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

FEBRUARY 28, 2023

The sales team may want demo requests but the best option may be a content asset (say, an ebook) that appeals to someone with the problem that your solution can solve. Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign. Be realistic. Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

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. Key Finding 3: Use of free trials is skyrocketing.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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. However, by limiting paid search (SEM) campaigns (and social ads like LinkedIn also) to prospects who are ready to look at a product, marketers do themselves and their companies a disservice.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

APRIL 22, 2020

Note: it is not sufficient to simply dump these leads into your regular nurture stream, even one that’s persona- or product-specific. 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.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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

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

JULY 27, 2018

a demo or free trial is a high bar offer (due to the time and resources required). * If you’re offering the prospect a meeting as first step in any other circumstance, you’re likely eliminating the possibility of that prospect engaging, no matter what the interest in your product, simply because you’ve asked too much. (If

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

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. Make sure that your email is designed to drive action, not just spread the gospel about your new product. Any response (e.g. But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 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

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 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. Sell the offer, not the product. It’s a relatively safe assumption that he or she is already “sold.” via @spearmktg.

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. Remember, one of the first rules of email marketing is: Sell the Offer, not the Product.

Marketing Management 100

Marketing Management Vendors Web 2.0 Copywriting 100

The Point

JULY 16, 2015

Furthermore, the gratuitous mention of Allocadia’s product (“… learn how Marketing Performance Management (MPM) technology like Allocadia …”) is not only unnecessary, it now makes me suspect that what I thought might be an informative white paper is nothing but a product brochure in sheep’s clothing. Anything else is a distraction.

CMO 100

CMO Paper Marketing Management Marketing Proposals 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

MAY 20, 2014

before the campaign goes into final production.). More problematic, in my view, is copy that does little to communicate the value of the actual event, and instead resorts to a litany of product features and limp generalities about that product’s value proposition. From all appearances, this Webinar is actually a product demo.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

DECEMBER 23, 2011

A well-written, “business case”-type white paper, not necessarily written by an independent third party, but one that focuses on a particular solution, category or approach, rather than your specific product or service. Information on your product or service.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 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 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. but “budgeted to buy (insert your product or service here)” – not so much.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

JANUARY 25, 2012

Remember, it’s not the company you’re selling, or the product, it’s that white paper or video or Webinar the prospect gets when he or she fills out the form. Be cautious with customer logos, award icons, and gushing quotes of praise for your company or product. Sell the offer. Once you’ve decided on the right offer, sell it.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

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

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

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

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

FEBRUARY 27, 2012

Request demo: add 30 points, wait 2 months, subtract 30 points. All credit for developing this approach (and helping with the description) goes to Dan Reed, Spear’s Technical Production Manager and resident marketing automation guru. Visit a high-value Web page: add 10 points, wait 2 weeks, subtract 10 points. Thanks Dan!

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 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

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

MARCH 29, 2017

If your nurture program consists of primarily early stage offers (white papers on trends and best practices and the like), you’ll struggle to identify and engage with prospects who may be ready to take the next step and actively evaluate your product.

Sales Qualified Leads 50

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

The Point

MAY 30, 2023

Find creative ways to encourage customers to create content related to your brand and products. Crowd-source a “101 Creative Ways that Companies Use [Insert Product Here]” ebook. Record short testimonial videos to use on landing pages and on social media. 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

webinars vs. ebooks), product category, and target market. Am I signing up for a demo? That’s because either 1) the results were generated through surveys, which (as any reputable statistician will tell you) causes all sorts of data bias, and/or 2) the data fails to account for the wide variance caused by differences in offer (e.g.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

AUGUST 25, 2022

In their most basic form, Webinars are a 20-slide PowerPoint deck and a demo. Two reasons, I suggest: One, Webinars require less work and fewer creative cycles, on balance, compared to, say: an ebook or a white paper. So yes, a Webinar lead might be more qualified by virtue of being willing to dedicate 45 minutes of his/her time.

Webinar Metrics 52

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