The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. Fulfill your offer via email. As I wrote previously in this space , sending the prospect the offer via email (vs. Make the offer look like an offer.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

DECEMBER 5, 2023

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. How should we approach the campaign differently?” Senders who don’t adhere to the new regulations may get blocked, meaning their emails won’t reach Google or Yahoo users.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

NOVEMBER 15, 2022

We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. Avoid product- or brand-centric emails that simply tout your product and will only ever appeal to a small subset of active buyers. Curious as to your opinion?”.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

NOVEMBER 9, 2009

Granted, I’m already sold on the value of Web conferencing, but even then, the email below from Citrix (makers of GoToMeeting ) leaves me thoroughly underwhelmed. First, there’s the leading candidate for Most Frequently Used Email Opening of 2009: “In these challenging economic times …”. This email does neither.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

OCTOBER 29, 2021

However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative. Successfully converting free trials and (self-serve) demos requires that the user engage with the product early, frequently, and in a manner that drives home perceived value. Lead Nurturing.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1. What I’d change: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

JANUARY 8, 2013

An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign. Unless your offer and product are one and the same and the call to action is “buy now,” no-one cares about your product. The entire body copy is all about the product. But so what?

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

SEPTEMBER 24, 2012

Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Sell the demo, not the product. Here are 3 tips to consider: 1. Here are 3 tips to consider: 1.

Promotion 100

Promotion Product Tips Webinar Metrics 100

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. The report is a must-read for any company planning to invest in a (insert product category here) solution this year.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Approval cycles on partner-related campaigns can be complex, so it’s wise to have agreement up front on who needs to review what, and how quickly. Don’t let last-minute security protocols prevent you from getting a campaign in market. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

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

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. is its ability to target specific audience demographics: job title, industry, etc.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MARCH 20, 2012

In order for a prospect or customer to register for your event, it’s critical that your email invitation convince him/her that the benefits of attending the Webinar make the investment in time worthwhile. But just to hear a senior product manager tell me why his product is so exciting? Not so much.

Webinar Metrics 100

Webinar Metrics Product Marketing Management Transparency 100

The Point

OCTOBER 22, 2019

Congratulations: your last email campaign generated a really high click-through rate. Email bots. Acting as a spam filter, email bots prevent malicious emails from infiltrating mail servers by auto-clicking the links in incoming emails. and email campaigns become more pronounced. The culprit?

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. Here’s what I think makes this an effective campaign: * The offer is front and center. Sell the Offer, Not the Product. *

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JUNE 18, 2019

There are three things your email recipient should see almost immediately, and those are: WHAT the offer is, WHY it’s of value, and HOW to get it. Sell the Offer, Not the Product. The goal of any email is to generate engagement. Don’t prattle on about how wonderful your product is, only for the offer to be an afterthought.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

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.) It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. You’ll wear more hats.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

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

MARCH 17, 2014

The CEO didn’t like the photo at the top of the email so it’s back to the drawing board, design-wise. When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. But it’s also times like these when your campaign is most at risk.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

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

DECEMBER 3, 2013

What is more clear, based on the Webcast invitation I received this week (below), is that it hasn’t done much for Eloqua’s own email marketing. In a similar vein, the three bullet points under “What You’ll Learn” are a grab-bag of product features (and mixed tenses, just for good measure.) Click the thumbnail image to view full-size.).

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100

The Point

APRIL 22, 2016

By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices. But no problem – you’re using responsive design for all your email campaigns, so you’ve got that covered, right? Here are 13 ideas for maximizing your campaign’s mobile-friendliness: 1. Why is that so?

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 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. Sell the event, not the product. No-one cares about how wonderful your product is. Email invitations at least 2 weeks in advance. Yes, the day of the event.)

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

OCTOBER 8, 2015

I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful. It’s 2015: use email, for crying out loud. Plus, if you choose to, lead nurturing emails can be personalized as coming “from” the assigned rep.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

JULY 27, 2018

For ABM campaigns in particular, it’s become something of an accepted truth that if you’re going to the trouble of constructing a highly personalized, highly orchestrated, multi-channel, multi-touch campaign, then naturally you want to ask the prospect for a meeting. Photo by Drew Beamer on Unsplash.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

JANUARY 13, 2015

Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. Unless you’re measuring true email performance – no change you make to copy, design, mobile-friendliness, offer, deliverability, etc.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 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

AUGUST 18, 2014

In an era of automated lead nurturing, the situation may be improving somewhat, but simply having the technology with which to blast every trade show lead the same, tired email message instantly upon your return to the office doesn’t mean you should. Here are 10 tips for designing an effective trade show follow-up campaign.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JUNE 17, 2016

What’s more, today’s dominant advertising channels – banners, text ads, emails – don’t hold the same mystery that print ads did in their day. And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

JULY 13, 2012

In my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place? I have my concerns, however, about extending it to lead nurturing and the email medium. But maybe that’s just me. Occasionally?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

DECEMBER 11, 2018

Is ABM a fit for our company, our product, and our audience? In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes. As I wrote in this earlier post , ABM is a strategy, not a campaign.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

MARCH 27, 2013

A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc. Certain days of the week may generate better email response.

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100

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

JUNE 9, 2014

Effective email copy is not like a letter to your grandma; unless, that is, you’re asking Grandma to sponsor you for the 5K Fun Run at the park. A good email campaign isn’t designed to make people feel warm and fuzzy about you, your company or your product, or generate awareness, or promote your brand.

Copywriting 100

Copywriting Urgency Marketing Paid Search Agency Act-On 100

The Point

MAY 9, 2017

(SP) The same mistake that marketers were making 10 years ago with marketing automation (provisioning the MA platform and then realizing they lacked the content to launch drip campaigns ) is being repeated with ABM. The purpose of branding is to ensure your product or service is the preferred choice in the minds of buyers.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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

APRIL 1, 2014

2) Turf – Inside Sales fears that inserting marketing campaigns into the lead follow-up process will either a) diminish the value of their department or b) assign credit for SQLs elsewhere. Time and time again, we see marketing automation improve the productivity, efficiency, and job satisfaction of Inside Sales. Wait 2 weeks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100