The Point

OCTOBER 29, 2021

Successfully converting free trials and (self-serve) demos requires that the user engage with the product early, frequently, and in a manner that drives home perceived value. Here are just some of the more creative ways we’re seeing clients use chatbots to increase sales engagement, shorten sales cycles, and drive revenue: 1.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

SEPTEMBER 19, 2018

At a large corporation, your responsibilities are more tightly defined and it can be more difficult to feel like you’re making a measurable difference. It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

FEBRUARY 28, 2023

Here’s what we believe makes a difference: * Understand the requirements for reimbursement and how you’ll be expected to measure success. Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign. Define your message. . Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

SEPTEMBER 25, 2018

Over at the Modern Marketing Blog , Steve Earl offers his theory as to why enterprise marketers choose to switch to a different marketing platform. In the broader market, however, our agency’s experience tells a different story. He says (in summary): “It’s because their needs outgrow system capabilities.”.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

AUGUST 27, 2019

The relatively high cost of LinkedIn advertising can lead some marketers to want to generate only highly-qualified leads or those further along in the buyer journey, but attempting to have the offer itself qualify those leads can be counter-productive. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

DECEMBER 21, 2018

Apparently (and this was all news to me), when a product is heavily advertised or advertised in an innately expensive way, consumers believe either 1) the quality of the product must be high, or 2) the company advertising has already persuaded lots of people to buy its product, presumably to justify the investment.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

APRIL 22, 2020

The quality of your content makes a big difference in the ultimate success of your CPL program. Note: it is not sufficient to simply dump these leads into your regular nurture stream, even one that’s persona- or product-specific. Quality content = quality leads. Set appropriate thresholds for sales follow-up.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

APRIL 19, 2017

If you’re rehashing a topic that your audience already understands, even with some different spin or angle, that content will have inherently less appeal. Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

OCTOBER 22, 2019

So, it’s possible to generate “false negatives” if the bot clicks a different link and not the embedded one. Instead, it’s a different way of looking at triggers and campaign metrics, namely abandoning a focus on what happens in the email itself (i.e. Add “Visited Web Page” as part of the trigger.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

SEPTEMBER 11, 2017

The result is fewer unqualified leads from people who would never buy your product. In addition, showing the different elements makes the offer more tangible, and, therefore, more interesting. The creative requirements for sponsored updates are simple – a few lines of text and a custom image.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

JANUARY 24, 2013

Understanding the scale and source of leads will help determine the scale of your lead nurturing program, and to what extent you need to tailor your approach to different sources. For example, it’s likely that trade show leads require a different response and follow-up than do say, referrals from partners.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

FEBRUARY 11, 2013

I sat down with her recently to find out more about her company and what makes their solution different. HS: Where did the idea for Full Circle CRM’s product come from? BC: The idea for the product came from a collaboration — a “Perfect Storm” of experiences among our founders.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

OCTOBER 8, 2015

Unfortunately the budget for the campaign got cancelled, so I emailed the rep, told her the bad news, and that I would continue to keep her company and product in mind for future needs. Note: if your sales team doesn’t have enough leads, new or newly qualified, to occupy their time, you have an entirely different problem.).

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

JULY 20, 2018

There’s an appeal to the economies of using one landing page across multiple channels, but the requirements are very different. Sell the offer, not the product. The critical difference between email landing pages and those designed for online ads is the amount of information the reader has received thus far. via @spearmktg.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

NOVEMBER 27, 2018

If you construct different nurturing streams based on interests, capturing social engagement data will enable you to nurture leads with content tailored specifically to buyer preferences, which increases overall engagement. For example, likes, shares, and clicks are all indications of a buyer’s content preference.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JULY 1, 2019

Re-evaluate your current system to ensure that there’s a hierarchy of alerts – from emails to assigned tasks – that properly align with different types of prospect behavior. If sales is alerted to virtually any sign of interest on the part of a prospect (say, an email click), those alerts quickly become worthless and duly ignored.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

OCTOBER 25, 2016

Listen, marketing technology is great, and in the right circumstances can make a big difference. By “good content” I mean information of value that speaks to your audience’s pain, problems, and challenges and not content that simply sings the praises of your product. And no amount of technology will make a difference.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

MAY 20, 2014

before the campaign goes into final production.). I asked Steve Reinhardt, Spear’s manager of Web development, what he’d do differently: “I’d recommend using CSS media queries to have the header graphic change to a “mobile friendly” width when the email is narrowed to render on a mobile device.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

