The Point

FEBRUARY 28, 2023

Define up front the kind of system access needed to implement the program being funded: marketing automation, CRM, CMS, LinkedIn accounts, email templates, image libraries, etc. Or an ad on LinkedIn. If you do invest in lead generation, set clear expectations for sales follow-up. Be realistic. Consider your options carefully. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

NOVEMBER 15, 2022

For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement. When contacts engage with that first layer of ads, run retargeting ads across LinkedIn, Facebook, and Google Display Network offering different content assets to spark additional engagement.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

FEBRUARY 25, 2022

Trust me: not all marketing campaigns perform at the level showcased on LinkedIn. My advice was: if you’re only tracking clicks, track leads. If you’re only tracking leads, track MQLs (and Cost Per MQL). Not all companies are tracking marketing-attributed revenue down to the penny.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

FEBRUARY 22, 2010

One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site. LinkedIn now boasts more than 60 million registered users , but far fewer than that number are active members in group discussions and in LinkedIn’s “Answers” section.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 100

The Point

MARCH 24, 2021

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. For most B2B marketers I know, the goal of advertising in whatever form is to drive engagement, leads, and revenue. B2B creative works when it generates measurable results and drives business, period.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

NOVEMBER 12, 2019

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. . Do You Want Intent Data with That? Click To Tweet.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

MAY 28, 2020

(I’ve written elsewhere in this space that one of the reasons ABM became so popular is because companies are just really bad at lead nurturing.). A strategy based on generating engagement from buying groups (and the way large corporations make purchase decisions) vs. individual leads. However, times have changed.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

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. Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). Market subscriptions aggressively , and not just on the home page.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

JULY 30, 2019

A recent video making the rounds on LinkedIn asked: “ Is Demand Generation Losing its Effectiveness ?” (The answer provided was: yes.). Whether it’s intent data or BANT-qualified cost per lead (CPL) programs, demand gen has become a race to the next short cut. 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

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.”. – Tom Meriam, Vice President, Business Development.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JANUARY 17, 2019

Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process. Click To Tweet.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JANUARY 19, 2021

These will become incorporated into lead and account scoring, perhaps as criteria for what can become an MQL. Leads will need to pass “credit worthiness” before a closed/won is accepted. “B2B lead conversion rates are hovering around 2%, meaning that 98% of traffic (paid and earned) isn’t converting.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

FEBRUARY 14, 2018

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JULY 17, 2017

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. FINDING : 63% of respondents said they noticed ads from the solution provider they chose during the research phase.

Paid Search Agency 241

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

The Point

DECEMBER 6, 2010

Blog Makeover Nets Sales Leads for Software Company. How to Answer a Question: 5 Tips for Making the Most of LinkedIn. In fact, I’ve written much more in the last 12 months about social media and lead nurturing, yet many of those posts didn’t make the cut. Help Our Client Choose a Logo (Poll).

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

APRIL 26, 2018

I asked Charles Crnoevich, Head at Partnerships at Bombora , the leading provider of B2B intent data, to shed some light on where, when, and for whom intent data holds the most promise. (HS) This leads to a much longer decision-making process and more opportunity for B2B marketers to influence their buyers over time. But is that real?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

APRIL 19, 2017

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. 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.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

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. Brain Teasers – you know those “98% of people get this wrong” brain teasers on LinkedIn that generate thousands of comments?

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

MARCH 7, 2019

More broadly, however, it’s online media that are being implemented alongside email, particularly channels like LinkedIn, Facebook, Google and programmatic platforms like ListenLoop through which companies can target online ads to members of a specific email list. These have particular application in lead nurturing and customer marketing.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

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. Comments welcome.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

JANUARY 13, 2017

But the second reason is because technology marketers (and their sales counterparts) are impatient, have short term business horizons, and don’t want to “wait around” for leads to be qualified. Otherwise, you’ll simply to be throwing unqualified leads at your SDR team only to be told “they weren’t ready.”.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JULY 20, 2018

A client asks: “Can I use the landing page from an email campaign for online ads, say: search or LinkedIn, if it’s promoting the same asset?”. Someone responding to a Google text ad, or a LinkedIn sponsored post may be only curious, or intrigued by your offer, but likely isn’t “sold” yet. My response: In short: no.

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

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

OCTOBER 18, 2012

Madison Logic , a provider of “data powered lead solutions” based in New York, also announced a similar offering this fall with their Data Match Lead Retargeting service. Technically, it should be possible. Financially, is Google prepared to lose all those clicks (and click revenue) that would disappear as a result?

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

NOVEMBER 23, 2021

Enter the good people at Metadata.io , who analyzed nearly $15 million in customer ad spend on LinkedIn and Facebook to generate a compelling benchmark report covering everything from click-through rate (CTR) to cost per lead (CPL). It shows the most common calls to action (CTAs) used in LinkedIn ads designed for lead generation. .

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

MARCH 29, 2012

Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads. If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Offer downloadable content. Share this blog!

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JULY 1, 2013

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? Again, not all media properties offer custom filters, and if they do, you’ll pay $10+ additional per lead for the privilege. Download a copy here.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

MAY 3, 2016

No surprise here – the leading sales and marketing technology company says that investing in sales and marketing technology is a good thing. No longer the sole province of PR teams , companies are finally waking up to (and seeing results from) social media as a true demand generation engine that drives engagement, leads, and revenue.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

OCTOBER 21, 2009

Bebo , LinkedIn and Delicious all performed well. * Test multiple icons ( Facebook , Twitter , LinkedIn ) vs. All-in-one icons ( AddThis ). Test links in landing pages, thank you pages, fulfillment emails, even lead nurturing campaigns. days (far longer than one would expect from standard email response data).

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 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

APRIL 20, 2009

This prompted a discussion on LinkedIn wondering if the change augured tougher times ahead for direct marketers. Tags: B2B Marketing Demand Generation Direct Marketing Agencies Lead Nurturing White Paper Syndication direct marketing lead generation b2b demand generation dm news. On the contrary: after almost 20 years [.].

Direct Marketing 100

Direct Marketing Marketing Agencies 1 Demand Generation Agencies Relevance 100

The Point

OCTOBER 25, 2017

Think Google AdWords, paid social advertising on LinkedIn and Facebook, Content Syndication , account-targeted display ads. Instead, the most effective B2B demand generation today is an integrated mix of yes: targeted, outbound campaigns, but with a foundation of “always on” inbound marketing.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JANUARY 19, 2016

As just one example of where automating sales emails had far from the intended effect, take this recent rant posted on LinkedIn: “As if spray-and-pray emails from marketing automation wasn’t bad enough … now we have BDR follow-up email spam. Most lead follow-up emails have none of the above. Are you getting tired of this stuff too?

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

The Point

MARCH 15, 2016

An interesting question popped up in my LinkedIn feed this week: “Does anyone remember all those times we used ABM before it was called ABM?”.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

FEBRUARY 16, 2017

But executing campaigns – and lead generation channels – in this manner not only robs them of their potential, it’s also a very expensive way to generate leads. Run sponsored updates and text ads on LinkedIn. The prospect who receives the email may also see the LinkedIn ad, and so on. You’ll be more successful for it.

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223