2012

Metrics – putting in place reporting and analytics that show demonstrate business value, not just response rates. . • Newer users focus marketing automation on driving customer acquisition, whereas more mature users leverage the technology’s ability to impact on lead nurturing and customer marketing (e.g. cross-sell and up-sell).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

OCTOBER 29, 2014

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. Rules like “give them +5 if they attend the webinar” are simply based on guessing what qualifies as a good lead.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

FEBRUARY 14, 2024

An effective survey supports your business objectives (by highlighting the seriousness or prevalence of a particular business challenge, for example) but does so in a way that is credible and engaging to the audience. Once the report is in place, other assets – infographics, Webinars – can simply leverage that same content.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

NOVEMBER 15, 2023

It should inspire and guide your team to deliver work that looks good, sounds right, and achieves the desired business objectives. Register for a Webinar? A brief is not just a box-ticking exercise; it’s a blueprint for creativity. How will you define and measure success? Offer/Call to Action : What are you asking the audience to do?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

APRIL 23, 2020

Here’s a recorded Webinar that provides tips on how to get leads and more from your blog. Regardless of the economic climate, business audiences love to benchmark themselves and their organizations against their peers. How easy is it for your Web visitors to find resources like white papers, ebooks, and recorded Webinars?

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

JANUARY 30, 2018

Good content that provides clear, compelling information on how to solve a business problem generally wins. Go Easy on Webinars. I struggle to understand why so many start-ups are so infatuated with Webinars. Is there something about Webinars that companies believe communicates a certain credibility, or viability?

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168