The Point

APRIL 16, 2019

By driving additional engagement and potentially capturing more information via progressive profiling, lead nurturing serves to highlight those leads worthy of sales attention – either because they have an immediate interest, or because they meet specific demographic criteria. Photo by Charles on Unsplash.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

MAY 23, 2017

It’s much cheaper to generate leads that are filtered solely by more traditional demographic criteria: job title, geo, company size, installed technology, etc. Here’s why: 1. Naturally, you pay a big premium (in the form of a higher CPL) for pre-qualified leads. No lead generation vendor will qualify and convert leads better than you will.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

OCTOBER 8, 2015

I meet the demographic criteria, I’m aware of the company, but I don’t have immediate needs (though I may in the future.) If there’s one thing that good, effective lead nurturing does well, at scale, it’s keeping your brand top of mind with prospects who meet the grade demographically (right person, right company) but aren’t yet sales-ready.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

AUGUST 1, 2013

No separate scores for behavioral and demographic values. Demographic scores are best thought of as how interested you are in a prospect. Scoring on both demographic and behavioral attributes allows you to provide more meaningful and relevant data to sales. Behavioral scores are how interested that prospect is in you.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

AUGUST 9, 2012

A filter means that you, as the advertiser, will only accept and pay for leads that meet a certain demographic criteria. Filtering by specific US regions or states is generally incompatible with PPL programs , in large part because many publishers don’t capture that level of demographic detail. Likely not.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

SEPTEMBER 30, 2013

Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. • Structuring multi-step drip campaigns that respond automatically to whether a prospect opens, clicks, or responds to the campaign (or past campaign behavior, or demographic criteria).

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

DECEMBER 16, 2015

Core to the new guide are detailed profiles of 20 marketing automation tools, plus ratings (based on more than 1,600 authenticated user reviews), pros and cons, customer demographics, and responses from the vendors themselves. Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.)

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

FEBRUARY 27, 2012

The basic lead scoring recipe is typically a variation on the following: * assign positive scores for desired behavior or demographics (e.g. assign negative scores for undesired behavior or demographics, or inactivity (e.g. Note that expiration dates only apply to behavioral scores, not demographic values.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

APRIL 8, 2015

More than two-thirds (68%) employ both behavioral and demographic lead scoring ( tweet this ). • Some of the key findings in the report include: • 77% of respondents indicate they measure pipeline contribution from specific campaigns ( tweet this ). 40% employ no type of immediate autoresponder (follow-up email) to new leads ( tweet this ).

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

OCTOBER 7, 2014

In our experience with high-tech clients, we’re seeing fairly consistent success advertising on LinkedIn, primarily due to the ability to target specific demographics, a feature that Google would do well to emulate. However, it also drives much higher conversion rates (up to 7x, in our experience) compared to Twitter and Facebook.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

MARCH 25, 2016

Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar. Finally, schedule a series of tweets starting 2 weeks prior to the event. Vary the copy, and include images where possible, such as speaker photos.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JANUARY 29, 2015

But programmatic advertising offers the ability to target those ads based on very specific demographic and psychographic criteria, even by company name. Historically, we haven’t done a lot of pure display advertising (outside of SEM and retargeting) for our B2B clients because it’s been tough to make the CPL numbers pencil out.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

DECEMBER 16, 2011

Bulk rentals make most sense when an entire list, say a magazine list focused on a particular demographic, meets your target criteria. In essence, you’ll be building a database of potential prospects, all of whom meet your target demographic, that you can then nurture, educate, and market to over time.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

SEPTEMBER 19, 2012

However, with a marketing automation system in place, those same companies can still integrate telemarketing based on specific demographic or behavioral criteria.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

NOVEMBER 4, 2010

profile) individual prospects, so that inside sales can better prioritize leads based on response and demographic data (perhaps through an automated lead scoring system.) Email follow-up affords clients the opportunity to learn more about (i.e.

