The Point

FEBRUARY 11, 2014

As co-founder and CEO of Captora , Paul is now channeling his expertise into a new generation of marketing technology that captures and converts new buyers across inbound marketing channels. PA] Captora quickly solves three of Marketing’s biggest challenges: 1. HS] What’s the key problem that Captora solves? [PA]

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

MAY 16, 2015

Outbound is the New Inbound. For the last five years or so, inbound marketing and demand generation have been virtually synonymous. But as I wrote in this earlier post , inbound marketing can’t do the job alone.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

SEPTEMBER 8, 2010

Priority Inbox simply serves to cement and accelerate the recent trends towards inbound marketing and lead management. Acquisition will increasingly rely on inbound tools like search, content syndication, and social media, and email will be the tool by which marketers move those raw prospects through the sales funnel.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

MARCH 15, 2016

It’s the rare company, in my view, that should consider abandoning a more balanced, integrated go-to-market strategy – one that continues to rely on inbound marketing and other, more established channels – in favor of an “all in” account-based approach. Should you care about ABM, however? Absolutely, you should.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

MARCH 22, 2019

Marketing, in turn, sees no reason to fix the system because “sales doesn’t use lead scoring.”. The second reason has to do with the trend towards Account-Based Marketing (ABM). The classic business case for lead scoring has been a function of inbound marketing and the traditional lead funnel.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

AUGUST 10, 2009

Tags: B2B Marketing Content Syndication Content marketing Demand Generation Inbound marketing Lead Nurturing SEM White Paper Syndication White Papers lead generation b2b demand generation b2b lead generation marketo.

SEM 100

SEM Content Marketing Marketing Automation Services Marketo 100

The Point

AUGUST 24, 2009

With inbound marketing all the rage, where does that leave old-school lead generation techniques such as cold calling and appointment setting? Tags: B2B Marketing Demand Generation Lead Management Lead Nurturing lead generation telemarketing appointment setting b2b demand generation b2b lead generation Cold Calling.

Demand Generation 100

Demand Generation Demand Cold Calling Telemarketing 100

The Point

MARCH 18, 2014

Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies. However, as I wrote in a recent post , inbound marketing isn’t always an option. Email, and even direct mail, is primarily used for lead nurturing, not lead acquisition.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

MAY 14, 2013

In a related post, inbound marketing software provider Hubspot reported on an A/B test using the word “Free” and concluded that the difference, at least in terms of deliverability, was statistically insignificant.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

SEPTEMBER 16, 2010

If the cost of renting opt-in email lists had kept pace with email performance, names would now cost 5 to 10 cents each and email would continue to have a place in the direct marketing landscape. But list managers have priced themselves out of the market.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

MAY 18, 2011

To answer these questions, I sat down recently with messaging expert Michael Cannon to get his insight on how companies can improve results from programs like inbound marketing, demand generation, and lead nurturing by creating more effective marketing content. Or is it enough that the material simply generates response?

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

MARCH 29, 2017

And therein lies, as any B2B marketer who’s been paying attention for the last year will tell you, the predominant argument for why B2B companies should convert to an ABM strategy: traditional demand generation is broken. Inbound marketing doesn’t work, or at best is grossly inefficient. The lead funnel is obsolete.

Sales Qualified Leads 50

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

The Point

DECEMBER 16, 2011

Say you’re marketing a new product, and inbound marketing alone (content syndication, search, social media) won’t cut it. If you’re looking to integrate email into your lead generation mix in 2012, you would do well to consider list purchase as an increasingly viable option.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

OCTOBER 8, 2020

An old boss once commented: “75% of marketing is just being in the right place at the right time.”. For more companies than not, marketing success is rarely about convincing a given individual, on a given day, to buy what it is you’re selling. You can quibble with the percentage, but, overall, she had a point.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

OCTOBER 22, 2020

My response: We typically design nurture programs for inbound leads like content syndication in 2 stages, as follows: 1) quickly determining if the person has an immediate need or otherwise merits sales follow-up; and then.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

AUGUST 27, 2019

LinkedIn’s big advantage over its key competitor – and the reason it’s now cannibalizing so many marketing budgets previously reserved exclusively for paid search (SEM). – is its ability to target specific audience demographics: job title, industry, etc.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 28, 2020

ABM was born of a time when (in hindsight) we marketers had it good. The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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.

Account Based Marketing 130

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

The Point

FEBRUARY 18, 2014

As a vendor of CRM solutions (to use that same example), when a prospect determines that he/she has a need for CRM, you want your marketing message to be in a place, at that very moment, that makes your company part of the conversation.

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

JANUARY 17, 2019

Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

AUGUST 25, 2015

It’s important to recognize that content syndication leads are not like most sales leads. When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 9, 2009

What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or Or rather, it’s LACK of content.)

Lead Nurturing 100

Lead Nurturing Database Marketing Landing Pages Content 100

The Point

AUGUST 9, 2012

A client asks: “I know I can filter our Pay-Per-Lead ( content syndication ) leads on geography and company size. What if I want to filter to specific regions or states? Can I also limit leads to certain job titles?”. My response: To best answer the question, let’s discuss what lead filters are and how they work.

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

JANUARY 25, 2012

Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. Where do most paid search (PPC) campaigns succeed or fail?

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

JUNE 28, 2011

It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran. “Always show an image of the offer.” The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it seem more “real,” more tangible.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

MARCH 18, 2011

Late last year at the Dreamforce conference in San Francisco I was fortunate enough to chat with Maria Pergolino , Marketing Director at Marketo (and renowned all-around Content Marketing Queen.) whether marketing automation can be a fit for small companies. • how to bring potential customers into dialogue with your company.

Lead Nurturing 100

Lead Nurturing Conversion Marketo Demand Generation 100

The Point

FEBRUARY 23, 2016

Surveys have long been a popular lead generation tactic, primarily because they create their own content, content that in turn can be used for inbound marketing, lead nurturing , PR, social media, etc. Today, we seem to be approaching a similar tipping point for survey campaigns.

Customer Surveys 100

Customer Surveys Campaigns Tips Peer-to-peer 100

The Point

JUNE 13, 2014

Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. An immediate, relevant, courteous, personalized e-mail from the rep assigned to that lead will help ensure that no real and immediate opportunities are falling through the cracks.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100

The Point

JUNE 16, 2015

Selective and proactive use of match types (broad, phrase, exact) is a key technique in optimizing the performance of Google AdWords™ campaigns.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

FEBRUARY 4, 2013

You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish. The reason many of these reports are worthless, in my view, is that they’re based on non-randomized surveys, and thus the results are influenced heavily by who chooses to respond.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

JANUARY 21, 2016

The social media landscape is littered with business blogs that, on the surface, do everything right. They may feature relevant content, of real value, published with good frequency. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

FEBRUARY 28, 2017

If you can say anything about marketers, it’s that we love obituaries. Inbound Marketing? Outside the rarified air of marketing punditry, however – i.e. in the land of marketing practitioners – all three of these concepts are still alive and well. Yes, we love to declare things dead. Lead Funnels?

Paper 100

Paper Demand Generation Agencies Marketing Qualified Leads Lead Ranking 100