The Point

JUNE 18, 2019

Tip: buttons are more mobile friendly, but not all email clients will display them, so play it safe.). Include a CTA in the header if possible (see #1, above). And at least one text link in the body copy. Make Copy Count. In email, efficiency is more important than length, so avoid redundancy.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

OCTOBER 25, 2017

Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. And these days, most every inbound channel – search, paid social, content syndication, display – can be executed in a very targeted, account-specific fashion. Photo by Tristan Colangelo on Unsplash.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

AUGUST 27, 2019

As with virtually any digital platform (email, display, search), if you don’t test, you not only don’t learn anything, you’re also putting all your eggs in one proverbial basket – betting, in effect, that one offer, one headline, one image is enough to do the job. A good rule of thumb is to aim for an audience in a range of 15,000-100,000.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

DECEMBER 28, 2017

If we can display Web content to an online visitor based on that visitor’s profile, Web behavior, and predictive intent, why can’t we do the same with email? (DGR) What do you see as the biggest trends in marketing automation in 2018? (HS)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

JUNE 30, 2017

Target account campaigns are possible leveraging only the most basic in marketing automation and ad technology (for example, programmatic display advertising.) To be executed at scale, ABM typically requires other functionality, such as account-level scoring, advanced sales play orchestration, and Ad/Web personalization.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JUNE 20, 2018

Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign. Add predictive technology, ideally equipped with intent data , and use advanced scoring to “bubble up” high value accounts with a propensity to buy.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

NOVEMBER 22, 2017

Personalization has a myriad of potential use cases proven to generate engagement – display ads personalized to a specific account, personalized video in a sales outreach email, Web pages that generate real-time content recommendations based on a visitor’s profile or behavior.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

JANUARY 29, 2015

A complementary, and related, technology is programmatic display advertising. 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

APRIL 26, 2017

They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) The companies showing early success with ABM aren’t simply tailoring emails to individual accounts or buyers. direct mail.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

AUGUST 16, 2016

This kind of “social wall” is also commonly used for events to display live tweets as they posted. The twitter feed section was created using third party software that pulls in twitter data based on hashtag or user account. The site looks great on mobile devices also, which was a real priority for us.”.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

JUNE 20, 2012

Plus they display more information at a glance (i.e. You’ll have less control over font display, but as HTML, your headline will always be visible, even with images turned off in Outlook. Use sidebars. Sidebars allow you to showcase items (offer images, speaker bios, etc.) Design your headline as HTML, never text as image.

Template 100

Template Tips Landing Pages Marketo 100

The Point

JUNE 8, 2016

through ads on display, video, mobile and social networks. . • Programmatic Ad Networks – programmatic networks like Choozle are yet another way to add “air cover” to your nurture campaign by reinforcing the same (or complementary) message, offer, etc.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

NOVEMBER 20, 2015

– Programmatic display advertising, to reach ideal contacts at targeted accounts via ad networks, perhaps with account- or industry-specific ad creative. Again, a multi-channel, integrated approach is likely to be most effective. – Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

MAY 16, 2015

Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility. But several factors – email overload, the proliferation of mobile devices, and increased privacy regulations – mean that marketers also need to look beyond the inbox for new and creative ways to nurture prospects.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MARCH 11, 2010

The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. Simply displaying server clipart does nothing for your message and pushes vital selling copy down the page. For example: 1. Sell the offer, not the product. Use images wisely.

Webinar Metrics 100

Webinar Metrics Demand Generation Copywriting Display 100

The Point

OCTOBER 20, 2014

I just returned from a few days at Dreamforce in San Francisco, the annual circus-slash-conference hosted by CRM leader Salesforce.com, and was struck by the wave of technologies on display that centered on analytics.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

APRIL 30, 2009

But the very fundamental direct marketing principles on display here [.]. Here’s a postcard I received recently from the Washington State Department of Fish & Wildlife. What do fishing licenses have to do with B2B demand generation?

