The Point

MAY 19, 2020

8 Use of sales alerts triggered by actions from key accounts, demo requests, or “contact us” form fills, perhaps via a dedicated Slack channel for real-time notification and to enable faster sales response. Integration of other, online channels ( Google , Facebook , LinkedIn , Programmatic) to nurture prospects outside the inbox. .

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JANUARY 24, 2017

Invite, don’t Promote – if you’re presenting scheduled demos at the show, or if one of your executives has a speaking slot, invite people to the event as you would a Webinar, i.e. with date, time, location at the show, “what you’ll learn”. Offer opportunities to sign up for a personalized demo.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

FEBRUARY 28, 2020

Eliminate any and all top navigation, social buttons, “request a demo” links, or anything else that might distract the reader from the one thing you want him/her to do, and that’s to register for the primary offer. Are there “alternative” CTAs or other distractions from the main offer?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

JANUARY 13, 2017

It’s puzzling, therefore, why so many SEM campaigns in the high tech space focus exclusively on late-stage offers, namely trials and demos. What do we know about prospects who are ready to download a free trial or schedule a demo? Actually, I know why it is. There’s also a smart way to do it.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JULY 27, 2018

a demo or free trial is a high bar offer (due to the time and resources required). * . * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

NOVEMBER 14, 2014

This is reinforced by another headline from the report: “Live Demo Offers Produce the Highest Quality Leads.” Again, this conclusion is based on more respondents naming demo offers as generating quality leads compared to other channels. But does that mean that demos are the most effective demand gen offer?

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JUNE 24, 2022

40% of buyers in the TrustRadius report reported “having to contact sales for a demo or free trial” among the top three things vendors do to make them less likely to buy. Meeting the Needs of the Self-Serve B2B Buyer Click To Tweet. Key Finding 3: Use of free trials is skyrocketing.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

AUGUST 27, 2019

LinkedIn is inherently a content feed, and for that reason, content offers (white papers, ebooks, reports) generate much higher engagement compared to more late stage calls to action such as trials, demos, or “talk to an expert.” Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

APRIL 22, 2020

the original download) and offer additional content of relevance, including (but not exclusively) CTAS such as demos, case studies or analyst reports that might demonstrate intent. . * 2-3 additional emails sent in quick succession (say, over a period of 3-14 days) that, again, acknowledge the context for the email (i.e.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

AUGUST 18, 2014

a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. For example, if the only option you provide attendees is to request a demo, you’ll only hear from a small subset of leads, albeit those most sales-ready.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JUNE 20, 2018

Develop coordinated plays – campaigns that incorporate multiple touchpoints from colleagues in sales, marketing, and customer success – to educate customers and encourage them to take a demo or consider an upgrade. Add a solution like Engagio Playmaker to coordinate plays between departments. Call it ABM-y Customer Marketing.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

DECEMBER 12, 2014

Provide a full and complete description of whatever it is you’re promoting – a demo, a white paper, a Webinar, a free download. If the person is signing up for a product demo, for example, will he be directed immediately to a recorded demo, or will a representative be in touch to schedule a one-on-one session?

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JANUARY 8, 2013

Am I going to download free product information, view a demo, what exactly? Calls to action must always be 1) specific and 2) tangible – download a white paper, view a demo, register for a free trial. And were the entire email about that demo, and what you could expect to see and learn when you attend the show, it might work well.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

JULY 1, 2019

The notion that prospects are ready to engage more quickly also suggests that late stage offers – ROI calculators, demos, product data sheets, case studies – should be introduced, or at least presented, earlier in the process for those prospects who might be ready to take the next step. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

JULY 27, 2016

So yes, by all means offer demos, free trials and late stage content to ensure that prospects who ARE in a “buying mode” find, and engage with, your company. But don’t limit yourself to those offers.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

JULY 20, 2018

When a reader arrives at a landing page from an email campaign, he or she has already received a critical mass of information about you and the offer – whether that offer is a white paper, Webinar, demo, or whatever. It’s a relatively safe assumption that he or she is already “sold.”

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JULY 9, 2010

To Ektron’s credit, the call to action – registering for an instant demo – is repeated 4 times throughout the email. There’s a complete absence of detail about the offer – how long the demo takes, what I’ll see/hear/learn, etc. But if you want me to take a demo, then sell the demo. And what’s with the icons?

Marketing Management 100

Marketing Management Vendors Web 2.0 Copywriting 100

The Point

DECEMBER 18, 2012

If I’m the prospect, I want to download your white paper or view your demo, not register on your site, or create an account. For example, you could choose to gate archived Webinars, analyst reports, and white papers, but leave demos, case studies, solution briefs, and product collateral ungated.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

JULY 16, 2015

TWO buttons: one for the ebook, one to request a demo. in the text, so that the call to action appears earlier in the email. In fact, the only call to action is at the very end of the email, in the form of not one but (“wait, there’s more!”) Another cardinal rule: business email should focus on one offer, and one offer only.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

JUNE 10, 2013

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Worse yet, I fear the condition (let’s call it “demo-itis”) may be contagious.

