The Point

APRIL 19, 2017

Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have. In contrast, content that relies heavily on statistics or market data – an industry trends report, for example – will lose its appeal after only a few short months.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

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. Inserting chat into a lead nurturing.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

OCTOBER 15, 2019

strategy, but “good content” is more than just well-written and informative. If your leads aren’t converting, it could be that you have too much “early stage” content – a white paper on industry trends, for example – that isn’t doing enough to identify those leads with a genuine problem to solve.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

FEBRUARY 18, 2016

The ebook on offer could well offer insights and information of value, but from this email, you’d never know it. Content Marketing 2016: Staffing, Measurement and Effectiveness Across the Industry ” may describe the content but it doesn’t communicate uniqueness or information that’s anything more than a broad summary.

Content 100

Content Promotion Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 19, 2018

A few weeks ago I gave an informational interview to a local university student looking for advice on the best way to jump start his marketing career. You’ll wear more hats. You’ll learn how to sell (see #4, below.) Agency life can be intense: the wins feel better, and the failures hit harder.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

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. Also, marketers are buying into Account-Based Marketing (ABM) – they’re focusing energy on accounts that have a high propensity to buy based on who they are: industry, revenue, technology installed.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

MAY 16, 2019

. * The body copy opens with a statement of fact: “Amazon’s fast-growing digital ad solution attracts more digital advertisers daily,” but it’s a short opening, and from there the copy jumps right into information about the offer and why the reader should attend.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

DECEMBER 16, 2015

Expert advice from industry thought leaders on how to choose, plan for, and make the most from your marketing automation investment. • Whether you’re a marketing automation newbie or a hardened veteran, the guide offers useful information and insightful reading. Teaser: only one vendor was top-rated in all three categories.).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

OCTOBER 3, 2012

According to business information provider ZoomInfo (see graphic below, further data here ), more than 70 percent of business cards have one or more changes during a 12-month period. One of the surest ways to maintain good database hygiene is to provide contacts an incentive to update their own personal information.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

NOVEMBER 28, 2011

Examples could be Case Studies, Best Practices, Industry News, Opinion/Analysis, etc. To the right is a recent “newsletter makeover” our agency conducted for Microfinance Information Exchange (MIX) , the premier source for microfinance performance data and analysis.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

APRIL 21, 2010

Specifically they wanted to: * generate more search traffic from medical practices looking for best practices and other information related to profitability, cash management, and related topics. convert that search traffic to measurable sales leads. 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

SEPTEMBER 30, 2013

Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. • Pre-populating landing pages with information previously provided by the prospect, thereby increasing conversion rates and campaign performance.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

MARCH 18, 2014

I’ll even agree that any type of “spray and pray” advertising – the type that makes no attempt to target the right audience, deliver relevant content, or offer information of value, should be frowned upon if not outlawed completely. But let’s say your sales team wants to go after 200 “target accounts” within the financial services industry.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

JUNE 18, 2013

Our rules-based discovery tools surface presentations, documents, and other marketing content that speaks to the exact information need of buyers. (HS) We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. Secondly: measurement.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

JULY 16, 2015

Hey, I’m all for drawing attention to the offer, but with images turned off (true for as much as 40 percent of email clients, according to industry research ), said offer is a big white box that does nothing but force valuable selling copy down the page. (In Let me count the ways: The aforementioned white paper image is HUGE.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

NOVEMBER 14, 2014

As with any research report, however, it’s wise to look at the data, and the conclusions drawn from that information, with a critical eye. In this case, to their credit, Software Advice is candid about their sample population (mostly large companies) and where their results align with, or depart from, other recent industry research.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 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. With a landing page, you’ll at least have the opportunity to capture his or her contact information.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

SEPTEMBER 16, 2011

For example: An educational white paper by an industry analyst on a hot industry trend will tend to generate a broad spectrum of prospects, including a large subset who have no interest whatsoever in your solution but want to stay abreast on what’s new in your space.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 4, 2012

Require only the minimum amount of information (perhaps as little as name, company, email). Consider data services like InsideView to append profile information like job title, company size, industry, or location. Make registration forms as short and simple as possible.

Landing Pages 100

Landing Pages Conversion Rate Lead Qualification Peer-to-peer 100

The Point

MARCH 9, 2011

According to various industry statistics, a large percentage of consumer search activity is related to location. What you may also have noticed is that the business listings that comprise those search results vary widely in depth and amount of information provided. At no cost to them. photos and videos. hours of operation. •

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

JULY 18, 2011

because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral. Current industry problems/trends (highlighting, naturally, the “pain&# that your product or service solves).

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

SEPTEMBER 23, 2015

Just make sure that the blog post provides information of value on its own merits (that is, the reader learns something even without accessing the full content). Let the PR team run the corporate blog, and create a separate blog, with a more industry trends/thought leadership editorial bent, that’s optimized for lead generation.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

NOVEMBER 15, 2010

Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. Take advantage of it.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 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

JULY 21, 2016

If anything, the true value of marketing automation is that it allows you to email smarter, delivering information that’s more timely and relevant. For further information on a related topic, download our free white paper on “ Top 10 Tips for Lead Nurturing Success.”. Not investing in first-class, professional templates. (We

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

JANUARY 8, 2013

Take, for example, the email below from Lavi Industries , a company whose product, Qtrac IQ, allows brick-and-mortar retailers to report on and analyze customers waiting in line at stores. Am I going to download free product information, view a demo, what exactly? Learn more” is the worst possible call to action.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

SEPTEMBER 6, 2011

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. Leveraging social media to help maintain mindshare, keep prospects informed.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

OCTOBER 29, 2014

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. The use of analytics in B2B marketing and sales is actually lagging other industries. We see it all around us.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 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. How different are leads from one another in terms of functional role, industry, company size?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

MARCH 29, 2017

A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database. No segmentation. In B2B email, relevancy is absolutely crucial.

Sales Qualified Leads 50

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

The Point

JUNE 27, 2012

A survey has the added benefit of projecting your company as an industry thought leader on the survey topic. When the results are in, add your analysis, and then package the data and commentary into a “survey report” that you can then leverage in demand generation, lead nurturing, social media, PR, even as a Webinar.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

FEBRUARY 14, 2024

Fortunately, there are now third-party research services that can provide a guaranteed minimum number of survey responses from predefined B2B communities (or “panels,” in research lingo) that fit your specific audience criteria: industry, company size, job title, and so on. A perennial question: how many respondents does a survey need?

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

SEPTEMBER 30, 2022

Content that is information of value, and not just a list of reasons to buy your product, is the type of content that lends itself more to multiple channels. Consider an industry survey or study, perhaps co-authored with a research or analyst firm. Guest blog in an industry publication.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

MAY 30, 2012

Upon clicking on the ad, the mobile user was taken to a Marketo-hosted mobile landing page (see image below) that asked for the user’s email address so he/she could be sent information about BYOD that could be subsequently forwarded to colleagues in IT. Click-through rates from the online ads were all at or above industry averages.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

FEBRUARY 18, 2014

Commodity vendors don’t need to educate prospects about the need for their technology, they just need to establish a critical mass of online presence to the point where a prospect looking for information on that category – on any given day, at any given time – finds their product. Where does your product fit on the spectrum?

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

APRIL 20, 2018

Tip: leverage the power of infographics by including links to gated content for those seeking more detailed information on the same topic. Time to reconsider the “information kit”. . Example: package industry-specific content (a white paper, case study, and customer testimonial) into a “fact kit.”.

Customer Surveys 222

Customer Surveys Peer-to-peer Demand Generation Agencies B2B 222