The Point

MAY 19, 2020

2 A core engagement program that runs indefinitely, one that delivers a regular stream of informational content to all prospects in a pre-defined sequence, can be paused at any time to allow for tactical batch sends (ex: Webinars), and is regularly augmented by new or replacement content. Photo by Marvin Meyer on Unsplash.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

NOVEMBER 29, 2017

But targeting the right audience is more than simply defining a target account list, or key industries, or buying personas. Know Your Content. Without good content, even the most artful, compelling campaign is doomed. Good content is what fuels modern demand generation. If not, make creating that deck a priority.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MARCH 23, 2023

Define user personas. If adopted and executed consistently, it can also provide insights into audience behavior and preferences that can inform other marketing channels, campaigns, content, and strategies. Set up program, possibly utilizing a dedicated testing platform like Google Optimize (due to sunset after September 2023) or VWO.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

JUNE 30, 2021

The danger with that thinking, however, and the risk with an approach to ABM that prioritizes highly personalized, highly orchestrated, content-intensive, high-touch campaigns, is that those programs are expensive, relatively high risk, and can take weeks or months to get in market, albeit with a big payout if they succeed.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

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. 51% responded “somewhat effectively”. •

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

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.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

MARCH 7, 2019

An email landing page is usually fairly spare in terms of content, whereas a landing page for an online ad is generally more robust, since the reader knows much less about your company and your offer. Are you seeing more companies taking an ABM approach to email and personalizing their efforts by account/persona? (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

DECEMBER 15, 2020

Someone opening emails but not engaging with the content may be interested in your message but just not have a current need. If you’re delivering the same messages to multiple buying personas, or treating warm leads the same as cold names (third-party lists), that’s very likely a prime culprit for the lack of response.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

APRIL 29, 2021

segmenting email sends by interest, persona, or behavior to increase relevancy (and engagement). hiring a professional writer to draft, review or edit email content to minimize spam triggers and increase overall performance.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

APRIL 4, 2024

The lead generation experts at NetLine just released their “ 2024 State of B2B Content Consumption & Demand Report ,” a meaty 38-page guide based on data from more than 6 million content registrations. Even in the throes of an uncertain economic climate, B2B buyers’ appetite for quality gated content shows no sign of abating.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

OCTOBER 25, 2016

Have you identified key buying personas, and the specific concerns, pain points, and solution benefits for each of those personas? Poor Content. Content is hard work. But good content is the lifeblood of effective demand generation. Good content sparks engagement and dialogue.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

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.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

MAY 9, 2017

Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. I talked to Steve recently about the rise of Account-Based Marketing (ABM) , ABM content, and how and where branding and messaging play a role in ABM success. (HS)

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JUNE 30, 2017

ABM has different metrics (“leads” as such don’t really enter into the conversation), requires a different creative approach that is specific to companies, personas, even individuals, and demands highly personalized, relevant content.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

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

DECEMBER 11, 2018

But then reality kicked in, and companies realized (and are still realizing, to this day) that technology alone, without adequate resources, people, planning, strategy, content, and creative, won’t solve anything. Any shortcuts in planning, content and other processes and resources are likely to have a proportionate effect on results.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

AUGUST 15, 2012

Call it “calendar-based” nurturing: a series of regularly scheduled emails, promoting different content, all to the same list. Successful lead nurturing is about delivering content that’s personalized, relevant, and compelling to the individual prospect. Segment by persona or industry. Campaigns based on behavior.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JUNE 5, 2018

For example, you need to have deep insight about your buyers and the outcomes those buyers are aiming to achieve, yet fewer than 20% of our respondents had well-defined personas. There’s is a ton of underlying work that must be in place first. Do you think today’s marketers are too reliant on technology? . LDW: Yes and no.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JANUARY 29, 2015

(HS) Content is everything these days. In our business, demand generation and content marketing are nearly synonymous. It’s almost a cliché to say so at this stage, but without quality content, it’s virtually impossible to generate maximum return from both “top of the funnel” lead generation, lead nurturing , or customer marketing.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

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?

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

JANUARY 27, 2016

creating segmented nurturing tracks tailored to the client’s key buying personas. 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. The results were dramatic.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

SEPTEMBER 30, 2013

Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. • Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

SEPTEMBER 17, 2014

Design, build and launch separate email tracks for (4) unique buying personas. For “passive” leads (leads from online programs such as content syndication, banner ads, SEM, Webinars and social media), the Lead to MQL Conversion Rate increased a massive 75 percent. Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

MARCH 29, 2017

A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database. In B2B email, relevancy is absolutely crucial.

Sales Qualified Leads 50

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

The Point

OCTOBER 26, 2010

Companies are recognizing that simply sending one-off, one-size-fits-all broadcasts to an entire database regardless of buying persona or interest level is out of step with the reality of today’s selling cycle. Doing otherwise dictates the terms of engagement, and buyers are having none of it.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 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

SEPTEMBER 20, 2010

Spend more on content and less on media. Yet offer content usually ends up being an afterthought. Especially over the long term, since a compelling piece of content can be leveraged over multiple campaigns – SEM, content syndication, Website, email, lead nurturing, etc. What will the offer be?”. Sound familiar?

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

NOVEMBER 15, 2023

In the face of deadlines, however, and at the normal, torrid pace of modern marketing, creative briefs are often viewed as an extra step, an annoyance, and an unnecessary obstacle to getting content in market. Does that offer exist today or will new content need to be created? Why are briefs so important? One word: alignment.

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

APRIL 23, 2020

If your company is one of those scaling back or even hitting “pause” on external spend, there are still plenty of ways to invest in marketing content, infrastructure, data, creative and other areas that will pay big dividends when things get back to normal. Map your content. Here are 10 ideas to consider. Audit nurture streams.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

MAY 30, 2023

Here are 8 ways to get more from your marketing budget when the purse strings get tight: * Repurpose and recycle older content When trends, topics, and technology changes, marketing content can have a short shelf-life. But rather than investing big bucks on new assets, think about recycling older content with a new spin or angle.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

JANUARY 30, 2018

Better yet, develop a comprehensive message deck that sets out clear, defensible value propositions for defined audience segments, verticals, or buying personas. Good Content is Your Secret Weapon. Demand generation as a whole, and content marketing in particular, is a meritocracy.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

JANUARY 6, 2014

Make content a part of every campaign planning discussion. The right offer is central to the success of any demand gen program, so make offers and content a core element of your planning (and budgeting) process. Besides, good content will fuel demand gen success much more quickly than clever creative.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

OCTOBER 18, 2016

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.

Demand Generation 100

Demand Generation Demand Generation Top of Funnel 100

The Point

FEBRUARY 28, 2017

Better Persona Mapping. B2B marketers have long understood that identifying prospects by role, company type and selling stage, and then targeting content and campaigns to those same segments, is a sure recipe for success. Look, I’m all for creating a mix of content – ebooks, video, Webcasts, infographics, ebooks, case studies, etc. –

Paper 100

Paper Demand Generation Agencies Marketing Qualified Leads Lead Ranking 100