The Point

APRIL 26, 2018

Bombora and other intent data providers can let that brand know when companies start to do research on independent sites, long before a potential buyer actually identifies themselves to the seller or even visits their Website. (HS) Intent data can help marketers identify a lot of that anonymous research activity. What’s changed? (CC)

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

DECEMBER 16, 2015

Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. Whether you’re a marketing automation newbie or a hardened veteran, the guide offers useful information and insightful reading. Teaser: only one vendor was top-rated in all three categories.).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

AUGUST 25, 2020

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. 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?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JULY 18, 2014

Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“ Marketers Still Struggling to Get Results from Content Marketing “) about what she perceives as a general lack of return from the investment so many companies are making in content marketing. They simply want information of value.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. 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. Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 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 10, 2013

Based on a survey of 3,000 B2B buyers, the researchers conclude that those who perceive personal value in doing business with a supplier are more than 3x more likely to make a purchase from that supplier, and about 8x more likely to pay a premium for the product or service. When actually, nothing could be further from the truth.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Lead Scoring Personalization 100

The Point

JULY 16, 2015

Hey, I’m all for drawing attention to the offer, but with images turned off (true for as much as 40 percent of email clients, according to industry research ), said offer is a big white box that does nothing but force valuable selling copy down the page. (In Let me count the ways: The aforementioned white paper image is HUGE.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

OCTOBER 14, 2009

He/she received very little information about your company in the ad (105 characters to be precise, including the URL) so it pays to consider the person uninformed and unconvinced. He/she could be anywhere on the buying spectrum – from initial research and education, to final, I-want-to-buy-one-of-these-today evaluation.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

AUGUST 18, 2014

Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. Never say “to learn more” or “for more information.” Be sure to always identify the specific show, by name, in the subject line and in the first paragraph, at minimum. Make your call to action specific.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

MARCH 9, 2011

By one account , more than 97 percent of all consumers use the Internet when researching products or services in their local area, of whom 90 percent use search engines. What you may also have noticed is that the business listings that comprise those search results vary widely in depth and amount of information provided. None, really.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

FEBRUARY 14, 2024

Fortunately, there are now third-party research services that can provide a guaranteed minimum number of survey responses from predefined B2B communities (or “panels,” in research lingo) that fit your specific audience criteria: industry, company size, job title, and so on. A perennial question: how many respondents does a survey need?

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

JANUARY 14, 2014

Now comes a new study from the researchers at Software Advice that reinforces that point even further. The visitors were primarily buyers looking for information on business software, so the data has potentially broad application to B2B software and B2B technology vendors as a whole.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

OCTOBER 26, 2010

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 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. Note the sub-head (“Forrester Research, Inc. One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

SEPTEMBER 16, 2011

Alternatively, if you’re only interested in generating qualified leads, let’s say: companies who have an active project necessitating a solution like yours, and who are actively shopping for such a product, then the information you offer needs to be tailored to people later in the selling cycle.

Paper 100

Paper Sales Qualified Leads Lead Ranking Lead Scoring 100

The Point

MAY 3, 2016

There’s much useful information to be gleaned from the report, but my one major quibble comes from the term “high-performing.” None of this renders any of the information in the report false or useless, but it may be wise (in my view) to consider the term “high-performing” with the proverbial grain of salt.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

OCTOBER 29, 2014

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales. I caught up with Brian recently to pick his brain about the sudden wave of interest in All Things Predictive.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 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

SEPTEMBER 30, 2022

Content that is information of value, and not just a list of reasons to buy your product, is the type of content that lends itself more to multiple channels. Consider an industry survey or study, perhaps co-authored with a research or analyst firm. Plan for earned media opportunities that can amplify a campaign’s reach and message.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

SEPTEMBER 20, 2016

The following is an excerpt from an interview I conducted recently with the folks at TechnologyAdvice , a leading online provider of information resources to help IT professionals make informed buying decisions. For the complete interview, see the TechnologyAdvice marketing blog. Reposted with permission. (TA)

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0

The Point

FEBRUARY 18, 2014

Commodity vendors don’t need to educate prospects about the need for their technology, they just need to establish a critical mass of online presence to the point where a prospect looking for information on that category – on any given day, at any given time – finds their product. Where does your product fit on the spectrum?

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

APRIL 20, 2018

76% of respondents named infographics as the most valuable content format in early stage research. Tip: leverage the power of infographics by including links to gated content for those seeking more detailed information on the same topic. Time to reconsider the “information kit”. . Time to start practicing that radio voice.

Customer Surveys 222

Customer Surveys Peer-to-peer Demand Generation Agencies B2B 222

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