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. All this presents real challenges for both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JUNE 11, 2010

Just getting started with lead nurturing? Concerned that your lead nurturing program isn’t everything it should be? Great lead nurturing starts with more than just software. 10 Best Practices for Lead Generation & Pipeline Acceleration. Recently invested in marketing automation software?

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. Want to guess how many of those leads arrive via our clients’ Websites?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

JULY 30, 2020

Blogs are historically the province of the PR team, and so they’re not often looked at as a vehicle for driving leads, sales engagement, and revenue. This is one of the most effective ways to convert organic blog traffic to sales leads that you can then nurture over time. from your Blog ”. Photo by Domenico Loia on Unsplash.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

FEBRUARY 24, 2011

I only recently came across the results of research published late last year by Leads360 , a leading provider of hosted (SaaS) solutions for managing sales leads. Leads360 base their conclusions on studying more than 20 million leads. emphasis mine). And therein lies my point. Comments welcome.

Leads360 100

Leads360 Sales Leads Telemarketing Leads 100

The Point

APRIL 19, 2023

By looking at how a company presents itself, their employees and other digital “breadcrumbs,” you can start to understand a company’s personality and how it will behave. What makes them different from demographics? Exegraphic data helps you understand how a company executes its mission. Think of it as psychographics, but for B2B.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

APRIL 21, 2010

That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability. convert that search traffic to measurable sales leads. In its first 30 days, the blog attracted dozens of new email subscribers and 60 sales leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

APRIL 16, 2019

The key to determining at what point an expensive click becomes TOO expensive is understanding a few key data points: * Maximum Allowable Cost Per Lead (MACPL) * Customer Lifetime Value (LTV) * Customer Acquisition Cost (CAC). Failure to Nurture Leads Correctly. 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 1, 2019

It’s why, for example, we marketers have assumed control for more and more of the lead funnel. There was once a time when we would generate a lead and our job would be done. Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Ranking 124

The Point

JANUARY 24, 2017

In a previous post, I discussed key strategies for following up with trade show leads. Here are 7 ideas for increasing booth traffic and lead volume at the show: 1. Develop a custom landing page describing your presence at the show, with an emphasis on demos, presentations, and networking events.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

SEPTEMBER 11, 2017

At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing. The result is fewer unqualified leads from people who would never buy your product.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

JUNE 18, 2019

This same presentation was delivered earlier in the year to standing-room only audiences at leading marketing conferences. We’ll review real-life campaigns – the good, the bad and the ugly – along with tips, strategies, and techniques for increasing email performance. Register for the event here. Photo by Stefan Cosma on Unsplash.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

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. Click To Tweet.

Personalization 133

Personalization Lead Ranking Lead Scoring B2B 133

The Point

NOVEMBER 10, 2014

For one, it would have been much better presented in bulleted points that were scannable at a glance, not another long paragraph in an already stodgy email. I like the way the call to action is presented (finally!) Let me count the ways in which this campaign went off the rails: 1.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

JULY 12, 2013

The reason people will register for any Webinar is because they believe the information presented will be of value. Here, what benefits there are (see #5, below) are presented en masse, lumped together into one paragraph. Keep the branding to a minimum. Avoid first and third person where possible. How will my emails benefit?

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

OCTOBER 29, 2014

The sheer volume of these data presents an unprecedented opportunity for marketers. For the most part, companies rely on instinct and, perhaps, lead scoring via marketing automation. HS) One of the predominant use cases for your technology is lead scoring. What makes predictive lead scoring different? (BK)

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

APRIL 23, 2015

Generally speaking, it’s a principle of advertising design that suggests that advertisers, in order to engage the reader and drive that individual to act, should present key selling information in a location within the ad that is immediately visible at first glance, one that doesn’t force that reader to take additional action (i.e.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

JANUARY 9, 2015

In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond. B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0 So, for example: “Click to download our free white paper”. And dialog.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

JULY 8, 2014

In early 2014, Sungard Availability Services (Sungard AS), a leading provider of managed IT, cloud, and recovery services, announced that it was splitting off as a separate company from SunGard Data Systems Inc. This presented a challenge.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

MAY 4, 2015

However, a well-written abstract can make an enormous difference in helping your content asset stand out from the crowd and, ultimately, driving both increased lead volume and improved lead quality. In a crowded category, an effective abstract can increase lead pace and volume significantly. Good abstracts do two things: 1.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

FEBRUARY 18, 2016

In promoting content, it’s critical to describe the asset in terms that communicate what and how someone will learn, gain, or understand from the information presented. In the Contently email, there are two text links within the body text, but it’s not at all clear that those links lead to the content on offer.

