The Point

DECEMBER 15, 2020

Someone opening emails but not engaging with the content may be interested in your message but just not have a current need. Here are some tips to keep in mind when deciding when to finally suspend or remove those leads that aren’t showing signs of life: * Define what you mean by “non-responsive.”

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

OCTOBER 22, 2020

The intent here is engage the person at the point of interest, drive further engagement, leverage progressive profiling, and help qualify leads for potential sales follow-up. As I wrote earlier in this space , Phase I is typically 3-4 emails sent in quick succession over a period of 1-2 weeks.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

AUGUST 16, 2019

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. The subject line sparks interest with humor or a “teaser,” and the preview text says (in effect) “But seriously though, here’s what you’re going to learn …”. Don’t ignore it.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

MAY 17, 2021

Whereas ad groups that are problem- or issue-focused, say “How to Manage a Customer List,” are better suited to educational white papers or ebooks that don’t sell your solution quite so overtly, but nonetheless serve to capture interest from prospects suffering the problem that you can solve.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

NOVEMBER 27, 2018

(DK) B2B marketers can capitalize on social engagement data to better understand a potential buyer’s needs, interests, and intent. These insights can then allow those marketers to create more personalized, targeted and (therefore) effective lead nurturing programs.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

APRIL 26, 2018

CC) Intent data is looking at what an individual or a company has recently done to determine what may be of current interest to them. I asked Charles Crnoevich, Head at Partnerships at Bombora , the leading provider of B2B intent data, to shed some light on where, when, and for whom intent data holds the most promise. (HS)

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

APRIL 29, 2021

segmenting email sends by interest, persona, or behavior to increase relevancy (and engagement). . * launching an email preference center (subscription management page) to provide email recipients more choices on the topic and frequency of emails they receive from your company.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

JANUARY 19, 2021

Tactically, this will mean deeper audience segmentation (and more data), improved creative, and personalized content that maps better to buyer and customer interests.” ” – Tom, VP Business Development.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

JUNE 25, 2019

Yet, for all the interest, precious few B2B companies achieve the holy grail of knowing exactly how – and where – their marketing investment impacts revenue. [Thanks to Anne Angele, Spear’s esteemed Director of Marketing Technology, for this month’s guest post.]. Marketing attribution is a hot topic these days in B2B circles.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

MARCH 8, 2018

In fact, quite the contrary: to the extent that you market the analyst report as an opportunity for people to learn how down right terrific (insert analyst here) thinks your product is, the less the average prospect will be interested in downloading and reading said report.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

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.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 27, 2019

It’s tempting to get carried away with audience targeting options on LinkedIn (Geography, Industry, Job Title, Groups, Interests), the result being an audience size that’s either too large or too small. You’ll generate a higher conversion rate compared to third-party forms, but you’re also more likely to capture a personal (vs. Audience Size.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. It’s important to recognize that content syndication leads are not like most sales leads. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

MAY 16, 2018

The threshold for responding to a competitive campaign should not be: “I hate my current solution, and I’m interested in what you have to offer.” That’s too high a bar. The threshold should be: “I’m not happy with my current solution, and I’m curious as to what else is out there.”

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

JULY 14, 2015

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. That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads.

Sales Qualified Leads 100

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

The Point

JUNE 30, 2017

In the agency business, such as ours , this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.” In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

OCTOBER 15, 2019

An effective nurture program is automated, segmented, and responds in real time to leads who exhibit signs of increased interest or intent. “We send monthly emails to our database” is not a nurture strategy. Better Content. Good content is at the center of any effective demand generation.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

SEPTEMBER 11, 2017

In addition, showing the different elements makes the offer more tangible, and, therefore, more interesting. Along with the faux desktop, coffee cup, and pen, each element adds a human flavor to a scene that otherwise would be just another information kit.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

APRIL 22, 2020

It goes without saying that leads from a content syndication program are expressing interest in a topic (the topic of the content asset they downloaded), not your product. . * 2-3 additional emails sent in quick succession (say, over a period of 3-14 days) that, again, acknowledge the context for the email (i.e.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JUNE 8, 2016

