The Point

AUGUST 27, 2019

In a remarkably short time, LinkedIn has grown to become a major player in B2B advertising (at about 20% of total industry spend, according to industry watchers ), quickly rivaling search advertising on Google. 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

OCTOBER 11, 2022

Email communication doesn’t have to be 1:1 to be successful, but the more relevant your message, and the more you can connect with the pain points specific to a particular role, the better. Buyers want information of value that isn’t just a list of reasons to buy your product.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

MAY 19, 2020

2 A core engagement program that runs indefinitely, one that delivers a regular stream of informational content to all prospects in a pre-defined sequence, can be paused at any time to allow for tactical batch sends (ex: Webinars), and is regularly augmented by new or replacement content. Photo by Marvin Meyer on Unsplash.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JULY 30, 2020

Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). Link keywords within blog content to relevant pages on your main Website. Most will link from search or social media.). Market subscriptions aggressively , and not just on the home page. Include links to gated content.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

FEBRUARY 22, 2010

One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site. LinkedIn now boasts more than 60 million registered users , but far fewer than that number are active members in group discussions and in LinkedIn’s “Answers” section.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

JULY 30, 2019

A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). If “demand generation” means no more than a LinkedIn ad and a handful of leads purchased through content syndication , then yes: demand generation will continue to disappoint. All of which is true.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JULY 17, 2017

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies). But that’s exactly the kind of information buyers want.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241