The Point

AUGUST 16, 2016

During the Olympics, many global brands run extensive campaigns, sometimes putting a large percentage of their yearly marketing budget towards these efforts. Throughout the games in Rio, Origami Logic tracks marketing activities by both Olympic sponsors and non-sponsors, and highlights results on a campaign microsite developed by Spear.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

SEPTEMBER 23, 2016

To me, this is a campaign that works. 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.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

MARCH 17, 2014

When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. But it’s also times like these when your campaign is most at risk. ” It could be the one thing that saves your campaign from imminent disaster.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

NOVEMBER 10, 2014

Let me count the ways in which this campaign went off the rails: 1. The header is one image, which means the majority of email readers (who turn images off by default) won’t even see the large Integra logo, the smiling man, or the quizzical headline.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

AUGUST 18, 2014

Here are 10 tips for designing an effective trade show follow-up campaign. A follow-up campaign is one designed to address the other 90 percent of show leads, including show attendees who never made it to your booth, and to ensure that no other potentially qualified leads fall through the cracks. Any response (e.g.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JULY 13, 2012

In my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

SEPTEMBER 12, 2013

Try these techniques to improve the performance of your next campaign: 1. If you don’t test subject line and your campaign performs below expectations, you’ll never know what effect your subject line had on results. Social sharing icons provide the recipient the opportunity to share your content and extend the reach of your campaign.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

JULY 25, 2014

From a lead generation perspective, however, the campaign is a hot mess. This campaign is a perfect example. How much better would this campaign be if it promoted the value of the assessment WITHOUT introducing the product? And indeed, it is all those things. Here’s why: First and foremost, the offer is devoid of value.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

JANUARY 21, 2014

Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign. A few days later, Kevin responded with the results: “Based on your input, I made the following changes to the Forrester campaign: 1. What would you change?”. Shortened body copy text.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

JUNE 27, 2012

Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. A survey is the ideal “no content” campaign because it creates its own offer. Answer: you get creative. Run a survey. Drive subscriptions. Do you broadcast a monthly newsletter to your database? Do you offer email subscriptions to your blog ?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. Second, customers can leverage flexible, weighted campaign influence models to evaluate the revenue that each campaign drives.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

SEPTEMBER 11, 2012

If there’s one key element of demand generation copy that distinguishes it most from, let’s say: product collateral, or PR, or even social media, it’s this: a demand generation campaign is designed to drive action. Remember: your campaign has one aim – getting people to respond.

Email Campaigns 100

Email Campaigns Campaigns Demand Generation Broadcasting 100

The Point

OCTOBER 7, 2010

On Focus.com , Adam asks: ““What percentage success rate do people (expect from) direct mail campaigns? By most standards, your current response rates are well above average, but it’s almost impossible to compare those metrics to any other company or campaign because of the variables involved. The first of those variables is offer.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 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. Make lead nurturing part of your campaign plan. Make the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF. Misleading, you say?

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

APRIL 23, 2013

Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. If I were being picky, I’d change only a couple of things about the ExactTarget campaign. First, the header is too large by half.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

FEBRUARY 8, 2012

What it does mean, I would argue, is that no matter the inevitable pressure to start generating campaigns (to quickly prove the system’s worth, presumably), marketing automation is most effective when it’s preceded by a strategy and plan that reflects clear, defined business goals and metrics for success. No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

APRIL 29, 2011

Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris , an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject line (not seen here): Optimizing Email Productivity and ROI.

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 100

The Point

AUGUST 9, 2012

The trick, therefore, is to determine which filters are 100% critical to the campaign, and which you can afford to do without. And therein is the first rule of lead filters: the more filters you ask for, the higher your CPL. For example, let’s say you want to filter all leads to IT Management titles only.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

JUNE 14, 2011

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. Case in point: the email to the right, which arrived in my inbox a few days ago. Is this an email design to make art directors swoon?

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100

The Point

MARCH 23, 2023

Increasingly, however, it’s being leveraged as an effective, affordable way to maximize campaign performance across a range of different demand generation channels. Diligently applied, CRO can increase conversion rates over time by up to 2-10x and dramatically impact the ROI from campaigns and media spend.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? I’m concerned about people bypassing the campaign and just downloading the paper from our site.”.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Approval cycles on partner-related campaigns can be complex, so it’s wise to have agreement up front on who needs to review what, and how quickly. Don’t let last-minute security protocols prevent you from getting a campaign in market. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JULY 26, 2022

Why B2B campaigns that attempt to short cut the buyer journey are destined to disappoint

Top of Funnel 484

Top of Funnel Buyer's Journey Marketing Funnels B2B 484

The Point

MARCH 16, 2010

But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones. In fact, any experienced search marketer will tell you that many of the quickest ways to improve PPC campaign performance fall into the category of eliminating wasteful spending. employment. inexpensive.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

MARCH 24, 2021

As someone who’s had a hand in developing hundreds, if not thousands, of B2B ads, emails, creative content and campaigns over 25+ years, I can honestly say that not once has story arc, soundtrack, or emotion played a role in determining the success of that creative. ” To which I say: rubbish. I guess you can.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

JUNE 30, 2021

Alas, too many companies consider ABM to be synonymous with one-to-one, high-touch campaigns exclusively, in the belief that one-to-one marketing is the only “true” ABM. In customer campaigns, awareness and engagement are already baked in, so to speak, as is a deeper familiarity with the target accounts, and so risks are mitigated.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

NOVEMBER 9, 2009

And lastly, I’m just not buying the premise of the campaign. If the offer is intended to be the free trial (as I suspect), then sell me on the free trial. If you want me to buy the product, tell me why I should buy the product. This email does neither.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

NOVEMBER 15, 2010

Here are 5 ways to consider segmenting your campaign: 1. Most marketing automation platforms make it a simple task to “clone” emails and landing pages, and create variations on the fly. Take advantage of it. Lead source.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

AUGUST 18, 2011

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?”. The registration won’t tally as a lead from the campaign, but it’s a lead nonetheless.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

OCTOBER 11, 2022

What are the most effective strategies for email marketing campaigns, such as subscriber segmentation and personalization? Marketers are better off segmenting messages and campaigns by 2-3 key personas. What content strategies are successful B2B companies leveraging to create standout campaigns that promote further brand interaction?

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

JULY 27, 2021

In a far-gone era, when demand generation was “direct marketing,” it was often said that for any campaign to be successful, the list was paramount. Do everything else right (message, offer, creative, etc.), the experts told us, and, if you’re sending to the wrong people, it’s all for nought.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). Do you have a naming convention for programs and campaigns? Are you using Salesforce Campaigns and corresponding statuses for all of your marketing efforts?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” is its ability to target specific audience demographics: job title, industry, etc. Non-Content Offers. Only testing will tell.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

OCTOBER 29, 2021

However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative. Lead nurturing has long since become more than just an email channel, as marketers expand nurture campaigns to include channels like remarketing, content syndication, paid social, and even direct mail.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JANUARY 23, 2018

A potential customer might have precisely the problem that a particular product or service solves and are anxious to solve that problem, yet may not feel as though they’re ready to buy and so fail to respond to the campaign. This requires a constant re-loading of the sales funnel with new, expensive leads. .

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JUNE 3, 2009

A client writes: “If we include our company and product names as keywords in our PPC (paid search) campaign, won’t we simply be cannibalizing our SEO effort, i.e. paying for clicks that we otherwise would have generated for free?” Answer: It’s true that you may have generated Web traffic from the same people anyway, but there [.].

Paid Search Agency 100

Paid Search Agency SEM Adwords Campaigns 100