The Point

NOVEMBER 29, 2017

Know Your Content. Without good content, even the most artful, compelling campaign is doomed. Good content is what fuels modern demand generation. And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. Or, they’ll waste time looking for content.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 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

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.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 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. Step 1: Fulfill marketing content via email. I discuss other compelling reasons to fulfill content via email in this earlier post.

Sales Qualified Leads 100

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

The Point

JANUARY 25, 2012

Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Remember, it’s not the company you’re selling, or the product, it’s that white paper or video or Webinar the prospect gets when he or she fills out the form.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

DECEMBER 12, 2014

As with most things, Google doesn’t disclose the precise algorithm by which quality score is calculated, but they do identify contributing factors – for example: expected click-through rate, the relevance of ad copy to the search query, and (notably) what Google calls “landing page experience”. Promoting transparency and trustworthiness.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

MAY 11, 2015

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it. Good content ensures that the information you’re offering is topical and relevant.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

OCTOBER 22, 2020

A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?”. As such, avoid the temptation to inflict a barrage of promotional content about your solution.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

MARCH 29, 2012

If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Offer downloadable content. One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

NOVEMBER 15, 2010

Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. This is one example where content can drive segmentation.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 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? Personally, if someone is going to clutter my inbox, relevancy is the bare minimum. Occasionally? More than once every couple of weeks?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

NOVEMBER 16, 2011

I marvel at the sheer number of corporate blogs, some of them with a wealth of great content, that nonetheless make it virtually impossible to engage with that company. Calls to action need to appear in content. Good luck with that. Blogs need to be designed and optimized for lead generation. promotional).

Social Media 100

Social Media Demand Generation Agencies Media Leads 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. Campaigns based on selling stage. Campaigns based on behavior.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JULY 21, 2016

If anything, the true value of marketing automation is that it allows you to email smarter, delivering information that’s more timely and relevant. We normally advise a template version for each major use case – say: white paper campaigns, Webinar invitations, and newsletters.). irrelevant. Lack of segmentation.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

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. Mix up your offer strategy.

Sales Qualified Leads 50

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

The Point

JANUARY 24, 2013

Furthermore, an inside sales representative can offer real world perspective on lead quality, sales cycles, common objections, audience segmentation, even content strategy – that marketers often lack when they work at arm’s length from the sales process. Here are the top 5 questions to ask about your current lead management process: 1.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

SEPTEMBER 12, 2013

Generally speaking, successful subject lines give the reader a clue as to what the offer is (a white paper, webinar, eBook, etc.) Sell the value of the offer by highlighting a relevant statistic or quote that can help tease the content and show value or added credibility. as titles for sections of content).

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

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

APRIL 6, 2016

The main barrier to greater segmentation, however, is content. If you talk to most marketers, they accept the premise that relevancy and personalization are critical. BA) What tips would you share with B2B marketers learning to think “mobile-first” when producing email content? (HS)

Account Based Marketing 100

Account Based Marketing Analytics B2B Mobile Advertising 100

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. Use more infographics.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

JUNE 13, 2014

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk. Here are 5 common mistakes that cause content syndication programs to underperform: 1. Excessive Use of Filters.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100

The Point

APRIL 20, 2018

The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why. 76% of respondents named infographics as the most valuable content format in early stage research.

Customer Surveys 222

Customer Surveys Peer-to-peer Demand Generation Agencies B2B 222

The Point

FEBRUARY 28, 2017

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. Expand Beyond the White Paper. But is the white paper dead? Targeting and Personalization. No argument there.

Paper 100

Paper Demand Generation Agencies Marketing Qualified Leads Lead Ranking 100