The Point

MARCH 23, 2023

Create, prioritize, and approve ideas list (list of potential modifications to test) 7. Define and assign values to desired user actions. Define user personas. Define supporting pages for each user action. Establish conversion rate baseline. Set up and implement tests 8. Introduce new ideas.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

AUGUST 25, 2020

For others, it’s identifying a target account list. The following list of questions is excerpted from that workbook, and is an effective starting point for gauging how ready your organization is to fully execute on ABM. Target Account List. – Has a Target Account List been defined? Goals & Objectives.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

OCTOBER 11, 2022

Buyers want information of value that isn’t just a list of reasons to buy your product. What content strategies are successful B2B companies leveraging to create standout campaigns that promote further brand interaction? More than ever, marketers need to think of themselves as publishers.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

APRIL 29, 2021

Protecting your domain’s reputation can be particularly critical if your company sends emails to large consumer files or purchased lists. If your main domain isn’t used for marketing emails, it can help preserve that domain’s reputation and thus improve email deliverability.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

FEBRUARY 28, 2020

Part of that presentation was a “B2B Email Pre-Flight Checklist” – a list of questions an email marketer should ask, prior to pressing “send,” to ensure that a campaign aligns with current best practices and therefore stands the best chance of success. That list is reproduced below along with additional commentary: Is there an offer?

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

NOVEMBER 29, 2017

And so, as you prepare next year’s marketing budget, and craft your martech wish list, make sure before anything else that you have your house in order. It’s one of the oldest demand generation clichés that list matters above all else.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

DECEMBER 11, 2018

Approaching account selection like a wish list. ABM journeys often begin with asking sales for a list of their target accounts. Account selection is not the same as compiling a wish list. Many an ABM initiative fails not from lack of success per se, but misaligned expectations. And therein lies the first mistake.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

SEPTEMBER 23, 2020

For example, you may be able to show that Web visits from your target account list have increased by 50 percent. For accounts with little to no awareness of your company, and no record of intent, measuring mere engagement (clicks, page visits) from those companies is a legitimate measure, albeit early stage, of ABM success.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

OCTOBER 22, 2019

If someone clicks on your email, but there’s no “open” recorded, or if the email is clicked immediately upon send, you can add those recipients to a suspected “bot” list and then manually review the list and filter performance reports accordingly.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

FEBRUARY 28, 2023

If you’re strapped for marketing resources, ask your BD rep if the vendor has a marketing concierge service (as many do) or if they have a list of approved agencies who are authorized to work with partners and through whom MDF funds can be spent. Don’t let last-minute security protocols prevent you from getting a campaign in market. *

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

OCTOBER 25, 2017

You rented a list and pushed your message to that list. you ensure that a prospect feeling the pain that you can solve is more likely to engage with your company, even if he/she wasn’t scheduled to hear from you on that day, or (just as likely) that particular individual didn’t happen to make it onto your contact list.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

MAY 17, 2021

Whereas ad groups that are problem- or issue-focused, say “How to Manage a Customer List,” are better suited to educational white papers or ebooks that don’t sell your solution quite so overtly, but nonetheless serve to capture interest from prospects suffering the problem that you can solve.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

APRIL 19, 2023

There’s an old truism in marketing that says the three most important success factors are (in order of priority): List, Offer, and Creative. In more modern terms, this means that in order to drive conversions, and pipeline, and revenue, targeting the right audience is paramount.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

DECEMBER 12, 2017

Basic campaign attribution, measurement, and performance analytics may not be as sexy, but – as I wrote recently – they should be on every marketer’s priority list for 2018. Download an executive summary of the Deloitte CMO Survey here. Photo by Helloquence on Unsplash. The post Deloitte CMO Survey: Analytics Holding Marketers Back?

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

MAY 28, 2020

Resist the siren call from certain thought leaders and tech vendors that all marketing needs to be ABM. In times like these, and beyond, a balanced, diversified approach to demand generation is the smart investment.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

OCTOBER 7, 2010

The second key variable is list. It’s the oldest direct marketing rule in the book that list quality is the #1 ingredient in a successful campaign. my first response is: “how good is your list?” A side note – this is why it’s always critical to mail (or email) to more than one list.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

SEPTEMBER 24, 2019

There are other applicable criteria too many to list here.). Any company that does business in California, markets to California residents, or has annual gross revenues in excess of $25 million, is subject to CCPA.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

MARCH 18, 2014

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company? Stop buying lists. In fact, I’d recommend it.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

