The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. FINDING : 80% of buyers ranked deployment/ease of use as very important; compared to 75% who said the same of pricing.

Paid Search Agency 241

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

The Point

OCTOBER 29, 2021

However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative. 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. Lead Nurturing.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. 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. But here’s the reality: most demand generation is a long-term process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

OCTOBER 25, 2018

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” Think about that.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending in the marketplace.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more of the lead funnel. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

APRIL 26, 2018

In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. How should the average B2B marketer be looking to leverage intent data in their demand generation mix? But is that real?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

MAY 16, 2018

Unfortunately, competitive campaigns tend to foster a kind of in-your-face, gloves off, no holds barred approach, and herein is where many of these same campaigns fall short in generating engagement, opportunities, and actual results. Instead, offer information of value. If that’s not demand generation, what is?

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have. Tip: make sure that the title of the content communicates that unique value.). There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. 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

FEBRUARY 28, 2023

For some, it may be the hassle of navigating an onerous MDF approval process. Whatever the process, partners should invest the time in planning and preparation to ensure those sales or marketing dollars reap the greatest reward. If you do invest in lead generation, set clear expectations for sales follow-up. Be realistic.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JUNE 30, 2017

ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated. The success of target account campaigns is typically measured by responses or leads or meetings, whereas ABM strategies are measured by account-level metrics such as awareness, influence, and penetration.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

FEBRUARY 11, 2014

As co-founder and CEO of Captora , Paul is now channeling his expertise into a new generation of marketing technology that captures and converts new buyers across inbound marketing channels. In the process, we accelerate new leads, at a lower CPL, by engaging conversion-ready buyers before they’ve found your company (or your competitors).

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

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? Add predictive technology, ideally equipped with intent data , and use advanced scoring to “bubble up” high value accounts with a propensity to buy.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) At one end of the spectrum, there are those that believe gating Web content is the most efficient way to convert Web visitors to actionable sales leads. The “All You Can Eat” Model.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

OCTOBER 10, 2013

Based on a survey of 3,000 B2B buyers, the researchers conclude that those who perceive personal value in doing business with a supplier are more than 3x more likely to make a purchase from that supplier, and about 8x more likely to pay a premium for the product or service. That doesn’t mean that business value is irrelevant.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

OCTOBER 30, 2013

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page. Why is that necessary when we already know who these people are? Here’s why: 1. A click is not a response.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

NOVEMBER 22, 2016

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? 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. Measuring the wrong thing.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

SEPTEMBER 29, 2011

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. This requires a constant re-loading of the sales funnel with new, expensive leads. In contrast, for Marketo, the proportion of sales derived from slow leads is an astounding 50 percent. The lesson in all this?

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

OCTOBER 25, 2016

Ineffective Lead Response. It’s alarming to see how many companies still rely exclusively on telemarketing to follow up on new leads. Moreover, in most cases those BDRs are often chartered with only identifying sales-ready leads (those ready to engage with the account team immediately) and then discard the rest. Poor Messaging.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

AUGUST 25, 2020

Messaging/Value Narrative. – How prepared is your organization to communicate 1:1 messaging for high-value accounts? Lead Management Definitions/Processes. – Do you have an account scoring model in place? How you define lead and/or account stages (e.g.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

APRIL 16, 2019

When beginning a new B2B paid search campaign, it’s impossible to tell which keywords will ultimately convert the best over time and generate the lowest cost per conversion. Failure to do this often results in wasted ad budget and spending valuable ad dollars on terms that generate expensive clicks but don’t convert at the same high rate.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. High bar offers, in particular, are likely to be wholly inappropriate, and ineffective, for anything but the most qualified leads possessing a high degree of familiarity with your brand.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

MAY 30, 2014

Like so many other industries, the agency business is changing radically: • the old school commission structure is being replaced by fee-for-service, or even pay-for-performance, leaving agencies to scramble for new, value-added services. Helping clients achieve closed-loop demand generation.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JULY 21, 2016

Launching lead scoring too soon. Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity. In the process, email performance suffers because the emails are generic and lack relevancy to individual users.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

DECEMBER 21, 2021

What trends will dominate the demand generation landscape in 2022? B2B marketers need to rethink digital-first strategies to better engage audiences who not only demand new experiences, but also may be tiring of overused tactics. This will lead to the rise of the Marketing Data Analyst. – Gerry, Art Director.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

SEPTEMBER 4, 2012

Along the way, he introduces some useful best practices like making some form fields optional, and ensuring that every field is 100% necessary to the sales process. Where Daniel lost me completely, however, is in his opening paragraph: “Friction on your lead generation landing pages is bad, because it reduces conversions.

Landing Pages 100

Landing Pages Conversion Rate Lead Qualification Peer-to-peer 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. First, it should be generating sales leads. It should contribute significantly to overall search traffic and SEO rankings.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. HS) Where do you see as the greatest opportunity to improve marketing and sales processes?

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

JULY 19, 2010

The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read. Webinar leads can be more expensive than other vehicles, so measuring lead quality is critical. Last week I was interviewed by BtoB Magazine for an article, “Webinars: Are They Worth It?”

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

FEBRUARY 4, 2011

Improved consistency of follow-up to all new leads independent of sales bandwidth. Regardless of how good your inside sales team is, putting in place automated lead response via marketing automation ensures that every inbound lead receives a prompt, systematic, personalized response, and that none fall through the cracks.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

FEBRUARY 13, 2013

How easy is it to customize the system to our specific business model and/or sales process? How easy is it to change or modify programs if our sales process changes? It sounds so basic, and yet it’s the primary reason why many companies don’t achieve the value they should from marketing automation. HS: #1 is: Have a plan.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JULY 15, 2010

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Actually, it’s much easier for Marketing and lead cultivation people to get instant value out of Salesforce.com (SFDC) than it is for reps.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

JUNE 18, 2013

This makes it critical that sales teams are seen as partners that add value to the conversation. DC) Content Marketing is a major weapon for marketers, but it hasn’t always translated into value in the selling process. We recommend closely measuring the ROI that comes from content’s role in the selling process.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

OCTOBER 20, 2011

The very first paragraph identifies the offer immediately, in terms that promise insight and information of value. Prime example: “Automation and Integration: Creating Social Business Processes.” Some of the topics, however, are vague, lack tangible benefits, and aren’t particularly compelling. Wha …?

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

DECEMBER 20, 2016

Terry Flaherty is a Research Director at SiriusDecisions , a B2B marketing veteran, and a respected expert on Demand Generation (or Demand Creation, as SiriusDecisions prefers to call it.) HS) Tell us how the demand waterfall came to be. (TF) Any measurement of the process will likely yield different results.

Lead Ranking 0

Lead Ranking Demand Peer-to-peer Work Management 0