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. Why is that?

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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.

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The Point

AUGUST 25, 2015

It’s important to recognize that content syndication leads are not like most sales leads. If you hand off content syndication leads to your sales force without setting these expectations, your program may be doomed to fail. The post A Follow-Up Strategy for Content Syndication Leads appeared first on The Point.

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The Point

JULY 14, 2015

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads.

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The Point

NOVEMBER 14, 2014

And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads. Second, let’s consider what the survey respondents most likely meant by “lead quality” in this context. Far from it.

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The Point

FEBRUARY 28, 2023

A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results. 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).

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The Point

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Design, build and launch a “Welcome” email program designed to improve follow-up and response to new leads. Spear is a Marketo agency partner.)

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The Point

SEPTEMBER 30, 2013

Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. It enables you to deploy lead nurturing programs that are more timely, relevant, and, ultimately, effective. Comments welcome.

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The Point

JULY 23, 2012

In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. 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.

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The Point

AUGUST 9, 2012

A client asks: “I know I can filter our Pay-Per-Lead ( content syndication ) leads on geography and company size. Can I also limit leads to certain job titles?”. My response: To best answer the question, let’s discuss what lead filters are and how they work. What if I want to filter to specific regions or states?

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The Point

DECEMBER 14, 2010

With the new year almost upon us, here’s a quick way to increase the effectiveness of your lead generation programs in 2011. Take 7 minutes out of your day to listen to the first part of a podcast I recorded recently with social media expert Steve Farnsworth about trends and best practices in B2B lead generation.

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The Point

OCTOBER 8, 2009

I’m ready to conclude that many PR agencies don’t really get it when it comes to social media. Either that, or they’re just choosing to frame the discussion in such a way as to greatly limit the potential of their clients’ social media initiatives. Recently I was made privy to a social media plan authored by a client’s PR agency.

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The Point

SEPTEMBER 16, 2011

How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” It’s the offer.

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The Point

FEBRUARY 11, 2014

How to ignite your company’s growth so marketing is filling your sales pipeline with more new buyers than needed to beat your future revenue goals…AND without increasing your cost per visit and cost per lead. HS] I notice that you integrate with some of the leading marketing automation vendors, including Marketo and Act-On.

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The Point

NOVEMBER 9, 2011

In an exclusive online event, discover how to get the most from your lead nurturing program, and how to plan for success if you’re just getting started. Join me on Wednesday, December 7 as I present a Webinar on “ Top 10 Tips for Lead Nurturing Success ,” hosted by the Direct Marketing Association (DMA). Wednesday, December 7, 2011.

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The Point

MARCH 16, 2011

In part 3 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the role of blogs in the lead generation landscape, and the simple steps companies can take to convert their blogs from PR dumping grounds to a key part of their demand generation engine. Why one, all-encompassing corporate blog may not be enough. •

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The Point

OCTOBER 31, 2012

If you’ve ever wondered how to turn a boring corporate blog into a vibrant, engaging lead generation machine, here’s your opportunity. Access my free Slidecast on “ Getting Leads (and More!) In just 18 minutes, you’ll learn: • How to leverage your blog for lead nurturing and customer marketing …. •

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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. Most will link from search or social media.). Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). from your Blog ”.

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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?

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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. Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value.

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The Point

AUGUST 27, 2019

The relatively high cost of LinkedIn advertising can lead some marketers to want to generate only highly-qualified leads or those further along in the buyer journey, but attempting to have the offer itself qualify those leads can be counter-productive. Stale Creative. business) email address. Audience Size.

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The Point

MAY 28, 2009

Tags: B2B Marketing Blogs E-mail Installed Base Marketing Lead Management Lead Nurturing Marketing Automation RSS Social Media blog promotion email marketing enewsletters.

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The Point

APRIL 19, 2023

Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) Jeff Ha is Chief GTM Officer at Rev , developers of a sales development platform that uses exegraphics and the power of artificial intelligence (AI) to help companies find, and target, their “best fit” customers.

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The Point

SEPTEMBER 8, 2010

If (as is likely) the concept catches on and extends in one form or another to other email clients, notably Microsoft Outlook , Priority Inbox could sound the beginning of the end for email as a lead generation tool. One, because the effectiveness of email as a tool for acquiring net new sales leads is already as bad as it’s ever been.

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The Point

DECEMBER 6, 2010

Blog Makeover Nets Sales Leads for Software Company. 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. Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best. 21 Tips & Other Impressions from the Marketo User Summit.

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The Point

SEPTEMBER 28, 2009

Tags: B2B Marketing Blogs Social Media blog marketing lead generation b2b demand generation b2b lead generation Demand Generation.

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The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. The days when a marketer’s primary responsibility was simply generating raw leads to throw at sales are behind us. Key Finding 1: Buyers have all but replaced vendor-provided content.

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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.

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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.

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The Point

MARCH 8, 2018

But as news items, they belong in a press release, or on social media, not in a demand generation email designed (presumably) to drive engagement. No, the information value of an analyst report is that it offers a credible, side-by-side, third party evaluation of leading products in your category.

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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.”. – Ashley Kennedy, Digital Media Director. “I

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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. .

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The Point

OCTOBER 8, 2020

It can be tempting, as marketers working in a world of intent data and ABM and AI, to buy into the hype that any short cuts are possible, that sales cycles are made to be compressed, and that sales-ready leads can be created on demand. Running “always on” campaigns (social media, SEM, display) that make your company findable.

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The Point

JUNE 5, 2018

for lead management to 3.35 HJS: Your survey indicates that a clear majority of marketers are engaged across the lead lifecycle, including customer marketing. Is that a reflection of a larger trend, namely that marketers are no longer just responsible for front end lead generation? LDW: Overall, the scores were quite low.

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The Point

APRIL 16, 2019

Thanks to Spear Digital Media Director Tim DiSabatino for authoring this week’s post. 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).

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Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

MARCH 23, 2023

Diligently applied, CRO can increase conversion rates over time by up to 2-10x and dramatically impact the ROI from campaigns and media spend. That cumulative approach can pay big dividends. In the ideal, CRO is an ongoing process of constantly testing new ideas and improvements. If there are differences of opinion, test the idea anyway.

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The Point

NOVEMBER 29, 2017

Or Social Media Analytics. And yet most companies, even those with sophisticated marketing automation and CRM technologies at their disposal, do a poor job of genuinely measuring campaign success beyond basic metrics like clicks and leads. If we only had ABM, you hear. Or Predictive.

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