The Point

FEBRUARY 18, 2020

The major software players in the marketing automation space have also seen a lot of changes in the last 5 years. They deployed the software very rapidly using only out-of-the-box templates, lead scoring, and overall structure. The software freed up a backlog of campaigns waiting to be executed. Pipeline acceleration?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

JANUARY 7, 2020

The cold hard reality is that successful B2B demand generation. If, say, you’re marketing enterprise software and your typical sales cycle is 6-9 months, are there marketing tactics that will enable you to make your sales numbers if only executed in Q4? Some demand generation programs scale more easily and quickly than others.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

APRIL 21, 2010

Specifically they wanted to: * generate more search traffic from medical practices looking for best practices and other information related to profitability, cash management, and related topics. Navicure turned to its demand generation agency, Spear Marketing Group , for help. convert that search traffic to measurable sales leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

OCTOBER 25, 2016

But no company that I know of paved their way to marketing success solely by buying software. Issues that, alas, take more work than writing a purchase order for new software. The result is gross inefficiency and a waste of demand generation dollars. But good content is the lifeblood of effective demand generation.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

SEPTEMBER 19, 2018

(I still remember how one of my very first emails – innocent, I thought – generated a furious response from a department head.) It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. Click To Tweet. Spend time with sales.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

OCTOBER 10, 2013

Dave Brock wrote an excellent post recently (“ I’ve Never Ever Sold a Computer or Piece of Software ”) on what technology buyers really buy. What does this mean for the demand generation marketer? Like the ability to keep one’s job. Learn how to slash time to market by up to 90 percent …”.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 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

JANUARY 21, 2020

Native landing pages, meanwhile, are more effective and generate higher conversion rates, because they’re typically designed solely with the specific campaign (and offer) in mind, minus any external links or other distractions from the main call to action. Sensitive Data.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

MAY 3, 2016

In fact, there are many companies who may be perfectly ecstatic with marketing outcomes, until you dig deeper to discover that their campaigns aren’t really generating the results that matter. The cautionary note here is the same for all marketing technology – namely, that software alone doesn’t solve problems.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

AUGUST 22, 2014

Some of those factors (as I discuss in the interview) include: • Lead Volume – the more sales leads your company generates, the greater chance that marketing automation can have a significant impact to your bottom line by helping convert more of those leads into opportunities and deals. You can access the full podcast here.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

JANUARY 21, 2014

I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7. B2B Marketing Creative E-mail email design email marketing lead generation Marketo b2b demand generation b2b lead generation email copywriting Marketo agency marketo agency partner Marketo partner'

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

MARCH 13, 2013

An effective lead follow-up strategy , therefore, is essential to ensuring that you’re getting the most from your investment in demand generation. A good autoresponder simply generates response, any response, and gives the prospect another opportunity to request additional information.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

JUNE 11, 2010

Recently invested in marketing automation software? Great lead nurturing starts with more than just software. Inside, you’ll discover the secrets to success and core lead management principles that can increase response rates, convert more leads to opportunities, and accelerate the ROI from marketing automation software.

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

The Point

APRIL 19, 2012

That approach rests on the assumption that by selling the value of whatever it is you’re offering the reader (a white paper, a Webinar, an ebook), and not your product or service, you’re more likely to generate response from interested prospects. Here’s what else I like: 1. A headline in HTML text (versus an image).

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

SEPTEMBER 19, 2012

When our agency works with open source, freemium, and cloud software companies we normally recommend those clients extend their lead nurturing programs to include at least one or two emails after the expiration date – say, a week later and then two weeks after that.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

MAY 27, 2014

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application. Just don’t assume he or she already believes your product is the answer.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. Eliminate both the salutation (“Hi, Howard”) and “Thanks, The Marin Software Team” at the end. We’re not fooling anyone.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

MAY 20, 2014

The Webinar invitation below from Janrain , a software company in Portland, Oregon, illustrates some of the perils inherent in those choices. I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

SEPTEMBER 11, 2012

If there’s one key element of demand generation copy that distinguishes it most from, let’s say: product collateral, or PR, or even social media, it’s this: a demand generation campaign is designed to drive action.

