The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. The Risks of Over-Reliance on Late-Stage Content Click To Tweet.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JULY 18, 2014

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. 14% responded “very effectively”.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

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.? I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.)

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

JULY 14, 2015

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. That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100

The Point

SEPTEMBER 16, 2011

In my experience, the problem in these situations is invariably that the content on offer did not align with the types of leads the company was trying to generate. When embarking on a content marketing strategy, one of the critical first steps is to determine the types of leads you want to generate. Choose your content carefully.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

OCTOBER 14, 2009

He/she received very little information about your company in the ad (105 characters to be precise, including the URL) so it pays to consider the person uninformed and unconvinced. He/she could be anywhere on the buying spectrum – from initial research and education, to final, I-want-to-buy-one-of-these-today evaluation.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100