Lead Gen 100

Lead Gen Peer-to-peer Demand Generation Leads 100

The Point

SEPTEMBER 24, 2012

As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Let’s face it; a live product demo is a tough sell. So how do you make sure that a demo attracts those critical buyers who are actively evaluating solutions like yours?

Promotion 100

Promotion Product Tips Webinar Metrics 100

The Point

MARCH 29, 2012

These days, however, it’s not enough to simply display a row of icons (RSS, Tweet, Email) and expect the reader to act. Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter. If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

MAY 8, 2012

Online display ads, text links, and PPC (search) ads impart very little information. The degree to which you still need to “sell” the offer at hand once your reader is at the landing page is influenced in large part by the amount of information he or she received on the front end of the campaign.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 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 the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

APRIL 29, 2011

Worst crime on display here: the offer is completely buried. If the answer to any of the questions is “no,” you’ve lost the reader immediately. Much better to convert the questions to action-oriented benefits, for example: “Pump out email campaigns quickly regardless of bandwidth or resources!”.

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 100

The Point

NOVEMBER 15, 2023

Are you creating a display ad, an email, social media content, a web page? How will the offer or content assets reflect or deliver that same message? Deliverables : List all the required assets — in as much detail as possible. Specify formats and exact dimensions where possible.

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

JANUARY 12, 2023

Event marketers will invest more in on-site technology (video recording, streaming/hosting, interactive displays, social interaction, live polling) to increase interaction and ensure that show content has a longer shelf life.”. — Sandi Settle, Group Account Director.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

SEPTEMBER 30, 2022

Examples in a demand generation context include social media advertising, display advertising, or sponsored content. Her approach showed how an integrated campaign combining four types of media channels creates a combined effect greater than the sum of its parts: * Paid Media are marketing efforts that involve a paid placement.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

MARCH 17, 2015

How has the landscape in display advertising changed in the last 3 years? (AF) For example, using a programmatic platform like Choozle, a marketing manager could very quickly set up and deploy dozens of campaigns across multiple channels (social, display, video, etc.) I call it the “Searchifcation” of display advertising.

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

MAY 30, 2023

Does every ad (display, search, paid social) include an A/B test? When budgets are plenty, testing takes a back seat. These days, however, it’s critical that every campaign perform at its best. Are you diligently testing subject lines on all email campaigns?

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

MAY 30, 2012

Spear developed a multi-step demand generation program that combined online text and display advertising, mobile landing pages, social sharing, and automated email response powered by Marketo , MobileIron’s marketing automation platform. Here’s how the campaign worked: 1. In the end, results from the pilot campaign exceeded all expectations.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

APRIL 6, 2016

(HS) In some ways, the appeal of ABM is that marketers now have the ability to target individual companies, and decision-makers, through more than just the inbox – for example, through display advertising. But that doesn’t make email any less of a critical element in a successful ABM initiative.

Account Based Marketing 100

Account Based Marketing Analytics B2B Mobile Advertising 100

The Point

JUNE 16, 2015

For instance, your ad will not display for a query on “networking software” or “enterprise network software.” By surrounding your keywords with brackets (for example: [network software]) your ads will appear only when users search for the specific phrase: “network software.” This option is called exact match.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

AUGUST 25, 2022

Instead, B2B marketers should: * Record Webinars and promote them as on-demand events, skipping the live broadcast altogether * Test other, non-Webinar terms for the recording: video podcast, expert roundtable, fireside chat, panel discussion (buyers are burned out on the term “Webinar” as much as they are on the events themselves) * Promote the recorded (..)

Webinar Metrics 52

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

The Point

JULY 1, 2010

When the client or browser used to display the email requests that image, then an “open&# is recorded for that email by the image’s host server.&#. For this, we turn to Wikipedia : “Open rates are measured using an HTML IMG tag embedded in outgoing emails, calling for a small, transparent tracking image.

Open Rate 100

Open Rate Wikipedia Click Rate Banners 100

The Point

FEBRUARY 18, 2014

Commodity products are tailor-made for inbound marketing: SEO, paid search (SEM), content marketing, online display advertising.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100