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The Point
MARCH 24, 2021
A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. Can you design a successful B2B ad that pulls at the heart strings? I’ve written elsewhere in this space about the sorry state of B2B creative in general, so the headline came as no surprise. ” To which I say: rubbish.
The Point
AUGUST 25, 2020
A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. What gaps were identified and what content needs to be developed or customized for specific accounts, account types or personas?
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The Point
MAY 17, 2021
That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re researching best practices, actively evaluating potential vendors, or somewhere in between. The Risks of Over-Reliance on Late-Stage Content Click To Tweet.
The Point
APRIL 5, 2011
Recently, a client sent us results of a focus group they had conducted, results that included an evaluation of direct mail concepts we’re developing for one of their products. The story reminded me of a similar experience we had with a client a few years ago for a campaign that targeted software developers.
The Point
AUGUST 15, 2012
But a prospect in the early research stage has very different content needs than someone closer to a final decision. Consider creating campaigns designed specifically to focus on early, mid- or late-stage prospects. Campaigns based on selling stage. Ultimately nurturing should be about moving a prospect along the selling cycle.
The Point
MARCH 3, 2010
In a recent article (member access only), Marketing Sherpa offers up some intriguing research into how prospective tech buyers view email offer content, and how those views can differ dramatically from common assumptions held by marketers. Competitive comparisons (73%) also scored highly in the buyer research. * In a word: no.
The Point
MAY 18, 2010
Yes, marketing automation software will most likely enable and empower the kind of lead nurturing you’re looking to do, but first and foremost I suggest what you really need is a lead nurturing strategy – i.e. a formal workflow and plan designed specifically to address your precise objectives, and tailored for your specific audience.
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