The Point

MARCH 23, 2023

Increasingly, however, it’s being leveraged as an effective, affordable way to maximize campaign performance across a range of different demand generation channels. One way to increase marketing ROI in a “do more with less” economy is to integrate Conversion Rate Optimization (CRO) into demand gen strategy and planning.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

DECEMBER 6, 2022

Greater effectiveness at the top of the funnel can have an out-sized impact. Increasing Lead to MQL conversion rates even by a few points, for example, can have an exponential effect on pipeline downstream. It’s worth also taking a hard look at MQL definition.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

MAY 17, 2021

Besides an effective lead nurture program, the other key factor in properly leveraging early-stage content is use of the appropriate KPIs. Ultimately, by building brand credibility and trust through a systematic, well-designed lead nurturing program, you’ll close more deals by having educated the buyer first.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

APRIL 19, 2023

In the near future, I can imagine a marketer effectively managing hundreds of audiences simultaneously, where each audience has a finely-tuned and nuanced campaign, message, and content developed from exegraphic insights.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” . – is its ability to target specific audience demographics: job title, industry, etc. Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

DECEMBER 5, 2023

This means, in effect, that you won’t know how much of your list is subject to the new rules. For example, our agency runs on a Google Workspace account but the domain is unique to us.) Yahoo’s rules are expected to be similar.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

APRIL 16, 2019

However, it’s not always, or even often, that those highly coveted keywords will be the most effective in the long run. In B2B search campaigns, an effective lead nurturing. The most obvious keywords in any B2B campaign are those with higher search volumes and higher-than-average costs per click, particularly in competitive niches.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JUNE 25, 2019

An effective lead management process captures information like stage, lead/contact status, opportunity status, and deal amount. Are all of your technologies passing information effectively? How is your lead management process working?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

JANUARY 21, 2020

Effectiveness. Native landing pages, meanwhile, are more effective and generate higher conversion rates, because they’re typically designed solely with the specific campaign (and offer) in mind, minus any external links or other distractions from the main call to action. Photo by Andras Vas on Unsplash.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

NOVEMBER 14, 2014

The report, however, goes further – ranking trade shows as far and away the most effective demand gen channel in their “BtoB Channel Effectiveness Quadrant,” surpassing (by some margin) even demand gen workhorses like email marketing and PPC. But does that mean that demos are the most effective demand gen offer? Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 100

The Point

AUGUST 25, 2020

The following list of questions is excerpted from that workbook, and is an effective starting point for gauging how ready your organization is to fully execute on ABM. But understanding potential gaps in your tech stack is integral to recognizing where you might be limited in scale, efficiency, or effectiveness. Goals & Objectives.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

MARCH 22, 2019

An effective, accurate, trusted lead scoring model is a vital cog in a company’s overall lead management process. Faster Lead Velocity – if reps know more about the leads assigned to them, they’re able to have more meaningful conversations and make their outreach more relevant, and effective. So, is lead scoring a dying art?

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

OCTOBER 22, 2019

As email bots become more and more common, especially in large, enterprise companies that B2B marketers love to target, the effects on email marketing. So, how can you eliminate the effects of email bots and get your performance metrics on a track to credibility? Great for security. Bad for marketers.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JANUARY 23, 2018

An effective demand generation strategy is one that not only captures hot sales leads but also maximizes the value of more long-term prospects. Adapted from the Spear white paper: “ Lead Recycling: A More Cost-Effective Approach to Demand Generation for High-Technology Companies ”. Photo by Armando Ascorve Morales on Unsplash.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Ranking 253

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage. Provide a means to contact sales on the thank you page or in the fulfillment email that is sent to the prospect upon completing the registration form.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 224

The Point

FEBRUARY 14, 2018

Remember: to be effective, demand generation content should appeal to, and generate engagement from, a prospective customer looking to solve a pain, problem, or issue that your company, product or solution can address. However, in the context of demand generation , it matters very little whether they read it or not. It doesn’t.

Paper 193

Paper Demand Generation Agencies Lead Ranking Lead Scoring 193

The Point

NOVEMBER 15, 2022

Such tactics are rarely effective, they can damage your brand, and they’re a sure-fire way to run afoul of data privacy laws (especially outside the US) or MAP license agreements, which generally prohibit marketing to anything but opt-in names. However, outbound shouldn’t translate into “spray and pray.”

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

DECEMBER 11, 2018

ABM can be a highly effective way to navigate a long, complex sales cycle, but the marketer who thinks that an ABM program is going to convert cold names to pipeline opportunities in a few short weeks is destined for disappointment. Can you execute ABM effectively without technology? These are not impulse purchases.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low.

