The Point

JULY 27, 2021

Do you have competitive insights or case studies for this account? Having case studies in place that prove success at other companies in the space is a huge advantage. Independent of intent data, are there company or market events or trends that suggest a particular account deserves priority?

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

APRIL 29, 2021

The most common business case for using a separate email domain is that doing so can help protect a company’s main Web domain (companyname.com) from spam complaints, and thus minimize the chance of that same domain being blacklisted. Is this something you’d recommend? ”.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

MAY 28, 2019

One, because I’m generally wary of any technology that promises to “revolutionize” B2B marketing, and two, because I struggled to envision the use case for chatbots beyond customer service and support. The most common use case quoted for chatbots in a B2B context is increasing the rate at which Web visitors convert to actionable sales leads.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JANUARY 11, 2024

Many recruitment campaigns ask the prospective partner to do one of two things as a first step: 1. Engage with a sales rep, or 2. Apply for the program immediately.

Advertising Agencies 173

Advertising Agencies Demand Generation Agencies Campaigns Paid Search Agency 173

The Point

MAY 17, 2021

When planning campaigns or designing ads, it’s easy to gravitate towards late-stage content (Webinars, analyst reports, demos, case studies) on the assumption that such offers generate more “qualified” leads.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JULY 17, 2017

IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies). FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

APRIL 26, 2018

HS) What are the most common use cases for intent data? We know that our data can help improve engagement across all of the use cases I mentioned, and if the data is applied correctly, that it will lead to more sales. However, knowing which deal will close on a case by case basis is a fallacy. HS) Thanks Charles!

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

MARCH 22, 2017

In 90 percent of all cases, this dreadful habit occurs in the service of what at our firm we call the “set-up paragraph” – that very first paragraph of email copy in which the writer attempts to make a case for why the recipient should care about everything else he/she is about to read.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

SEPTEMBER 23, 2020

Given the business case on which most Account-Based Marketing (ABM) strategies are founded – namely, that ABM increases opportunities and revenue from high-value accounts – the temptation for marketers is to measure the success of those programs on similar, high-value criteria: namely, opportunities, revenue, and average deal size.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

APRIL 22, 2020

MOFU and BOFU content like case studies and analyst reports will result in fewer downloads and a slower pace of leads, but typically from prospects that are further along the buying cycle. You can always swap out content if needed. Remember, thought leadership content will typically drive more leads, but leads that convert more slowly.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JULY 1, 2019

The notion that prospects are ready to engage more quickly also suggests that late stage offers – ROI calculators, demos, product data sheets, case studies – should be introduced, or at least presented, earlier in the process for those prospects who might be ready to take the next step. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

NOVEMBER 12, 2019

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

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JANUARY 17, 2019

The second makes the case for fast response times. But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process. In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JULY 30, 2020

To view a short, 18-minute presentation on this topic, based on a real-life case study, check out our slidecast: “ Getting Leads (and More!) Then when you begin to show leads, pipeline and revenue, you’ll have the ammunition for greater investment and maybe even a wholesale blog redesign focused on driving demand. from your Blog ”.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

DECEMBER 6, 2022

In many cases, the weak point in these funnel-based models is when companies have a too-generous MQL threshold, resulting in a scenario where marketing hits their MQL goals, but pipeline and closed-won numbers don’t keep pace. It’s worth also taking a hard look at MQL definition.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

JUNE 27, 2018

When Webinars succeed, it’s generally because a) the topic is compelling, and b) the hosts make a successful case for why that event is worth the reader’s time. And yet, I believe it makes a compelling case for why their GDPR Webinar is worth the investment. Take the invitation below from the folks at eMarketer.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

FEBRUARY 18, 2020

The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a primary business case for purchasing marketing automation in the first place. A wise man once said: “If you don’t know your destination, you’ll never get there.”.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

DECEMBER 13, 2019

Additionally, we’ll see Account-Based Marketing (ABM) move on a path toward ubiquity, eventually morphing into use case strategies, tactics and best practices analogous to demand generation, inbound marketing, lead generation, and lead nurturing.”. – Tom Meriam, Vice President, Business Development.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JUNE 23, 2020

