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Which Comes First: Lead Nurturing or Inside Sales?

The Point

However, reading your content it sounds like we should be putting leads in a nurture program before qualifying them. For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Do you agree?”. appeared first on The Point.

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle. Click here to view the infographic full size.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

Poor Content. Content is hard work. But good content is the lifeblood of effective demand generation. By “good content” I mean information of value that speaks to your audience’s pain, problems, and challenges and not content that simply sings the praises of your product. Good content sparks engagement and dialogue. We want results, and we want them now.

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Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. Key findings from the survey include: • Technologies considered most crucial to marketing success were Content Marketing, SEO, and Marketing Automation.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

A Follow-Up Strategy for Content Syndication Leads

The Point

It’s important to recognize that content syndication leads are not like most sales leads. Furthermore, that individual hasn’t downloaded that content from your Website, and may not even be familiar with your brand or even remember your company’s name from the white paper they downloaded mere days ago. references the specific content asset. 2.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. In a nutshell, this is where so many content marketing initiatives fall short.

10 Ways to Generate More Leads from Your Business Blog

The Point

And no, #1 is not “write better content” (because you already knew that.). 1. The best way to convert organic blog visitors to subscribers is to write great content. With the right plugin, you can choose when to launch the pop-up window – for example, when a visitor visits a certain number of pages, or leaves the blog, or clicks on specific content. Subscribe Now!”). 4.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Prospects who then engage with that nurturing content can then be further profiled, or scored, and the rep can be alerted based on pre-defined triggers. (At which point, sales is engaging with prospects showing immediate, current interest, not prospects who raised their hand months or years ago.). talked to an account executive, got pricing, and told her I’d be in touch. But no.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

ABM & the Marketing Hype Cycle

The Point

Marketers see a new hot topic to write about, and so produce content about ABM. 3. Account-Based Marketing B2B Marketing Campaign Strategy Demand Generation lead generation Marketing Automation Marketing Technology ABM Account Based Marketing Content marketing engagio inbound marketing marketing hype marketing technology martech predictive analytics programmatic advertising

How Do We Find People Who Are Ready to Buy Our Product?

The Point

My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. Does that mean you should only ever use late stage content? So yes, by all means offer demos, free trials and late stage content to ensure that prospects who ARE in a “buying mode” find, and engage with, your company.

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Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

The main barrier to greater segmentation, however, is content. But in reality, when that next campaign needs to be in market next week, many companies find they don’t have the time or the resources to develop the additional content or versions that segmentation demands. Why? (HS) It has to be segmentation.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

content-driven – so that it drives engagement and dialogue, vs. a program that attempts to sell a solution or drive meetings exclusively, and finally. • of a sufficient duration , vs. a short-term “one off” approach, so that that success relies less on an accident of timing, and more on a consistent nurturing and education of the targeted list. – Economic Buyer.

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

Offer mobile-friendly content (for example, ebooks formatted to read on a mobile device, vs. traditional white papers.). 5. Consider a “save this offer” or “remind me” call to action so that the user can choose to download the content at a later time. By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices. Well, not so fast.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Step 1: Fulfill marketing content via email. discuss other compelling reasons to fulfill content via email in this earlier post. There is a better way.

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Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

The survey results are yet more evidence that while marketing technology, properly deployed, can be a boon to both productivity and effectiveness, it’s the basics: strategy, creative, messaging, and good content, that ultimately are the primary contributors to demand generation success. Can technology solve every problem of the modern B2B marketer?

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Top 10 Marketing Automation Mistakes

The Point

It’s a common fallacy, as with martech in general, that simply the act of implementing marketing automation breeds success, and that the technology alone renders all other factors – content, offer, creative, etc. Many of the pitfalls that cause the returns on marketing automation to fall short can be distilled into a handful of common issues. Launching lead scoring too soon. irrelevant.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

As we marketers assume responsibility (or at least accountability) for more of the sales cycle, it makes sense that the strategies, programs, content and channels we employ are brought to bear against more than just the top of the funnel. More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Consider a triggered program of 2-3 emails in the days following the show (offering varying types of informational content) so that prospects don’t wait weeks until they next hear from you. Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. Prompt response to show leads is critical. Any response (e.g.

