The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. The Risks of Over-Reliance on Late-Stage Content Click To Tweet.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

APRIL 16, 2019

Failure to Understand How Much You Can Pay to Acquire a Customer. B2B clicks can be very expensive, but – depending on your product category and the cost of your solution – a high cost per click can actually be a bargain compared to the potential revenue that a new customer generates.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

MAY 28, 2020

(I’ve written elsewhere in this space that one of the reasons ABM became so popular is because companies are just really bad at lead nurturing.). A strategy based on generating engagement from buying groups (and the way large corporations make purchase decisions) vs. individual leads. However, times have changed.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

JULY 17, 2017

IMPACT : Use retargeting ads not only to generate net new leads, but also to maintain awareness throughout the buying cycle; expand lead nurturing “beyond the inbox” to include ads on platforms like LinkedIn. FINDING : 63% of respondents said they noticed ads from the solution provider they chose during the research phase.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JANUARY 23, 2018

A potential customer might have precisely the problem that a particular product or service solves and are anxious to solve that problem, yet may not feel as though they’re ready to buy and so fail to respond to the campaign. Inevitably, this short-term outlook trickles down to a company’s demand generation strategy.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

DECEMBER 13, 2019

B2B marketers need to be really intentional about creating well-integrated tech stacks that create seamless omnichannel experiences for today’s sophisticated customer.”. I expect the role of the CMO to evolve with the rise of revenue operations (the convergence of sales ops, marketing ops, and customer success).

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

FEBRUARY 28, 2023

What is the value-add that makes you distinct from other partners in a way that customers would want to work with you? Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media).

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JUNE 5, 2018

HJS: Your survey indicates that a clear majority of marketers are engaged across the lead lifecycle, including customer marketing. Is that a reflection of a larger trend, namely that marketers are no longer just responsible for front end lead generation? Sellers have always calibrated their efforts to the customer.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

NOVEMBER 27, 2018

In fact, one of our customers, a large global consultancy, recently compared the ROI of social ads with that of social advocacy. In addition, the platform integrates with leading marketing automation platforms, such as Eloqua, HubSpot, Marketo, and Pardot. However, that’s not necessarily true. times higher. HS) Thanks Daniel!

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JANUARY 19, 2021

Tactically, this will mean deeper audience segmentation (and more data), improved creative, and personalized content that maps better to buyer and customer interests.” For most B2B companies, ABM will be as much a part of the B2B demand generation landscape as paid search or lead nurturing.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

MARCH 7, 2019

These have particular application in lead nurturing and customer marketing. Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach. DGR) Can you share any best practices or recommendations for marketers looking to augment their email strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 24, 2013

Key to designing an effective lead nurturing program is taking stock of your current lead management process. Understanding the scale and source of leads will help determine the scale of your lead nurturing program, and to what extent you need to tailor your approach to different sources.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 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. It’s a very exciting time to be in the space.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

MAY 28, 2019

One, because I’m generally wary of any technology that promises to “revolutionize” B2B marketing, and two, because I struggled to envision the use case for chatbots beyond customer service and support. Tailoring conversations to existing customers that drive upsell/cross-sell opportunities, or ask for referrals. in particular.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

MARCH 18, 2011

In an engaging 15-minute discussion, we touched upon topics including: • striking the balance between demand generation and lead nurturing. • how to bring potential customers into dialogue with your company. ideas for weaving social media into lead generation and lead nurturing programs.

Conversion 100

Conversion Lead Nurturing Marketo Demand Generation 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? Answer: you get creative. Promote social media connections.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

MAY 30, 2014

In theory, today’s marketing technology enables B2B companies to move prospects seamlessly from raw inquiry to qualified opportunity to paying customer, and then attribute that sale to the associated campaign. . • Helping clients achieve closed-loop demand generation. Providing fresh ideas, new insights, and proven best practices.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 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. Make the most of the leads you have. Are you doing everything you can to amortize the investment in new leads?

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

SEPTEMBER 19, 2012

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested. Adapted from the white paper: “ Closing the Deal: 7 Tips for Converting More Free Trials to Paying Customers ”.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

OCTOBER 31, 2012

Access my free Slidecast on “ Getting Leads (and More!) In just 18 minutes, you’ll learn: • How to leverage your blog for lead nurturing and customer marketing …. • How to use links and tags to generate better search rankings and more leads …. • From Your Blog: 10 Tips for Higher Blog ROI.”