Lead Ranking 162

Lead Ranking Lead Scoring Cost per Lead CPL 162

The Point

JANUARY 27, 2016

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. You can download a free copy of the report here. increased a massive 75 percent.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

OCTOBER 15, 2019

An effective nurture program is automated, segmented, and responds in real time to leads who exhibit signs of increased interest or intent. Good content is at the center of any effective demand generation. We send monthly emails to our database” is not a nurture strategy. Better Content.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JULY 30, 2020

This is one of the most effective ways to convert organic blog traffic to sales leads that you can then nurture over time. Market subscriptions aggressively , and not just on the home page. Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn).

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

JULY 30, 2019

A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). Marketers have more options, more channels, more technologies at their disposal than ever, but good, effective demand generation. The real answer to that question, I would argue, is more nuanced.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

MARCH 18, 2020

Late stage content in particular can be an effective way to reach buyers who might otherwise be combing the aisles at a trade show. Conduct a content audit to identify gaps in your current library by vertical, persona, and buying stage. Repurpose existing content with a message that’s more in keeping with current conditions.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

JUNE 23, 2020

Today, ABM is a very real and effective way of driving demand, but even its most fervent disciples would acknowledge that, at most companies, ABM co-exists with other strategies rather than having replaced them altogether.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

NOVEMBER 27, 2018

So yes, paid social media can be an effective demand gen channel. These insights can then allow those marketers to create more personalized, targeted and (therefore) effective lead nurturing programs. times higher. However, given the right strategy, organic social can actually yield better results. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Ranking 203

The Point

MARCH 7, 2019

That’s almost entirely due to the emergence of ABM, where direct mail is perceived (accurately, in our experience) to be an effective tool for driving engagement, albeit at a higher cost. Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach. What’s working? What isn’t? (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

FEBRUARY 27, 2018

The law takes effect May 25, 2018, and applies not only to companies doing business within the European Union (EU), but to any company offering goods or services to customers or businesses in Europe. Instead, here are 5 very basic steps that should be on every B2B marketer’s “to do” list before GDPR takes effect.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

DECEMBER 12, 2017

Yet many of the same companies madly adopting these bright shiny new objects fail to measure their campaigns in a way that effectively optimizes investment, creative, and, ultimately, ROI.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

NOVEMBER 13, 2018

Even though the law won’t go into effect until 2020, the implications for marketers could be enormous. Marketers can’t know what laws are coming down the legislative pike, but there are ways to be prepared, and to minimize the wholesale disruption and process upheaval many companies faced in May of 2018, when GDPR went into effect.

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

The Point

FEBRUARY 28, 2020

Short copy isn’t automatically more effective than longer copy. Reserve any additional CTAs or options for the thank you page or fulfillment email, i.e. AFTER the person has registered. Do I need all the copy? But that doesn’t mean you shouldn’t try to eliminate redundancy whenever possible. Are you taking too long to set up the offer?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

SEPTEMBER 24, 2019

Another new year approaches and, with it, another major data privacy regulation takes effect. This time, it’s the California Consumer Privacy Act (CCPA), which becomes law on January 1, 2020. Don’t be fooled into thinking that only California companies need pay attention.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

MAY 16, 2019

Here’s what I think makes this an effective campaign: * The offer is front and center. We’re presenting a live Webinar” would be more effective as: “Join us at an exclusive live Webinar …” You could then hyperlink a call to action (“Join us”) instead of the title of the Webinar. Avoid first person and passive language.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JUNE 7, 2017

And the qualities that make it an effective sales email are lessons for anyone embarking on a sales outreach campaign, or any rep who writes emails, for that matter. 5 key principles to an effective sales email via @spearmktg. The email below (I’ve purposely omitted both the company and the rep’s name) is one such example.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

AUGUST 20, 2015

Key findings from the survey of more than 600 B2B marketing professionals include: * 80 percent of those surveyed report their existing lead generation programs are only slightly or somewhat effective. * 24 percent said they’re unable to gauge how well leads convert to revenue. Why is that? Here are my theories: 1.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Ranking Lead Scoring 100

The Point

MAY 23, 2017

If you adopt the “cast a wide net” approach to lead generation, you’ll need an effective lead nurture and sales follow-up strategy in place to make sure those leads are successfully filtered, qualified, and converted to sales-ready prospects. Here’s why: 1. Now, ultimately, all of this comes down to basic math.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

MARCH 8, 2018

For a more detailed read on lead generation offers, download our free white paper: “ How to Choose Your Carrot: Effective Lead Generation Offers for High-Technology Marketers. ”. Photo by Billy Huynh on Unsplash. The post How to Market an Analyst Report appeared first on The Point.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216