Here are 5 ways to expand your lead nurturing program beyond the inbox: • Telesales – often, inside sales plays only a reactive role in the lead nurturing process, responding when prospects engage with the nurture program or show other signs of interest.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

NOVEMBER 22, 2016

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. Filter or flag those leads that are either junk or have less immediate interest. • “Warm up” leads and make them more receptive to sales follow-up.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

APRIL 16, 2019

By driving additional engagement and potentially capturing more information via progressive profiling, lead nurturing serves to highlight those leads worthy of sales attention – either because they have an immediate interest, or because they meet specific demographic criteria.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

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? If you score clicks as “responses,” you risk over-inflating the value of leads who may only have passing interest in your content.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

JANUARY 9, 2015

We’re interested in [Company Name], but it’s not a good time, reach back out to me in a month. I’m interested – let’s talk! Just give me a 1, 2 or 3 –. We’ll pass on partnering with [Company Name] for the time being, thanks for the offer!

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

NOVEMBER 22, 2017

During the event, we discussed trends driving the interest in content personalization, addressed some of the key challenges, and presented examples of B2B companies having real success with their personalization strategies. You can view the recorded version of the event here.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

AUGUST 21, 2018

It matters because if we as B2B marketers develop messages and content and campaigns that assume otherwise – namely, that we are somehow going to generate demand and interest for our product in the absence of a genuine need (an issue especially prevalent in ABM ) – those campaigns will fail to generate the results we’re looking for.

Demand Generation Agencies 113

Demand Generation Agencies Demand Generation Demand Generation 113

The Point

SEPTEMBER 16, 2011

Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? It’s the offer.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

AUGUST 1, 2013

Demographic scores are best thought of as how interested you are in a prospect. Behavioral scores are how interested that prospect is in you. Scoring on both demographic and behavioral attributes allows you to provide more meaningful and relevant data to sales.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

NOVEMBER 13, 2018

It can also increase engagement rates and overall email performance by allowing you to segment campaigns based on areas of interest. GDPR was in many ways the beginning of a new era in marketing. We may not like it, but we have no choice but to adapt, to change the way we market. Above all, marketers must build and maintain trust.

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

The Point

JULY 1, 2019

If sales is alerted to virtually any sign of interest on the part of a prospect (say, an email click), those alerts quickly become worthless and duly ignored. . * Sales Alerts. How well does your current lead management process alert reps – be they BDRs or field reps – to high-intent behavior?

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

APRIL 19, 2017

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. But it’s important to define, recognize, and plan for content that appeals to the right prospects depending on the type of campaign or your marketing objectives.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

FEBRUARY 27, 2018

It can also increase engagement rates and overall email performance by allowing you to segment campaigns and other communications based on stated areas of interest. Create an Opt-In Process. The opt-in process for GDPR is very similar to the requirements under CASL.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

NOVEMBER 26, 2012

If the secret to success of an effective email subject line is to grab the attention of someone with a potential interest in your product or service, you can be forgiven for thinking that the simplest way to determine that interest is to ask a Yes/No question. For example: Missing Too Many Project Deadlines?

Paper 100

Paper Email Marketing Software B2B Marketing 100

The Point

APRIL 30, 2012

And it does so under the cloak of customer service, i.e. giving the subscriber the opportunity to choose the type of email communication most relevant to his/her interests. Maybe what they really mean is “I’m not interested in this topic.”. Time to give them that option.

Marketing Management 100

Marketing Management Marketing Automation Services Data Hygiene Ideal Customer Profiles 100

The Point

MARCH 3, 2015

Our firm works with dozens of marketing automation customers, for whom our technical team is intimately involved “under the hood” as it were, but few if any of those clients are interested in surrendering complete management of the software to us. But even then, the question rarely comes up.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

AUGUST 15, 2012

Campaigns based on product interest. If your company markets different products, it doesn’t make sense to be delivering the same message to everyone, regardless of interest. Consider developing campaigns that are segmented by product interest based on prospect behavior such as Web visits, Webinar registration, or content downloads.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

OCTOBER 22, 2019

If an email bot is falsifying a click before the email is even delivered to the recipient’s inbox, that click is no longer a measure of a prospect’s interest or engagement. Let’s say you’ve set up a system that sends a lead to sales after they’ve clicked on five emails.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127