The Point

MAY 19, 2020

Modern, best-in-class lead nurture programs focus less on automation, and more on leveraging intent data, AI, social engagement, Web behavior and a host of other variables in order to deliver their messages – through a variety of channels – to the right person at the right time. How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

FEBRUARY 28, 2020

One of the most common mistakes marketers make, particularly in the tech space, is beginning an email with a long dissertation on the current market, trends, or business behavior that forms the basis or catalyst for the information on offer. If you absolutely have to do this, make it a sentence at most. Do I need all the copy?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

FEBRUARY 27, 2018

Of these, GDPR is the most far-reaching in that it not only impacts email communication (the focus of CAN-SPAM and CASL) but also the way companies gather, store, protect, share, and utilize personal data. GDPR requires that companies who collect and manage personal data protect that data from any potential misuse and exploitation.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

APRIL 19, 2023

Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) By looking at how a company presents itself, their employees and other digital “breadcrumbs,” you can start to understand a company’s personality and how it will behave. What makes them different from demographics?

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

MAY 28, 2019

Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale. They’re a complementary technology.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

APRIL 16, 2019

However, these kinds of data points enable much more informed and intelligent bidding decisions versus the simple CPA numbers that many advertisers use. Getting the prospect’s information is only a first step in a sales process that may ultimately take weeks or months. 5 Most Common Fails in B2B Search Campaigns #SEM Click To Tweet.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JANUARY 21, 2020

One very real advantage of skipping the forms provided by your MAP, or utilizing form handlers, is that you can post the information to multiple databases. This is beneficial for companies that might be handling sensitive personal data (e.g. credit card information or social security numbers) that you wouldn’t want stored in your MAP.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

JUNE 24, 2022

Key Finding 2: Buyers leverage sales reps for information less (and later) than ever. I’d argue that cold outreach still has a role to play in demand generation, but today that role is primarily in the context of Account-Based Marketing (ABM) and highly personalized, tightly orchestrated sales plays.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

AUGUST 27, 2019

Use text in your image to convey additional information or detail (e.g. You’ll generate a higher conversion rate compared to third-party forms, but you’re also more likely to capture a personal (vs. Keep headlines under 150 characters, and descriptive copy under 70 characters (anything over 100 will be truncated). Download Report”).

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MARCH 22, 2017

To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she doesn’t already know. To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. Sounds obvious, right?

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

APRIL 22, 2020

A well-written abstract can make any content asset sound good, but whether the person who downloads that asset ultimately engages with sales has more to do with how much the content delivers genuine information of value, information that positions your brand as a trusted resource.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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. Personally, I love this. Avoid first person and passive language.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

APRIL 19, 2017

Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. Here are 8 simple questions to help you decide whether that content is good enough.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

NOVEMBER 13, 2018

In July of 2018, California passed its own digital privacy law that mimics many of the same regulations present in GDPR, including rules empowering consumers to demand that marketers delete their personal data. Asking for less information on a form will always increase conversions. Set up a subscription center.

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

The Point

JULY 17, 2017

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. But that’s exactly the kind of information buyers want. FINDING : 77% of respondents said they conduct a detailed ROI analysis before making a final decision – an 11% increase from 2016.

Paid Search Agency 241

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

The Point

AUGUST 25, 2020

What information do you have on those contacts and when was the data last updated? . – Is the Target Account List separated into tiers? How are those tiers defined? Contact Data. – To what extent do you have contact data already in place for target personas within target accounts?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

SEPTEMBER 21, 2017

Knowing when a prospect is ready to take that next step, or ready to re-engage with your firm, relies on setting an appropriate threshold – a “bar” if you will – for that person to respond to sales or marketing outreach. If you set that bar too high, i.e. if the threshold is “are you ready to talk to sales?”, Are you ready to buy yet?