Demand Generation 100

Demand Generation Demand Sales Qualified Leads Generation 100

The Point

OCTOBER 10, 2013

It means that whereas communicating business value is vital, campaigns that ignore the personal value of an offer – be it content, a marketing event, even a software demo – will perform less well compared to those that also sell that offer in terms that appeal to the individual, not just the business. Take a Webinar invitation , for example.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

OCTOBER 30, 2013

When someone completes a registration form, you can serve up a confirmation page that thanks the individual for his/her interest, and provide links to additional resources, social sharing links, or secondary, “next step” offers – a Webinar, a demo, a free trial – to move the prospect further down the sales cycle.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MAY 20, 2014

From all appearances, this Webinar is actually a product demo. “Register for this exclusive event today and learn how …”) and then launches into a laundry list of product features.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

DECEMBER 23, 2011

Some kind of multimedia presentation — a podcast, video, or Flash demo about your product or company, anything that helps “spice up” the offer. A real-life case study or success story highlighting your product or service and the ROI your client was able to demonstrate. Information on your product or service.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

JUNE 20, 2012

Include a placeholder for an offer image – a simple cover image for downloadable content like white papers, a screen shot for videos or demos or free trials, or a speaker photo for online events. Plus they display more information at a glance (i.e. in the preview pane) without forcing the reader to scroll down the page.

Template 100

Template Tips Landing Pages Marketo 100

The Point

JULY 23, 2012

One result of that pressure can be a demand for tactical, sales-driven campaigns designed specifically to seek out hot leads, campaigns that lead with so-called “late stage” offers like demos, free trials, or even price discounts.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

APRIL 4, 2024

That may still hold true for demo requests or “contact us” forms, but NetLine’s data suggests that, for early-stage content: ebooks, Webinars, white papers – marketers may be better off waiting as much as two days before triggering a follow-up email or sales call.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

FEBRUARY 27, 2012

Request demo: add 30 points, wait 2 months, subtract 30 points. The time period can vary according to the importance of the activity, for example: * Visit a Web page: add 1 point, wait 3 days, subtract 1 point. Visit a high-value Web page: add 10 points, wait 2 weeks, subtract 10 points.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JANUARY 25, 2012

Exceptions to this rule occur when your offer is a demo or free trial, situations in which an extra dose of credibility helps sell the offer. Testimonials of this type can detract from the primary offer and create the aura of a sales pitch for your company that runs counter to the information of value the reader is searching for. ”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

JANUARY 13, 2012

In Infusionsoft’s case, the fulfillment email (see first thumbnail, below) continues the message, theme, and look of the main campaign, and also gives the reader the option of requesting a product demo. Note to Infusionsoft: I think you meant to say: “complimentary” …). Make lead nurturing part of your campaign plan.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

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. And indeed, when it comes to outreach programs designed to generate net new prospects, more educational offer content (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

OCTOBER 7, 2014

free trial, demo, white paper) – the reader should know precisely what he/she gets when clicking on the ad. Ad copy should always reference a specific offer (e.g. Avoid more generic calls to action such as “Learn More.”. Most social advertising channels offer both CPM (Cost Per Impression) and CPC (Cost Per Click) bidding.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

MARCH 29, 2017

Conversely, if your nurture emails are simply a constant drumbeat to download trial software or take a demo, you’ll miss the opportunity to educate, and build credibility with, those prospects who aren’t quite yet ready to look at product. The ideal nurture program is a mix of early and late stage offers that appeals to a mix of prospects.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

OCTOBER 14, 2009

The information kit features a demo and product brochure (for those more advanced prospects), an educational white paper (for prospects not yet sure whether corporate Webcasting is for them), and a case study providing more ready-to-buy prospects a strong customer reference.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

MAY 30, 2023

If you have key Web pages (demo request, contact us) that drive a proportionately large percentage of qualified leads, consider a more formal Conversion Rate Optimization (CRO) exercise, a cost-effective method that can have a huge impact. These days, however, it’s critical that every campaign perform at its best.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

NOVEMBER 23, 2021

Am I signing up for a demo? I’ve preached this particular sermon multiple times in this space, but again, for the record: “Learn More” is the worst lead generation CTA ever. Because it means nothing. What happens when I click on a “Learn More” button? Am I taken to a form? Will a rep contact me? Sorry, no idea.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

NOVEMBER 12, 2013

No matter what you’re selling – a white paper, a Webinar, a demo, a free trial, or 25% off your latest software – there are certain rules that disciples (ahem) of good B2B email marketing should always follow. A successful email grabs the reader, sells the offer, and closes the deal.

Copywriting 100

Copywriting Demand Generation Creativity Paper 100