The Point

JULY 1, 2013

Make sure the title of your content is very sales- or marketing-specific, so that the title alone will help filter out those outside of your target audience. The right white paper title can serve as a very effective way to target the right audience, regardless of where it’s hosted. Re-title existing content if needed.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

AUGUST 27, 2019

LinkedIn is inherently a content feed, and for that reason, content offers (white papers, ebooks, reports) generate much higher engagement compared to more late stage calls to action such as trials, demos, or “talk to an expert.” Non-Content Offers. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

NOVEMBER 29, 2017

And yes, these new technologies can help fuel success, to be sure, but they can also be a crutch that prevents companies from addressing the very basic, block-and-tackling tasks that form the foundation for demand generation success. Yes, there are technologies that will help. If we only had ABM, you hear. Or Predictive.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

NOVEMBER 22, 2017

If you don’t know what’s relevant to your audience, no amount of personalization will help. Look for core content such as white papers that can be “sliced” into multiple assets and versioned more readily for specific industries, roles, etc. Personalization doesn’t have to mean creating all new content.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

JULY 1, 2019

A highly tuned lead scoring program will help ensure that motivated buyers receive the appropriate attention and don’t fall through the proverbial cracks. How well does your current lead scoring program identify prospects exhibiting signs of buyer intent? Are you capturing Web behavior such as visits to high-value pages? Sales Alerts.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

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. The best use of a follow-up campaign is to qualify leads by offering a range of options for further engagement. Any response (e.g.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. See this earlier post for recommendations on what makes an effective white paper.). The following is a recipe for a good information kit.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

JANUARY 25, 2012

Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Remember, it’s not the company you’re selling, or the product, it’s that white paper or video or Webinar the prospect gets when he or she fills out the form. Sell the offer.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

JUNE 18, 2013

KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. In your view, does that flood of new content help or hinder the average salesperson? (DC) Sales teams can be overwhelmed by the sheer volume of case studies, white papers, and other collateral.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 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

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. Wow, that white paper image is ENORMOUS. And here’s what I’d change: 4.

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

OCTOBER 12, 2011

Unless the call to action is “buy now,” focus your copy on the offer: the white paper, the webinar, the free trial, not the product. Write in 2nd person whenever possible – it helps connect you and your brand to the reader. “I can’t use the word “Free” in a subject line?”. Thou shalt sell the offer, not the product.

Copywriting 100

Copywriting Paper Webinar Metrics Marketing Management 100

The Point

JANUARY 9, 2015

So, for example: “Click to download our free white paper”. is more effective than: “Call me to discuss how we can help.”. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. is infinitely preferable to: “Click to learn more”.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 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

The Point

MARCH 7, 2014

Disneyland is also a weird tapestry of finely-tuned systems (the general cleanliness, the way lines snake back and forth to provide the illusion of progress) interwoven with paper-based procedures of almost prehistoric inefficiency. Eventually, we had to waylay a Disneyland employee for help. Take, for example, Fast Passes.

Mobile Advertising 100

Mobile Advertising Mobile Marketing Marketing & Strategy Paper 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. For a more detailed discussion of this and related topics, see our white paper on “ Top 10 Tips for Lead Nurturing Success. ”. appeared first on The Point.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

MAY 11, 2015

Creative is the “secret sauce” that sets one campaign, one white paper, one ebook, one Webinar apart from another. 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.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

AUGUST 20, 2015

Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Note: I wrote a white paper on this very topic.). Why is that? Here are my theories: 1. Marketing automation has yet to solve the reporting issue. Marketing is suffering from a knowledge gap.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 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. For a more detailed discussion on the value of a lead nurturing approach, download a free copy of Spear’s white paper: “ Lead Recycling™: A More Cost Effective Approach to Demand Generation for High-Technology Companies ”.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

OCTOBER 8, 2015

We talked a few months back and I gave you pricing on our solution and I just wondering if you have any needs currently where we could help?”. For more tips on lead nurturing, download a copy of our white paper: “ Top 10 Tips for Lead Nurturing Success.”. It’s [Name] from [Company]. I have two issues with this. The first is voicemail.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

OCTOBER 14, 2010

For one, I can report that no companies are coming to our firm asking us to help them align sales and marketing. Adding a campaign-specific unsubscribe link to outbound emails can help avoid eliminating names from the opt-in pool together. Use multiple excerpts from your new white paper as blog posts (or tweets).