AUGUST 15, 2012

Call it “calendar-based” nurturing: a series of regularly scheduled emails, promoting different content, all to the same list. But a prospect in the early research stage has very different content needs than someone closer to a final decision. Campaigns based on product interest. Campaigns based on selling stage.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

OCTOBER 29, 2014

Predictive analytics is different. What makes predictive lead scoring different? (BK) The second is “selling more to your current customers” – companies with many products to sell, but unsure which of their customers are the best targets for specific products. What makes Lattice different? (BK)

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

DECEMBER 3, 2013

I’m seeing a lot of buzzwords but nothing that’s different or compelling. In a similar vein, the three bullet points under “What You’ll Learn” are a grab-bag of product features (and mixed tenses, just for good measure.) Or “Modern Marketing” for that matter? And is content marketing really news-worthy? Who’s speaking? Here: nada.

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100

The Point

JUNE 9, 2014

A good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate awareness, or promote your brand. ” One reason why testing is so fundamental to email marketing is that different people respond to different offers, benefits, and creative in general.

Copywriting 100

Copywriting Urgency Marketing Paid Search Agency Act-On 100

The Point

SEPTEMBER 30, 2013

And therein lies the difference. The biggest difference between basic ESPs and today’s modern marketing automation technology is the ability to design and deploy automated, triggered, multi-step campaigns. What other differences did I miss? It’s just not a particularly sophisticated way of going about it. Comments welcome.

Lead Nurturing 100

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

The Point

MAY 4, 2015

However, a well-written abstract can make an enormous difference in helping your content asset stand out from the crowd and, ultimately, driving both increased lead volume and improved lead quality. Replace product name in title with search-friendly and benefit-oriented keywords. Remember: an abstract is, essentially, an ad.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

JUNE 20, 2011

Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. What’s different now compared to 1 year ago? Best Practices – strategies, tips and techniques for improving results, ROI, efficiency, productivity, value, etc. 5 years ago? Just remember: 1.

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

JULY 18, 2014

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. Companies pay lip service to this reality, but then in practice pump out content that is mostly product collateral in sheep’s clothing.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 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

NOVEMBER 15, 2010

Segmentation needn’t translate into 7 different versions of every email, however, or writing radically different copy from one version to the next. Sometimes all it takes is a few words in an opening paragraph to tailor an email to a different industry, or job title, or lead source. Product interest. Take advantage of it.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

MAY 18, 2011

HS) How is messaging different from content? (MC) HS) How should a company’s marketing message and sales message be different, if at all? (MC) MC) I think a better framework is to think about how both represent different categories of customer messaging. Very few people make this distinction and create great messaging first. (HS)

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

DECEMBER 11, 2018

Is ABM a fit for our company, our product, and our audience? ABM is radically different from inbound, funnel-based demand gen in many ways, and it starts with how to measure success. The hype around ABM has subsided. That mad rush to jump on the ABM bandwagon (for Fear of Missing Out) has given away to more practical considerations.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

DECEMBER 23, 2011

Your particular market may dictate variations, naturally, but this list comprises a variety of information that seems to “cover the bases” well, and more importantly, has proven to be successful for a variety of different B2B clients: 1. Information on your product or service.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

NOVEMBER 14, 2014

Most marketers would say “yes,” except this survey doesn’t really reflect the long-term value, and thus ROI, of different channels. Taken at face value, however, this implies that product companies should never engage in content marketing, or do anything other than offer prospects the opportunity to demo the product.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

FEBRUARY 13, 2013

You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here. How often do you release product enhancements? Below is my contribution (see Page 71.).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

OCTOBER 22, 2013

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. A meeting is no different from any other offer. Be specific. Be specific.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

JANUARY 25, 2012

Here are 7 tips that can make a difference: 1. 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. Not “learn more.”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

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. white papers) tends to perform better than does promotional content (e.g. News and articles, at 84%.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

MARCH 29, 2017

But I’d like to offer a different interpretation. Even simple segmentation: making minor copy changes to emails to accommodate just two different personas, can have a dramatic impact on campaign performance and conversion metrics. The lead funnel is obsolete. Inbound marketing doesn’t work, or at best is grossly inefficient.

Sales Qualified Leads 50

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