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.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 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. Benefits/Applications/ROI (including case studies, if possible).

Paper 100

Paper Lead Generation Sample Lead Ranking 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.

Tips 100

Tips Telemarketing Class Training 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. What could be more fundamental to sales results?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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

JULY 23, 2012

but “budgeted to buy (insert your product or service here)” – not so much. Many high-tech products are first-of-breed solutions and/or of a complexity that involves multiple stake-holders and demands a more long-term, consultative selling process. In theory, anyway.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 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

MARCH 9, 2011

By one account , more than 97 percent of all consumers use the Internet when researching products or services in their local area, of whom 90 percent use search engines. And you can populate that Places Page with a lot of information, including: • details about your business/products/services. customer reviews.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

MARCH 17, 2014

Even the best of companies tend to evaluate copy, message, and other creative elements against their own internal set of standards, usually standards based on how the “powers-that-be” have decided your product or service should be positioned in the marketplace. A customer, for example.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

FEBRUARY 13, 2013

How easy is it to customize the system to our specific business model and/or sales process? How often do you release product enhancements? What are some benefits of marketing automation that you would point out to someone who is considering switching from their Email Service Provider (ESP)? How quickly can I be up and running?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

APRIL 30, 2012

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. Or if customers want to receive critical product updates, but not information on training classes.

Marketing Management 100

Marketing Management Marketing Automation Services Data Hygiene Ideal Customer Profiles 100

The Point

APRIL 30, 2013

They’re not, and here’s the simple reason why: Demand generation, by definition, generates measurable demand for your product. At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Well, OK, it might do those things, but that’s not its purpose.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

OCTOBER 22, 2013

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a more targeted, aggressive approach.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

MAY 8, 2012

The reader may be intrigued, but not yet know much about your company, your product or service, or what he or she will learn/save/gain by accepting your offer. Information such as FAQs, product specs, or terms and conditions can be made available through links and tabs as part of a larger microsite.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100

The Point

DECEMBER 17, 2010

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. The impact on sales productivity is big and irreversible. If not, there’s little hope for recovery.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

SEPTEMBER 6, 2011

To reach end users, the company relies primarily on a network of channel partners, including satellite operators, telecom companies, and internet service providers. Custom workflow helps profile leads, identify high-potential opportunities. All this presents real challenges for both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

SEPTEMBER 29, 2011

Prospects may simply not be ready to buy a solution because either 1) they don’t know such a solution exists, or 2) they may not even be aware they have the relevant problem in the first place; • focusing on only the most qualified prospects leaves many potential (albeit, more long term) deals on the table.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

JULY 19, 2010

However, in my view, relying too heavily on Webinars as a lead generation tool is simply setting the proverbial bar too high, and doing so can eliminate a large subset of prospects who may have a genuine interest in your product or service but just don’t have the time or the inclination to attend an event. When are Webinars a fit?

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

AUGUST 23, 2016

Sell the event, not the product. Whatever you do, don’t waste valuable real estate trying to convince the reader how great your product is. Sell the event, not your product or service. they get to personally interact with potential customers) can also be a selling point to the prospective attendee. No-one cares.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

MARCH 3, 2010

product demos) because the more educational material appeals to a broader spectrum of prospective buyers and not just those further down the sales cycle. So does all this mean you should dump your white papers, research reports and educational webinars, in favor of product brochures and buying guides? News and articles, at 84%.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

OCTOBER 14, 2010

As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. Grow revenue not by hiring more sales reps, but by making sales more productive.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

FEBRUARY 14, 2024

Fortunately, there are now third-party research services that can provide a guaranteed minimum number of survey responses from predefined B2B communities (or “panels,” in research lingo) that fit your specific audience criteria: industry, company size, job title, and so on. Consider direct outreach to key influencers and journalists.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

MAY 6, 2010

Using even the most conservative assumptions, we were able to project a return – in the form of increased revenue – that far outweighed the price of the software under consideration, even allowing for related services and staff time. At what rate do those free trials convert to paying customers? Do you offer free trials or evaluations?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

OCTOBER 14, 2009

We work with a lot of SaaS (Software as a Service) clients, and the inclination for those companies is to offer a free trial or download of their product. the person has received very little information to date on your product (and thus is less likely to want to try it out on the spot) and.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

JANUARY 12, 2023

— Koka Sexton, Vice President, Client Services. Customers and prospects might have a basic concept of what a business does, but rarely is there a clear understanding of why they should work with that business specifically. — Lynn Dodds, Vice President Creative Services. 2023 will be all about brand building.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

JULY 15, 2010

Here’s an irony — one you’ll never hear from me about any other product: Salesforce is too easy to use. The workflow system, in conjunction with tasks and email reminders, can solve a lot of problems like stale-lead alerts, quote approvals, service level agreement (SLA) escalations, and automatic renewals.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

DECEMBER 21, 2021

MOPs teams, for example, will manage a more complete integrated tech stack that incorporates marketing, sales, and customer success. However, unlike their IT counterparts, the job of the Marketing Data Analyst will be to tell stories: how the suspect became a prospect, how the prospect became a lead, and when the lead became a customer.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

NOVEMBER 24, 2015

One of my favorite lead generation mantras is this (repeat after me): Sell the Offer, Not the Product. In the Symantec campaign, the value of the white paper is (apparently) learning why you need to buy their product, Norton Shopping Guarantee. I may as well be asked to download a product brochure.

Email Campaigns 100

Email Campaigns Campaigns Paper Merchandising 100

The Point

AUGUST 25, 2022

At our agency , we generally recommend live Webinars only as part of a client’s lead nurture or customer marketing or partner marketing programs, where there’s already a relationship and a measure of brand recognition. . Most CPL publishers and other lead generation companies won’t even promote live events. Or don’t attend live Webinars.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

The Point

NOVEMBER 16, 2012

These companies thrive, in large part, not just on the quality of their products but upon their image, and the general, emotional view that their customers have about the company, and how those customers believe the company aligns with their own personal beliefs or preferences or aspirations, or however else you care to define a brand.

Demand Generation Agencies 100

Demand Generation Agencies Brand Identity Branding Content Marketing 100