The Point

MARCH 8, 2018

By which I mean that most analyst reports – Gartner Magic Quadrants, Forrester Wave Reports, and the like – are marketed as press announcements vs. information of value that might attract prospects actively evaluating your type of solution. 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

Anything Goes Marketing

NOVEMBER 19, 2006

Have you created a white paper for your organization in order to generate leads? If you have, there are some great tips that Michael Stelzner has just written about in an article Getting The Most From Your White Paper Marketing. Warm them up to the idea of registration with some "meat" from the white paper.

Paper 100

Paper Lead Generation Auto Responder Generation 100

Marketing Insider Group

MAY 3, 2021

In looking at some research, I found an interesting study from Forrester every B2B content marketer should see. Great content leads with education and offers specific takeaways. If your goal is to leverage content marketing to produce leads and close deals, then you need to move forward with being honest about why it’s not working.

B2B Marketing 296

B2B Marketing Content Marketing B2B Thought Leadership Planning 296

The ROI Guy

APRIL 18, 2012

Leveraging a Total Economic Impact (TEI) study and white paper by Forrester, Alinean created an interactive white paper for Concur, so that prospects not only received the TEI study results showing average opportunities and savings, but a customized analysis of their own unique business case for Concur.

Case Studies 40

Case Studies Paper Case Study Studies 40

Onalytica B2B

AUGUST 23, 2017

Last week we published our white paper called The Definitive Practical Guide to Influencer Relationship Management. First thing’s first- what does the white paper cover? This white paper is extensive and exhaustive, with each section covered deserving of its own limelight. DOWNLOAD NOW!

Peer-to-peer 192

Peer-to-peer Advertising Agencies Word of Mouth Work Management 192

Full Circle Insights

SEPTEMBER 22, 2022

In the mid-2000s, marketers began using the original demand waterfall framework to gain insight on marketing’s performance in terms of leads at the top of the funnel, marketing-qualified leads (MQLs), sales-accepted leads (SALs) and closed/won business. The Marketing and Sales Alignment Playbook White Papers.

Activities 52

Activities Account Based Marketing Marketing Qualified Leads Top of Funnel 52

The Point

JANUARY 21, 2014

I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”. A few days later, Kevin responded with the results: “Based on your input, I made the following changes to the Forrester campaign: 1.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

Full Circle Insights

OCTOBER 1, 2022

It’s generally a good idea for marketers to follow the 80/20 rule when creating a campaign mix, i.e., use tried-and-true campaign techniques that you know will drive leads 80% of the time and use experimental tactics for the remaining 20%. The Marketing and Sales Alignment Playbook White Papers. from the previous year. .

Account Based Marketing 52

Account Based Marketing ABM Sales Management Webinar Metrics 52

Full Circle Insights

SEPTEMBER 12, 2022

By personalizing the approach to specific accounts, companies using ABM show their prospects that they understand the challenges they’re facing, which increases engagement and leads to more sales. Aligning sales and marketing is about more than having happy team members– it also leads to a more consistent customer experience.

Account Based Marketing 98

Account Based Marketing ABM Full Circle Insights Ideal Customer Profiles 98

Webbiquity

DECEMBER 4, 2018

More than 75 percent of prospects feel the sales professionals who contact them lack knowledge of their specific business, role and responsibilities at work, or even the issues they’re trying to resolve, according to research from Forrester. Nurture Your Sales Team like Customers. And for marketing, that’s your sales team.

Sales Management 220

Sales Management Top of Funnel B2B Sales Tactics 220

Marketing Insider Group

AUGUST 30, 2021

revenue, leads, opportunities, etc.). So in our rush to obtain leads, drive opportunities, and move the sales needle, it’s easy to forget that we need to address our customers’ emotional needs (fears, hopes, wants, and aspirations). Our marketing and lead nurturing are anchored on this idea. The result? They tune them out.

Paid Search Agency 297

Paid Search Agency B2B Sales Marketing & Strategy CMO 297

Brandpoint

MAY 18, 2020

Most customers prefer to check out your company’s digital content before taking steps to contact your sales department; Forrester points out that’s now common practice for 68% of B2B buyers. That collaboration is crucial because the content itself is so crucial. However, not all sales teams have full marketing departments to support them.

Top of Funnel 149

Top of Funnel Paid Search Agency Planning Work Management 149

The Point

APRIL 23, 2013

One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader. Note the sub-head (“Forrester Research, Inc. For more tips on email creative, download a copy of the white paper: “ Top 10 B2B Email Marketing Mistakes.”.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

Martech

FEBRUARY 28, 2022

Across the board, email is a lead-generation tool. Its primary purpose is to qualify the reader to go to the website and convert, whether you want a macro conversion (requesting a sales contact), a micro-conversion (downloading a white paper or registering for a webinar) or a full conversion (purchase or renewal).

