The Point

JULY 13, 2012

Which leads to another question: do certain types of campaigns even need an offer in the first place? Take lead nurturing : is it strictly essential that every lead nurturing touch include a specific, gated, call to action? I have my concerns, however, about extending it to lead nurturing and the email medium.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

SEPTEMBER 30, 2013

Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. Marketing automation simply takes nurturing to a whole new level. What other differences did I miss?

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

AUGUST 15, 2012

You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”? And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? There was a time when lead nurturing was synonymous with simply staying in front of prospects.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

FEBRUARY 5, 2010

The lead nurturing program they implemented included 40+ (yes, forty) separate and distinct tracks of emails, tailored to different audience segments, product interests, and stages in the lead lifecycle. Yes, you can tailor emails to fit every possible unique combination of demographic and behavioral criteria. Not really.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

OCTOBER 29, 2021

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. Lead Nurturing. Responding to those specific companies, by name (“Hey Google! Photo by Adam Solomon on Unsplash.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

OCTOBER 22, 2020

A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?”. Note: the goal of this initial phase is not to convert, per se.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

JUNE 24, 2022

The days when a marketer’s primary responsibility was simply generating raw leads to throw at sales are behind us. The demand generation playbook now extends to lead nurturing , pipeline acceleration, and sales enablement, with all the programs, channels, and content those strategies require to be successful.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JANUARY 17, 2019

But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process. Yes, you can tightly manage lead distribution and SLAs to ensure that leads get called within 5 minutes. The second makes the case for fast response times.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

APRIL 16, 2019

Generating clicks is the easy part (relatively speaking); the challenge comes in presenting an offer that’s relevant and enticing enough to cause the prospect to hand over his or her personal data. In B2B search campaigns, an effective lead nurturing.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

JULY 17, 2017

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. IMPACT : Use retargeting ads not only to generate net new leads, but also to maintain awareness throughout the buying cycle; expand lead nurturing “beyond the inbox” to include ads on platforms like LinkedIn.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

OCTOBER 8, 2015

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. I’m also a perfect candidate for lead nurturing. Get your salespeople out of the lead nurturing business.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

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.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JANUARY 23, 2018

An effective demand generation strategy is one that not only captures hot sales leads but also maximizes the value of more long-term prospects. Such a strategy requires: * Casting a wider net to include those prospects who meet your demographic criteria (right person at right company) but who may not be in active purchase mode.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JANUARY 19, 2021

B2B doesn’t have to be boring – more brands will adopt personalization and playfulness to connect with buyers.” – Sandi, Group Account Director. “I Tactically, this will mean deeper audience segmentation (and more data), improved creative, and personalized content that maps better to buyer and customer interests.”

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

DECEMBER 13, 2019

Additionally, we’ll see Account-Based Marketing (ABM) move on a path toward ubiquity, eventually morphing into use case strategies, tactics and best practices analogous to demand generation, inbound marketing, lead generation, and lead nurturing.”. My personal demand gen predictions?

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

MARCH 7, 2019

These have particular application in lead nurturing and customer marketing. Are you seeing more companies taking an ABM approach to email and personalizing their efforts by account/persona? (HS) HS) ABM is definitely forcing email marketers to be more personal and relevant in their approach.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JANUARY 7, 2020

Whereas, the reality is that most Q4 deals originate with leads that were generated months earlier. That means two things: one, generate more leads earlier in the year. You will not hit your targets on the back of new Q4 leads. The lesson?

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

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. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

NOVEMBER 27, 2018

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

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

MAY 23, 2017

I’ve argued recently that, in part, the reason for ABM’s sudden popularity is that marketers are really bad at inbound marketing , and, in particular: lead nurturing.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

MAY 28, 2019

Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale. Inserting chat into a lead nurturing.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

AUGUST 18, 2014

A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Instead, provide the prospect specific, tangible options for engaging with your company: “download our free white paper,” “request a personal demo,” “watch our 3-minute overview video.”.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

JUNE 5, 2018

For as long as marketing automation (the main technology empowering automated lead management) has been around, why are companies still struggling to move beyond the basics? The tools to automate more sophisticated lead nurturing have been broadly available for more than a decade.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

MARCH 27, 2013

A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc. What do you think? Is this a good idea?

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100

The Point

JULY 30, 2019

I argued previously in this space that one of the primary drivers for ABM, and the frustration that sales professionals rightly feel at the inability of marketing to deliver qualified leads, is that companies are just really bad at lead nurturing. More broadly, it’s not that demand generation has stopped working.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JANUARY 14, 2014

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on. And that lack of focus can be a big mistake.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

AUGUST 11, 2015

Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana. Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. Suddenly, we are led to believe, the customer journey is all that matters. Well, not so fast. Sorry, but no.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JUNE 26, 2013

Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. Anecdotally, our experience is that the difference in lead quality between Webinar registrants who show up on the day, and those who don’t, can be minimal at best.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

MAY 16, 2015

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MAY 30, 2014

Personal experience aside, I fear he may have a point. in B2B circles, the emergence of content marketing as the dominant form of demand generation leads some clients to question the value of “big idea” creative (agencies’ traditional calling card). Providing fresh ideas, new insights, and proven best practices.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MAY 10, 2011

If the prospect hasn’t clicked on the link within, say 2 days, you can also send a friendly reminder email (as a personal note from the assigned rep), automatically. To download your free copy, click here.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

JULY 14, 2015

This is the point in the process – call it lead follow up – where a formal, systematic lead nurturing program can have the greatest impact on conversion rates. 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.

Sales Qualified Leads 100

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

The Point

MARCH 29, 2017

In more unvarnished terms, their lead nurturing programs are woefully inadequate. Now, that’s not to say that ABM isn’t a fit for the company I described earlier, or that ABM can’t increase marketing ROI even for those companies who do a first-rate job with lead nurturing. Far from it. No segmentation.

Sales Qualified Leads 50

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

The Point

AUGUST 17, 2010

Direct mail is tangible, personal, and gives you a measure of creative license that’s increasingly difficult with email, where even minor graphics can be a sure-fire trigger for spam filters. Lead Nurturing. Here are 5 areas that make ideal candidates for including direct mail in the marketing mix: 1.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

JANUARY 13, 2012

Make lead nurturing part of your campaign plan. These days, it’s not enough to generate leads and then just throw them into some generic, one-size-fits all, lead follow-up process. Lead nurturing will always be more effective when it’s targeted, personalized, and relevant.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

MAY 18, 2011

To answer these questions, I sat down recently with messaging expert Michael Cannon to get his insight on how companies can improve results from programs like inbound marketing, demand generation, and lead nurturing by creating more effective marketing content.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

NOVEMBER 24, 2009

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? If the email gets forwarded to a colleague, influencer, or decision-maker, you’ll miss the opportunity to capture that new person’s contact information.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking Lead Nurturing 100