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The Point

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Exegraphics – What They Are & How They’re Changing B2B Marketing

The Point

In more modern terms, this means that in order to drive conversions, and pipeline, and revenue, targeting the right audience is paramount. Most marketers accept this axiom implicitly, and yet B2B companies routinely define their target audience with more attention to logos and aspiration than actual fit.

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Infographic – Blueprint for an Effective LinkedIn Ad

The Point

LinkedIn ads have become a staple of the B2B demand generation playbook, in large part due to an ability to target a tightly defined audience.

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Why an ABM Pilot Campaign Might Be a Bad Idea

The Point

A pilot campaign rarely has the lead time to discern which accounts might be appropriate targets for a more high-stakes, high-impact approach. Early results can also inform target account selection (based on which accounts are showing engagement) vs. the standard pilot approach of “these are the accounts that sales wants to go after.”.

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8 Surprising B2B Use Cases for Chatbots

The Point

One of the biggest current trends in Account-Based Marketing (ABM) is the integration of chat technology and personalized conversations to identify, engage, and capture prospects from targeted accounts. Responding to those specific companies, by name (“Hey Google! Retargeting.

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4 Ways to Measure ABM Success

The Point

For example, you may be able to show that Web visits from your target account list have increased by 50 percent. The more accounts reaching MQA status, the better your ABM strategy is working to generate interest from those targeted accounts. Marketing Qualified Accounts (MQAs). Opportunities/Pipeline Value/Pipeline Velocity.

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The Impact of New Google & Yahoo Deliverability Rules on Purchased Lists

The Point

A client asks: “We recently purchased a list of email addresses from a reputable vendor for use in a campaign targeting competitive installations. Do the new Google/Yahoo deliverability rules make using a third-party list too risky? How should we approach the campaign differently?” Basic, token-based personalization (e.g. “Hi

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12 Questions – A Checklist for ABM Readiness

The Point

For others, it’s identifying a target account list. Target Personas/Descriptions. – Have you identified and defined target personas? – Have you defined a typical buying center at the target accounts? Are those roles different in any way from your target personas? Target Account List. If so, how?