The Point

SEPTEMBER 11, 2017

I don’t know the results (if someone from Salesforce reads this, please comment) but my educated guess is that it performs well. And perhaps it’s because of that simplicity that very few LinkedIn ads, in my view as a dedicated ad watcher, take full advantage of the channel with either copy or imagery that are truly engaging.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

NOVEMBER 12, 2019

Engaging earlier in the buying cycle also puts you in a position to build brand credibility, inform buying criteria, and educate the buyer before he/she even decides to start looking for solutions. Effective demand generation. is a mix of hunting AND gathering.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 22, 2020

Content syndication CAN generate qualified leads – much of it has to do with the type of content (see below) – but it’s more likely that the majority of leads will need more education and nurture before they’re ready to engage with sales. Quality content = quality leads.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JUNE 20, 2018

Develop coordinated plays – campaigns that incorporate multiple touchpoints from colleagues in sales, marketing, and customer success – to educate customers and encourage them to take a demo or consider an upgrade. Add a solution like Engagio Playmaker to coordinate plays between departments. Call it ABM-y Customer Marketing.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

JULY 1, 2019

Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales. It’s why, for example, we marketers have assumed control for more and more of the lead funnel. There was once a time when we would generate a lead and our job would be done.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

JULY 13, 2012

I’m not sure I’d have much patience for a company, regardless of any interest I might have expressed in their product or service, that wanted to share links to educational and entertainment-type content with me via email, particularly if those links arrived with any frequency. But maybe that’s just me. Occasionally? Not so much.”.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

JULY 27, 2016

For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

MARCH 3, 2010

And indeed, when it comes to outreach programs designed to generate net new prospects, more educational offer content (e.g. product demos) because the more educational material appeals to a broader spectrum of prospective buyers and not just those further down the sales cycle. The type of content ranked most highly by buyers?

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

APRIL 26, 2017

Our agency was a sponsor, so booth duty prevented me from taking in many of the educational sessions. This year, more than 6,500 marketers, practitioners, and partners crowded into Moscone Convention Center in San Francisco for Marketing Nation Summit 2017. But here are my main observations from the week. Marketo has their mojo back.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

SEPTEMBER 16, 2011

For example: An educational white paper by an industry analyst on a hot industry trend will tend to generate a broad spectrum of prospects, including a large subset who have no interest whatsoever in your solution but want to stay abreast on what’s new in your space. Then your offer should have as broad appeal as possible.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

NOVEMBER 20, 2015

of a sufficient duration , vs. a short-term “one off” approach, so that that success relies less on an accident of timing, and more on a consistent nurturing and education of the targeted list. Planning on integrating Account-Based Marketing into your demand gen mix in 2016?

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing & Strategy 100

The Point

NOVEMBER 22, 2016

Yes, effective lead nurturing can educate, cultivate, and maintain brand awareness over time with a group of prospects that aren’t quite ready to talk with a rep. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

JUNE 18, 2013

DC) Today’s buyers are more educated on markets, products, and competitors than ever. DC) It makes it more critical than ever that salespeople have great content on hand to serve better educated prospects. I talked with Daniel and his team to find out more about what they call an approach called “Content Selling.”. (HS)

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

AUGUST 11, 2015

But it’s still an educated guess. Yes, we can look and watch for certain behaviors, and trigger automated communication based on those behaviors. Yes, we can segment our message and our offer content based on what we assume to be that prospect’s buying role and level of interest.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

OCTOBER 14, 2009

He/she could be anywhere on the buying spectrum – from initial research and education, to final, I-want-to-buy-one-of-these-today evaluation. The reader who clicks on an email, by comparison, has received far more information and is therefore going to be much more inclined (and ready) to complete the registration process.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

MAY 23, 2017

If you generate a pool of leads that meet your demographic criteria – right person at the right company – and nurture those leads over time, you will have the opportunity to educate them on your solution, build credibility, and increase the chances of them ultimately converting to sales-ready prospects.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

SEPTEMBER 9, 2014

Engaging that prospect in a consistent stream of relevant communication – communication that nurtures, cultivates, educates, and maintains brand awareness – until that prospect is ready to buy. If timing, message, offer, and buyer needs align, it’s a process that can yield success in an instant.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

JULY 14, 2015

That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads. There is a better way.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100

The Point

MARCH 3, 2015

Vendors have been knocking themselves out for the past five years trying to educate marketers to run their systems. If this happens, the reason will be that agencies provide the missing skills that have prevented so many companies from taking full advantage of marketing automation systems by themselves.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

OCTOBER 8, 2009

educate, cultivate, and nurture existing customers and prospects. I would argue that social media can accomplish all that PR firms seek to achieve and yet still be a primary driver of new leads, Web traffic, and the conversion of raw inquiries into educated, qualified, sales-ready prospects. So why does it matter?

