The Point
APRIL 22, 2020
I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. Quality content = quality leads.
The Point
MARCH 18, 2020
. * Consider shifting net new investment to inbound strategies: SEM, paid social, content syndication. Plus, most inbound strategies are performance-based (either CPC or CPL), so the risk and cost is lessened if response turns out to be less than normal. Continue to run, develop, and even expand nurture programs.
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The Point
MAY 23, 2017
There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. Naturally, you pay a big premium (in the form of a higher CPL) for pre-qualified leads. Here’s why: 1. Click To Tweet.
The Point
JULY 30, 2019
To be successful, we’re told, ABM requires a deep understanding of one’s target audience (including personas and buying centers), an abundance of personalized, relevant content, and success metrics that align with specific, quantitative goals and even buying stages. All of which is true. If only it were that easy.
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? Which, in turn, begs the question: are there shortcuts to ABM? Target account campaigns.
The Point
AUGUST 9, 2012
A client asks: “I know I can filter our Pay-Per-Lead ( content syndication ) leads on geography and company size. Guess what: if the publisher is unable to charge for some percentage of the leads he/she generates from your content, you will end up paying for them anyway, in the form of a higher Cost Per Lead (CPL).
The Point
FEBRUARY 11, 2014
Content marketing is here to stay – how do you leverage your past content investments to ignite faster growth? What content do you have and what’s the best content to leverage for each inbound marketing campaign? Where is your content rich and thin versus what’s needed to grow faster?
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