The Point

JUNE 20, 2018

In marketing circles, there’s little argument these days that a well-planned, well-executed Account-Based Marketing (ABM) strategy can pay real dividends. I’ve written previously in this space about how ABM is a strategy, not a campaign.) Which, in turn, begs the question: are there shortcuts to ABM? Target account campaigns.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. An effective demand generation strategy is one that not only captures hot sales leads but also maximizes the value of more long-term prospects.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

MARCH 3, 2010

In a recent article (member access only), Marketing Sherpa offers up some intriguing research into how prospective tech buyers view email offer content, and how those views can differ dramatically from common assumptions held by marketers. white papers) tends to perform better than does promotional content (e.g. In a word: no.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) At one end of the spectrum, there are those that believe gating Web content is the most efficient way to convert Web visitors to actionable sales leads. So the question is: To gate or not to gate?

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

OCTOBER 8, 2020

And yes, in those cases, educating the market is a critical first step in order to generate the need. Creating content that appeals to those different stages (and not just active buyers). Marketing Success & the Accident of Timing Click To Tweet. What does that translate to, tactically speaking?

Demand Generation Agencies 173

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

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 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. 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. No it doesn’t.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? Effective demand generation.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 26, 2017

Our agency was a sponsor, so booth duty prevented me from taking in many of the educational sessions. CEO Lucas made a compelling argument in the opening keynote that prospective customers want “quality, not volume” in the content and messaging they see from vendors. good content, and solid creative. Marketo has their mojo back.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

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. 3 reasons why buying pre-qualified sales leads may not be the smart choice for #B2B marketers via @spearmktg.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

SEPTEMBER 9, 2014

Now, there may have been a time when the good Doctor’s rule held true, but in today’s Internet-driven world of content-centric marketing, the notion that ANY number of persistent touches is the formula to sales or marketing success is naïve at best. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

NOVEMBER 22, 2016

Today, of course, a comprehensive lead nurturing strategy is much more than that. Yes, effective lead nurturing can educate, cultivate, and maintain brand awareness over time with a group of prospects that aren’t quite ready to talk with a rep. Currently we have a bunch of leads sitting in that “contacted” stage. Do you agree?”.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 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.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JULY 13, 2012

In my last post , I talked about creative campaign ideas for when you have no content to offer. Or can you get away with a link to content, perhaps content that’s not even your own? Which leads to another question: do certain types of campaigns even need an offer in the first place? Occasionally? Not so much.”.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

SEPTEMBER 23, 2015

And no, #1 is not “write better content” (because you already knew that.). The best way to convert organic blog visitors to subscribers is to write great content. Dump standard widgets like “Tags” and “Categories” and instead use precious sidebar real estate for content that actually drives engagement and sales leads.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

OCTOBER 14, 2009

Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? 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. Answer: yes. and so on. . *

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

MARCH 3, 2015

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. The staff, the expertise, the content, the sales cycles required to sell software effectively are very different.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

AUGUST 11, 2015

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? But it’s still an educated guess. Well, not so fast. No two customer journeys are the same. Sorry, but no.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 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

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Mix up your offer strategy. The reason? The lead funnel is obsolete. But I’d like to offer a different interpretation.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

OCTOBER 8, 2009

use targeted, insightful content to attract and engage with qualified prospects. educate, cultivate, and nurture existing customers and prospects. If I were to have written the plan, the primary objectives would have read: * drive search-generated traffic and net new sales leads. * So why does it matter?

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

DECEMBER 21, 2021

B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. Those stories will allow B2B companies to better direct budgets to the channels, tactics, and content that are truly driving revenue.”. – Gerry, Art Director.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

FEBRUARY 18, 2014

The type of content most likely to work best for demand generation. I’ll explain: For a company selling a commodity-type product, or close to it, there’s little need to educate the market on why a particular company needs that product. How a company answers this question tells me a great deal about two things: 1.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

MARCH 26, 2010

In fact, the title doesn’t really do the content justice, because anyone looking here for guidance on marketing automation technology will likely be disappointed. A good chunk of Albee’s book is spent on content strategy – far and way the single greatest barrier, in my experience, to effective implementation of a marketing automation system.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Lead Scoring 100