The Point

APRIL 19, 2023

Jeff Ha is Chief GTM Officer at Rev , developers of a sales development platform that uses exegraphics and the power of artificial intelligence (AI) to help companies find, and target, their “best fit” customers. Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.)

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

MARCH 18, 2020

Offer free information on how to cope, certainly. But don’t communicate even a HINT of “things are bad, our service/product/solution can help.” Right now, people want empathy and information of value, not a sales pitch. Thanks to my colleagues Gina Miller and Tom Meriam for their help with this article.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

MAY 19, 2020

To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. How does your current lead nurturing. stack up against those companies who push the envelope in both nurture strategy and their use of complementary technologies?

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

SEPTEMBER 24, 2019

delete the personal information that a business has collected about a consumer. provide the option to opt out of the sale of a consumer’s personal information. delete the personal information that a business has collected about a consumer. provide the option to opt out of the sale of a consumer’s personal information.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

JUNE 25, 2019

The reasons for this are varied, but many of them center on the quality of the underlying data, and the degree to which information about a particular lead, or opportunity, or closed deal is captured and tracked accurately. Are all of your technologies passing information effectively? How is your lead management process working?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

OCTOBER 22, 2020

The intent here is engage the person at the point of interest, drive further engagement, leverage progressive profiling, and help qualify leads for potential sales follow-up. Focus on information that delivers real value vs. emails that ask: “are you ready to buy yet?”. Note: the goal of this initial phase is not to convert, per se.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

MARCH 23, 2023

Webinar) By challenging assumptions and testing new ideas, CRO helps keep demand generation efforts fresh and current. If adopted and executed consistently, it can also provide insights into audience behavior and preferences that can inform other marketing channels, campaigns, content, and strategies.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

AUGUST 27, 2019

Use text in your image to convey additional information or detail (e.g. Making sure that your company page is current, accurate, informative, and populated with relevant content will help to establish trust and drive additional engagement from those who feel less inclined to click on an ad. Download Report”).

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MARCH 22, 2017

To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she doesn’t already know. Now, if you need to convince any B2B marketer at this point that ABM is a trend worth noting, he or she is probably beyond help anyway. Sounds obvious, right?

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

AUGUST 25, 2020

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. What information do you have on those contacts and when was the data last updated? – Is the Target Account List separated into tiers? How are those tiers defined?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

NOVEMBER 12, 2019

Engaging earlier in the buying cycle also puts you in a position to build brand credibility, inform buying criteria, and educate the buyer before he/she even decides to start looking for solutions. Effective demand generation. is a mix of hunting AND gathering.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

MAY 28, 2019

Proponents argue that by responding to Web visitors more immediately, in a personalized way, and with a relevant message (based on information already stored in a CRM system, the page the individual is visiting, etc.), engagement rates and sales conversations can increase by an astounding 10X-20X. They’re a complementary technology.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JULY 17, 2017

But that’s exactly the kind of information buyers want. IMPACT : Find creative ways to source, and leverage, reviews and recommendations for your product; for example: TechValidate , a “customer content creation platform” that helps companies generate fact-based case studies and other customer evidence for use in marketing.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

APRIL 26, 2018

As I said earlier, buyers now have a lot of information to explore before they need to identify themselves to sales. Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions. Intent data can help marketers identify a lot of that anonymous research activity.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

SEPTEMBER 21, 2017

By putting informational content, content of real value (versus content that simply sells your product) in front of prospects on a regular basis, you’ll generate conversations with buyers who, at minimum, have an active interest in solving the very problem or issue that your solution or service can address. Are you ready to buy yet?

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 16, 2019

For the reader, preview text provides another layer of information that helps that individual determine which emails to open and which to ignore (or mark as spam.) Which makes it a vital and necessary component in any B2B marketer’s copy deck.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

NOVEMBER 28, 2011

Here then are a few lessons learned to help your e-newsletter succeed and prosper: 1. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers. Use Google Alerts, social media, and your PR agency to help spot potential topics. Host the newsletter as a blog.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

DECEMBER 12, 2014

Every keyword in a campaign receives a quality score, ranked on a scale from 1-10, that, in combination with other factors – not all of which Google discloses – helps determine your cost per click (CPC), ad position, and other variables that contribute significantly to the success and cost-effectiveness of your PPC campaign.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

