The Point

JUNE 24, 2022

The sudden, wholesale transition to remote work and virtual teams has only accelerated trends that were evident pre-COVID, led by younger generations of digital consumers who brought their buying preferences to the office (even if that office is now their living room). Meeting the Needs of the Self-Serve B2B Buyer Click To Tweet.

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.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

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. These messaging categories are typically descriptive.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

FEBRUARY 28, 2023

Work with your BD representative or agency partner to define clear expectations and KPIs. What is the value-add that makes you distinct from other partners in a way that customers would want to work with you? What content assets or other calls to action (CTAs) have worked best in the past? Define your message.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

APRIL 22, 2020

Put plainly, a content syndication lead is not sales-ready without clear signs of intent or engagement beyond the initial download. The post A Nurture Strategy for Content Syndication Leads appeared first on The Point. The follow-up will have more context and be more effective for it. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

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

JANUARY 23, 2018

When you work primarily with high-tech clients , you learn to cope with a great deal of short-term thinking. Focusing campaigns, content, and resources on BOTH generating net new leads but also nurturing existing prospects.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

DECEMBER 6, 2022

Based on the work we do with our agency’s B2B clients , here’s a basic, funnel-based approach to determining a realistic demand gen budget based on specific revenue targets: 1. 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

APRIL 19, 2017

Content can work at every stage of the funnel – early, mid, late. 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. Is it aligned with where your audience is in the purchase process?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JANUARY 7, 2020

Spoiler alert: no amount of Q4 spend – not even with intent data, ABM, conversational marketing (chat), content experience and any other bells and whistles you might have at your disposal – will enable you to suddenly make up for leads and opportunities that should have been developed weeks and months ago.

Account Based Marketing 130

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

The Point

MARCH 7, 2019

These have particular application in lead nurturing and customer marketing. What’s working? Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach. DGR) Can you share any best practices or recommendations for marketers looking to augment their email strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

JUNE 5, 2018

HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. The tools to automate more sophisticated lead nurturing have been broadly available for more than a decade. There’s is a ton of underlying work that must be in place first. LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JANUARY 24, 2013

Key to designing an effective lead nurturing program is taking stock of your current lead management process. Here are the top 5 questions to ask about your current lead management process: 1. How many leads do you generate each month and what is the source of those leads?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

JANUARY 29, 2015

Recently I sat down with Amanda Nelson, Director of Marketing at RingLead , a leading provider of cloud-based data solutions that make it easy to analyze, remove, merge and prevent duplicates in Salesforce. We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. are really working. (AN)

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

JULY 30, 2019

Much has been made of the argument that Account-Based Marketing (ABM) gained traction so quickly in B2B marketing primarily because traditional, funnel-based demand generation has stopped working. More broadly, it’s not that demand generation has stopped working. The real answer to that question, I would argue, is more nuanced.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

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

MAY 30, 2014

As a partner in a B2B marketing agency that 1) serves high-tech clients exclusively and 2) whose work is 90% digital, I found these reports somewhat surprising. clients increasingly work directly with publishers and ad networks directly, aided by developments in technology that allow for programmatic ad buying. •

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 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

SEPTEMBER 20, 2010

Make SEM work harder. If you’re well outside that range, perhaps it’s time to take a critical look at what could be working better. Especially over the long term, since a compelling piece of content can be leveraged over multiple campaigns – SEM, content syndication, Website, email, lead nurturing, etc.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

MARCH 29, 2017

The lead funnel is obsolete. Inbound marketing doesn’t work, or at best is grossly inefficient. Think about it: most companies have no problem generating leads at the top of the funnel. In more unvarnished terms, their lead nurturing programs are woefully inadequate. Maybe demand generation isn’t broken.

Sales Qualified Leads 50

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

The Point

APRIL 30, 2013

Because I work for a demand generation agency (a real one), I don’t have to explain to clients that we don’t do branding. Call it lead nurturing. B2B Marketing Branding Demand Generation direct marketing Lead Nurturing b2b demand generation' Can’t we all just get along? 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.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

FEBRUARY 27, 2012

The method of assigning and subtracting scores described above is based largely on our work with clients using the Marketo platform , but the same overall approach could be adapted to work with virtually any other marketing automation system. download trial version). Thanks Dan!

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 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 26, 2013

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. However, in the context of, say: lead nurturing , getting a prospect to attend the event, see your product, listen to your vision/message/expertise/thought leadership, etc.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

OCTOBER 1, 2021

Translation: requiring business emails could cut lead volume in half, albeit (in theory) by eliminating those prospects less motivated to complete the form. In our work with B2B clients , fewer companies are demanding that forms reject personal emails.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

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. Well, the copy needs work.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

MAY 30, 2023

. * Make your blog work harder. With a little work, a blog can be a major contributor to SEO and monthly lead goals. 8 Tips for Working with a Smaller Marketing Budget Click To Tweet * Invest in partner marketing. With a little work, a blog can be a major contributor to SEO and monthly lead goals.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

MARCH 3, 2010

The conclusions drawn in the article hold particular relevance for marketers engaged in lead nurturing, especially when those nurturing programs are constrained by a perceived lack of relevant offers. It’s the working assumption of B2B marketers that prospects don’t want to be sold to.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

MAY 14, 2012

To those of us who work in and around marketing automation every day, none of the results are startling. Newer users focus marketing automation on driving customer acquisition, whereas more mature users leverage the technology’s ability to impact on lead nurturing and customer marketing (e.g. cross-sell and up-sell).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

OCTOBER 21, 2009

Test links in landing pages, thank you pages, fulfillment emails, even lead nurturing campaigns. And keep testing until you find what works best for your specific audience. Note: we have no formal business relationship with Silverpop, and they were not contacted for this post. polldaddy poll=2150942].

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

The Point

AUGUST 1, 2013

In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology. Better options are to score on email click-throughs and form submissions. Watch this space for Part 2, coming soon.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

OCTOBER 26, 2010

. * lengthening sales cycles during a down economy and the desire to support sales reps who are reluctant to dedicate their valuable time to nurturing buyers throughout that process. In that context, two of the most common use cases for marketing automation are: * ensuring prompt, effective, and systematic follow-up to all new inbound leads.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

NOVEMBER 28, 2011

In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. Working with a specific target audience and goal helps to focus the content in a way that will resonate with the intended readers. Create an editorial calendar and identify contributors.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

JULY 15, 2010

And most of the issues around data quality are people and process problems, so these must be worked on along with the software add-ons that improve for data quality. Tags: B2B Marketing CRM Database Marketing Demand Generation Installed Base Marketing Lead Management Lead Nurturing Marketing Automation salesforce.com.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

JULY 21, 2016

In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1. For further information on a related topic, download our free white paper on “ Top 10 Tips for Lead Nurturing Success.”. Not having a larger strategy/plan for how you plan to use the platform.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

MARCH 18, 2014

In my day-to-day work, I run into many clients whose salespeople purchase email lists en masse from the likes of Data.com and upload them into their CRM system. Email, and even direct mail, is primarily used for lead nurturing, not lead acquisition. It just needs to be used intelligently, sparingly, and strategically.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100