AUGUST 29, 2017

Below is a list of potential touchpoints that our team developed recently in the process of designing a cold outreach sales play for an ABM client. More importantly, if your competitors are using these same channels, how do you make your communication relevant, personalized, and compelling to the prospect?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

AUGUST 27, 2019

Here then, based on our experience, are some of the key reasons why many of those campaigns fail to meet expectations: (A quick caveat – the list below applies almost exclusively to Sponsored Content, the most common ad format on LinkedIn, and, in our experience, the most effective for demand generation.). * Non-Content Offers.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 16, 2018

They list every reason why one product is better than another, and what the customer can gain from making the switch. Maybe there is a better solution out there. But telling the customer that he/she bought the wrong product will almost always backfire. So what do most competitive campaigns do? Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

NOVEMBER 20, 2015

. • of a sufficient duration , vs. a short-term “one off” approach, so that that success relies less on an accident of timing, and more on a consistent nurturing and education of the targeted list. Possible channels for ABM include: – Proactive, outbound email and direct mail as a “drip campaign” to the targeted list.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JUNE 30, 2017

There are other differences: • Target account lists are typically based on industry sector, company size, or even complete whim, whereas ABM typically employs more insight-based account selection through such tools as predictive analytics.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MAY 11, 2015

One of my favorite direct marketing truisms: bad creative to a good list will always outperform good creative to a bad list.). But is data all that’s needed to drive B2B marketing success? I don’t believe so. Twenty-five years ago we would tell clients that marketing success rested on three factors (in order of priority): 1.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

SEPTEMBER 11, 2017

And then closes with a list of 3 actionable phrases that drive action (“get the tools you need to succeed.”). The copy for this ad is a triumph of brevity. It leads with a clear, quantifiable benefit (“growing revenue 25%”). It identifies the offer (“Growth Kit”) front and center.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

JUNE 8, 2016

Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JUNE 20, 2018

For example, many publishers and networks in the content syndication space will now accept target account lists as lead filters, albeit at a premium CPL. Again, it’s not ABM, but it can set the stage for a broader initiative, or even run in parallel to an ABM campaign as part of a more general, “air cover” strategy.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

APRIL 16, 2019

Over time, the keyword list can be refined to maximize budget share and impression share based on the search queries that are driving the most conversions. Failure to do this often results in wasted ad budget and spending valuable ad dollars on terms that generate expensive clicks but don’t convert at the same high rate.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

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

MARCH 25, 2016

Don’t just list topics – instead, provide specific, concrete things that the reader will learn, discover, gain or take away from the event. Use SEM to generate incremental leads outside of your target list. Use bullet points to highlight key learning benefits. Email invitations at least 2 weeks in advance.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

FEBRUARY 27, 2018

Instead, here are 5 very basic steps that should be on every B2B marketer’s “to do” list before GDPR takes effect. The Web is littered with articles, Webinars, and very extensive reports about the specific, detailed requirements of GDPR and how best to achieve compliance. This is not one of those articles.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

JANUARY 6, 2011

Or just send out all 6,000 and do an A/B test on the entire list?”. My answer: Option B (send the entire list). With a larger list, testing message using a sample cell first is a great way to maximize overall response and minimize risk.

Statistics 100

Statistics Sample Tools Broadcasting 100

The Point

MARCH 9, 2011

What you may also have noticed is that the business listings that comprise those search results vary widely in depth and amount of information provided. Think of that page as your Google business listing. And you can populate that Places Page with a lot of information, including: • details about your business/products/services.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

SEPTEMBER 30, 2013

Without marketing automation, nurturing is relegated to only the most simple “batch & blast” campaigns – that is, one-time batch broadcasts to a fixed list. And therein lies the difference. Can a regularly scheduled calendar of batch campaigns serve to maintain brand awareness and keep your company top of mind?

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

SEPTEMBER 8, 2010

Remarkably, the cost to rent email lists even from reputable publishers hasn’t changed much in recent years, even while open, click-through, and lead rates have plummeted. As a result, ROI from rented lists has nose-dived, and email programs to those lists are now a dodgy proposition in all but the most ideal circumstances.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

JANUARY 13, 2015

Since email continues to be a dominant channel for most B2B marketers, let me suggest that a good candidate for #1 on your “to do” list for 2015 is to improve the way you measure email campaigns. Here then is a list of the types of metrics one can use to measure email campaign success. Think of these on a spectrum (from top to bottom).

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

NOVEMBER 8, 2010

On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?&#. The client sourced the names from their CRM database and outside lists and has taken great pains to verify the contact information.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Microsite 100