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The Point

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Report: What’s Working in Email Marketing

The Point

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?

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8 Surprising B2B Use Cases for Chatbots

The Point

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.

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Can You Shortcut ABM and Still Make it Work?

The Point

Similarly, can a company skip the complex process of strategic planning that ABM demands, jump right into account-based campaigns and still expect measurable results? I’ve written previously in this space about how ABM is a strategy, not a campaign.) Target account campaigns. Cross-sell/upsell to existing customers.

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Improving Demand Gen Performance with CRO

The Point

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.

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The Impact of New Google & Yahoo Deliverability Rules on Purchased Lists

The Point

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. How should we approach the campaign differently?” House lists (customers, leads, and other opted-in contacts) are not immune. Yahoo’s rules are expected to be similar.

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5 Most Common Fails in B2B Search Campaigns

The Point

Because costs per click in B2B search campaigns can often be extremely high when companies compete the for same keywords, Search Engine Marketing (SEM) for B2B advertisers offers its own very unique challenges. Here are the five most common “fails” we see in B2B search campaigns: Not Bidding on the Correct Keywords.

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Is One-to-One Marketing the Only True ABM?

The Point

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.