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

APRIL 26, 2018

Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. As I said earlier, buyers now have a lot of information to explore before they need to identify themselves to sales. You need to influence and nurture people in multiple departments who have a say in the buying process.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JULY 30, 2019

To be successful, we’re told, ABM requires a deep understanding of one’s target audience (including personas and buying centers), an abundance of personalized, relevant content, and success metrics that align with specific, quantitative goals and even buying stages. All of which is true.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JANUARY 17, 2019

It ensures that every lead gets a prompt, personalized response, regardless of sales bandwidth, and the resulting engagement with that first touch (or lack of engagement) gives the SDR more information with which to prioritize human follow-up. But how much better if that first outreach is automated?

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

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.) In that light, it’s a great place to drop in personalization (providing you have the data quality to support it.). … and finally, a note about character length.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

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 learn how to get noticed, how to work as part of a team, and yes: how to deal with a wide range of personalities. Work for an agency.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

AUGUST 18, 2014

Never say “to learn more” or “for more information.” Instead, provide the prospect specific, tangible options for engaging with your company: “download our free white paper,” “request a personal demo,” “watch our 3-minute overview video.”. Make your call to action specific. Make it easy to do so.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JULY 14, 2015

Most B2B marketers take for granted that content marketing will, by default, generate a wide spectrum of leads – some of them qualified, perhaps, but most just conducting informal research (the proverbial “tire kickers”). Sending these two emails accomplishes two main goals: 1.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 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

JUNE 5, 2018

Plus, automation scales execution, roots out inefficiency, and provides real results that replace intuition as a basis for informed decisions. You simply can’t deliver the experience that today’s business consumer demands: timely, well-placed delivery of more personalized content at the right time, at scale, without marketing technology.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

OCTOBER 22, 2013

Describe your offer in terms that imply a benefit to the prospect: an “in-person ROI analysis”, “network performance audit”, “benchmark survey”, etc. Include both personal and business motivators. And secondly, because they think there’s something in it for them personally. Be specific.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

DECEMBER 12, 2014

Testimonials of this type can detract from the primary offer and create the aura of a sales pitch for your company that runs counter to the information of value the reader is searching for.”. Include complete contact information for your company. (I’d Include a brief description of your company.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

APRIL 23, 2015

Generally speaking, it’s a principle of advertising design that suggests that advertisers, in order to engage the reader and drive that individual to act, should present key selling information in a location within the ad that is immediately visible at first glance, one that doesn’t force that reader to take additional action (i.e.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

JULY 12, 2013

The reason people will register for any Webinar is because they believe the information presented will be of value. Avoid first and third person where possible. Here, Silverpop includes top navigation (Facebook, Twitter, Website) and a footer with contact information, more links back to the main Website, and yet more social links.

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

NOVEMBER 10, 2014

Secondly, the paragraph is all first person: “We’ll explain the advantages Ethernet delivers …” so it sounds like a sales pitch, versus second person: “You’ll read about the advantages Ethernet delivers …” which would imply information of value and the benefits of responding.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

JUNE 26, 2013

Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. Tests show that successfully getting the registrant to add the event to his/her personal calendar increases attendance rates dramatically. Add More Detail. Comments welcome.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

DECEMBER 16, 2013

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

SEPTEMBER 30, 2013

. • Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth. 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

JANUARY 24, 2017

Offer opportunities to sign up for a personalized demo. Link to a custom landing page that includes more information (what, where, when) and “add to calendar” links for any scheduled demos, presentations, and networking events at the show.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

APRIL 23, 2013

Two email campaigns that arrived in my inbox recently serve as useful illustrations of how best to promote informational content. Use of the second person (“You’ll also learn how …”) drives home the point, and a clear call to action (“Download Now”) closes the deal.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

DECEMBER 17, 2010

(KS) Before the Internet, the B2B buyer making a complex decision had relatively few sources of information. The vendor sales person was the primary gateway to information the buyer needed to decide – a tremendously powerful position. Discuss it at every meeting and let it inform your decisions. Fast forward to today.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100