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

FEBRUARY 28, 2023

Weaving that story into content, ads, and other campaign assets will help your company stand out. Many will even help write the proposal to apply for funds. What actions do you want your prospects to take? What is the value-add that makes you distinct from other partners in a way that customers would want to work with you?

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Remember, brands create preference and help people makes choices. The power to convert leads lies in the message – not the software. What could be more fundamental to sales results?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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. One of the significant risks inherent in the split-off was that those prospects would react differently, or not at all, to the new brand.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

OCTOBER 25, 2018

On a more promising note, fully one-third of those surveyed said that they‘re now incorporating sales calls into their nurture streams, signaling (according to the report’s authors) that “SDRs are starting to have a bigger role in helping to further nurture prospects.”

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

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. 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

AUGUST 18, 2014

Note: these strategies assume that hot leads – those prospects who specifically requested follow-up or were otherwise graded as “high priority” on the show floor, get prompt response directly from sales. Follow-up emails are a great place to remind the prospect of announcements you made at the show. Any response (e.g.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

AUGUST 27, 2019

As native advertising, and as different from Google (where a prospect only sees your ad if he/she is searching on a relevant topic), LinkedIn ads have a finite shelf life. Stale Creative. Unless your LinkedIn ad performance and ROI continues to hold steady, plan on introducing a new ad at least once a month.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JANUARY 7, 2020

Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. Two, invest in programs like lead nurturing, Webinars, and conversational marketing (chat), designed to get existing prospects to take the next step and engage with sales.

Account Based Marketing 130

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

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?”. Prospects who then engage with that nurturing content can then be further profiled, or scored, and the rep can be alerted based on pre-defined triggers. (At It’s [Name] from [Company].

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

NOVEMBER 22, 2016

Yes, effective lead nurturing can educate, cultivate, and maintain brand awareness over time with a group of prospects that aren’t quite ready to talk with a rep. 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.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

MAY 16, 2015

In an era when 67 percent of the buyer’s journey occurs digitally (as we heard in Nashville) it’s incumbent on marketers to engage with prospects as early and as often in that process as possible. More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MAY 28, 2019

program by triggering relevant conversations with mid-stage (MOFU) prospects exhibiting signs of increased intent. If you don’t know much about chatbots yet, be prepared to abandon the notion of chat as a technology of generic, bland “how can we help you today?” . * Inserting chat into a lead nurturing.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JUNE 18, 2013

One way they can do so is by providing content that resonates with individual prospects and advances the sales cycle. 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)

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 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. What is the range of products in which a prospective customer could express interest? From both domestic and international prospects?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 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? You’ll lose the opportunity to learn more about the prospect. Landing pages help drive further engagement. Here’s why: 1.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MARCH 13, 2013

In most cases, the goal of an effective autoresponder program isn’t to convince the prospect to buy your product, or even to persuade him or her to request contact from sales. 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

AUGUST 25, 2015

invites the prospect to call or email with any questions. Please don’t hesitate to call or email me directly if I can help in any way. Here’s an example of a sales email that is adapted specifically for content syndication by doing the following: 1. references the specific content asset. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

JUNE 7, 2017

We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM. Most BDR emails that make it to my inbox (i.e. from those reps that I haven’t already “blocked”) are bereft of anything approaching relevance or value to our business.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

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. Abstracts (the short descriptions that accompany content online) are often an afterthought. Remember: an abstract is, essentially, an ad.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

SEPTEMBER 6, 2011

The company must direct end user inquiries promptly and efficiently to the sales channel, while responding to prospective partners and end users with a message tailored to iDirect’s specific experience in that company’s market. Custom workflow helps profile leads, identify high-potential opportunities.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 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

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. Enable sales reps to turn off lead nurturing for specific prospects from within the CRM system.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 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. A systematic lead nurturing program designed to cultivate existing prospects can pay dividends equal to or greater than any efforts designed to generate hot new leads. The lesson in all this?

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

APRIL 1, 2014

The client had only one BDR (Business Development Representative) but was generating a reasonable volume of leads with our help, so the decision was made to automate lead nurturing as a way of ensuring that every lead was responded to effectively and consistently, regardless of the BDR’s bandwidth on a given day.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

FEBRUARY 4, 2011

Without marketing automation, most salespeople chase new, hot leads, ignore the rest, and then wait for the next marketing program to generate a fresh new batch of “ready to buy” prospects. Greater marketing efficiency due to more effective marketing spend and less demand for expensive campaigns designed to bring in net new prospects.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

DECEMBER 16, 2013

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. Want to guess how many of those leads arrive via our clients’ Websites? Virtually none. But effective to the point that they generate 71% of all sales leads? I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

APRIL 26, 2017

CEO Lucas made a compelling argument in the opening keynote that prospective customers want “quality, not volume” in the content and messaging they see from vendors. Email may be losing its B2B dominance. Volume, left unchecked,” he continued, “can damage a brand.”

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JUNE 26, 2013

From a marketing perspective, does it matter if prospects actually attend Webinars once they register? However, in the context of, say: lead nurturing , getting a prospect to attend the event, see your product, listen to your vision/message/expertise/thought leadership, etc. First, a question. Add Social links.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

MARCH 29, 2017

If the BDRs can’t reach the prospects, the lead goes no further. 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.

Sales Qualified Leads 50

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

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. How do you know where marketing automation will help? Below are 10 questions to help analyze your current processes and indentify opportunities for ROI.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

NOVEMBER 15, 2010

One method is to look at prospect behavior, such as which Web pages he/she visited. 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.”.

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

DECEMBER 23, 2011

Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that are reasonably qualified. You can expand the appeal of content like these by packaging them into information kits. Information on your product or service.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

OCTOBER 29, 2014

For example: Which of my prospects should I call first? They can know by applying new technology to all the data that is discoverable about their prospects. (HS) BK) Simply put, Lattice helps companies grow with data-driven marketing and sales applications that make complex data science easy to use. Who is most likely to buy?

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

NOVEMBER 5, 2009

But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. Now that process can be tracked from the beginning including the campaign strategy and prospect profile.

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

AUGUST 23, 2016

For all their appeal and renewed popularity, however, field events will always be a tough sell to the prospective attendee. they get to personally interact with potential customers) can also be a selling point to the prospective attendee. Sell peer interaction. The same reason that salespeople love in-person events (i.e.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60