The Point

MAY 17, 2021

That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re researching best practices, actively evaluating potential vendors, or somewhere in between. However, it’s critical to align search offers (and not just ad copy) with ad groups tailored to a particular buying stage.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

NOVEMBER 15, 2022

Allowing for a degree of customization that depends on brand awareness, the type of audience, sales cycle, and other variables, here’s a basic approach to build on: First, split your list into two tiers: Tier 1 (high-potential, high-profile target accounts) and Tier 2 (everyone else).

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

OCTOBER 29, 2021

Successfully converting free trials and (self-serve) demos requires that the user engage with the product early, frequently, and in a manner that drives home perceived value. Consider adding custom chatbots to thank you pages as a way to identify hot leads that might be ready to talk to sales.).

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

MAY 16, 2018

There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s customer base: A competitor gets acquired. Their flagship product is being end-of-lifed. But telling the customer that he/she bought the wrong product will almost always backfire. Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

JUNE 24, 2022

That doesn’t mean that vendor content is rendered irrelevant (particularly in later stages of the cycle, when technical specs, pricing, and customer stories come to the fore). However, companies planning their content strategy would be wise to consider every opportunity to identify and leverage third-party sources.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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

DECEMBER 5, 2023

House lists (customers, leads, and other opted-in contacts) are not immune. Yahoo’s rules are expected to be similar. Senders who don’t adhere to the new regulations may get blocked, meaning their emails won’t reach Google or Yahoo users. Basic, token-based personalization (e.g. “Hi

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

FEBRUARY 14, 2018

Just to be clear – to the extent that customers and prospective customers DO actually read your content, gain valuable information from that content, and think more highly of you and your company because of it, all the better. So, does it matter if your white papers or ebooks or case studies are downloaded but not actually consumed?

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JANUARY 23, 2018

. * Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JULY 17, 2017

IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product. FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase.

Paid Search Agency 241

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

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? Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign. But “easy” doesn’t always equate to the best choice. Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JUNE 23, 2020

Email, as one example, plays a very different (and less dominant) role in the marketing mix than it did only a few years ago, having migrated from acquisition to nurture and customer marketing. But there are still 5+ billion email accounts worldwide. Email is very much alive.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

AUGUST 21, 2018

I haven’t asked Joe directly, but I believe he means that, in the absence of a genuine need for a product or solution, marketing rarely creates that need. Even if your product is trailblazing a new category, or solving a problem that few companies know they have, you can still orient your marketing to capture demand. via @spearmktg.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

SEPTEMBER 19, 2018

It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. At bare minimum, you’ll be a better marketer for learning why customers buy. You’ll wear more hats. You’ll learn how to sell (see #4, below.) I’m a better listener.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

JUNE 5, 2018

HJS: Your survey indicates that a clear majority of marketers are engaged across the lead lifecycle, including customer marketing. That immediately shifts the focus from “net new” customer acquisition to customer retention. The answer to sales and marketing alignment has been identified: it’s the customer, stupid!

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

SEPTEMBER 21, 2017

By putting informational content, content of real value (versus content that simply sells your product) in front of prospects on a regular basis, you’ll generate conversations with buyers who, at minimum, have an active interest in solving the very problem or issue that your solution or service can address. Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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. By using this integration, our customers can use social engagement data to build highly targeted lead scoring, segmenting, nurturing and attribution programs. (HS) However, that’s not necessarily true.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

AUGUST 27, 2019

The relatively high cost of LinkedIn advertising can lead some marketers to want to generate only highly-qualified leads or those further along in the buyer journey, but attempting to have the offer itself qualify those leads can be counter-productive. Stale Creative. What you’ll learn”, “3 reasons to attend”). Poor User Experience.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

SEPTEMBER 11, 2017

The result is fewer unqualified leads from people who would never buy your product. The creative requirements for sponsored updates are simple – a few lines of text and a custom image.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

NOVEMBER 10, 2016

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy. Conversely, early-stage prospects may be far from evaluating solutions.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

APRIL 18, 2011

Good video content engages customers and prospects like no white paper or webinar can. Sure, in theory, anyone with a Webcam and a YouTube account can create and share video content, but is the lack of production quality worth the risk to your brand? customer or industry spotlight. • key features in the new product release.

