The Point

FEBRUARY 28, 2020

Save My Seat”, “Download Guide”, “View Webinar” are all examples of CTAs that let the reader know EXACTLY what to expect when he/she clicks on the button. Best practice dictates that CTAs appear in both button and text form within the email, preferably repeated at least 2-3 times (for example, 2 buttons and 1 text link.).

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

DECEMBER 5, 2023

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

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

APRIL 16, 2019

For example: Using descriptive terms (ex: “Enterprise”) in ad copy that define the intended audience Strategic and aggressive use of negative keywords (ex: “Free”) Use of offers (white papers, for example) that immediately and intuitively identify the intended audience and dissuade unqualified prospects from clicking on the ad.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). Some parts of this may be automated, but there are also likely pieces that are updated manually – for example, when an opportunity is opened.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

JULY 1, 2019

It’s why, for example, we marketers have assumed control for more and more of the lead funnel. For example, 42% of the executives surveyed in the report said that they spoke to and engaged with reps in the first month, compared to only 33% just 12 months earlier. For example: * Lead Scoring. Gated & Secondary Offers.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

NOVEMBER 27, 2018

How can companies make, for example, employee advocacy a measurable contributor to demand generation? (DK) For example, likes, shares, and clicks are all indications of a buyer’s content preference. Integrating Social Leads into the Demand Generation Funnel via @spearmktg. Click To Tweet. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

AUGUST 29, 2017

For example: secure an appointment, gain an introduction …). Just as with integrated demand generation programs , a combination of different channels, deployed in a prescribed sequence, is more likely to bring about success compared to relying on one channel alone (for example, email). What is the primary objective?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

NOVEMBER 15, 2022

For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement. For Tier 1 accounts, conduct targeted, personalized sales outreach, but (critically) support those efforts with marketing air cover to the same companies.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

JANUARY 27, 2022

The pressure to generate quick results from a pilot campaign can lead marketers to adopt expensive, highly-personalized, content-intensive tactics (direct mail, as one example.) ABM pilots often jump ahead.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

APRIL 19, 2017

In contrast, content that relies heavily on statistics or market data – an industry trends report, for example – will lose its appeal after only a few short months. The reason that titles with numbers in them (this blog post, as one example) is that readers respond to specific, concrete benefits. To download a free copy, click here.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

SEPTEMBER 23, 2020

For example, you may be able to show that Web visits from your target account list have increased by 50 percent. For accounts with little to no awareness of your company, and no record of intent, measuring mere engagement (clicks, page visits) from those companies is a legitimate measure, albeit early stage, of ABM success.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

JUNE 30, 2017

. • Target account campaigns are possible leveraging only the most basic in marketing automation and ad technology (for example, programmatic display advertising.) Target account campaigns are marketing-driven and typically involve the sales team only peripherally (for example, after an appointment is set up with a qualified lead.)

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 22, 2017

For a particularly egregious example, see the email below from Azalead , a software platform for Account-Based Marketing (ABM). And then deliver specific, compelling examples of what I’ll learn when I do respond. Most of the time, however, set-up paragraphs simply bog down the email in a recitation of facts (e.g. “As Get to the point.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

AUGUST 16, 2019

There are many options for how to pair the two messages (see #3 and #4, below), but as one option, it might help to think of the preview text as providing a level of detail not afforded by the subject line, for example: Webinar: Hiring Secrets of the Fortune 500 Hear real-life tips from GE, Apple, and others! What + Why.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

JUNE 23, 2020

Email, as one example, plays a very different (and less dominant) role in the marketing mix than it did only a few years ago, having migrated from acquisition to nurture and customer marketing. . * Cold-calling is dead. Content marketing is dead. * The MQL is dead. When in fact, none of these things is true.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

MARCH 7, 2019

Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach. Landing pages, for example. These have particular application in lead nurturing and customer marketing. DGR) Can you share any best practices or recommendations for marketers looking to augment their email strategies? (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JUNE 30, 2021

In customer campaigns, awareness and engagement are already baked in, so to speak, as is a deeper familiarity with the target accounts, and so risks are mitigated.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

FEBRUARY 27, 2018

For example, in the case of Marketo, you can set “Do Not Track” Browser Request to “Support.”) Your platform may offer the option to request all visitors from selected countries to opt-in to cookie tracking upon their first visit. Be diligent about removing former employees and contractors.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