Marketo 100

Marketo Demand Generation Agencies Impressions Lead Nurturing 100

The Point

NOVEMBER 15, 2010

A tip: pose questions in a manner that implies the answer is a benefit to the reader, for example: “Help us send you more relevant information by identifying your primary areas of interest from the list below.”. Does a Webinar registration imply more interest than a white paper download? Perhaps, but maybe not.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

JANUARY 31, 2011

That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity. Navicure turned to their demand generation agency, Spear Marketing Group , for help.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 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.

Demand Generation Agencies 100

Demand Generation Agencies Case Study Case Studies Paid Search Agency 100

The Point

OCTOBER 30, 2013

If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic? Landing pages help drive further engagement. Here’s why: 1. A click is not a response.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

JANUARY 24, 2013

Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing. Knowing the objections that impede sales will help you craft a lead nurturing program that successfully addresses those concerns first-hand.

Lead Management 100

Lead Management Process Sales Qualified Leads Work Management 100

The Point

MARCH 29, 2017

A simple mid-stage nurture program, one that identifies those prospects showing signs of active interest and markets to them accordingly, can help surface sales-qualified leads far before when the prospect might otherwise trigger (or request) sales follow-up. Don’t give up too soon. Why would you quit after 6 months?

Sales Qualified Leads 50

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

The Point

MARCH 13, 2013

Trade show badge scans and white paper downloads are prime examples of leads usually relegated to the back of the follow up queue. Secondly, reps will chase those leads that they deem to show the highest potential, and delay follow-up to (or ignore altogether) those leads that experience tells them aren’t as likely to yield short-term deals.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

NOVEMBER 28, 2011

At minimum, a well-crafted newsletter serves to break up what would otherwise be an unending sequence of more offer-oriented emails peddling white papers, Webinars and the like. Here then are a few lessons learned to help your e-newsletter succeed and prosper: 1. Plan your newsletter with a specific goal and audience in mind.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

JUNE 20, 2012

Include a placeholder for an offer image – a simple cover image for downloadable content like white papers, a screen shot for videos or demos or free trials, or a speaker photo for online events. Use accent colors to highlight the call to action and to help direct the viewer’s eye around the email. Avoid harsh color contrasts.

Template 100

Template Tips Landing Pages Marketo 100

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. Most would argue 100 Webinar leads are worth more than 100 White Paper leads. Leads are at least a measure of genuine interest.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

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. As I wrote earlier in this space , Phase I is typically 3-4 emails sent in quick succession over a period of 1-2 weeks.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

FEBRUARY 27, 2012

All credit for developing this approach (and helping with the description) goes to Dan Reed, Spear’s Technical Production Manager and resident marketing automation guru. Thanks Dan!

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 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. Navicure turned to its demand generation agency, Spear Marketing Group , for help. So far, this feature is amongst the most-read content on the blog.).

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

APRIL 29, 2011

Second, the subject line gives no clue as to what the offer is (a white paper) and thus provides virtually no reason to read the email, unless I’m in the mood to optimize email productivity, whatever it is that means. And if you must use “Optimizing” (a horribly over-used word), why not “Optimize”? Now to the email itself.

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 100

The Point

SEPTEMBER 12, 2013

Generally speaking, successful subject lines give the reader a clue as to what the offer is (a white paper, webinar, eBook, etc.) Sell the value of the offer by highlighting a relevant statistic or quote that can help tease the content and show value or added credibility. But action verbs (Download, Register) often work well also.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 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. Tweet your response.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100