Is B2B Lead Generation Really This Difficult?

The Point

Never mind that, over the long term and with the appropriate lead nurturing in place, other lead generation tactics (notably content marketing) are far more cost-effective. Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Why is that?

Quit Obsessing About the Customer Journey

The Point

And the more that your message and content reflect a prospect’s stage in the selling cycle, the better. Marketing nerds love to talk about mid-stage programs and late-stage content, and the like, but how do we really know? We data-driven marketers may want to assign meaning to that activity, whether page visits or email clicks or content downloads, but most of the time?

Does Creative Still Matter in B2B Marketing?

The Point

Content. 3. Good content – and, more specifically, here I mean offer content – is the fuel that feeds modern B2B marketing. Good content ensures that the information you’re offering is topical and relevant. When it comes to marketing success, data and content are simply the foundation. You see similar sentiments echoed throughout the marketing press.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Step Away from the Email Software and No-One Gets Hurt

The Point

With the right email cadence, messaging, content, segmentation, and offer strategy, there’s no reason to think that technology which automates sales communication can’t be a force for good. Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. And I agree.

Measure Your Way to Lead Nurturing Success

The Point

Email open rates increased more than 260 percent, click rates more than doubled, and the Lead to MQL conversion rate for online programs such as content syndication, banner ads, SEM, Webinars, etc. You can download a free copy of the report here. That, ultimately, is what lead nurturing is designed to do – move leads towards opportunity and close. The results were dramatic.

5 Key Tips for Driving Attendance at Field Events

The Point

However, I’d argue that for online events, the topic and content being presented are paramount; the format, agenda, and speakers for the event: less so. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles. Whatever the reason, in-person events are starting to be more of a fixture on demand gen calendars.

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Are Agencies the Future of Marketing Automation?

The Point

The staff, the expertise, the content, the sales cycles required to sell software effectively are very different. This isn’t exactly new but what once seemed like a niche strategy now looks more like a standard approach. Vendors have been knocking themselves out for the past five years trying to educate marketers to run their systems. But, actually: no. It’s a win-win-win.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic? Here’s why: 1. click is not a response.

5 Common Content Syndication Mistakes

The Point

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk. Here are 5 common mistakes that cause content syndication programs to underperform: 1. And your content can do the filtering for you. Too Little Content.

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The One Marketing Automation Guide You’ll Ever Need?

The Point

Let’s face it, most martech “guides” are written by, well, marketers, and are either sponsored by or authored by the technology vendors themselves, so the content needs to be read with a critical eye. Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. appeared first on The Point.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. This avalanche of content drives “Content Anxiety”– more discontent, if you will.

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How to Measure Email Success in 2015: A Call to ROI

The Point

No matter what your marketing resolutions this year – more content, better creative, etc. – no improvement matters if you can’t measure it. Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. Nothing else really matters. Opens/Open Rate.

Is Technology Making Marketing Agencies Obsolete?

The Point

clients increasingly work directly with publishers and ad networks directly, aided by developments in technology that allow for programmatic ad buying. • in B2B circles, the emergence of content marketing as the dominant form of demand generation leads some clients to question the value of “big idea” creative (agencies’ traditional calling card). Hint: Maybe Not)”. What do you think?

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Is Marketing Automation Right for Every Company?

The Point

But companies still need to be prepared to invest significant resources to garner return, particularly in the area of content development. For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Industry data tells us something different. Even then, however, the vast majority of B2B marketers have yet to take the plunge.

29 Tips to Improve B2B Email Campaign Performance

The Point

Sell the value of the offer by highlighting a relevant statistic or quote that can help tease the content and show value or added credibility. Sub-heads within emails are effective ways to break up content and grab the reader if he/she scans the email at a glance, but should not be written as if for a brochure (i.e. as titles for sections of content). Not sure what to test?

Why This Holiday Email Campaign Misses the Mark

The Point

What’s less excusable is the way that the email is a confused mash-up of a content offer combined with copy that does precious little to sell that content. The goal of good content marketing is to get the reader to request/download/register for/engage with that content – nothing less, nothing more. Take the email campaign below from security vendor Symantec.