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. But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

OCTOBER 11, 2022

What are the most effective strategies for email marketing campaigns, such as subscriber segmentation and personalization? Personalization is over-rated. Few companies have 100% clean data or anywhere close to it, so any attempt at personalization is likely to be rife with errors. Photo by Brett Jordan on Unsplash.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

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

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? Personally, if someone is going to clutter my inbox, relevancy is the bare minimum.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

DECEMBER 5, 2023

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?” Basic, token-based personalization (e.g. “Hi Do the new Google/Yahoo deliverability rules make using a third-party list too risky?

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

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

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. One of the biggest current trends in Account-Based Marketing (ABM) is the integration of chat technology and personalized conversations to identify, engage, and capture prospects from targeted accounts.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

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. Use of the second person (“You’ll also learn how …”) drives home the point, and a clear call to action (“Download Now”) closes the deal. First, the header is too large by half.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

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

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. Lead nurturing will always be more effective when it’s targeted, personalized, and relevant.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

MARCH 22, 2024

Use second person. And it’s producing a sea of sameness. Here a few simple tips for helping your Webinar email stand out in the inbox: 1. Don’t tell people what they already know. A Webinar email should be about the reader, not the company hosting the event. Don’t tell the reader what the speakers will talk about.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

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. Personally, I’d vote against including the social links at the bottom of the email.

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 100

The Point

NOVEMBER 9, 2009

And lastly, I’m just not buying the premise of the campaign. Personally, Web conferences (or “online meetings”, to use Citrix terminology) have never substituted for an in-person meeting. Surely, there are meetings that demand an in-person presence, and those that don’t. This email does neither. Seriously though.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

NOVEMBER 15, 2022

For Tier 1 accounts, conduct targeted, personalized sales outreach, but (critically) support those efforts with marketing air cover to the same companies. For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

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.” You’ll generate a higher conversion rate compared to third-party forms, but you’re also more likely to capture a personal (vs.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

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

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

In the second paragraph, the use of first person (“We dive into five high level areas …”) is jarring and unnecessary. A better option might have been simply to introduce a call to action in the first paragraph, as in: “ Download this free ebook by Brent Leary and learn how companies are integrating …”.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

JUNE 20, 2018

Can a company make do with less than the careful planning, audience definition and profiling, sales enablement, executive buy-in, personalized content, and dedicated technology typically required of a successful ABM initiative and still make it work? Target account campaigns. Cross-sell/upsell to existing customers. Alas, no.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

APRIL 19, 2023

By looking at how a company presents itself, their employees and other digital “breadcrumbs,” you can start to understand a company’s personality and how it will behave. Think of it as psychographics, but for B2B. They’re important.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

DECEMBER 11, 2018

Not only is ABM success not measured by clicks, conversions, and leads, but the KPIs may vary according to campaign stage. For example, in the very early stages of an ABM campaign, success is best measured by Account-Based Awareness and Account Engagement. As I wrote in this earlier post , ABM is a strategy, not a campaign.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

AUGUST 29, 2017

Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. More importantly, if your competitors are using these same channels, how do you make your communication relevant, personalized, and compelling to the prospect? Send a text message. bottle of wine).

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

NOVEMBER 29, 2017

After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. In this context, by “act” I mean that the client and his/her company have built a solid foundation on which virtually every campaign or program has a reasonable chance of success.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

DECEMBER 13, 2019

Look for ways to more accurately measure the performance of your paid campaigns, potentially eliminating the need for third party point solutions.”. My personal demand gen predictions? ABM has forced us to orchestrate campaigns with our sales counterparts, and in 2020, that trend will only pick up steam.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JANUARY 21, 2020

A client asks: “Should we be hosting our campaign landing pages in Marketo? As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

FEBRUARY 27, 2018

Of these, GDPR is the most far-reaching in that it not only impacts email communication (the focus of CAN-SPAM and CASL) but also the way companies gather, store, protect, share, and utilize personal data. GDPR requires that companies who collect and manage personal data protect that data from any potential misuse and exploitation.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. Here’s what I think makes this an effective campaign: * The offer is front and center. Personally, I love this.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

AUGUST 25, 2020

Which of the following do you have in place: CRM, Marketing Automation, Programmatic, ABM (Demandbase, Engagio, 6Sense, Terminus), Sales Enablement (SalesLoft, Outreach), Data Enrichment/CDP (ZoomInfo, DiscoverOrg, Leadspace), Conversational Marketing (Drift), Content Experience (Uberflip), Website Personalization, Attribution.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

AUGUST 21, 2018

It matters because if we as B2B marketers develop messages and content and campaigns that assume otherwise – namely, that we are somehow going to generate demand and interest for our product in the absence of a genuine need (an issue especially prevalent in ABM ) – those campaigns will fail to generate the results we’re looking for.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

OCTOBER 25, 2017

Even the best, most creative, most tightly orchestrated outbound campaign succeeds on an accident of timing. That is to say: you have to deliver the right message to the right person at the right time, namely a time when that message resonates with a particular business pain or need. Click To Tweet.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JANUARY 7, 2020

Most such year-end ABM efforts inevitably distill down into some version of “ABM Lite” – that is, target account campaigns absent any of the kind of strategic planning, personalization, content assessment, buyer definition, and other groundwork that are the hallmarks of a successful ABM program. The lesson?

Account Based Marketing 130

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

The Point

OCTOBER 22, 2020

My response: We typically design nurture programs for inbound leads like content syndication in 2 stages, as follows: 1) quickly determining if the person has an immediate need or otherwise merits sales follow-up; and then. Note: the goal of this initial phase is not to convert, per se.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. – Economic Buyer. – Technical Buyer.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

MAY 28, 2019

Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale. They’re a complementary technology.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

FEBRUARY 28, 2020

Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a campaign aligns with current best practices and therefore stands the best chance of success. That list is reproduced below along with additional commentary: Is there an offer?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243