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

SEPTEMBER 4, 2012

Enter all non-sales-ready leads into a robust system of lead nurturing to further educate, cultivate, and profile those contacts until the point at which they merit sales attention. Define specific criteria (or a lead score threshold) to determine when a lead gets passed to sales.

Landing Pages 100

Landing Pages Conversion Rate Lead Qualification InsideView 100

The Point

MAY 20, 2014

There’s nothing wrong with that, per se, except the invitation would be more effective if it were stripped of any pretense of being educational, and simply promoted as an opportunity to experience new technology. From all appearances, this Webinar is actually a product demo.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

SEPTEMBER 8, 2010

The ideal role for email in the marketing realm lies in its power to nurture, educate, cultivate, and maintain awareness amongst recipients who already have a familiarity with, and an affinity for, your brand. Two, acquisition is not what email does best.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

JULY 18, 2014

But ultimately, content will be more effective when its creation, management, and curation becomes a more dedicated role, regardless of educational or professional background. And I also think many B2B companies, particularly in the technology space, could do with fewer technicians and more liberal arts majors.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

SEPTEMBER 23, 2015

On the working assumption that your blog already has great content, getting people to subscribe to that blog is the easiest way to convert casual readers into leads that you can then nurture, educate, and ultimately convert into sales-ready prospects.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

SEPTEMBER 29, 2011

Two reasons: one, they’re in a nascent space (revenue performance management) that requires a long-term, educational sales cycle, so short-term leads are few and far between. Why is Marketo’s percentage so much higher than the average? And two, more obviously: the company does a very good job nurturing slow leads. The lesson in all this?

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

OCTOBER 26, 2010

Today’s sophisticated buyers want different information at different times: educational content in the early research stages, then more product-specific content later on. Doing otherwise dictates the terms of engagement, and buyers are having none of it.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

JUNE 27, 2012

the better your chance of educating that prospect and maintaining brand awareness to the point that he/she thinks of you first when the relevant need arises. Especially in the context of lead nurturing , the more ways a prospective customer is connected to your company – by email, Facebook, Twitter, LinkedIn, Pinterest, Google+, etc.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

DECEMBER 18, 2012

Rather than rely on the buyer’s good will to contact you when he or she deems it time, a mixed approach allows you to capture, and engage with, prospects at all stages of the selling cycle, then educate and nurture them over time, positioning your company and solution to best advantage when those individuals are finally sales-ready.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

MARCH 29, 2017

Conversely, if your nurture emails are simply a constant drumbeat to download trial software or take a demo, you’ll miss the opportunity to educate, and build credibility with, those prospects who aren’t quite yet ready to look at product. The ideal nurture program is a mix of early and late stage offers that appeals to a mix of prospects.

Sales Qualified Leads 50

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

The Point

DECEMBER 16, 2011

In essence, you’ll be building a database of potential prospects, all of whom meet your target demographic, that you can then nurture, educate, and market to over time.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

MAY 6, 2010

How much education is needed before a lead becomes a viable prospect? Is the job function of a typical sales lead at a level capable of advancing the sales process? How much do sales leads know about your company, your product, your category when they first engage with your company?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

DECEMBER 21, 2021

With so many new sales professionals joining a remote workforce, Marketing teams are being asked to produce more tools and education for their sales teams. “Coming out of 2021, companies will be putting more effort into sales enablement , specifically aligning marketing activities and sales follow-ups.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

FEBRUARY 18, 2014

I’ll explain: For a company selling a commodity-type product, or close to it, there’s little need to educate the market on why a particular company needs that product. Marketers in nascent categories need to educate the market before they can expect people to evaluate their technology.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

MARCH 26, 2010

In the context of lead nurturing, that means pretending you can serve up content in a specific, pre-determined sequence and expect prospects to be carried along on a tide of education, qualification, validation, etc. is probably wishful thinking.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Lead Scoring 100