Content 100

Content Promotion Lead Ranking Lead Scoring 100

The Point

MARCH 25, 2016

Doing so not only eliminates tiresome manual transfer of registration data, but also gives you greater flexibility in the design and branding of campaign assets like registration pages, leading to increased conversion rates and more registrations. Use SEM to generate incremental leads outside of your target list.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. What are the challenges that presents? (DC)

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

JULY 19, 2010

However, in my view, relying too heavily on Webinars as a lead generation tool is simply setting the proverbial bar too high, and doing so can eliminate a large subset of prospects who may have a genuine interest in your product or service but just don’t have the time or the inclination to attend an event. When are Webinars a fit?

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Some kind of multimedia presentation — a podcast, video, or Flash demo about your product or company, anything that helps “spice up” the offer.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 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? After all, we already know who these people are, correct? Can we do without?”. In addition: 1.

Landing Pages 100

Landing Pages Lead Ranking Lead Scoring Lead Nurturing 100

The Point

JUNE 11, 2012

iPad drawings are a dime a dozen, they don’t make your event stand out (in fact, they do exactly the opposite), and worst case they can cheapen your brand, reduce lead quality, or devalue your event. (If In theory, this means you’ll attract fewer unqualified leads who may only be interested in the free gadget.

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Ranking 100

The Point

OCTOBER 14, 2009

More specifically, information “kits” tend to work well as search offers because they present a variety of information that appeals to a spectrum of buying interest: * an educational white paper to the prospect only just now looking for a answer to his/her business problem. * and so on. . *

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

APRIL 5, 2011

In the focus group, people were presented with the package and told to read it, so that human dynamic wasn’t even present. Because people often equate teaser copy with junk mail, and so they never open the envelope in the first place (or their secretary never delivers it to them.)

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

NOVEMBER 9, 2009

First, there’s the leading candidate for Most Frequently Used Email Opening of 2009: “In these challenging economic times …”. And more to the point, are there prospects who will travel less because (slaps head) they now realize they could be presenting their latest PowerPoint deck over the Web? Surely this isn’t news, right?

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

SEPTEMBER 23, 2016

Sure, it may not win many design awards, and yet, in a mere 53 words, the company elegantly and concisely presents both a compelling offer and a strong call to action. You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.”

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

OCTOBER 3, 2012

If contacts are presented with a pre-filled registration form containing their own contact data, it guarantees two things: 1) a higher conversion rate, and 2) that those same contacts will be more likely to correct any outdated information. Asking subscribers what information they want to receive.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

DECEMBER 21, 2021

This will lead to the rise of the Marketing Data Analyst. However, unlike their IT counterparts, the job of the Marketing Data Analyst will be to tell stories: how the suspect became a prospect, how the prospect became a lead, and when the lead became a customer. – Alan, Manager, Paid Media Strategy.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

JUNE 10, 2013

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Secondly, what sales rep doesn’t like demo leads? A demo request is almost always a Sales Accepted Lead (SAL).

Demand Generation 100

Demand Generation Demand Sales Qualified Leads Generation 100

The Point

FEBRUARY 23, 2016

I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. Surveys have long been a popular lead generation tactic, primarily because they create their own content, content that in turn can be used for inbound marketing, lead nurturing , PR, social media, etc.

Customer Surveys 100

Customer Surveys Campaigns Tips Peer-to-peer 100

The Point

JANUARY 17, 2013

Launch a lead nurturing program. Don’t get me wrong: lead nurturing is a worthy investment for most companies, but making lead nurturing a goal for the new year is akin to saying you want to do more marketing. Lead nurturing is a means to an end, a program in the service of a goal. Ask yourself: why lead nurturing?

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

AUGUST 6, 2012

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Now it’s about how to extend the reach of every campaign, from demand generation to lead nurturing to customer communications.

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100