Remove work

The Point

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How to Make a Webinar Email Stand Out

The Point

Here’s an opening for an email I received a few weeks ago: One of the hardest parts of managing an organic social strategy is the need to churn out compelling posts at the speed of…well, the internet. But it works because it conveys something concrete vs. vague and general. Enter Artificial Intelligence (AI). Yes, it’s a cliché.

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18 Common Features of a Best-in-Class Lead Nurture Program

The Point

To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. Note: rarely, if ever, will one organization employ every one of these features.

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Career Advice for a Young Marketer

The Point

The conversation was a handy excuse to catalog some of the lessons I’ve learned over 30 years in marketing, and to document what marketing career advice I’d give myself – if I were suddenly transported back to the late 1980s – knowing what I know now. Work for a big company. Work for an agency.

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Do ABM Marketers Underestimate the Value of Messaging?

The Point

This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff. In the absence of value, sales organizations default to pricing as their primary mechanism for closing deals. (HS) We need to step back for a moment and ask ourselves: what is ABM in the first place?

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Top 10 ABM Mistakes

The Point

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

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Why is Inside Sales So Scared of Lead Nurturing?

The Point

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales.

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Content Selling: How Sales Can Better Leverage Marketing Content

The Point

Our rules-based discovery tools surface presentations, documents, and other marketing content that speaks to the exact information need of buyers. (HS) DC) In most organizations, content is spread across multiple locations: in the cloud, on a shared drive, on a rep’s desktop, wherever. We call that approach Content Selling. (HS)