The Point

OCTOBER 22, 2019

Congratulations: your last email campaign generated a really high click-through rate. Email bots. Acting as a spam filter, email bots prevent malicious emails from infiltrating mail servers by auto-clicking the links in incoming emails. and email campaigns become more pronounced. The culprit?

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JUNE 20, 2018

Similarly, can a company skip the complex process of strategic planning that ABM demands, jump right into account-based campaigns and still expect measurable results? I’ve written previously in this space about how ABM is a strategy, not a campaign.) Target account campaigns. Cross-sell/upsell to existing customers.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

AUGUST 29, 2017

(Ex: cold outreach, warm outreach, account penetration, customer retention, cross-sell/upsell …). Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. Email to prospect. Email from your boss. Email from the CEO.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

MARCH 7, 2019

Recently I was interviewed by the folks at Demand Gen Report as part of an article on current trends in email marketing , an article that you can read online here. With permission, a more complete version of the interview follows: (DGR) What trends are you currently seeing in B2B email marketing today? (HS) Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 21, 2020

A client asks: “Should we be hosting our campaign landing pages in Marketo? This question comes up all the time in client work, and not just with Marketo customers. The issue here is that campaign pages – as I wrote earlier in this space – shouldn’t be designed for SEO in the first place.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

SEPTEMBER 19, 2018

I still remember how one of my very first emails – innocent, I thought – generated a furious response from a department head.) At bare minimum, you’ll be a better marketer for learning why customers buy. Early in your career, however, there’s a lot to be said for learning to navigate the dynamics of working in a large organization. (I

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

APRIL 26, 2017

The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio. Email may be losing its B2B dominance. CEO Lucas made a compelling argument in the opening keynote that prospective customers want “quality, not volume” in the content and messaging they see from vendors. direct mail.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

FEBRUARY 27, 2018

Of these, GDPR is the most far-reaching in that it not only impacts email communication (the focus of CAN-SPAM and CASL) but also the way companies gather, store, protect, share, and utilize personal data. At a minimum, evaluate who has access to your marketing automation or email marketing software and what levels of permissions they have.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

NOVEMBER 13, 2018

That would force companies to execute email marketing , for example, on an opt-in basis universally, rendering many marketing databases useless. (As It can also increase engagement rates and overall email performance by allowing you to segment campaigns based on areas of interest. Let people know what to expect.

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. – Economic Buyer.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

DECEMBER 11, 2018

In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes. Not only is ABM success not measured by clicks, conversions, and leads, but the KPIs may vary according to campaign stage.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JULY 21, 2016

Frequently, this is due to a backlog of campaigns and other tactical needs – as soon as the platform is deployed, the company moves immediately into “campaign mode” to address that backlog, and never has the time thereafter to hit “pause” and address the big picture. That discrepancy may cause your outbound emails to be blocked.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

MARCH 17, 2014

The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise. When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. But it’s also times like these when your campaign is most at risk.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

NOVEMBER 25, 2013

Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. The bigger question is: as a B2B marketer, and more specifically, a B2B email marketer, is any of this really critical to your day-to-day campaigns? I really do.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. Kevin writes: “Below is one of our most successful email campaigns. Click on the first thumbnail at right to see Kevin’s original campaign. What would you change?”.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

MAY 9, 2017

(SP) The same mistake that marketers were making 10 years ago with marketing automation (provisioning the MA platform and then realizing they lacked the content to launch drip campaigns ) is being repeated with ABM. History repeats itself all over again – only this time it’s a steeper hill to climb. HS) Thanks Steve!

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

MARCH 18, 2014

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Stop buying lists.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

MAY 16, 2015

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

JANUARY 8, 2013

An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign. All that matters is the white paper, the video, the Webinar, whatever it is that is on offer in the campaign. The subject line (not seen here) is “The latest technology driving the customer experience”.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

AUGUST 11, 2015

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. No two customer journeys are the same. Well, not so fast.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

MAY 14, 2012

The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns. ” – Manager of Email Marketing, Large Online Retailer. . ” – Manager of Email Marketing, Large Online Retailer. .

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

OCTOBER 7, 2014

Competition for ‘Sponsored Update’ campaigns is substantially greater vs. ‘LinkedIn Ad’ campaigns. When posting a Sponsored Update, create a custom image, one that’s optimized for click-throughs, rather than just let LinkedIn pull an image from your post or article.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

FEBRUARY 13, 2013

How easy is it to customize the system to our specific business model and/or sales process? Technology that was only recently regarded as “email software” is now becoming a vital component of a company’s sales and marketing infrastructure. My advice: don’t just be a “campaign factory.” HS: Here are the questions I’d ask: 1.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JUNE 27, 2012

But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Here are 5 ideas for campaigns to run when you simply have no more content to give: 1.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 14, 2014

The report, however, goes further – ranking trade shows as far and away the most effective demand gen channel in their “BtoB Channel Effectiveness Quadrant,” surpassing (by some margin) even demand gen workhorses like email marketing and PPC.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

OCTOBER 7, 2010

On Focus.com , Adam asks: ““What percentage success rate do people (expect from) direct mail campaigns? We (get) 7% response rate when marketing to existing customers and 2% to new customers.”. A direct mail campaign offering say, a white paper, will generate roughly twice the response of a seminar invitation on the same topic.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

NOVEMBER 9, 2010

I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. Here it only appears at the bottom of the email. Instead, Adobe gets right to the point and they have a more effective campaign because of it.

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

DECEMBER 16, 2013

The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

MAY 8, 2012

However, as a rule, copy length depends primarily on two factors: the type of campaign, and the type of offer. The degree to which you still need to “sell” the offer at hand once your reader is at the landing page is influenced in large part by the amount of information he or she received on the front end of the campaign.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100

The Point

SEPTEMBER 20, 2010

I’d suggest that many of the opportunities for greatest return are not in new campaigns, but rather in improving the efficiency and effectiveness of existing programs and processes. Let’s do a Q4 campaign targeting the financial services industry.”. Upgrade email and landing page creative. Here are some ideas to consider: 1.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

JUNE 14, 2011

And aside from the sophistication that no doubt powers when, how, and what Marketo communicates with prospective customers, their marketing creative (which, you could argue, has nothing to do with technology) is pretty darn good also. Case in point: the email to the right, which arrived in my inbox a few days ago. What would I change?

Marketo 100

Marketo Email Campaigns Campaigns Advertising Agencies 100

The Point

JANUARY 29, 2015

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. Good content is the fuel that feeds demand generation success. HS) Data is critical. are really working.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

JANUARY 25, 2012

Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The more detail, the better.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

AUGUST 17, 2010

Direct Mail is: a) more expensive than email. d) often overlooked as an effective way to reach customers and prospects. Direct mail is tangible, personal, and gives you a measure of creative license that’s increasingly difficult with email, where even minor graphics can be a sure-fire trigger for spam filters.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

OCTOBER 3, 2012

Even while fewer than 30 percent of contacts on average actually change companies (your numbers may be higher depending on the industries you serve, or even target geographies), one thing is certain: the data you have in your CRM database on an individual customer or prospect is likely to be outdated after a mere 12 months.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

SEPTEMBER 6, 2011

Custom workflow helps profile leads, identify high-potential opportunities. Well before any discussion of email frequency or offer strategy, this change empowered iDirect to begin treating leads in a very specific, targeted fashion. Leveraging social media to help maintain mindshare, keep prospects informed.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100