Marketing Automation Services 125

Marketing Automation Services Intent Marketing Automation Email Marketing 125

Marketing Insider Group

AUGUST 30, 2021

revenue, leads, opportunities, etc.). So in our rush to obtain leads, drive opportunities, and move the sales needle, it’s easy to forget that we need to address our customers’ emotional needs (fears, hopes, wants, and aspirations). Our marketing and lead nurturing are anchored on this idea. The result? They tune them out.

Paid Search Agency 181

Paid Search Agency B2B Sales Marketing & Strategy CMO 181

Convince & Convert

FEBRUARY 5, 2018

This should not be self-serving, and stories must show humility and lead with customers first. Additionally, a white paper by Hootsuite revealed some interesting data points showcasing how employee advocacy programs are delivering more reach and engagement with content distribution. Your employees comment on third-party stories.

Social Media 145

Social Media Social Marketing Marketing & Strategy Peer-to-peer 145

Full Circle Insights

JULY 27, 2022

A 2019 Forrester survey found that organizational teams that focused on ABM marketing were 6% more likely to exceed revenue goals than those that didn’t. The Marketing and Sales Alignment Playbook White Papers. Top 10 Signs You Have A Marketing Data Problem White Papers. And the result? Sales conversions. .

Account Based Marketing 52

Account Based Marketing Ideal Customer Profiles ROI Full Circle Insights 52

Rev

APRIL 2, 2019

According to a recent IDG white paper on lead generation , 61% of B2B marketers say increasing demand is the top challenge they face today. How do you generate high quality leads, consistently? Forrester reports that 74% of B2B buyers conduct half their research independently online before making a purchasing decision.

Demand Generation 111

Demand Generation Ideal Customer Profiles Marketing AI Demand 111

KEO Marketing

MARCH 30, 2017

When we examine the results from companies that make their living selling Inbound Marketing services , then the answer is that inbound marketing generates the most leads. When we study the results from businesses that create email marketing programs, the answer is that email marketing draws the most leads. Source: Forrester Research).

Lead Generation 48

Lead Generation Lead Scoring Lead Ranking Marketing Qualified Leads 48

Ambal's Amusings

JANUARY 21, 2010

One of the goals of marketing is to generate leads. What is the next logical step once you have managed to get high quality leads? Yes, getting those leads into the sale pipeline. Salespeople need leads—right now. How do marketers overcome this roadblock? So marketing tries to feed the pipe.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Marketing Leads 100

The Mx Group

SEPTEMBER 11, 2018

Forrester ). Recent studies have shown that the cost of hiring a new content marketing team vs. conducting a paid search campaign is 31–41% less per lead at medium- and large-sized businesses. Did you know that small businesses with blogs get 126% more lead growth than small businesses without blogs? ( Entrepreneur ).

B2B Marketing 83

B2B Marketing Content Marketing Planning Marketing Budget Creation 83

Digital B2B Marketing

APRIL 2, 2013

No one makes a million dollar decision based on one white paper, one email or one Google search. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? Beyond cold, these leads may frozen solid.

Top of Funnel 100

Top of Funnel Peer-to-peer B2B Work Management 100

Golden Spiral

APRIL 18, 2019

official publication of AHIMA featuring multiple articles published daily, white papers, and resources for patients and caregivers. the world’s leading cybersecurity event. more than 2,880 original computer security white papers in 109 different categories, as well as analyst papers. Journal of AHIMA.

Work Management 102

Work Management Marketing Management Research Organization 102

Martech

DECEMBER 8, 2021

“However, the thing that has not changed is that marketing leaders are still held accountable for funnel metrics,” such as leads, MQLs, SQLs. Account engagement, win rate, average deal size, and ROI increase after implementing account-based marketing, according to a recent Forrester/SiriusDecisions survey. Why we care.

Account Based Marketing 69

Account Based Marketing Buy Process Marketing Automation Services 69

Thinkers360

FEBRUARY 28, 2024

com, the world’s leading platform for B2B influencer marketing and managing analyst and influencer relations, delves into 10 best practices that will optimize your AR and B2B influencer relations programs, transforming them into powerful engines for business success. Driving high-quality leads? What are you hoping to achieve?