Cost 100

Cost Video Marketing Effectiveness Microsite 100

The Point

FEBRUARY 6, 2015

The entrepreneurs who appear on the show are all pitching a product, a service, the Next Big Thing. The other is someone who knows their numbers – revenue, margins, manufacturing cost, cost of customer acquisition. Instantly, the entrepreneur presents them with a prototype of that very product. Know your facts. Save some ammo.

Tips 100

Tips Telemarketing Class Training 100

The Point

DECEMBER 12, 2014

So, for example, in that earlier post I wrote: “Be cautious with customer logos, award icons, and gushing quotes of praise for your company or product. It’s still true that if your landing page has the aura of a product pitch, it may dissuade the prospect who is only looking for information, say: a white paper.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

DECEMBER 11, 2018

Is ABM a fit for our company, our product, and our audience? Look at your own customer data. The hype around ABM has subsided. That mad rush to jump on the ABM bandwagon (for Fear of Missing Out) has given away to more practical considerations. How can ABM best coexist with a more traditional funnel-based demand generation model?

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

OCTOBER 29, 2014

What else can I sell to my current customers? Which of my customers are likely to churn? Citrix and RingCentral are two good customer examples. The second is “selling more to your current customers” – companies with many products to sell, but unsure which of their customers are the best targets for specific products.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

OCTOBER 10, 2013

His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more immediate and personal. Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. Far from it.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

FEBRUARY 11, 2013

HS: Where did the idea for Full Circle CRM’s product come from? BC: The idea for the product came from a collaboration — a “Perfect Storm” of experiences among our founders. In fact, all of our customers today (with one exception) use both Salesforce and a top marketing automation system.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

JUNE 20, 2011

Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. What are you seeing more and more with customers that others may want to take note of? A good place to be controversial. Industry Trends – how is your industry/space changing? 5 years ago?

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

JULY 18, 2011

If you market CRM software, for example, and a prospective customer has a need for that software, that prospect is more likely to download a white paper on “how to improve customer service&# than he/she is to request a brochure on your product.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

JULY 18, 2014

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. This type of “let us convince you how great our product is” content is a legacy of old-school, sales-driven marketing.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

OCTOBER 22, 2019

Ultimately, the issue of email bots will need to be solved at a product level by the marketing automation vendors. (We We encourage customers of those platforms to advocate for solutions on their respective user communities.)

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

MARCH 6, 2013

The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content in their bourbon from 45 percent to 42 percent, ostensibly in order to boost supplies of its product to meet high consumer demand. We have a very special product. Let’s translate, shall we? We have loyal and passionate fans.

Social Media 100

Social Media PR SIC Media 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? MC) I think a better framework is to think about how both represent different categories of customer messaging. What defines great marketing content? It’s the “why” content.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

MAY 9, 2017

Harvard Business School professor Frank Cespedes says “ any strategy lives or dies on the basis of its customer value proposition ” and I couldn’t agree more. The purpose of branding is to ensure your product or service is the preferred choice in the minds of buyers. Remember, brands create preference and help people makes choices.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

DECEMBER 16, 2015

Core to the new guide are detailed profiles of 20 marketing automation tools, plus ratings (based on more than 1,600 authenticated user reviews), pros and cons, customer demographics, and responses from the vendors themselves. Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.)

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

OCTOBER 20, 2011

Most notable: not once in the entire copy is the company or product mentioned. Note that whereas there’s no mention of the product, the people most interested in what the ebook has to offer (“…how companies are integrating social tools and strategies …”) are by default those that will be interested in Radian6 solutions. What I like: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100