Lead Scoring 100

Lead Scoring Lead Ranking Leads Lead 100

The Point

APRIL 30, 2013

At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Call it lead nurturing. B2B Marketing Branding Demand Generation direct marketing Lead Nurturing b2b demand generation' Wait, what? Call it content marketing. Call it demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 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 Top of Funnel DemandBase Demand Generation 100

The Point

OCTOBER 14, 2010

The clients we work with are concerned with more basic, day-to-day issues: enhancing sales productivity, converting more inquiries to sales-ready leads (or trial users to paying customers), better leveraging their marketing database, and increasing demand generation ROI.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

JULY 23, 2012

Of course, in the real world – a world of sales quotas, quarterly revenue goals, and impatient investors – not all stake-holders, especially salespeople, are interested in the notion that the most effective lead generation strategy is a long-term proposition. In theory, anyway.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

AUGUST 17, 2010

d) often overlooked as an effective way to reach customers and prospects. Lead Nurturing. Customer Marketing. Direct Mail is: a) more expensive than email. b) quaintly old-fashioned. c) regaining popularity in B2B circles. Answer: (e) all of the above. The results may surprise you.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

SEPTEMBER 29, 2011

If you’re looking for incremental business, don’t forget the leads you have. A systematic lead nurturing program designed to cultivate existing prospects can pay dividends equal to or greater than any efforts designed to generate hot new leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

MAY 18, 2011

Now that most marketing departments are tasked with also being content publishers, is it too much to ask that marketing content also persuade customers to buy? However, as much as a lack of content can bring programs like demand generation and lead nurturing to a halt, worse yet is content that simply isn’t relevant to the target audience.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

MARCH 3, 2010

The conclusions drawn in the article hold particular relevance for marketers engaged in lead nurturing, especially when those nurturing programs are constrained by a perceived lack of relevant offers. It’s the working assumption of B2B marketers that prospects don’t want to be sold to.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

MAY 14, 2012

However, the study also finds that this focus on efficiency can blind marketers to marketing automation’s true strategic value, what Forrester describes as: “improving lifetime value, building dialog with customers, and increasing collaboration.”. cross-sell and up-sell). ” – Manager of Email Marketing, Large Online Retailer. .

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

OCTOBER 8, 2009

Except awareness and thought leadership represent only a fraction of the potential return from social media, and in fact (I would argue) place well behind the windfall that social media makes possible in the areas of lead generation and lead nurturing. expand company’s leads database and community of followers.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

NOVEMBER 28, 2011

In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. It cannot cater to customers and prospects and press/analysts and be in any way cohesive and effective. The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

JULY 15, 2010

SFDC by itself can help marketing, but serious marketing campaigns need a separate marketing automation system to increase lead flow, improve lead quality, and lower the cost of lead nurturing. No one system ever does that off the shelf. HS: Thanks David!

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

MARCH 18, 2014

Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. Look, I’m a huge proponent of using email as a vehicle to nurture both existing prospects (people who have engaged with your company and/or otherwise “raised their hand”) and existing customers.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

JULY 21, 2016

I’ve written earlier in this space about the myth that is the B2B “customer journey” and how, in reality, it’s almost impossible to know, even with the most advanced marketing technology in place, exactly where an individual prospect is in the lead lifecycle. Trying to be too complex too quickly.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

APRIL 8, 2010

Your subscribers, customers, prospects, ANYONE that you email regularly, should have an easy, intuitive, immediate accessible means of updating his/her contact information, including email address. In fact, my only option was to unsubscribe, and then re-subscribe with my new address. That’s crazy. Has anyone seen more recent statistics?

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

MAY 6, 2010

At what rate do those free trials convert to paying customers? How much information does a sales rep have about a qualified lead? How much education is needed before a lead becomes a viable prospect? How effectively do you harvest additional business from existing customers? What is your current customer churn rate?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

AUGUST 8, 2011

A recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo , sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation. It’s an approach.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100