The Point

OCTOBER 11, 2022

Having a customer or user or prospect follow you or your company on LinkedIn, for example, and the ongoing communication and brand awareness that permits, can be just as effective as opt-in email. 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

MARCH 8, 2018

By which I mean that most analyst reports – Gartner Magic Quadrants, Forrester Wave Reports, and the like – are marketed as press announcements vs. information of value that might attract prospects actively evaluating your type of solution. Prospects want a buyer’s guide, not a brochure. See what I mean? via @spearmktg.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

FEBRUARY 14, 2018

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

DECEMBER 5, 2023

Lastly, these new regulations only reinforce what should be email marketing best practices, regardless: * Focus on value, not volume * Strive for relevancy, at all costs (hint: segmentation) * Offer information that solves problems vs. pitches a product Note that I don’t mention personalization. Basic, token-based personalization (e.g. “Hi

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

SEPTEMBER 21, 2017

As a sales professional or as a marketer, if you engage with a qualified prospect and that prospect doesn’t convert immediately to an opportunity, there’s every reason to stay in touch with that individual over time. then only the most highly motivated prospects will ever respond. Are you ready to buy yet? Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

NOVEMBER 12, 2019

In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? Hunting those prospects “ready to buy,” sure, but also sowing the seeds that will yield a larger pool of opportunities in the long term. My argument: no, you wouldn’t. .

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have. Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. Key Finding 2: Buyers leverage sales reps for information less (and later) than ever. Key Finding 1: Buyers have all but replaced vendor-provided content.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

DECEMBER 15, 2020

I’ve written elsewhere in this space that marketing is often an accident of timing , and so, as long as you’re adhering to data privacy rules and providing information of value, it may be months or sometimes years before a prospect has a genuine need and engages with your campaign and your brand in a meaningful way.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

APRIL 19, 2023

Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) It won’t be long before AI will be able to inform marketers of new markets they should consider targeting based on data coming from their tech stack, and even how to market to these new audiences.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

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. Place leads immediately into nurture.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

OCTOBER 15, 2019

may not be doing enough to educate the prospect , “warm up” the lead, or drive additional engagement, or. strategy, but “good content” is more than just well-written and informative. 2) lead nurturing. We send monthly emails to our database” is not a nurture strategy. Better Content. Photo by Yeshi Kangrang on Unsplash.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

AUGUST 27, 2019

As native advertising, and as different from Google (where a prospect only sees your ad if he/she is searching on a relevant topic), LinkedIn ads have a finite shelf life. Use text in your image to convey additional information or detail (e.g. Stale Creative. Be sure to include a clear and specific Call to Action (e.g.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JULY 14, 2015

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. The best opportunity for converting raw inquiries to sales-ready status is at the very top of the funnel, immediately upon the prospect expressing interest.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100

The Point

FEBRUARY 27, 2018

If you use a marketing automation platform such as Marketo , that software will track anonymous visitors to your Website by capturing their IP address and other information by means of a browser cookie. Let Visitors Opt-Out of Cookie Tracking. Set Up a Subscription Center. GDPR requires consent to be “specific and granular.”

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

NOVEMBER 13, 2018

Asking for less information on a form will always increase conversions. If people opt-in to receive specific information, they’re less likely to complain when they receive it. For more detailed information on complying with GDPR requirements, download our free GDPR Checklist (no registration required).

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

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.), program by triggering relevant conversations with mid-stage (MOFU) prospects exhibiting signs of increased intent. .

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JULY 30, 2019

. * A solid understanding of the target personas and their pain points * Relevant content that speaks to those pain points and provides information of value * A cohesive message and creative platform that extends across all channels * Critically, a program to filter, qualify, nurture and convert leads to sales-ready prospects.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JULY 8, 2014

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand. One of the significant risks inherent in the split-off was that those prospects would react differently, or not at all, to the new brand. This presented a challenge.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

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. Spoken as someone that never answers his phone, ever.).

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

AUGUST 18, 2014

Note: these strategies assume that hot leads – those prospects who specifically requested follow-up or were otherwise graded as “high priority” on the show floor, get prompt response directly from sales. Never say “to learn more” or “for more information.” The last thing a prospect wants to read is a re-hashed press release.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

SEPTEMBER 30, 2013

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. •

Lead Nurturing 100

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

The Point

JULY 18, 2014

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. They simply want information of value. He or she simply wants information on how to solve a problem.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

DECEMBER 18, 2012

At the other, there are those who feel that making Web visitors navigate registration forms will turn away all but the most ardent prospects, and that content should be made freely available without barriers. Outdated contact information will forever remain inaccurate because the prospect is never provided the opportunity to correct it.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

NOVEMBER 22, 2016

Yes, effective lead nurturing can educate, cultivate, and maintain brand awareness over time with a group of prospects that aren’t quite ready to talk with a rep. It’s when a prospect first expresses interest that nurturing can help highlight hot leads, filter out the junk, and increase the rate at leads engage with sales.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

MARCH 13, 2013

In most cases, the goal of an effective autoresponder program isn’t to convince the prospect to buy your product, or even to persuade him or her to request contact from sales. A good autoresponder simply generates response, any response, and gives the prospect another opportunity to request additional information.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

OCTOBER 30, 2013

If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic? You’ll lose the opportunity to learn more about the prospect. Here’s why: 1. A click is not a response.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MAY 4, 2015

If a prospect searches on a particular topic and sees a list of ten white papers on that subject, the title of your content and the quality of its abstract will likely be the difference between that prospect downloading your content vs. your competitor’s. they describe the value of the information, and. they drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

JANUARY 24, 2017

channel to generate awareness for an upcoming show, particular to your customer base and current prospects. Consider geotargeting to focus on those customers and prospects most likely to attend a show in their local area. Signatures can be an extremely effective (and free!)

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

OCTOBER 25, 2016

By “good content” I mean information of value that speaks to your audience’s pain, problems, and challenges and not content that simply sings the praises of your product. It generates leads from prospects feeling the pain that you can solve. It builds credibility and moves prospects along the sales cycle.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

JANUARY 25, 2012

No “For more information …” Make the reward specific and tangible. Information offers (white papers, ebooks, information kits) often work best because they appeal to prospects across a broad segment of the selling cycle. Here are 7 tips that can make a difference: 1. Include a clear, specific call to action.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

JUNE 18, 2013

One way they can do so is by providing content that resonates with individual prospects and advances the sales cycle. Our rules-based discovery tools surface presentations, documents, and other marketing content that speaks to the exact information need of buyers. (HS) Or, they’ll waste time looking for content.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

JULY 18, 2011

Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

OCTOBER 10, 2013

For those of us in the business of developing marketing campaigns, particularly when the pace of said campaign development is fast and furious, it’s all too easy to fall into the trap of believing that all prospects really care about is the difference that our product or service can make to their business.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

SEPTEMBER 6, 2011

The company must direct end user inquiries promptly and efficiently to the sales channel, while responding to prospective partners and end users with a message tailored to iDirect’s specific experience in that company’s market. 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

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. Taken at face value, however, this implies that product companies should never engage in content marketing, or do anything other than offer prospects the opportunity to demo the product.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 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. What is the range of products in which a prospective customer could express interest?

Lead Management 100

Lead Management Process Sales Qualified Leads Work Management 100