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. Diligently applied, CRO can increase conversion rates over time by up to 2-10x and dramatically impact the ROI from campaigns and media spend.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 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.” business) email address. Thanks to Tim and Allie on the Spear media team for their contributions to this post.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MARCH 8, 2018

Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. Technology marketers love analyst reports. However, in my experience, most tech companies don’t know how to market them.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. Good luck with that.

Social Media 100

Social Media Demand Generation Agencies Media Marketing Qualified Leads 100

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. Call the prospect but don’t leave a voicemail.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

SEPTEMBER 6, 2011

Well before any discussion of email frequency or offer strategy, this change empowered iDirect to begin treating leads in a very specific, targeted fashion. Leveraging social media to help maintain mindshare, keep prospects informed. However, the new program has already had a significant impact.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

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 Marketing Qualified Leads 100

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 social media management, content management, marketing automation, reporting and analytics. You don’t have to be a programmer or even a techie.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

JANUARY 17, 2019

As a demand generation marketer, 2 data points from the report stood out: – contact rates were 400% higher when SDRs used 3+ media types; and – contact rates increased 100X when a call was attempted within 5 minutes. In the context of the report, the first point argues for SDRs to employ other channels beyond just phone and email.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

MAY 16, 2015

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

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

MARCH 18, 2014

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Stop buying lists.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

JUNE 27, 2012

But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Here are 5 ideas for campaigns to run when you simply have no more content to give: 1.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

APRIL 26, 2017

Email may be losing its B2B dominance. Yes, business buyers are tiring of automated campaigns and endless streams of emails, especially now that the power to launch automated campaigns is being placed in the hands of salespeople. and the wealth of content needed to support hyper-targeted campaigns. direct mail.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

SEPTEMBER 30, 2013

After all, a simple monthly email newsletter to your database – something you can accomplish with only the most basic email service provider (ESP) – nurtures leads. Without marketing automation, nurturing is relegated to only the most simple “batch & blast” campaigns – that is, one-time batch broadcasts to a fixed list.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Improve deliverability and overall email performance as measured by open and click rates.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

MAY 20, 2014

I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience. The header graphic was developed independent of the email design as a whole, and thus not integrated into the overall user experience; 2.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

NOVEMBER 9, 2010

I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. Here it only appears at the bottom of the email. Introduce the call to action earlier.

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

OCTOBER 7, 2014

Competition for ‘Sponsored Update’ campaigns is substantially greater vs. ‘LinkedIn Ad’ campaigns. This is especially important for pay-per-engagement campaigns since you’ll pay for any clicks on hashtags, etc. Clicking on that download button captures the lead’s full name, email, and user name.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

SEPTEMBER 16, 2010

Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists. But the biggest advantage of third party opt-in email lists was cost. Email campaigns were still a fraction of the cost of direct mail.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

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. Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

DECEMBER 16, 2013

The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

SEPTEMBER 20, 2010

I’d suggest that many of the opportunities for greatest return are not in new campaigns, but rather in improving the efficiency and effectiveness of existing programs and processes. A blog should be the centerpiece of your social media strategy. Spend more on content and less on media. Upgrade email and landing page creative.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

NOVEMBER 9, 2011

how to integrate social media into your lead nurturing strategy …. along with specific, practical tips and ideas on email frequency, segmentation, offer strategy, fulfillment, and creative execution, all illustrated by real-life B2B campaigns. . • the top 5 questions to ask about your current lead management process …. •

Lead Nurturing 100

Lead Nurturing Webinar Metrics Tips Marketing Qualified Leads 100

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 16, 2011

It was only a few years ago that I would have told any client who asked (and many did) that it was never a good idea to purchase an email list, and that moreover, any list of email addresses that was available for purchase was by definition compiled through nefarious means and not worth the risk. That was then. Bulk Rental/Co-Branded.

De-duping 100

De-duping Buy InsideView Broadcasting 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. In fact, I’ve written much more in the last 12 months about social media and lead nurturing, yet many of those posts didn’t make the cut. Comments after the fold. The First (Almost) Clickable Direct Mail.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

AUGUST 23, 2011

In a little over 20 minutes, you’ll learn: • What makes marketing automation different from older email platforms. • 6 real-life marketing campaigns that leveraged marketing automation. and more, including the role marketing automation can play in lead management, customer marketing, channel marketing, social media, and more. . •

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Webinar Metrics 100

The Point

FEBRUARY 22, 2010

One more reason to make LinkedIn participation a part of your daily social media ritual is that when you answer questions, or comment on group discussions, your network of contacts is alerted via email in the form of a status update, as in: “Howard Sewell answered a question on Lead Generation.” Tags: Social Media linkedin.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

APRIL 5, 2011

The story reminded me of a similar experience we had with a client a few years ago for a campaign that targeted software developers. The results: The more straightforward mailer out-pulled the humorous version by more than two to one. The client wanted brash, colorful creative to “break through the clutter.”

Focus Group 100

Focus Group Banner Ads Deliverability Banners 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. Examples in a demand generation context include social media advertising, display advertising, or sponsored content.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

NOVEMBER 15, 2023

A good creative brief is the foundation for an effective marketing campaign. Here are 10 critical items to include in your creative brief to set the stage for a successful campaign: * Project Overview : Begin with a high-level summary of the project. Are you creating a display ad, an email, social media content, a web page?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

MAY 30, 2023

When a marketing budget get cut, certain line items tend to get immediate scrutiny: media spend, headcount, events. Rather than cut back on paid search (SEM) budget arbitrarily, look for keywords, ad groups, and campaigns that generate a bunch of clicks (and thus cost money) but few conversions. Clean up your CRM database.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

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. Assess social media strategy. Is your organic social media working hard enough? Update and refresh email and landing page templates.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

JULY 14, 2015

However, many marketing organizations yield control of that initial follow up process to inside sales, and only take up the nurturing process once raw inquiries are rejected or disqualified by that group, often because the inside sales reps are simply unable to reach the prospect by phone or email. Step 1: Fulfill marketing content via email.

Sales Qualified Leads 100

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

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

The Point

SEPTEMBER 20, 2016

Fact is, there’s a lot we can contribute on a strategic level – what’s working for other companies, where to best spend your demand generation dollar – that has nothing to do with more tactical services like media and creative. (TA) TA) Are there any particular programs or channels you think a B2B company should NOT outsource?

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0