Email Campaigns 100

Email Campaigns Campaigns Demand Generation Broadcasting 100

The Point

MAY 14, 2013

In follow-up to the recent 2013 Marketo Summit , the marketing team at ReachForce , a leading provider of B2B data services, sent a message to attendees (including this blogger) crowing about the success of their traffic builder campaign , an email that generated a 42.8% The subject line that generated such success?

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

APRIL 23, 2013

The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language. One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

MARCH 22, 2017

For a particularly egregious example, see the email below from Azalead , a software platform for Account-Based Marketing (ABM). Most of the time, however, set-up paragraphs simply bog down the email in a recitation of facts (e.g. “As As a busy IT leader you know …”) that does nothing but try the reader’s patience.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

JANUARY 13, 2015

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. The only way to really gauge email success is to measure the impact that leads generated by a campaign have on pipeline and revenue.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

AUGUST 16, 2016

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. “We This kind of “social wall” is also commonly used for events to display live tweets as they posted.

Microsite 100

Microsite Campaigns Demand Generation Agencies Branding 100

The Point

FEBRUARY 8, 2012

In the case of our agency , though we still get our fair share of calls from companies who find themselves saddled with what amounts to an expensive email broadcast system, a growing percentage of our engagements are with companies who have yet to even purchase the software. No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

MAY 6, 2010

Using even the most conservative assumptions, we were able to project a return – in the form of increased revenue – that far outweighed the price of the software under consideration, even allowing for related services and staff time. Where in the current sales and marketing process will the software make a difference?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 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. Improve tracking to better measure PPC effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Maybe demand generation isn’t broken. Think about it: most companies have no problem generating leads at the top of the funnel.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. These days, it’s not enough to generate leads and then just throw them into some generic, one-size-fits all, lead follow-up process.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

MARCH 11, 2010

The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. I’ve written a number of times in this space about how to maximize response from email Webinar invitations. For example: 1. Sell the offer, not the product.

Webinar Metrics 100

Webinar Metrics Demand Generation Copywriting Display 100

The Point

OCTOBER 14, 2009

Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? We work with a lot of SaaS (Software as a Service) clients, and the inclination for those companies is to offer a free trial or download of their product. Answer: yes.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

NOVEMBER 9, 2009

Increase productivity” is a throwaway – every software product ever developed can make the same claim. Tags: B2B Marketing Demand Generation E-mail direct marketing email design email marketing b2b demand generation b2b direct marketing b2b lead generation. I can do that today. Why do I need GoToMeeting?

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

FEBRUARY 5, 2010

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. Tags: B2B Marketing Lead Management Lead Nurturing Marketing Automation b2b demand generation b2b lead generation.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

SEPTEMBER 6, 2011

All this presents real challenges for both demand generation and lead management. After interviewing a number of firms, they hired Spear Marketing Group , a Marketo solutions partner and a full-service agency known for its work in both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JUNE 24, 2010

Side-by-side comparison of leading medical claims clearinghouse software – [URL]. Tags: B2B Marketing Content marketing Demand Generation Landing Pages Social Media landing page design twitter white paper promotion. Why a traditional claims clearinghouse may be causing more problems than it solves – [URL].

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The Point

JULY 15, 2010

Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs. Is that a reflection on the software, or on how people use it? HS: I must hear at least one person a week say “I need to clean up our Salesforce database.”

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

FEBRUARY 13, 2013

Technology that was only recently regarded as “email software” is now becoming a vital component of a company’s sales and marketing infrastructure. Enhance our demand generation effectiveness by optimizing program spend based on true ROI. Increase the rate and volume of qualified leads passed to field sales.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100