Still, in their newest report: “ It Was Never About Leads: Why Adapting to Buying Groups Is a Must ,” the experts at SiriusDecisions make their most compelling case yet for why measuring leads, if not quite dead, may be less relevant than ever. Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

OCTOBER 8, 2020

And yes, in those cases, educating the market is a critical first step in order to generate the need. You might be thinking: “Sure, but we’re marketing a technology solution that few people know exists, or even that they have the problem in the first place.” Marketing Success & the Accident of Timing Click To Tweet.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

APRIL 19, 2023

Exegraphics – What They Are & How They’re Changing B2B Marketing Click To Tweet What are some of the primary use cases for exegraphics? AI also has the ability to prioritize those companies by how closely they match your ideal customer profile. What’s the potential impact for a B2B marketer?

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

JUNE 5, 2018

It begs the question, “How can this still be the case?” But, as is the case with all technology, the tools enable, but don’t deliver, the process change. HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

MARCH 22, 2019

The classic business case for lead scoring has been a function of inbound marketing and the traditional lead funnel. Marketing, in turn, sees no reason to fix the system because “sales doesn’t use lead scoring.”. The second reason has to do with the trend towards Account-Based Marketing (ABM).

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

FEBRUARY 14, 2018

So, does it matter if your white papers or ebooks or case studies are downloaded but not actually consumed? On LinkedIn recently, one sales executive opined that anecdotal evidence (i.e. feedback from his team) suggests that no-one reads his company’s white papers and, he concluded, this rendered the entire purpose of content marketing moot.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 29, 2017

send iPad case, request meeting to get the iPad). Send low-cost gift (e.g. Starbucks gift card). Send high-cost gift (e.g. bottle of wine). Send company swag (e.g. t-shirt, water bottle). Send gift “teaser” (e.g.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

FEBRUARY 16, 2017

The post An Email is Not a Campaign: the Case for Integrated Marketing appeared first on The Point. And lastly, it’s far more efficient – and less work overall – to generate more leads from fewer, albeit more integrated campaigns, than it is to attempt to meet your demand gen goals by launching one independent campaign after another.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

JULY 30, 2019

It’s more a case that demand generation is being executed poorly. I argued previously in this space that one of the primary drivers for ABM, and the frustration that sales professionals rightly feel at the inability of marketing to deliver qualified leads, is that companies are just really bad at lead nurturing.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

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. Long term, for almost every B2B company, hosting landing pages in a marketing automation platform is more efficient and effective.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

JUNE 20, 2018

In most cases, the answer is no. 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.)

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. It’s important to recognize that content syndication leads are not like most sales leads. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Marketing Qualified Leads Leads Lead 100

The Point

AUGUST 16, 2019

Preview text renders in different ways depending on the email client (the small screenshot below is from Outlook 2016 on the desktop) but, in many cases – particularly on mobile devices – the preview text can be as prominent as the subject line. Which makes it a vital and necessary component in any B2B marketer’s copy deck.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

NOVEMBER 22, 2017

Personalization has a myriad of potential use cases proven to generate engagement – display ads personalized to a specific account, personalized video in a sales outreach email, Web pages that generate real-time content recommendations based on a visitor’s profile or behavior.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

SEPTEMBER 23, 2016

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. So, for example, BounceX could have led their email with something along the lines of: “At 1.4

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

AUGUST 21, 2018

You’ll generate higher engagement, and greater results, by appealing to a prospect’s aspirations, and potential for improvement, as opposed to making the case for a need that your prospect may not think exists. 5 tips for retaining your most valuable employees. Photo by Aaron Sebastian on Unsplash. appeared first on The Point.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

NOVEMBER 27, 2018

If a buyer is shown to be engaging (clicking, liking, sharing) mid-funnel (MOFU) content such as case studies or product tutorials, for example, those actions can contribute to an overall lead score that determines sales-readiness. Another way to leverage social media is through lead scoring.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

APRIL 19, 2017

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. But it’s important to define, recognize, and plan for content that appeals to the right prospects depending on the type of campaign or your marketing objectives.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214