The Point

JUNE 20, 2012

That doesn’t mean you should eliminate them altogether necessarily (see #2 below), but try to minimize vertical height so the image doesn’t push valuable selling copy down the page. Consider carefully what content is “above the fold” – roughly equivalent to what the typical reader will see in his/her preview pane.

Template 100

Template Tips Landing Pages Marketo 100

The Point

AUGUST 18, 2014

At the very least, point leads into an email track tailored for their specific product interest or vertical market. Consider a triggered program of 2-3 emails in the days following the show (offering varying types of informational content) so that prospects don’t wait weeks until they next hear from you.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

SEPTEMBER 12, 2013

Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your email. 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.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 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

DECEMBER 16, 2011

Say you’re marketing a new product, and inbound marketing alone (content syndication, search, social media) won’t cut it. A co-branded email is so-named because the email will be “from” the list owner (typically a publisher) but 100% of the email content itself will be the advertiser’s.

De-duping 100

De-duping Buy InsideView Broadcasting 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

NOVEMBER 15, 2010

Verticals are often the first place marketers look when segmenting a lead nurturing program, but sometimes that priority is misguided. This is one example where content can drive segmentation. Business contacts can be more receptive to generic messages and even success stories from other industries than we think.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 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

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

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