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

MARCH 23, 2023

The length of a test period depends on the traffic to the relevant page. If adopted and executed consistently, it can also provide insights into audience behavior and preferences that can inform other marketing channels, campaigns, content, and strategies. Set up and implement tests 8. Introduce new ideas.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 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

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 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

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

JUNE 24, 2022

Example: consider a user or industry survey on relevant trends, to be authored or sponsored by a third-party research firm, analyst group, or publisher. Key Finding 2: Buyers leverage sales reps for information less (and later) than ever.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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

MARCH 22, 2017

To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. 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. 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. Set appropriate thresholds for sales follow-up.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

SEPTEMBER 21, 2017

By putting informational content, content of real value (versus content that simply sells your product) in front of prospects on a regular basis, you’ll generate conversations with buyers who, at minimum, have an active interest in solving the very problem or issue that your solution or service can address. Are you ready to buy yet?

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

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.) For the sender, it’s an opportunity – beyond the limited real estate afforded by the subject line – to establish relevance, spark interest, and drive engagement.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

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. Now, I hate spam as much as the next guy (though possibly slightly less than Phil.)

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

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. The four that we see the most are: * ABM Ad Targeting: building “cookie pools” based on the right personas at accounts that are “surging” (how we refer to companies showing spikes in relevant research activity).

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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

DECEMBER 12, 2014

As with most things, Google doesn’t disclose the precise algorithm by which quality score is calculated, but they do identify contributing factors – for example: expected click-through rate, the relevance of ad copy to the search query, and (notably) what Google calls “landing page experience”. Promoting transparency and trustworthiness.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 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. They end with an engaging, easy to navigate landing page that’s relevant to the ad copy.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MAY 11, 2015

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it. Good content ensures that the information you’re offering is topical and relevant.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

JUNE 5, 2018

I believe that B2B marketers must depend on technology to collect data, generate insights, and deliver relevant interactions. Plus, automation scales execution, roots out inefficiency, and provides real results that replace intuition as a basis for informed decisions.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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

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. In the process, email performance suffers because the emails are generic and lack relevancy to individual users. (In Not investing in first-class, professional templates.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

JULY 13, 2012

The 4-1-1 Rule states that “for every one self-serving tweet, you should re-tweet one relevant tweet and more importantly share four pieces of relevant content written by others.” I’m not sure the same expectation extends to email, a medium for which I would suggest the bar is significantly higher in terms of relevancy and value.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 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

SEPTEMBER 30, 2013

It enables you to deploy lead nurturing programs that are more timely, relevant, and, ultimately, effective. Pre-populating landing pages with information previously provided by the prospect, thereby increasing conversion rates and campaign performance. Marketing automation simply takes nurturing to a whole new level.

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

APRIL 30, 2012

I’ve written previously in this space about how to reduce unsubscribes by giving prospects and customers the option to update their contact information rather than forcing them to opt out of email entirely. Or if customers want to receive critical product updates, but not information on training classes.

Marketing Management 100

Marketing Management Marketing Automation Services Data Hygiene Ideal Customer Profiles 100

The Point

APRIL 8, 2010

Your subscribers, customers, prospects, ANYONE that you email regularly, should have an easy, intuitive, immediate accessible means of updating his/her contact information, including email address. Because we host our page on Marketo , the old information is pre-populated automatically for anyone who has previously opened one of our emails.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 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. If your product line is fairly homogeneous, this won’t be an issue.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 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). Link keywords within blog content to relevant Web pages. And again, don’t overdo it. We recommend no more than one “promotional” post per month, or every 4th post at most.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

FEBRUARY 22, 2010

These are the same desperate souls who take any topic even remotely relevant to their business and twist the question in a way that enables them to prattle on about their product or service. My advice is: let your answer speak for itself. So what if you didn’t mention your company or how great your product is. Tweet your response.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

JANUARY 13, 2012

The more specific and tangible the benefits of reading the information, the more likely people are to want it. a direct link) has numerous benefits, notably that it helps enforce valid email information and makes the offer content more easily accessible at a later date. Repeat the call to action. Fulfill your offer via email.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 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) And it’s also no surprise why we found that a major issue that salespeople have with marketing in general is what they perceive as a lack of relevant content to use in their sales process.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

SEPTEMBER 12, 2013

Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your email. Avoid “learn more” and “for more information” at all costs. Email results not what they should be? If that answer is “no,” you’ve lost them.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 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. Do you generate leads from both end users and resellers? From both domestic and international prospects?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

JUNE 27, 2012

Make that newsletter or blog the offer in your next campaign, and sell it just like you would any other informational offer like a white paper or Webinar – by promoting the value of the content, and by describing what the reader will learn/gain by becoming a subscriber. Do you broadcast a monthly newsletter to your database?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 16, 2011

For one, link sections of text within blog posts to associated pages on your Website or to landing pages that host relevant content. Secondly, offer up additional resources (with links) at the end of the post, e.g. “For more information on this same topic, download our free white paper on [insert topic here].”.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

MARCH 29, 2017

In B2B email, relevancy is absolutely crucial. I’ve written elsewhere that companies should abandon the notion that you can somehow know enough to deliver precisely the right information at the right time, at every step of the buyer journey.

Sales Qualified Leads 50

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