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

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

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 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

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. In her interview, Ms.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 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

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

MARCH 29, 2017

Though the marketing team was doing a great job generating raw inquiries at the top of the funnel, the sales reps weren’t receiving the number of “sales ready” leads they needed to hit their pipeline targets. In B2B email, relevancy is absolutely crucial. That is a colossal waste of marketing investment. Mix up your offer strategy.

Sales Qualified Leads 50

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

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.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 16, 2011

The blog generated more than 500 leads in its first 9 months alone, and this from a target audience (billing managers at small- to mid-sized medical practices) that can hardly be described as the Facebook crowd. For one, link sections of text within blog posts to associated pages on your Website or to landing pages that host relevant content.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

JUNE 13, 2014

Like other inbound marketing programs – search, social media, and the like – content syndication is one more way to increase the chances that a qualified prospect, on any given day and at any given time, finds and engages with your company when he or she is searching for your kind of solution, or even researching a relevant topic.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100

The Point

FEBRUARY 28, 2017

Targeting and Personalization. B2B marketers have long understood that identifying prospects by role, company type and selling stage, and then targeting content and campaigns to those same segments, is a sure recipe for success. Yes, prospects want information that is targeted and personalized and relevant.

Paper 100

Paper Demand Generation Agencies Marketing Qualified Leads Lead Ranking 100