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

APRIL 16, 2019

The key to determining at what point an expensive click becomes TOO expensive is understanding a few key data points: * Maximum Allowable Cost Per Lead (MACPL) * Customer Lifetime Value (LTV) * Customer Acquisition Cost (CAC). Failure to Nurture Leads Correctly. In B2B search campaigns, an effective lead nurturing.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

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. So the question is: To gate or not to gate?

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

JUNE 24, 2022

The days when a marketer’s primary responsibility was simply generating raw leads to throw at sales are behind us. The demand generation playbook now extends to lead nurturing , pipeline acceleration, and sales enablement, with all the programs, channels, and content those strategies require to be successful.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

MARCH 23, 2023

Common tests can include: * Streamlining and adjusting placement of lead forms * Adding social proof (quotes, reviews, award badges) * Adding video (explainer videos, customer testimonials) * Modifying CTA button text and design * Modifying offer description (e.g.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

JULY 23, 2012

In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. 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.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

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.” Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JUNE 18, 2019

You generate engagement by convincing the reader of the value of the information on offer, whether that information is a white paper, a Webinar, or a demo. This same presentation was delivered earlier in the year to standing-room only audiences at leading marketing conferences. FOCUS: 1 Offer, 1 Message, 1 Call to Action.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

FEBRUARY 27, 2012

In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The basic lead scoring recipe is typically a variation on the following: * assign positive scores for desired behavior or demographics (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JANUARY 24, 2017

In a previous post, I discussed key strategies for following up with trade show leads. Here are 7 ideas for increasing booth traffic and lead volume at the show: 1. Develop a custom landing page describing your presence at the show, with an emphasis on demos, presentations, and networking events.

Trade Show 100

Trade Show Traffic Demand Creativity 100

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. But the second reason is because technology marketers (and their sales counterparts) are impatient, have short term business horizons, and don’t want to “wait around” for leads to be qualified.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

MARCH 29, 2017

Though the marketing team was doing a great job generating raw inquiries at the top of the funnel, the sales reps weren’t receiving the number of “sales ready” leads they needed to hit their pipeline targets. The lead funnel is obsolete. Think about it: most companies have no problem generating leads at the top of the funnel.

Sales Qualified Leads 50

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

The Point

JULY 1, 2019

It’s why, for example, we marketers have assumed control for more and more of the lead funnel. There was once a time when we would generate a lead and our job would be done. Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

JULY 27, 2018

a demo or free trial is a high bar offer (due to the time and resources required). * a consultation or meeting is a high bar offer (not only due to the time required but, like a demo or free trial, it requires that the prospect be at a stage in the sales process or otherwise is feeling enough “pain” where he/she is ready to meet with sales.).

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

AUGUST 18, 2014

Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Prompt response to show leads is critical.

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. Generating leads from key accounts. Let’s be clear – true ABM is not measured by leads. Answers via @spearmktg.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

JULY 27, 2016

For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

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

If the goal is to impress me with Qtrac’s functionality – fine; but as a lead generation campaign, this misses the boat by a mile. 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.

Product 100

Product Email Marketing Cross-Selling Paper 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

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Some kind of multimedia presentation — a podcast, video, or Flash demo about your product or company, anything that helps “spice up” the offer.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 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 7, 2014

While LinkedIn Ads placed in a page rail are often best suited for lead generation, Sponsored Updates lend themselves to both lead generation and more viral branding and content sharing. Anything else will distract potential leads from clicking through to your intended offer or content.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

JANUARY 13, 2012

It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. Make lead nurturing part of your campaign plan. Make the offer look like an offer.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

JANUARY 25, 2012

Improve conversion (click to lead) rates by just a percentage point or two and you can increase lead volume (and slash Cost Per Lead) disproportionately. If you have a robust, systematic lead nurturing program in place (of course you do) there’s no need to capture every morsel of information from the prospect at first touch.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 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

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

APRIL 4, 2024

The lead generation experts at NetLine just released their “ 2024 State of B2B Content Consumption & Demand Report ,” a meaty 38-page guide based on data from more than 6 million content registrations. YOY, up 77% since 2019, a contradiction for those who would have us believe that forms are a thing of the past. hours to 31.2.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

JUNE 20, 2012

lead nurturing) or when you want to segment emails by product line or target audience. 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. Use sidebars.

Template 100

Template Tips Landing Pages Marketo 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 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

However, simply slashing spend – while quick and dramatic – can have a detrimental effect on leads, pipeline, and revenue. With a little work, a blog can be a major contributor to SEO and monthly lead goals. Improve lead nurturing and funnel conversion. Fewer buyers in market means lead volume is down across the board.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

NOVEMBER 23, 2021

Enter the good people at Metadata.io , who analyzed nearly $15 million in customer ad spend on LinkedIn and Facebook to generate a compelling benchmark report covering everything from click-through rate (CTR) to cost per lead (CPL). More than 46% – almost half – of lead gen ads on LinkedIn use “Learn More” as the CTA.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

AUGUST 25, 2022

These days, Webinars are a tougher sell than ever, especially for “first touch” lead generation. Most CPL publishers and other lead generation companies won’t even promote live events. In their most basic form, Webinars are a 20-slide PowerPoint deck and a demo. Two, salespeople love Webinars. Click To Tweet.

Webinar Metrics 52

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

The Point

FEBRUARY 4, 2013

Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless. This bias leads to an inevitable over-inflation of the mean results. (It

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100