DECEMBER 12, 2017

For example, TV advertising alone may be diminishing in significance, but it still makes up more than one-third of all media outlays. The main driver is almost certainly mobile advertising, which experts have estimated at accounting for more than 70% of digital media spend overall.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

NOVEMBER 22, 2017

During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real success with their personalization strategies. You can view the recorded version of the event here. Click To Tweet.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

JANUARY 27, 2016

This new report shares insights, ideas, best practices, and real-life examples of how to measure lead nurturing performance beyond basic email metrics like open and click rates. and when we first engage we like to know their current conversion metrics, for example: • percentage of raw inquiries that convert to MQL.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

DECEMBER 15, 2020

” Opens and clicks, for example, are very different metrics. Here are some tips to keep in mind when deciding when to finally suspend or remove those leads that aren’t showing signs of life: * Define what you mean by “non-responsive.”

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

JULY 17, 2017

IMPACT : Find creative ways to source, and leverage, reviews and recommendations for your product; for example: TechValidate , a “customer content creation platform” that helps companies generate fact-based case studies and other customer evidence for use in marketing.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

FEBRUARY 14, 2018

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JUNE 24, 2022

Example: consider a user or industry survey on relevant trends, to be authored or sponsored by a third-party research firm, analyst group, or publisher. That doesn’t mean that vendor content is rendered irrelevant (particularly in later stages of the cycle, when technical specs, pricing, and customer stories come to the fore).

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

OCTOBER 25, 2018

My guess is that most marketers know that email clicks don’t tell the whole story (or anything close to it) but – as other studies have shown repeatedly – they lack the systems, processes, resources or sales discipline (for example, when it comes to consistently attributing leads to opportunities) to make such measurements accurate or even possible.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

AUGUST 11, 2015

Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana. For example, per SiriusDecisions, that 67 percent of that buyer’s journey now takes place online. The ugly reality is that, in all but the most extreme examples, activity is just that: activity. Well, not so fast.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

DECEMBER 28, 2017

Some might say: “Video is the best content for demand generation ,” for example, but the reality (as it’s always been) is that different people respond to different messages, and content, and even lead generation channels, in different ways. (HS) Marketing is becoming more and more personalized.

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

AUGUST 8, 2013

Some lower-value pages, “careers” for example, may even merit negative scores, whereas more high-value pages, say: “pricing” or “contact”, should be awarded relatively more points. Examples of leads that fall into this category include students and competitors. Too little negative scoring. Scoring “contact sales” incorrectly.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

OCTOBER 15, 2019

If your leads aren’t converting, it could be that you have too much “early stage” content – a white paper on industry trends, for example – that isn’t doing enough to identify those leads with a genuine problem to solve. Different topics appeal to different stages in the selling cycle.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

SEPTEMBER 11, 2017

If you’re promoting an event like a Webinar, for example, or perhaps a speaking slot at an upcoming conference, you would do well to include, as part of the image, basic information like date, time, presentation title, and speaker info. This ad is also a reminder that images in LinkedIn updates aren’t limited to just the visual.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

NOVEMBER 12, 2019

In fact, he went as far as to classify anything else (a simple LinkedIn campaign, for example) as merely a “shotgun” approach. I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.)

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JANUARY 17, 2019

Indeed, in the client example I related earlier, when we implemented a series of automated emails as a complement to SDR outreach, lead conversions jumped more than 33 percent. Tips for Increasing SDR Engagement Rates via @spearmktg.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

DECEMBER 12, 2014

As with most things, Google doesn’t disclose the precise algorithm by which quality score is calculated, but they do identify contributing factors – for example: expected click-through rate, the relevance of ad copy to the search query, and (notably) what Google calls “landing page experience”. Include a brief description of your company.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JUNE 20, 2018

For example, many publishers and networks in the content syndication space will now accept target account lists as lead filters, albeit at a premium CPL. Again, it’s not ABM, but it can set the stage for a broader initiative, or even run in parallel to an ABM campaign as part of a more general, “air cover” strategy.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

AUGUST 1, 2013

Drawn from that experience, here are 10 examples of the most common scoring mistakes we see B2B companies make: 1. If you only use one lead score value, there will be no easy way to distinguish between, for example, the CEO with little to no interest in your solution vs. the low-level end user with a high interest.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

APRIL 1, 2014

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100