The Point

Trending Sources

An Email is Not a Campaign: the Case for Integrated Marketing

The Point

But executing campaigns – and lead generation channels – in this manner not only robs them of their potential, it’s also a very expensive way to generate leads. In fact, the overall return from the integrated campaign will be much greater than the sum of its parts – what results each channel would generate independently – because those channels will be working in synergy.

The Demise of the White Paper is Greatly Exaggerated

The Point

A simple explanation is that marketers love the new and different and bright and shiny, and nothing generates views and shares more than telling marketers that everything they’re doing is old-fashioned and outdated and well, deceased. If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? The MQL? Lead Funnels?

Paper 124

Email 101: Tell Me Something I Don’t Already Know

The Point

Account-Based Marketing B2B Marketing Campaign Strategy Content marketing Demand Generation email marketing lead generation Uncategorized Azalead B2B email creative B2B email marketing b2b email marketing agency B2B email marketing best practices B2B email strategy email best practices email marketing best practices email marketing tipsSounds obvious, right? Get to the point.

Email 66

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Whether you’re focused on generating net new inquiries, or nurturing existing leads through the funnel, it’s often best to utilize a mix of content types, the better to appeal to a range of prospects. Click here to view the infographic full size.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI. The post Which Content, Tactics & Technologies Are Driving Demand Generation ROI? Video was named the content type that marketers project will be most essential in the coming year. • appeared first on The Point.

10 Ways to Generate More Leads from Your Business Blog

The Point

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Here are 10 proven ways to generate more leads from your blog. No problem.

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.

Which Comes First: Lead Nurturing or Inside Sales?

The Point

But where lead nurturing often has the most impact – on conversion rates, funnel velocity, and demand generation ROI – isn’t mid-funnel, but rather immediately when a lead enters the system. For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. Today, of course, a comprehensive lead nurturing strategy is much more than that.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

The result is gross inefficiency and a waste of demand generation dollars. An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates , and demand generation ROI, significantly. But good content is the lifeblood of effective demand generation. Wish it were that easy.

Buy 87

Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency

The Point

But in the right situation, especially given the complexity of today’s modern marketing, the right agency partner can be the key to your company making the most of your demand generation investments. Agencies aren’t for everyone. Check out the infographic below for tips on deciding whether a full-service demand gen agency is the right move for your organization.

Agency 108

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. That’s not because email is going away any time soon. But direct mail doesn’t have to be a “batch” process.

Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources. Nonetheless, there are some interesting lessons to be drawn from the survey, which generated response from more than 200 marketing VPs, directors and managers. Can technology solve every problem of the modern B2B marketer?

Demand 107

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. Does that mean you should only ever use late stage content? No it doesn’t. appeared first on The Point.

Buy 83

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Looking to include social media advertising as part of your demand generation mix in the new year? B2B Marketing Campaign Strategy Demand Generation lead generation Online Advertising Online media PPC Advertising SEM Social Media facebook facebook advertising linkedin linkedin ad tips linkedin advertising social media advertising social PPC twitter twitter advertising

PPC 102

Infographic: 29 Tips to Improve B2B Email Campaign Performance

The Point

B2B Marketing Demand Generation E-mail email design email marketing Graphic Design B2B email marketing email copywriting tips email deliverability email design tips email marketing best practices email marketing tips An email campaign that fails to perform up to expectations could be failing on any number of fronts. The offer could be uninspiring, or buried deep in the email, or both.

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

But as part of an integrated, cohesive demand generation mix, one that blends both inbound and outbound tactics, ABM can play a key role in driving opportunities at high-value accounts. In our experience, the most effective ABM campaigns share 4 common traits. integrated – so that targeted contacts see a consistent, cohesive message via multiple channels. – Economic Buyer.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

ABM & the Marketing Hype Cycle

The Point

Account-Based Marketing B2B Marketing Campaign Strategy Demand Generation lead generation Marketing Automation Marketing Technology ABM Account Based Marketing Content marketing engagio inbound marketing marketing hype marketing technology martech predictive analytics programmatic advertisingTarget Account Campaigns). Which is true, sort of. And that disturbs me, to tell the truth.

Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads. Far from it.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1. For the last five years or so, inbound marketing and demand generation have been virtually synonymous.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing. You can view and download a copy of the complete report here. I was interviewed for the report, and my contributions are below (reproduced with permission.). (BA) Why? (HS) HS) It has to be segmentation. Why or why not?

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value. B2B Marketing Content marketing Demand Generation Advertising Age b2b demand generation content marketing strategy content marketing tips Forrester Research Laura Ramos In her interview, Ms.

Quit Obsessing About the Customer Journey

The Point

I write all this because in talking to demand generation marketers most days, it’s clear that the marketing powers-that-be have collectively drunk the customer journey Kool-Aid. B2B Marketing Campaign Planning Campaign Strategy Demand Generation lead generation Lead Nurturing b2b buyers cycle b2b buying cycle b2b demand generation buyers cycle customer journey SiriusDecisions

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. Most B2B marketers take for granted that content marketing will, by default, generate a wide spectrum of leads – some of them qualified, perhaps, but most just conducting informal research (the proverbial “tire kickers”).

Lead 116

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

In coordination with their demand generation agency, Spear Marketing Group , the company developed an integrated marketing program that would measure, and highlight, which brands were executing “gold medal” campaigns. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement.

Why Are People Not Engaging With Our Content?

The Point

B2B Marketing Content marketing Copywriting Creative E-mail email design email marketing lead generation b2b email best practices B2B email marketing b2b email marketing agency contently email best practices email copywriting best practices email copywriting tips email marketing agency promote marketing contentThey may be correct. What lessons can we learn from Contently’s misfire?

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Submit” is a marketing term best resigned to campaign plans and performance reports (as in: “the campaign generated 53 form submits”.) Copywriting success may depend on finding the precise mix of language that resonates with your audience, but success or failure can just as easily rest on which words you don’t use. Why should I click on your ad? What happens when I do? For More Information.

9 Proven Ways to Increase Webinar Response

The Point

Use SEM to generate incremental leads outside of your target list. B2B Marketing Campaign Strategy Demand Generation Event Marketing Event Promotion Integrated Marketing Webinar Invitations Webinars event marketing increasing webinar response marketo Webinar attendance Webinar best practices webinar promotion webinar registration webinar response Webinar success Webinar tips

SEM 88

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Does Creative Still Matter in B2B Marketing?

The Point

However, I’m also concerned that, as marketers, in our haste to throw off our reputation as a bunch of do-nothing artists, we run the risk of relinquishing a creative legacy that still has an important role to play, in demand generation , and in marketing as a whole. You see similar sentiments echoed throughout the marketing press. Sure, data rules the roost. I don’t believe so. List. Data.

A Follow-Up Strategy for Content Syndication Leads

The Point

B2B Marketing Campaign Strategy Content marketing Content Syndication Copywriting Demand Generation Inbound marketing lead generation Lead Management Lead Nurturing Sales Enablement White Paper Syndication White Papers content syndication leads content syndication program content syndication tips white paper leadsreferences the specific content asset. I’m following up to learn: 1.

Infographic: 10 Commandments of Email Copywriting

The Point

B2B Marketing Creative E-mail email marketing Infographics Interactive Design b2b demand generation B2B email creative B2B email marketing Demand Generation email copywriting Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Here are 10 of the most important, drawn from this earlier post.

Email 135

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Here are 10 tips for designing an effective trade show follow-up campaign. Any response (e.g.