The Point

APRIL 19, 2017

Here are 8 simple questions to help you decide whether that content is good enough. Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve? What’s the problem or challenge that your content purports to help address? To download a free copy, click here.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

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.) It’s always better to be intentional and ensure that the two elements work in tandem. Make sure it works with the subject line. Speaking of which: 2.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

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

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” Does targeting by “Skills” work better than “Job Title”? Non-Content Offers. Only testing will tell. Poor Company Page.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MARCH 22, 2019

I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system that clearly doesn’t work (or is completely ignored by the sales team) and have no apparent motivation to fix it. How did we get here?

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

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. This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff. Remember, brands create preference and help people makes choices.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

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. Know What’s Working. Yes, there are technologies that will help. If we only had ABM, you hear.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JUNE 7, 2017

It’s an old trick, but it works because it makes the email stand out in my inbox. We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM. Here are the 5 key techniques and principles that make this email rise above the rest: 1.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

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. Inbound, “always on” programs like content syndication , paid social advertising, and paid search (SEM). 4 Ways to Avoid the Q4 Revenue Scramble Click To Tweet.

Account Based Marketing 130

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

The Point

JUNE 5, 2018

HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. 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.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

AUGUST 16, 2016

The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not. Origami Logic is a marketing analytics company and a global leader in marketing performance measurement.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

FEBRUARY 11, 2014

The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA]

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

AUGUST 22, 2014

For those of us who work in and around the technology every day, it can seem like marketing automation is already pervasive. Industry data tells us something different. Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

MAY 30, 2014

As a partner in a B2B marketing agency that 1) serves high-tech clients exclusively and 2) whose work is 90% digital, I found these reports somewhat surprising. clients increasingly work directly with publishers and ad networks directly, aided by developments in technology that allow for programmatic ad buying. •

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 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. It was the third time they had worked on such a request. HS: What’s the key problem you solve?

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 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? 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.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

SEPTEMBER 6, 2011

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. Custom workflow helps profile leads, identify high-potential opportunities. All-hands discovery session yields important insights, priorities.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

MAY 11, 2015

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. Marketers are no longer the “arts and crafts” people, we’re told. When it comes to marketing success, data and content are simply the foundation.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 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. Exceptions to this rule occur when your offer is a demo or free trial, situations in which an extra dose of credibility helps sell the offer. Include a clear, specific call to action.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 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 Work Management Sales Qualified Leads 100

The Point

OCTOBER 26, 2010

As part of a team that works regularly with companies who are either actively considering marketing automation, or have just invested in the technology, we get a first-hand view into what drives people to take the leap. . Marketing automation helps eliminate marketing waste. which leads merit sales investment and which don’t.)

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 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. will matter because you’ll never know if those changes are having a genuine impact.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

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. I would consider starting your program on a broader network without any special filters, and hope that your content title and abstract do the work for you.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 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? One company we work with has used this approach to double their RFP win-rate to the tune of $7 million in incremental sales.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

MARCH 3, 2015

Our firm works with dozens of marketing automation customers, for whom our technical team is intimately involved “under the hood” as it were, but few if any of those clients are interested in surrendering complete management of the software to us. Successful clients in turn drive technology adoption, license renewals, and revenue growth.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

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.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

FEBRUARY 27, 2012

The method of assigning and subtracting scores described above is based largely on our work with clients using the Marketo platform , but the same overall approach could be adapted to work with virtually any other marketing automation system.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 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.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

JANUARY 13, 2012

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. Well, the copy needs work. Yet, at no time do any of the calls to action seem redundant. Fulfill your offer via email. What would I change?

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

JANUARY 12, 2023

Whether your role is content, design, media, MOPs, or marketing strategy, most in our organization think AI is about to change the way you work. Customers and prospects might have a basic concept of what a business does, but rarely is there a clear understanding of why they should work with that business specifically.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

MARCH 29, 2017

Inbound marketing doesn’t work, or at best is grossly inefficient. When our firm works with B2B companies to improve their nurture programs , these are some of the most common issues we uncover: 1. We’ve worked with companies where as much as 80 percent of all new leads never make it to the next stage of qualification.

Sales Qualified Leads 50

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

The Point

MAY 18, 2010

If so, what do you use, and how does it help build your pipeline?&#. At our firm we use Marketo , which works extremely well for us. Not only will it increase the ROI when you do take the plunge into marketing automation; it will help also you choose the best solution because you’ll have a better idea of what your needs are.&#.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Lead Nurturing 100

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

SEPTEMBER 12, 2013

But action verbs (Download, Register) often work well also. 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. Make your thank you page work harder. Offers should be a) specific, and b) tangible.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

MARCH 12, 2012

And yet, I’m finding in the course of our firm’s work that many companies don’t consider lead follow-up a priority. It’s a win-win for both sales AND marketing. Marketing automation systems can even generate sales alerts so hot leads get moved immediately to the front of the queue.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100