Lead Scoring 100

Lead Scoring Lead Ranking Telemarketing Process 100

The Point

AUGUST 8, 2013

Negative scores can be demographic (e.g. Negative scores are a useful tool in avoiding false positives – that is, assigning high lead scores to leads that in reality don’t merit sales’ attention. Too many companies ignore negative scores altogether, with the result being that junk leads slip through the cracks and sales confidence suffers.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

SEPTEMBER 17, 2014

A large part of the power of marketing automation is the ability to tailor your message automatically based on both demographic and behavioral criteria,” says Sewell. “By All campaigns were built and launched in Marketo, a leading marketing automation platform. Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

OCTOBER 30, 2013

Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. Landing pages help drive further engagement.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MAY 6, 2010

How easily is the inside sales team able to identify a qualified lead, or even one that meets basic demographic criteria? Does he/she know more than basic demographics? Do sales leads routinely enter the funnel only to die a lonely death in the CRM database? Do you offer free trials or evaluations?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JUNE 1, 2010

Games cross all industries and demographics. Expand your database and acquire in-profile contacts by targeting a game to a particular demographic (industry, job title, company size). * Blockdot builds games across Web, mobile, and social platforms, and is considered one of the pioneers in developing games for advertising purposes.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

FEBRUARY 4, 2011

Marketing automation automatically identifies “better” leads utilizing both demographic and behavioral criteria, and flags those leads that truly merit sales follow-up. Increased sales productivity due to better identification of sales-ready leads.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

MARCH 12, 2012

Besides ensuring that every lead receives prompt, systematic follow-up regardless of sales bandwidth, marketing automation also increases the productivity of an inside sales team by helping filter out junk leads (eliminating wasted calls) and prioritizing the rest based on demographic and behavioral criteria.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

OCTOBER 29, 2014

This modern approach augments the demographic and behavioral attributes that are part of basic lead scoring with thousands of additional data points, like funding, credit score, hiring, patents, locations, technologies used, social media activity and more. A better option is to tap into the power of predictive lead scoring.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

OCTOBER 26, 2010

Email is now a means to a conversation, not merely a one-off broadcast, and marketing automation solutions enable sophisticated, automated, triggered, multi-step, “drip” marketing campaigns that respond to changing demographic and behavioral criteria.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

MAY 18, 2010

It will not design the emails and the landing pages (though it may make that process easier), nor define an offer strategy, nor dictate what emails to trigger, at what intervals, based on what demographic or behavioral criteria.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Lead Nurturing 100

The Point

JUNE 27, 2012

Along the way, you’ll pick up new prospects who fit your target demographic or at the very least have an ongoing interest in the challenges and problems that your solution addresses. Promote social media connections.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

FEBRUARY 24, 2011

As I argued in an earlier post , effective lead management – or, as Leads360 would term it: optimal inquiry response – is best constructed as a balance between the human element (phone calls from a live sales rep) and technology (automated, triggered emails tailored to a prospect’s interest, demographics, and behavior.).

Leads360 100

Leads360 Sales Leads Telemarketing Leads 100

The Point

FEBRUARY 5, 2010

Yes, you can tailor emails to fit every possible unique combination of demographic and behavioral criteria. That is, the vast majority of your return from a lead nurturing program is achieved by addressing the very basic business problems that lead nurturing is designed to solve.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

JULY 21, 2016

Marketing automation provides the ability to segment – and version – campaigns not just based on demographics (job title, industry, geography) but also behavior – Webinar attendees, Web page visitors, people who haven’t responded to emails in the last 6 months. Lack of segmentation.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

OCTOBER 14, 2010

Consider providing reps the ability to assign prospects to specific lead nurturing tracks (for example, a vertical track) and override what the system decides is “best” for that lead based on demographic and behavioral criteria. Systems like Marketo can be used to remind sales reps (via sales alerts) of untouched or stale leads.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

NOVEMBER 15, 2023

Include demographics, psychographics, and any insights into their behaviors, preferences, pain points and motivators, including persona definitions if they already exist. Sign up for a trial? Does that offer exist today or will new content need to be created? Target Audience : Who are you trying to reach? What do you know about that audience?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

MARCH 17, 2015

HS) I have this pet theory that Google will inevitably offer demographically targeted search advertising in the not too distant future. Imagine a “premium” AdWords option where the only people who see your search ad are those who meet a specific demographic profile.)

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

FEBRUARY 18, 2014

A company in a nascent product category is more likely to find value in a database marketing approach, one in which they acquire “cold” names of prospects that meet target demographic criteria, and then market to those prospects consistently over time with a stream of informational offers.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

MARCH 26, 2010

In “The Essential Marketing Automation Handbook,&# Albee provides a series of charts with suggested guidelines for how to score specific demographic (e.g. company size, job title) and behavioral (e.g. email response, event registration) criteria.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Lead Scoring 100

The Point

JUNE 13, 2014

The primary appeal of content syndication to B2B marketers is that a) it’s targeted (you can typically filter on basic demographic criteria at little to no cost) and b) it guarantees performance (most publishers will negotiate deals on a cost per lead basis.) And yet content syndication is no slam dunk. Over-Reliance on Niche Sites.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100