The Point

OCTOBER 8, 2020

It can be tempting, as marketers working in a world of intent data and ABM and AI, to buy into the hype that any short cuts are possible, that sales cycles are made to be compressed, and that sales-ready leads can be created on demand. Running “always on” campaigns (social media, SEM, display) that make your company findable.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

JANUARY 19, 2021

These will become incorporated into lead and account scoring, perhaps as criteria for what can become an MQL. Leads will need to pass “credit worthiness” before a closed/won is accepted. “B2B lead conversion rates are hovering around 2%, meaning that 98% of traffic (paid and earned) isn’t converting. .

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

APRIL 30, 2009

But the very fundamental direct marketing principles on display here [.]. Tags: B2B Marketing Creative Demand Generation Direct Mail direct marketing lead generation b2b lead generation. 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

JUNE 30, 2017

ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated. The success of target account campaigns is typically measured by responses or leads or meetings, whereas ABM strategies are measured by account-level metrics such as awareness, influence, and penetration.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

DECEMBER 28, 2017

The guide features insights, projections, and opinions on current challenges, opportunities, and trends from 19 B2B marketing experts and practitioners, including leading executives from Marketo, Oracle, SiriusDecisions, and Forrester Research.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

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. Generating leads from key accounts. Let’s be clear – true ABM is not measured by leads. Can you shortcut #ABM and still make it work? Answers via @spearmktg.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

JUNE 18, 2019

Tip: buttons are more mobile friendly, but not all email clients will display them, so play it safe.). This same presentation was delivered earlier in the year to standing-room only audiences at leading marketing conferences. Include a CTA in the header if possible (see #1, above). And at least one text link in the body copy.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

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

Recently I sat down with Amanda Nelson, Director of Marketing at RingLead , a leading provider of cloud-based data solutions that make it easy to analyze, remove, merge and prevent duplicates in Salesforce. A complementary, and related, technology is programmatic display advertising. One is predictive analytics.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

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

MAY 16, 2015

More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects. Lead Nurturing Isn’t Just Email Anymore. There’s no sign that email won’t continue to be the workhorse that it is in helping to filter, qualify, cultivate and progress leads through the sales cycle.

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. Lead with compelling benefits, not just facts. Simply displaying server clipart does nothing for your message and pushes vital selling copy down the page. For example: 1.

Webinar Metrics 100

Webinar Metrics Demand Generation Copywriting Display 100

The Point

MARCH 29, 2012

Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads. These days, however, it’s not enough to simply display a row of icons (RSS, Tweet, Email) and expect the reader to act. Share this blog!

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JUNE 20, 2012

lead nurturing) or when you want to segment emails by product line or target audience. 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.

Template 100

Template Tips Landing Pages Marketo 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 lead nurturing part of your campaign plan. Make the offer look like an offer.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 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

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 increasing brand awareness, generating leads, driving sales? Are you creating a display ad, an email, social media content, a web page? What are you hoping to accomplish, and why is it important? Objectives & Success Metrics : Be clear about what the project should achieve. How will you define and measure success?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

MAY 30, 2012

If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? That was the question contemplated by the marketing team at MobileIron , a leading provider of mobile device management technology. Here’s how the campaign worked: 1.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

MAY 30, 2023

However, simply slashing spend – while quick and dramatic – can have a detrimental effect on leads, pipeline, and revenue. With a little work, a blog can be a major contributor to SEO and monthly lead goals. Improve lead nurturing and funnel conversion. Fewer buyers in market means lead volume is down across the board.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

JUNE 16, 2015

Unfortunately, many less experienced advertisers tend to over-use the default setting, broad match, for their campaigns, based on the faulty logic that it will generate the highest volume of impressions and therefore the greatest number of leads. Exact matching is the most precise option and typically generates the least amount of traffic.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

AUGUST 25, 2022

These days, Webinars are a tougher sell than ever, especially for “first touch” lead generation. Most CPL publishers and other lead generation companies won’t even promote live events. Webinars generate substantially fewer leads, all things being equal, compared to on-demand content covering the same topic. Click To Tweet.

Webinar Metrics 52

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

The Point

FEBRUARY 18, 2014

Commodity products are tailor-made for inbound marketing: SEO, paid search (SEM), content marketing, online display advertising. The type of content that works best for commodity products is typically later-stage content: buyer’s guides, case studies, ROI calculators, analyst reports, etc.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

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.&#. However, a subject line’s true “success” is much better defined by clicks (click rate) and actual form submissions (lead rate or response rate.).

Open Rate 100

Open Rate Wikipedia Click Rate Banners 100