The Point

JANUARY 23, 2018

Inevitably, this short-term outlook trickles down to a company’s demand generation strategy. Response rates from tactical, sales-driven campaigns are likely to be lower (because they only attract highly qualified, late stage leads), so companies need to spend more money to generate relatively few opportunities.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Ranking 253

The Point

MAY 28, 2020

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. I’ve written elsewhere in this space that one of the reasons ABM became so popular is because companies are just really bad at lead nurturing.). My prescription?

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

JULY 30, 2019

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.).

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

NOVEMBER 14, 2014

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.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 100

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.

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

The Point

NOVEMBER 29, 2017

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. It’s one of the oldest demand generation clichés that list matters above all else. Know Your Content. Click To Tweet.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing. 2) lead nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

DECEMBER 15, 2020

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? Over time, an accumulation of stale, non-responsive leads can bump you to a higher pricing tier for your CRM or marketing automation license. . How Quickly Should I Suspend or Delete Non-Responsive Leads?

Lead Ranking 162

Lead Ranking Lead Scoring Leads Lead 162

The Point

NOVEMBER 10, 2016

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform. 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

SEPTEMBER 21, 2017

But don’t equate “staying in touch” – or lead nurturing success – with simply asking the prospect over and over whether he or she is ready to buy. For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 224

The Point

MARCH 22, 2019

Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. Two reasons I can think of: One is that lead scoring is routinely set up as part of an initial implementation of a marketing automation platform. 3 Key Reasons Not to Give Up on Lead Scoring Click To Tweet.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

OCTOBER 25, 2018

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” Think about that.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Ranking Lead Scoring 178

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.) At one end of the spectrum, there are those that believe gating Web content is the most efficient way to convert Web visitors to actionable sales leads. The “All You Can Eat” Model.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

MAY 28, 2019

One, because I’m generally wary of any technology that promises to “revolutionize” B2B marketing, and two, because I struggled to envision the use case for chatbots beyond customer service and support. However, the more I learn about chatbots, the more I get excited about their potential for B2B marketing, and demand generation.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

DECEMBER 14, 2010

With the new year almost upon us, here’s a quick way to increase the effectiveness of your lead generation programs in 2011. Take 7 minutes out of your day to listen to the first part of a podcast I recorded recently with social media expert Steve Farnsworth about trends and best practices in B2B lead generation.

Lead Generation 100

Lead Generation Generation Leads Lead 100

The Point

JULY 18, 2011

White papers that are little more than brochures in sheep’s clothing or do no more than describe your product in technical detail will not be successful as lead generation offers because they presume an explicit interest in your product. Benefits/Applications/ROI (including case studies, if possible). How to choose a solution/vendor.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

MARCH 16, 2011

In part 3 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the role of blogs in the lead generation landscape, and the simple steps companies can take to convert their blogs from PR dumping grounds to a key part of their demand generation engine. Why one, all-encompassing corporate blog may not be enough. •

Generation 100

Generation Leads Lead Marketing Qualified Leads 100

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.”. Want to guess how many of those leads arrive via our clients’ Websites?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

DECEMBER 14, 2012

One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. The fact that B2B marketers are even asking this question shows how far demand generation thinking has progressed. In short: no.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

AUGUST 8, 2011

A recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo , sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. However, over the long term, I’d argue that it’s almost always more cost-effective to qualify your own leads. Here’s why: 1.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

JANUARY 29, 2015

Recently I sat down with Amanda Nelson, Director of Marketing at RingLead , a leading provider of cloud-based data solutions that make it easy to analyze, remove, merge and prevent duplicates in Salesforce. We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. 2015 is no exception.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

SEPTEMBER 8, 2010

If (as is likely) the concept catches on and extends in one form or another to other email clients, notably Microsoft Outlook , Priority Inbox could sound the beginning of the end for email as a lead generation tool. One, because the effectiveness of email as a tool for acquiring net new sales leads is already as bad as it’s ever been.

Lead Generation 100

Lead Generation Lead Ranking Lead Scoring Generation 100

The Point

JANUARY 27, 2016

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. That, ultimately, is what lead nurturing is designed to do – move leads towards opportunity and close.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

OCTOBER 29, 2021

However, chat is also a powerful tool that can integrate into virtually any type of B2B demand generation program, campaign or initiative. And now that chat is becoming a staple of the B2B tech stack, creative marketers are finding ever more innovative ways for leveraging their investment to drive engagement throughout the lead lifecycle.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

FEBRUARY 28, 2023

Certain lead generation programs – notably content syndication – tend to be popular uses of MDF funds because they’re perceived as easier to launch and manage and because they guarantee a tangible result to the sponsor. If you do invest in lead generation, set clear expectations for sales follow-up. Be realistic.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

NOVEMBER 22, 2016

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Ranking 100

The Point

OCTOBER 20, 2014

Just look at the sudden influx of companies boasting so-called “predictive analytics” solutions – software that allows marketers to better score leads, acquire new names, target market sectors, and even refine message and content, based on highly sophisticated algorithms. Just when did demand generation get this complicated?

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

DECEMBER 15, 2016

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. The post Recapturing Lost Leads: Going After Form Abandoners appeared first on The Point. But otherwise, a job well done.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

SEPTEMBER 15, 2015

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? appeared first on The Point.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 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. Design, build and launch a “Welcome” email program designed to improve follow-up and response to new leads.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. The post 5 Ways to Expand Lead Nurturing Beyond the Inbox appeared first on The Point.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

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. Why is that necessary when we already know who these people are? Here’s why: 1. A click is not a response.

Lead Nurturing 100

Lead Nurturing Lead Ranking Lead Scoring Landing Pages 100

The Point

SEPTEMBER 29, 2011

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. This requires a constant re-loading of the sales funnel with new, expensive leads. In contrast, for Marketo, the proportion of sales derived from slow leads is an astounding 50 percent. The lesson in all this?

Sales Qualified Leads 100

Sales Qualified Leads Lead Ranking Lead Scoring Leads 100

The Point

JUNE 24, 2022

The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even if that office is now their living room). Key Finding 1: Buyers have all but replaced vendor-provided content.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JULY 14, 2015

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. That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100