The Point

APRIL 23, 2013

Let’s take a closer look: To their credit, Avalara’s email header takes up very little vertical space, so more valuable selling copy doesn’t get pushed down the page. The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

JULY 14, 2011

Is your lead generation email ready for primetime? Consider decreasing the vertical height of the images or moving them to the sidebar so that key messages are more easily viewable in the preview pane and on mobile devices. Measure it against these 5 criteria before hitting “send.”. Get to the Point.

Creativity 100

Creativity B2B Verticals Paper 100

The Point

APRIL 19, 2012

On that score, there’s a lot to like about the email campaign below from CallidusCloud , a leading provider of cloud-based business software solutions. The header takes up little vertical space , and so avoids pushing valuable selling copy below the fold. Here’s what else I like: 1. A headline in HTML text (versus an image).

Lead Scoring 100

Lead Scoring Lead Ranking Paper Verticals 100

The Point

SEPTEMBER 20, 2010

First, it should be generating sales leads. Take a hard look at your average cost per lead or cost per conversion. 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. Make the most of the leads you have.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

JUNE 20, 2012

That doesn’t mean you should eliminate them altogether necessarily (see #2 below), but try to minimize vertical height so the image doesn’t push valuable selling copy down the page. lead nurturing) or when you want to segment emails by product line or target audience.

Template 100

Template Tips Landing Pages Marketo 100

The Point

OCTOBER 14, 2010

As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. Including the recipient’s company name in subject lines increases response.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

JUNE 18, 2013

We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. Just as marketers map content to the lead lifecycle (early, mid, late stage), they should also map content to the selling process – industries, products, sales stages, and more.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

DECEMBER 16, 2011

If you’re looking to integrate email into your lead generation mix in 2012, you would do well to consider list purchase as an increasingly viable option. If yours is a relatively finite audience – say, one confined to a specific vertical market, or job title, or company size, or all of the above, then purchased lists may be the way to go.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

SEPTEMBER 12, 2013

Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your email. If your topic is more obscure or less well known, then lead with a benefit of responding (e.g. Learn how …”). and dollar signs ($$). Get to the point.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

APRIL 23, 2020

Audit your existing content library and map each asset by form factor, persona, vertical and funnel stage (early, mid, late). Lead to MQL) and identify emails or even entire tracks that might need a refresh. With the right design, frequency, and content, however, a blog can be a key driver for SEO and lead generation.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

JANUARY 30, 2018

Here are some of the key lessons I’ve learned for how even the smallest company can find success generating leads, opportunities, and customers: 1. And, moreover, any time, energy or resources invested in defining or promoting that brand distracts from activity that would be better served generating leads, engagement, and customers.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

JANUARY 6, 2014

Measuring opens and clicks may tell you something about email performance, but it says nothing about the impact that email campaign had on qualified leads, or opportunities, or revenue. Even a modest lift in conversion rates (click to lead) can decrease cost per lead dramatically. Improve campaign measurement.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

JUNE 13, 2014

The primary appeal of content syndication to B2B marketers is that a) it’s targeted (you can typically filter on basic demographic criteria at little to no cost) and b) it guarantees performance (most publishers will negotiate deals on a cost per lead basis.) Publishers and ad networks vary to the extent they allow you to filter leads.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100