The Point

OCTOBER 14, 2009

Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. Answer: yes.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

MAY 19, 2020

Use of a subscription management (subscriber preference) page, enabling prospects to select topics of most interest to them, thereby increasing engagement and reducing unsubscribes. Segmentation of key nurture tracks by persona, vertical, or lead source, using dynamic content where possible for maximum scalability.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

SEPTEMBER 23, 2015

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. Subscribe Now!”). BONUS TIP: 11.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

AUGUST 20, 2015

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. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Why is that?

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. Poor Company Page.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. But effective to the point that they generate 71% of all sales leads?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

NOVEMBER 10, 2016

Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

MARCH 7, 2019

HS) As a demand generation agency , we’ve designed and produced more direct mail in the last two years than in the previous five. Landing pages, for example. Email isn’t dead, by any means, but marketers are also realizing that there are real synergies possible by combining email with other channels, both online and offline.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

OCTOBER 22, 2019

Congratulations: your last email campaign generated a really high click-through rate. Invisible to the human eye, but easily spotted by bots, the link leads to an unlisted, so-called “honey pot” web page. So, it’s possible to generate “false negatives” if the bot clicks a different link and not the embedded one. The culprit?

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

OCTOBER 30, 2013

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page. Landing pages help drive further engagement. Here’s why: 1.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

JANUARY 24, 2017

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. Offer an additional incentive to people who pre-register.).

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

SEPTEMBER 11, 2017

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? First, the percentage of people who will bypass the landing page in search of a more anonymous route should be nominal at best. (If

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

OCTOBER 18, 2018

Recently, a client raised objections to our agency hosting their campaign landing pages on a marketing automation platform, since doing so would require that the pages reside on a subdomain (info.companyname.com) vs. on the client’s core domain (companyname.com). Click To Tweet.

Landing Pages 182

Landing Pages Demand Design SEO 182

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) Here are 3 models to consider when making the decision on how to serve up lead generation content on your Website: The “Free for All” Model. So the question is: To gate or not to gate?

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

AUGUST 18, 2011

As demand generation marketers, no matter how skillfully we construct a clear, unambiguous, unfettered path to our precious content, some prospects will still go out of their way to avoid having to register for it. 2) creating a landing page that promises fulfillment with speed and convenience.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

NOVEMBER 24, 2009

My response: I strongly believe offering direct links to resources without landing pages is a bad idea, especially because you can easily present pre-populated landing pages that demand very little of the reader. Can we do without?”. In addition: 1.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking Lead Nurturing 100

The Point

JUNE 24, 2010

As tweets, factoids draw attention on their own merits, but when linked to a landing page, also drive traffic to the main offer. For example, at right is a landing page we created for a new white paper published by a client, Navicure.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The Point

DECEMBER 21, 2018

However, in the world of digital media, signaling theory might give us a reason to look at online advertising as more than just generating clicks and form conversions. Very few B2B companies can rival Apple for beautiful (read: “expensive-looking”) ads, and I’ve bemoaned the general state of B2B creative previously in this space.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

SEPTEMBER 20, 2010

First, it should be generating sales leads. Suspect #1: Landing Pages. A well-designed series of landing pages, optimized for search and customized for different campaigns and ad groups, can have a dramatic effect on search marketing ROI. Upgrade email and landing page creative.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

DECEMBER 15, 2016

What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

JUNE 26, 2009

An average conversion rate for a B2B landing page, if you believe the people who claim to measure such things, is around 4 percent. Conversion rates for organic traffic to a corporate Website may be as high as 10 percent or more. But even at those lofty standards, fully 90 percent of Web [.].

DemandBase 100

DemandBase Landing Pages Leads Lead 100

The Point

AUGUST 25, 2020

Do dedicated landing pages exist for key content assets? . – Have you conducted a content audit, or mapped existing content assets by persona, account tier, buying stage, industry, etc.? What gaps were identified and what content needs to be developed or customized for specific accounts, account types or personas?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JANUARY 13, 2017

If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run. They may not know that such solutions exist.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

OCTOBER 21, 2009

Some of the key takeaways from the report: * sharing links in emails generate clicks for an average of 6.8 Test links in landing pages, thank you pages, fulfillment emails, even lead nurturing campaigns. days (far longer than one would expect from standard email response data). polldaddy poll=2150942].

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

SEPTEMBER 1, 2009

The Thank You Page is the forgotten child of online marketing. As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. But is that a missed opportunity? [.].

Landing Pages 100

Landing Pages Marketo Demand Generation Tagging 100

The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. Here they are, in a nutshell: 1.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

JULY 28, 2009

There’s a great article (and not just because I’m quoted) in this week’s Demand Generation Report describing how marketers are actively seeking alternatives to the free trial offer. As I say in the article, free trials have become popular – too popular, in my opinion – as offers, because they’re perceived to be the shortest route [.].

SEM 100

SEM Landing Pages Demand Generation Search Engine Marketing 100

The Point

JUNE 20, 2012

Well-designed templates for HTML emails, landing pages, thank you pages, fulfillment/confirmation emails, and other creative assets can provide a foundation for long-term email marketing success. in the preview pane) without forcing the reader to scroll down the page. Plus they display more information at a glance (i.e.

Template 100

Template Tips Landing Pages Marketo 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? By most metrics, Navicure’s paid search campaign was working well, generating a handful of leads each month at a cost per lead at or below industry standards. Improved landing page effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

SEPTEMBER 30, 2013

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Pre-populating landing pages with information previously provided by the prospect, thereby increasing conversion rates and campaign performance. What other differences did I miss?

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

MARCH 17, 2014

Take the time (and the process could take just a few minutes) to run your copy, your email, your landing page, whatever, by an independent third party. Sometimes we get so used to our own “marketing-speak” that we think everyone talks that way. Well here’s news: they don’t. A customer, for example.

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

APRIL 30, 2012

To the right is a subscription management page that we created recently for a software client, Noetix. When someone clicks on the “unsubscribe” link in a Noetix email, rather than landing on a simple Yes/No unsubscribe page, he or she will be pointed to this page offering an array of options to choose from, including “unsubscribe all.”.

Marketing Management 100

Marketing Management Marketing Automation Services Data Hygiene Ideal Customer Profiles 100

The Point

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Improve deliverability and overall email performance as measured by open and click rates. This article originally appeared in Demand Gen Report.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

NOVEMBER 20, 2015

– Real-time Web personalization to deliver account-specific or industry-specific content on campaign-specific landing pages or on the advertiser’s main Website. . – Telemarketing outreach, either scheduled to coincide with campaign “touches” or triggered in response to campaign engagement.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JANUARY 13, 2012

It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. Make the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

JUNE 8, 2016

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.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100