The Point

AUGUST 29, 2017

Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. Email to prospect. Email from your boss. Email from the CEO. Email from a board member or respected analyst/friend. View the prospect’s LinkedIn profile.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JULY 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. Therefore, the objective of an effective email landing page is to 1) validate that decision, and 2) not get in the way. Email landing pages should be short and sweet.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

FEBRUARY 22, 2010

One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site. LinkedIn now boasts more than 60 million registered users , but far fewer than that number are active members in group discussions and in LinkedIn’s “Answers” section.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

NOVEMBER 12, 2019

I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.) In fact, he went as far as to classify anything else (a simple LinkedIn campaign, for example) as merely a “shotgun” approach. No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JANUARY 17, 2019

In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email. But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process. The second makes the case for fast response times.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

SEPTEMBER 19, 2018

I still remember how one of my very first emails – innocent, I thought – generated a furious response from a department head.) Think campaign reports, budget proposals, creative concepts, even that two paragraph email that explains why the campaign is launching two weeks later than you promised. Click To Tweet.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

JANUARY 19, 2016

Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. I just sent this reply to a Dreamforce exhibitor: Your incessant emails cued up by the XXXX tool of YYYY vendor is revolting. And I agree.

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

The Point

MARCH 25, 2016

If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. Email invitations at least 2 weeks in advance. Studies show that starting email promotions more than 7 days prior to an event increases the size of the audience by 36%.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

APRIL 26, 2017

For a more detailed recounting of those early events, read this great article on LinkedIn by Sandra Freeman.). Email may be losing its B2B dominance. The companies showing early success with ABM aren’t simply tailoring emails to individual accounts or buyers. and the wealth of content needed to support hyper-targeted campaigns.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JUNE 26, 2013

Send a confirmation email immediately upon confirmation, a reminder email 1-2 days prior to the event, and a last reminder email the day of the event (yes, same day.) However, when the time comes to send the reminder emails, that content should now be available, so use it. Confirm, Remind, Remind Again. Add to Calendar.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

NOVEMBER 20, 2015

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels. – Economic Buyer.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JUNE 27, 2012

Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. A survey is the ideal “no content” campaign because it creates its own offer. Do you offer email subscriptions to your blog ? Do you offer email subscriptions to your blog ? Answer: you get creative. Run a survey. Drive subscriptions.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

FEBRUARY 16, 2017

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. An email campaign here. A search campaign there. Or Option 2: • Send an email to your database. • I get that.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

OCTOBER 21, 2009

Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. Some of the key takeaways from the report: * sharing links in emails generate clicks for an average of 6.8

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

DECEMBER 6, 2010

26 Must-Have Negative Keywords for B2B PPC Campaigns. Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best. How to Answer a Question: 5 Tips for Making the Most of LinkedIn. Comments after the fold. 7 Mistakes To Avoid In Your Next Webinar Invitation. Salesforce.com Webinar Invitation Gets It Right.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

SEPTEMBER 30, 2022

Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Webinar + email campaign + LinkedIn ad). Can PESO do the same for demand generation ?

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

APRIL 23, 2020

Now could be a great time to take a hard look at metrics like email performance and conversion rates (e.g. Lead to MQL) and identify emails or even entire tracks that might need a refresh. Like surveys, podcasts are ideal fodder for social media (especially LinkedIn), lead nurturing , and demand gen. Clean up your data.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

FEBRUARY 4, 2013

Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless. More than 10 percent of the reporting companies discontinued their paid search (SEM) campaigns in 2012.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100