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| | THE POINT
APRIL 30, 2013 Branding is Not Demand Generation. Stop Pretending That It Is.
Josh’s argument is that search engines are no longer the only channels to offer keyword advertising, and that Twitter and Facebook in particular are now enabling advertisers to reach buyers in the act of expressing interest in a particular topic, trend or product. 'Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. No problem. understand. Wait, what?
| | THE POINT
JULY 13, 2012 Do Lead Nurturing Campaigns Always Need an Offer?
Here’s an excerpt from the comment I posted to his blog: “I love the idea of the 411 Principle as applied to Twitter and Facebook and I’d suggest it could easily extend to blog posts also. Here’s why: The very nature of Twitter and Facebook means that followers are used to seeing a wide variety of content, precisely as you describe: some if it self-promotional, but much of it informational, or commentary, or sharing of third party content that we think our readers will find relevant or interesting or even humorous. But maybe that’s just me. Occasionally? Not so much.”.
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| | THE POINT
JUNE 27, 2012 5 Campaign Ideas for When You Have No Content
Especially in the context of lead nurturing , the more ways a prospective customer is connected to your company – by email, Facebook, Twitter, LinkedIn, Pinterest, Google+, etc. For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Answer: you get creative. Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. Run a survey.
| | THE POINT
OCTOBER 14, 2010 21 Tips & Other Impressions from the Marketo User Summit
Provide readers the ability to “like” individual content assets on Facebook. Use separate URLs when promoting content via Twitter, Facebook, blogs, PR, etc. Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. It’s all heady stuff. Think you have enough content?
| | THE POINT
FEBRUARY 4, 2013 A Really Useful B2B Marketing Benchmark Report from Optify
Twitter is by far the most effective social media channel for generating leads , outperforming Facebook and LinkedIn by a factor of 9 to 1, even though Facebook generates the larger percentage of visits (from social media sources), and LinkedIn shows the highest engagement rates (page views per visit.) The metrics reported by B2B benchmark reports can also be grossly misleading.
| | THE POINT
AUGUST 6, 2012 9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow
Social media used to mean launching a blog, or designing a corporate Facebook page. If someone shares your Webinar via Facebook, do you credit the Webinar or Facebook?) Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Surprising?
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THE POINT Maker’s Mark: PR Debacle or Social Media Genius?
| WEDNESDAY, MARCH 6, 2013
The same message also appeared on their Facebook
page (image above.) By now you’ve probably read about a momentous recent decision, and the very public reversal of that decision, made by Maker’s Mark , a distiller of small batch bourbon based in Loretto, Kentucky. The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content in their bourbon from 45 percent to 42 percent, ostensibly in order to boost supplies of its product to meet high consumer demand. We realize we can’t lose sight of that. Let’s translate, shall we? Group hug.). Cheers! MORE >>
THE POINT No Leads from Social Media? No Excuses.
| WEDNESDAY, NOVEMBER 16, 2011
The blog generated more than 500 leads in its first 9 months alone, and this from a target audience (billing managers at small- to mid-sized medical practices) that can hardly be described as the Facebook
crowd. Are there multiple options to subscribe, via email, RSS, Twitter, and Facebook
? At first blush, that number is pretty startling, but on reflection, it really shouldn’t be too surprising. Put a PR agency in charge of social media, and I can pretty much guarantee you’ll generate PR, not leads.) Navicure uses Marketo and Salesforce.com to track marketing ROI.). promotional). MORE >>
THE POINT 3 Ways to Make Your Corporate Blog’s Sidebar Work Harder
| THURSDAY, MARCH 29, 2012
If you post blog content to your Facebook
or LinkedIn or Google Plus page, add those also. You can also be notified of new posts by following us on LinkedIn or Facebook
.”. Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed to make an impact: 1. Promote subscriptions prominently. Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads. Offer downloadable content. MORE >>
THE POINT Is Social Media Wasted on PR Agencies?
| THURSDAY, OCTOBER 8, 2009
For those companies just dipping their toes in the social media waters, my advice is to look at blogs, Twitter , Facebook
et al not just as PR tools, but as a key part of their overall demand generation and lead management strategy. First, let’s get this out of the way: I know some very smart people in the PR field. Yes, some of my best friends are PR people. But good grief. m ready to conclude that many PR agencies don’t really get it when it comes to social media. Recently I was made privy to a social media plan authored by a client’s PR agency. Reasonable enough, right? All true. MORE >>
THE POINT Segmentation, Social Media Drive Lead Nurturing Success for iDirect
| TUESDAY, SEPTEMBER 6, 2011
This served a number of purposes: introducing greater interactivity through functionality like comments and social sharing (Facebook
, Twitter), but also leveraging newsletter content to drive increased search traffic and ultimately, more inbound inquiries. When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. All this presents real challenges for both demand generation and lead management. MORE >>
- Can Games Play a Role in B2B Marketing? THE POINT | TUESDAY, JUNE 1, 2010
- How to Revive a Dying E-Newsletter: 4 Tips THE POINT | MONDAY, NOVEMBER 28, 2011
- Help Our Client Choose a Logo (Poll) THE POINT | WEDNESDAY, MAY 12, 2010
- Should I remove offer content from my Website if it’s part of a campaign? THE POINT | THURSDAY, AUGUST 18, 2011
- Best B2B Holiday Card of the Year? THE POINT | WEDNESDAY, DECEMBER 21, 2011
- Are Social Links the Answer to Lagging Email Response? THE POINT | WEDNESDAY, OCTOBER 21, 2009
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