MAY 3, 2016

There’s much useful information to be gleaned from the report, but my one major quibble comes from the term “high-performing.” None of this renders any of the information in the report false or useless, but it may be wise (in my view) to consider the term “high-performing” with the proverbial grain of salt.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. In this case, there was no offer per se, no white paper or Webinar or other information of value. Sungard AS was simply announcing a brand.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

JANUARY 25, 2012

No “For more information …” Make the reward specific and tangible. Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Here are 7 tips that can make a difference: 1. Include a clear, specific call to action. ”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

AUGUST 18, 2014

a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. Never say “to learn more” or “for more information.” Any response (e.g. Make your call to action specific. Make it easy to do so.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JUNE 5, 2018

When sales and marketing calibrate their respective efforts to the customer – to helping the customer through a buying process or to a desired outcome – then they’ve discovered the basis for alignment. Plus, automation scales execution, roots out inefficiency, and provides real results that replace intuition as a basis for informed decisions.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

MAY 4, 2015

However, a well-written abstract can make an enormous difference in helping your content asset stand out from the crowd and, ultimately, driving both increased lead volume and improved lead quality. they describe the value of the information, and. Remember: an abstract is, essentially, an ad. Good abstracts do two things: 1.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

OCTOBER 30, 2013

If you utilize a marketing automation platform, the registration form on your landing page will be pre-populated with the prospect’s contact information, so conceivably all he/she has to do is click on the “submit” button. Landing pages help drive further engagement. You’re not really asking for much.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

APRIL 21, 2010

That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability. build brand awareness and promote consideration of Navicure by pushing information of value to its CRM database of physicians, billing managers, and medical office administrators. .

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

JUNE 18, 2013

KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. Our rules-based discovery tools surface presentations, documents, and other marketing content that speaks to the exact information need of buyers. (HS) HS) Content has become the fuel for so much of marketing these days.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

FEBRUARY 11, 2013

In 2011, she became President and CEO of Full Circle CRM , a company dedicated to helping VPs of Marketing use Salesforce.com to get accurate and useful performance data about marketing campaigns. That’s often because marketing and sales are using two different methods and two different databases of information. HS: Thanks Bonnie!

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

SEPTEMBER 6, 2011

Custom workflow helps profile leads, identify high-potential opportunities. The information collected by those questions will enable iDirect to craft ever more tailored communication and also allows the iDirect sales force to respond and communicate with prospects more intelligently and effectively.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

NOVEMBER 22, 2016

It’s when a prospect first expresses interest that nurturing can help highlight hot leads, filter out the junk, and increase the rate at leads engage with sales. In the context of a “new lead” program (or, as we sometimes call it, a “Welcome Series”) automated emails can be much more informal, and even personalized from the SDR.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

MARCH 13, 2013

A good autoresponder simply generates response, any response, and gives the prospect another opportunity to request additional information. By doing so, the program collects additional information about each prospect, and allows your sales reps to prioritize follow-up to those individuals with the greatest or most immediate interest.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

MAY 11, 2015

Good content ensures that the information you’re offering is topical and relevant. At our agency , we help clients clean up marketing data, develop segmentation strategies, and build compelling content because we know those are the minimum requirements every client needs to be effective. But none of this renders creative unimportant.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

JANUARY 13, 2012

The more specific and tangible the benefits of reading the information, the more likely people are to want it. a direct link) has numerous benefits, notably that it helps enforce valid email information and makes the offer content more easily accessible at a later date. Repeat the call to action. Fulfill your offer via email.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

DECEMBER 17, 2010

Kathleen Schaub has made a career of helping companies drive revenue, most prominently in executive roles at companies such as Sybase, Cadence, and Vanstar (formerly ComputerLand.) KS) Before the Internet, the B2B buyer making a complex decision had relatively few sources of information. Vendors leveraged that knowledge gap.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

JANUARY 24, 2013

By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and offer strategy. Here are the top 5 questions to ask about your current lead management process: 1.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

APRIL 19, 2012

So kudos to the marketers at CallidusCloud for not succumbing to the temptation of explaining how their technology can help companies attain the very same industry standards that the report describes.

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

FEBRUARY 22, 2010

Responding frequently and proactively to questions on LinkedIn helps to build your reputation for expertise in a very tangible way. It’s how I ended up posting the response shown at right, in response to the question: “Need help with subject line for email campaign.”. Answer the question. My advice is: let your answer speak for itself.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100