The Point

AUGUST 29, 2017

For example: secure an appointment, gain an introduction …). Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. What is the primary objective? What is the general nature of the program?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

AUGUST 16, 2019

For the reader, preview text provides another layer of information that helps that individual determine which emails to open and which to ignore (or mark as spam.) Which makes it a vital and necessary component in any B2B marketer’s copy deck. What + Why. 5 Tips for More Effective Email Preview Text Click To Tweet.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

NOVEMBER 27, 2018

HS) How does Oktopost help companies capture engagement and ROI from organic social? (DK) 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. Click To Tweet. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

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

JUNE 30, 2017

A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? There’s only one problem: there really is no such thing as an “ABM Campaign.”.

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). Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. Get to the point.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

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. If you don’t know what’s relevant to your audience, no amount of personalization will help. a message deck).

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

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

APRIL 26, 2018

In the consumer world, for example, if you look at something online: a shirt, a tablet, you’re likely to see retargeting ads trying to push you to complete that purchase. Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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

FEBRUARY 18, 2020

Consultants, agencies and other service providers can help fill this void, but don’t necessarily replicate the institutional knowledge that an experienced MA user can build into a system. As an example, one of the major players recently changed the criteria by which its partners are “tiered” (think: Bronze, Silver, Gold.)

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

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

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. With ABM, it’s no longer good enough to deliver segment-based messaging (for example, healthcare) – marketers need to be able to deliver messaging that is relevant and timely for individual accounts (e.g.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

DECEMBER 12, 2014

Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

JUNE 7, 2017

The email below (I’ve purposely omitted both the company and the rep’s name) is one such example. We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM. But, ever so occasionally, an email makes it through that immediately resonates, or at least grabs my attention.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

DECEMBER 11, 2018

For example, in the very early stages of an ABM campaign, success is best measured by Account-Based Awareness and Account Engagement. ABM can help generate awareness and engagement and even meetings, and bring your company to the table so to speak, but it does not inherently abbreviate the sales cycle. Look at your own customer data.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JUNE 5, 2018

When sales and marketing calibrate their respective efforts to the customer – to helping the customer through a buying process or to a desired outcome – then they’ve discovered the basis for alignment. The answer to sales and marketing alignment has been identified: it’s the customer, stupid!

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

AUGUST 18, 2014

a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. For example, if the only option you provide attendees is to request a demo, you’ll only hear from a small subset of leads, albeit those most sales-ready.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 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

The Point

JANUARY 24, 2013

By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and offer strategy. How many leads do you generate each month and what is the source of those leads?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

JULY 1, 2013

Look at broader PPL networks that include a significant number of non-tech business sites – two examples would be Madison Logic and NetLine. Make sure the title of your content is very sales- or marketing-specific, so that the title alone will help filter out those outside of your target audience.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

MARCH 13, 2013

One reason is that sales bandwidth ebbs and flows, so, for example, if you return from a trade show and dump 3,000 leads into your CRM system, you can bet that some of those leads aren’t going to hear from anyone in sales for days or weeks, if at all.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. However, our approach is very different from the marketing automation vendors and here are three examples.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

JANUARY 9, 2015

So, for example: “Click to download our free white paper”. is more effective than: “Call me to discuss how we can help.”. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. is infinitely preferable to: “Click to learn more”.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

AUGUST 25, 2015

Here’s an example of a sales email that is adapted specifically for content syndication by doing the following: 1. Please don’t hesitate to call or email me directly if I can help in any way. references the specific content asset. invites the prospect to call or email with any questions. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

JUNE 26, 2013

Know, however, that you’ll never achieve 100 percent attendance (even if people are paying to attend), and that achieving attendance ratios much higher than 50 percent may require such extreme efforts (telemarketing, for example) that ROI will suffer. Here are 5 techniques for getting your Webinar attendance up to a reasonable level: 1.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

NOVEMBER 20, 2015

Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”. Identifying and/or developing a critical mass of relevant offer content to support the campaign, content that is specific and relevant to target roles, for example: – Power User.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

FEBRUARY 27, 2012

The loophole in this design arises when “active” prospects, those who regularly visit a Website or respond to nurturing campaigns, for example, build up lead scores well out of proportion to their actual level of interest or stage in the selling cycle. . * assign negative scores for undesired behavior or demographics, or inactivity (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

JANUARY 13, 2012

But on a subconscious level, illustrating the ebook as something tangible and “real” increases the perceived value and makes it stand out in a way that a simple cover image, for example, would not. Note the additional image at lower left showing charts and graphics.). Yet, at no time do any of the calls to action seem redundant.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

DECEMBER 23, 2011

Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that are reasonably qualified. Regardless of content, multimedia offers almost always improve response.).

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

OCTOBER 29, 2014

For example: Which of my prospects should I call first? Citrix and RingCentral are two good customer examples. BK) Simply put, Lattice helps companies grow with data-driven marketing and sales applications that make complex data science easy to use. (HS) Lattice offers “advanced predictive analytics” for marketing and sales.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

MAY 4, 2015

However, a well-written abstract can make an enormous difference in helping your content asset stand out from the crowd and, ultimately, driving both increased lead volume and improved lead quality. Here’s an example of a poorly-written abstract (names changed to protect the guilty): Acme Security Endpoint Protection 3.0

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

AUGUST 20, 2015

Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. No marketing automation platform, for example, tells you what offer to send to whom, when. Why is that? Here are my theories: 1. Marketing automation has yet to solve the reporting issue.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 6, 2011

Custom workflow helps profile leads, identify high-potential opportunities. The new schema introduced the concept of “high value” Web forms (for example, new partner inquiries) and also negative scores – for example, docking points from prospects who visited the Website’s careers page.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

OCTOBER 14, 2010

For one, I can report that no companies are coming to our firm asking us to help them align sales and marketing. Adding a campaign-specific unsubscribe link to outbound emails can help avoid eliminating names from the opt-in pool together. Enable sales reps to turn off lead nurturing for specific prospects from within the CRM system.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

DECEMBER 28, 2010

From there, it’s a short and intuitive leap to simply asking people if they need their widgets aligned, or whether they’ve considered the benefits of alignment, so you can help ease their pain. For example, take the email below from payment processing company Cybersource. Just tell them how to solve it. Then you’ve lost him.

Email Marketing 100

Email Marketing Lead Generation Paid Search Agency Lead Scoring 100