The Point

AUGUST 18, 2011

As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of their way to avoid having to register for it. For example, consider packaging content in the form of an “information kit” to increase the perceived value.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

AUGUST 29, 2017

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. Download content from the prospect’s Website. What is the general nature of the program? (Ex: Comment on a blog post the prospect wrote.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MARCH 7, 2019

More broadly, however, it’s online media that are being implemented alongside email, particularly channels like LinkedIn, Facebook, Google and programmatic platforms like ListenLoop through which companies can target online ads to members of a specific email list. These have particular application in lead nurturing and customer marketing. (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

APRIL 26, 2018

Finally, because the buying cycle is longer and there’s so much content freely available online, B2B brands don’t typically learn until much later in the decision-making process that companies/individuals are interested in their solution.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JUNE 26, 2013

the actual content is being created at the same time as the promotional material. However, when the time comes to send the reminder emails, that content should now be available, so use it. Consider adding a detailed agenda, for example, or speaker bios, or other information to reinforce how the time spent will be worthwhile.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

OCTOBER 25, 2017

Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. And these days, most every inbound channel – search, paid social, content syndication, display – can be executed in a very targeted, account-specific fashion. Photo by Tristan Colangelo on Unsplash.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

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? If you want to share links, well: that’s what Twitter, Facebook, Google+, Pinterest et al are for. But maybe that’s just me.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

NOVEMBER 20, 2015

content-driven – so that it drives engagement and dialogue, vs. a program that attempts to sell a solution or drive meetings exclusively, and finally. • Identifying and/or developing a critical mass of relevant offer content to support the campaign, content that is specific and relevant to target roles, for example: – Power User.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. You can also be notified of new posts by following us on LinkedIn or Facebook.”. Offer downloadable content. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter.

RSS 100

RSS Paper Case Study Case Studies 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. That’s why it’s important to offer as many subscription options as possible, including RSS, Email, Twitter, Facebook, LinkedIn, and aggregation services like Flipboard.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

NOVEMBER 16, 2011

The blog generated more than 500 leads in its first 9 months alone, and this from a target audience (billing managers at small- to mid-sized medical practices) that can hardly be described as the Facebook crowd. Are there multiple options to subscribe, via email, RSS, Twitter, and Facebook? Calls to action need to appear in content.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

OCTOBER 14, 2010

Here are 21 of the more useful, practical or inspiring ideas on lead nurturing, content marketing and demand generation that I heard: 1. Creating a content map that categorizes your content by buying stage and buying persona can help identify gaps in your content portfolio. Think you have enough content?

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

JULY 12, 2013

Sell the content, not the company. Here, Silverpop includes top navigation (Facebook, Twitter, Website) and a footer with contact information, more links back to the main Website, and yet more social links. In this example, the entire header is one image, so none of the copy will be visible to most recipients.

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

JUNE 1, 2010

The Facebook game Farmville has (at last count) more than 30 million active daily users. However, it’s critical to view games as both content and advertising. We build Flash AS3 games along with Flash AS3/XHTML apps for Web and Facebook applications. Build traffic, members, and recommendations for a Facebook fan page.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

NOVEMBER 28, 2011

They commit the publisher to a critical mass of content on an overly aggressive schedule, content that in turn depends on multiple contributors who never seem to share your same sense of urgency. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

APRIL 30, 2013

Josh’s argument is that search engines are no longer the only channels to offer keyword advertising, and that Twitter and Facebook in particular are now enabling advertisers to reach buyers in the act of expressing interest in a particular topic, trend or product. Call it content marketing. Call it lead nurturing.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

MARCH 6, 2013

The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content in their bourbon from 45 percent to 42 percent, ostensibly in order to boost supplies of its product to meet high consumer demand. The same message also appeared on their Facebook page (image above.) We Listened.”

Social Media 100

Social Media PR SIC Media 100

The Point

SEPTEMBER 6, 2011

Typical of many companies, iDirect was emailing the database regularly, but the program was largely tactical and email content tended to company-centric news like press releases and product announcements. Critically, the agency recommended archiving all newsletter content in a blog format, hosted in WordPress.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

OCTOBER 8, 2009

use targeted, insightful content to attract and engage with qualified prospects. For those companies just dipping their toes in the social media waters, my advice is to look at blogs, Twitter , Facebook et al not just as PR tools, but as a key part of their overall demand generation and lead management strategy.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

SEPTEMBER 30, 2022

Examples in a demand generation context include social media advertising, display advertising, or sponsored content. Shared Media is content that shared across third party platforms, the most obvious example being posts to social media platforms such as LinkedIn or Facebook. Webinar + email campaign + LinkedIn ad).

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

NOVEMBER 23, 2021

Enter the good people at Metadata.io , who analyzed nearly $15 million in customer ad spend on LinkedIn and Facebook to generate a compelling benchmark report covering everything from click-through rate (CTR) to cost per lead (CPL). More SaaS companies should do the same. But I digress … The Metadata.io

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

AUGUST 6, 2012

Social media used to mean launching a blog, or designing a corporate Facebook page. This means you need to encourage and motivate people, in more overt ways, to share your content. • Add a pop-up window on thank you pages, blogs, Webinar confirmation pages, or content like white papers that asks the viewer to share content. •

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100