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.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

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. Click To Tweet. * Examine whether specific segments or list sources (particularly third-party lists) are more non-responsive, and look to optimize the communication to those segments.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

APRIL 29, 2021

An optimal mix of email frequency, cadence, and relevance, founded on general best practices, should generate few complaints. segmenting email sends by interest, persona, or behavior to increase relevancy (and engagement). segmenting email sends by interest, persona, or behavior to increase relevancy (and engagement).

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

NOVEMBER 20, 2015

Successful ABM campaigns typically are: • segmented – so that any and all communication is as relevant to an individual account and decision-maker/role as possible. content-driven – so that it drives engagement and dialogue, vs. a program that attempts to sell a solution or drive meetings exclusively, and finally. •

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

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. Stay in touch campaigns.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

AUGUST 11, 2015

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. 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?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JULY 21, 2016

Ideally, a company investing in marketing automation should have a solid plan, including quantitative objectives and campaign workflows to address key audience segments, before the technology is even turned on. Lack of segmentation. However, few users take full advantage of segmentation. Launching lead scoring too soon.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80