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

NOVEMBER 15, 2010

Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. Product interest. Job function.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. However, the new program has already had a significant impact.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

OCTOBER 29, 2021

Successfully converting free trials and (self-serve) demos requires that the user engage with the product early, frequently, and in a manner that drives home perceived value. Lead Nurturing. Trial & Demo Conversions. Responding to those specific companies, by name (“Hey Google!

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

OCTOBER 22, 2020

Engagement programs can also be paused at any time for more tactical batch sends (ex: Webinars, product announcements) but otherwise should run indefinitely. Again, the purpose of an engagement program isn’t about convincing someone within a fixed period of time to talk to sales or to buy your product.

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

MAY 17, 2021

When planning campaigns or designing ads, it’s easy to gravitate towards late-stage content (Webinars, analyst reports, demos, case studies) on the assumption that such offers generate more “qualified” leads. In fact, a failure to align offers with ad groups can be a prime culprit in poor conversion (click-to-lead) rates.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

MARCH 18, 2020

Here’s a summary of what we’re telling them: * If you’re putting any kind of marketing messages in market, it’s critical to avoid – at any cost – the appearance of promoting your service or product as a quick solution to current problems. Provide (as many are) free versions of your product, or premium features, or extended licenses.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

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. Indeed, in the client example I related earlier, when we implemented a series of automated emails as a complement to SDR outreach, lead conversions jumped more than 33 percent.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

APRIL 16, 2019

B2B clicks can be very expensive, but – depending on your product category and the cost of your solution – a high cost per click can actually be a bargain compared to the potential revenue that a new customer generates. 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

JANUARY 23, 2018

Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JULY 17, 2017

IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product. FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase.

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. Unfortunately the budget for the campaign got cancelled, so I emailed the rep, told her the bad news, and that I would continue to keep her company and product in mind for future needs. It’s [Name] from [Company].

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

APRIL 22, 2020

The most successful CPL programs that we run for clients funnel net new leads into a structured, purpose-built lead nurturing program that 1) ensures all leads get responded to promptly and systematically, and 2) serves to identify those leads (by virtue of additional action or data) that merit sales follow-up.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JULY 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. The post How Do We Find People Who Are Ready to Buy Our Product? appeared first on The Point.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

DECEMBER 6, 2022

It goes without saying that these formulas and the underlying assumptions are subject to your specific sales model, tech stack, staffing model, product category, target audience, and marketing preferences. Increasing Lead to MQL conversion rates even by a few points, for example, can have an exponential effect on pipeline downstream.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

FEBRUARY 28, 2023

Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign. Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media).

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

SEPTEMBER 25, 2018

Now, Steve happens to work in product marketing for Oracle Marketing Cloud , home of Eloqua, typically regarded as the most feature-rich (some would say: complex) marketing automation solution on the market. He says (in summary): “It’s because their needs outgrow system capabilities.”.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

APRIL 19, 2017

Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve? No one question will help you create content that drives quality leads – leads that convert more readily to pipeline and revenue – more than this one.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

SEPTEMBER 24, 2012

Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Sell the demo, not the product. Here are 3 tips to consider: 1. Here are 3 tips to consider: 1.

Promotion 100

Promotion Product Tips Webinar Metrics 100

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.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JANUARY 24, 2013

Key to designing an effective lead nurturing program is taking stock of your current lead management process. Understanding the scale and source of leads will help determine the scale of your lead nurturing program, and to what extent you need to tailor your approach to different sources.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

JULY 1, 2019

If this finding is true, and genuinely indicative of a larger trend, it could have major ramifications for the way in which B2B demand marketers manage leads. Now, I’m not about to advocate that we all dismantle our lead nurturing. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

MAY 23, 2017

Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe. Question: is this a smart choice for marketers?

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

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

JUNE 5, 2018

However, what’s often overlooked is that buyers don’t stop being self-directed digital consumers when they buy a product or service. 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?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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. Make sure that your email is designed to drive action, not just spread the gospel about your new product. But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

SEPTEMBER 17, 2014

In early 2014, Sungard AS hired B2B demand generation agency Spear Marketing Group to audit their current lead nurturing programs and to recommend improvements, with two main objectives: • Increase the rate at which new leads and existing prospects convert to Marketing Qualified Leads (MQLs). Re-posted with permission.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JANUARY 29, 2015

It’s almost a cliché to say so at this stage, but without quality content, it’s virtually impossible to generate maximum return from both “top of the funnel” lead generation, lead nurturing , or customer marketing. Good content is the fuel that feeds demand generation success. 2015 is no exception. One is predictive analytics.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

MARCH 18, 2011

In an engaging 15-minute discussion, we touched upon topics including: • striking the balance between demand generation and lead nurturing. • ideas for weaving social media into lead generation and lead nurturing programs. a common mistake to avoid in designing lead nurturing campaigns. •

Lead Nurturing 100

Lead Nurturing Conversion Marketo Demand Generation 100

The Point

APRIL 30, 2013

They’re not, and here’s the simple reason why: Demand generation, by definition, generates measurable demand for your product. At the wide top of the funnel is demand generation – raising awareness about a product and engendering the brand to a customer. Call it lead nurturing. Call it content marketing.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

OCTOBER 14, 2010

The clients we work with are concerned with more basic, day-to-day issues: enhancing sales productivity, converting more inquiries to sales-ready leads (or trial users to paying customers), better leveraging their marketing database, and increasing demand generation ROI. I’m just not sure the rest of us are quite there yet.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

SEPTEMBER 19, 2012

Lead nurturing programs designed to convert trial users tend to focus, as they should, on the very front end of the trial period, when it’s critical to make sure the user is fully engaged with the product being tested.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

JULY 23, 2012

Of course, in the real world – a world of sales quotas, quarterly revenue goals, and impatient investors – not all stake-holders, especially salespeople, are interested in the notion that the most effective lead generation strategy is a long-term proposition. In theory, anyway.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

JUNE 27, 2012

But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? For today’s B2B marketer, content is the fuel that feeds the demand generation engine.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 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.

Sales Qualified Leads 50

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

The Point

SEPTEMBER 29, 2011

If you’re looking for incremental business, don’t forget the leads you have. A systematic lead nurturing program designed to cultivate existing prospects can pay dividends equal to or greater than any efforts designed to generate hot new leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100