The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. Quality content = quality leads.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

NOVEMBER 12, 2019

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. . Effective demand generation.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JULY 1, 2019

It’s why, for example, we marketers have assumed control for more and more of the lead funnel. There was once a time when we would generate a lead and our job would be done. Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

JULY 18, 2014

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line 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

SEPTEMBER 9, 2014

On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?”. According to Sirius Decisions, 67 percent of the buying cycle is now conducted online , regardless of sales involvement.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

AUGUST 11, 2015

Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana. At any given time, you do not know where a given prospect is on that journey. Secondly, do you really know where a specific prospect is in the buyer’s journey? Well, not so fast. Sorry, but no. weather patterns?),

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100