The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JANUARY 7, 2020

Spoiler alert: no amount of Q4 spend – not even with intent data, ABM, conversational marketing (chat), content experience and any other bells and whistles you might have at your disposal – will enable you to suddenly make up for leads and opportunities that should have been developed weeks and months ago. The lesson?

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

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. Landing pages, for example. Trends in #B2B Email: #ABM, Deliverability & Integrated Campaigns Click To Tweet. Now it’s a common practice.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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

FEBRUARY 14, 2024

At a time when marketing budgets are tightening, surveys and survey reports represent some of the most compelling and cost-effective content a B2B marketer can produce. Based on our firm’s experience creating survey content for B2B clients , here are a few important tips to keep in mind: 1. Not all survey reports are created equal.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

OCTOBER 25, 2016

Issues that, alas, take more work than writing a purchase order for new software. Poor Content. Content is hard work. But good content is the lifeblood of effective demand generation. Good content sparks engagement and dialogue. Here are 3 problems you need to solve before investing in new marketing technology.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

MARCH 15, 2016

Marketers see a new hot topic to write about, and so produce content about ABM. We love anything that’s new, or different, or that might be the next “silver bullet” we need to attain a competitive edge. Here’s how the marketing hype cycle works: 1. Marketers start to talk, and ask, about ABM. More marketers start to talk about ABM.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

AUGUST 11, 2015

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? Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JANUARY 24, 2017

Blogging – Few companies want blog posts to be overtly promotional, but there are still ways to leverage blog content to drive show traffic. Use blog posts as “teasers” for speaking slots, show floor presentations, and scheduled demos by either a) excerpting a planned presentation or b) writing to a related topic/trend/best practice.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

AUGUST 20, 2015

Never mind that, over the long term and with the appropriate lead nurturing in place, other lead generation tactics (notably content marketing) are far more cost-effective. Nor will it write landing page copy. No wonder lead quality is such a pressing issue. But therein lies the quandary.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 11, 2012

The quotes in the sidebar, offering brief snippets of the report’s content, are a nice touch (though the excerpts themselves are none too exciting.). But then there’s the copy. If you remove the three instances where the email instructs the reader to “download now,” there is no other verbiage whatsoever that is designed to drive action.

Email Campaigns 100

Email Campaigns Campaigns Demand Generation Broadcasting 100

The Point

APRIL 19, 2012

Every ounce of copy is dedicated to selling the value of the content on offer, in this case: an analyst report from the Aberdeen Group. I can understand how they’re intended to promote the learning value of the content on offer, but in the context of a letter-style email, they seem out of place. Drop the exclamation points.

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

DECEMBER 6, 2010

Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post. Would that person be motivated to read more? If not, you still have work to do.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

MAY 14, 2013

In his post “ 7 Email Subject Line Myths Exploded ,” email consultant Tim Watson writes that spam trigger words like “free” aren’t the problem they once were, because whereas in years past email was largely filtered on content, now the biggest variable is reputation.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

MARCH 3, 2015

The staff, the expertise, the content, the sales cycles required to sell software effectively are very different. Here’s why: One reason is that agencies aren’t structured to sell software. Most agencies are professional service organizations, staffed and optimized to sell and deliver services.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

NOVEMBER 4, 2010

A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Why do I need to set up automated email response as well?”.

Lead Scoring 100

Lead Scoring Lead Ranking Telemarketing Process 100

The Point

JUNE 20, 2012

But one other element plays a key role even before you write one word of copy: the design template. Include a placeholder for an offer image – a simple cover image for downloadable content like white papers, a screen shot for videos or demos or free trials, or a speaker photo for online events.

Template 100

Template Tips Landing Pages Marketo 100

The Point

JANUARY 25, 2012

Write a headline that reflects the ad copy. Be sure to include sufficient selling copy to a) adequately sell the offer, b) address any anticipated concerns or objections, and c) help ensure a high quality score by offering what Google calls “ relevant and original content ” – i.e. content related to the offer in the ad.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 20, 2012

Even in the very first paragraph, where you would expect to learn a) why the company is writing to me, and b) what they want me to do (i.e. In the case of PowerReviews , the company claims that their product is unique that it integrates the “three key components of social success: content, engagement, and measurement.”

Webinar Metrics 100

Webinar Metrics Product Marketing Management Transparency 100

The Point

SEPTEMBER 20, 2010

If you’re using a stock WordPress template absent any customization or branding, or if your blog hasn’t evolved much since the CEO first got the writing bug three years ago, it’s time for a re-launch. Spend more on content and less on media. Yet offer content usually ends up being an afterthought. Make SEM work harder.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

NOVEMBER 15, 2010

Segmentation needn’t translate into 7 different versions of every email, however, or writing radically different copy from one version to the next. 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

SEPTEMBER 9, 2009

It’s content. (Or Or rather, it’s LACK of content.) Tags: B2B Marketing Content marketing Database Marketing Installed Base Marketing Lead Management Lead Nurturing Marketing Automation Social Media techvalidate.

Lead Nurturing 100

Lead Nurturing Database Marketing Landing Pages Content 100

The Point

JANUARY 12, 2023

Whether your role is content, design, media, MOPs, or marketing strategy, most in our organization think AI is about to change the way you work. With its ability to automate tasks, personalize content, and deliver rapid insights through predictive analytics, AI will revolutionize the way we marketers do our jobs.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

MAY 21, 2018

Anyone can write an email, right? Take, for example, the campaign below, newly arrived from Oath , a “digital content and advertising” subsidiary of Verizon, Inc. Would you expect a $10 Billion digital content and advertising company to be a showcase of stunning online creative? . * It’s an email. But wait, there’s more.

Creativity 189

Creativity B2B Copywriting Mobile Advertising 189

The Point

FEBRUARY 16, 2017

Promote the report via content syndication. The abstract that you write for content syndication will leverage the email copy. Option 1: You can dial up an email and blast it out to your prospect database. Or Option 2: • Send an email to your database. • Add the offer to the ad rotation in your Google AdWords campaign.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

AUGUST 6, 2012

This means you need to encourage and motivate people, in more overt ways, to share your content. • Important note: offering incentives for sharing is very different from offering incentives for writing nice things about your company and product. The hottest new form of graphical social media content is memes. Surprising?

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 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