Enterprise Management 52

Enterprise Management Work Management Marketing Management B2B Thought Leadership 52

Industrial Marketing Today

DECEMBER 7, 2010

Here’s the shocking reality of B2B lead generation – 79% of marketing leads never convert into sales opportunities. B2B marketing and lead generation experts point to a lack of lead nurturing as the primary cause of this poor performance. Why is lead nurturing important? What is lead nurturing?

Lead Nurturing 60

Lead Nurturing Lead Generation Sales Qualified Leads Marketing Qualified Leads 60

ANNUITAS

JANUARY 6, 2015

Typically these campaigns promote a singular asset or event like a white paper, webinar, or an eBook. This campaign approach leads to a very convoluted buying experience for the buyers. This approach leads to higher conversion rates. The real question however, is what is next? The best news?

Demand Generation 100

Demand Generation Demand B2B Marketing Marketing Automation Services 100

Content4Demand

JANUARY 9, 2020

At the 2019 conference, keynote speaker Steve Casey, Principal Analyst at Forrester Research , shared some startling research about the impact of putting content behind gates: 81% of surveyed Millennials and Gen-Xers had decided not to download offered content because they didn’t want to fill out a form. That’s meaningful on multiple levels.

Top of Funnel 66

Top of Funnel Verticals Digital Marketing Funnels Content 66

Vidyard

MAY 18, 2018

While average performers bought ads, high-performers leveraged white papers, trade shows, and interactive assets in new and interesting ways. 2 – Lead Scoring Many EMEA marketers are passing leads over to sales as soon as they get, vs implementing lead scoring but they are not alone.

Sales Management 71

Sales Management Marketing Automation Services Marketing Automation Lead Ranking 71

Adobe Experience Cloud Blog

MAY 7, 2013

Now that I got that confession out of the way, let’s admit it: Lead nurturing is not easy. You’ve seen the topic in countless blog posts, webinars, white papers – you name it. So, how do companies nurture leads successfully? Lead nurturing and management isn’t only a marketing automation tool that you have implemented.

Lead Nurturing 48

Lead Nurturing Advertising Agencies Paid Search Agency Ad Agencies 48

ViewPoint

MARCH 6, 2012

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. She has produced hundreds of white papers, case studies and eBooks for a range of organizations, including some of the world's leading technology companies.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

Velocity Partners

NOVEMBER 7, 2018

They set about driving a step change from the dull, analogue land of colorless white papers into the exciting, digital world of glorious technicolour media. Get it right and your demand, lead and ABM campaigns will hit their targets. The creative gene. As someone said at the time: we’re not in Kansas anymore. We’re adapting.

Content Marketing 71

Content Marketing Account Based Marketing Marketing Automation Services Barriers 71

ANNUITAS

APRIL 10, 2014

A recent Forrester study showed that of 25 different tactics listed, B2B organizations are using on average 15 different tactics in their demand generation mix. A white paper is developed and marketing decides to launch a “campaign” around the white paper. Taking a tactical versus strategic approach.

Paid Search Agency 100

Paid Search Agency Enterprise Management Marketing Management Automation 100

Scoop.it

OCTOBER 29, 2019

It is a proven model to increase your brand’s visibility, develop thought leadership, and generate leads. According to Forrester , 62% of buyers prefer to finalize their list of vendors or even decide on a solution based solely on digital content they consume. Content marketing is no longer a new fad. Source CMI ).

Top of Funnel 53

Top of Funnel Buyer Personas Content B2B Thought Leadership 53

Ambal's Amusings

AUGUST 27, 2010

Pick two pieces of content(ebook, white paper, flash video, total cost of ownership calculator) that you consider outstanding - 1 example of a B2B Marketing content addressed to a Technical Decision Maker and 1 B2B Marketing content addressed to a Business Decision Maker" Read on to get their insights. Ardath Albee Recommends.

Work Management 100

Work Management Marketing Management B2B Business 100

Vision Edge Marketing

NOVEMBER 12, 2013

Forrester defines the customer life cycle as follows: “The customers’ relationship with a brand as they continue to discover new options, explore their needs, make purchases, and engage with the product experience and their peers.” Initial triggers that lead to first contact .

Marketing Management 100

Marketing Management Ideal Customer Profiles Paid Search Agency Advertising Agencies 100

Only B2B

APRIL 13, 2022

Forrester Research. Allow Technology To Lead You. Leads who aren’t ready for an appointment should be nurtured. You just have a few seconds to catch a cold lead’s attention, so help them relax by making the call all about them. Demonstrate An Interest In Serving. Website Visitors: .

Effectiveness 118

Effectiveness Ideal Customer Profiles Sales Qualified Leads Cold Calling 118