The Point

JANUARY 27, 2022

The pressure to generate quick results from a pilot campaign can lead marketers to adopt expensive, highly-personalized, content-intensive tactics (direct mail, as one example.) ABM pilots often jump ahead.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

MARCH 18, 2020

Direct mail has made a huge comeback in the last year as a key part of Account-Based Marketing (ABM) and target account strategies, but be aware – stating the obvious here – that many potential recipients are not currently at their desks. But don’t communicate even a HINT of “things are bad, our service/product/solution can help.”

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

MAY 19, 2020

Integration of direct mail as a triggered flow step for high-value prospects, perhaps leveraging a sending platform like Sendoso. A “lead recycling” or “re-nurture” program for leads rejected by sales or otherwise returned to nurture, perhaps segmented based on a “reason” field (ex: budget, competition, timeframe).

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

APRIL 29, 2021

For example, you’ll need to make sure that all mail gets redirected to email addresses using the new domain. The set-up process for a new domain can be complicated and time-consuming.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

JUNE 8, 2016

Direct Mail – the rise of Account-Based Marketing (ABM) has renewed interest in direct mail as a high-impact vehicle for delivering your message to targeted accounts or senior executives. But direct mail doesn’t have to be a “batch” process.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

DECEMBER 15, 2020

There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your mailing lists or CRM database: * Non-responsive leads can weigh down engagement rates and create a distorted view of campaign metrics. What best practices should we put in place?

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

OCTOBER 22, 2019

Acting as a spam filter, email bots prevent malicious emails from infiltrating mail servers by auto-clicking the links in incoming emails. The culprit? Email bots. The result is that marketers may see a “click” on an email that was never even opened. Great for security. Bad for marketers.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JANUARY 24, 2017

Direct Mail – sure, it’s more expensive, but guess what: relatively few B2B companies use mail, so there’s less competition. 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.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

SEPTEMBER 16, 2010

I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

OCTOBER 7, 2010

On Focus.com , Adam asks: ““What percentage success rate do people (expect from) direct mail campaigns? A direct mail campaign offering say, a white paper, will generate roughly twice the response of a seminar invitation on the same topic. All can be used as direct mail offers. The first of those variables is offer.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

APRIL 23, 2015

“Above the fold” is a term that originated in the heyday of print advertising and direct mail. look below the fold.). For more tips on B2B email marketing, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes ”.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

APRIL 22, 2014

B2B Marketing Creative E-mail email design email marketing Graphic Design Infographics Mobile Marketing B2B email marketing email best practices email creative email marketing agency mobile marketing responsive design responsive email design' Click on the infographic to view full-size.

Design 100

Design Mobile Marketing Advertising Agencies Paid Search Agency 100

The Point

JUNE 20, 2018

Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign. Add predictive technology, ideally equipped with intent data , and use advanced scoring to “bubble up” high value accounts with a propensity to buy.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

NOVEMBER 25, 2013

A typical business email marketer, however, is generally mailing to a large number of corporate domains and far fewer monolithic ISPs, so the risk is diminished. Moreover, a strategy based on tiptoeing around those who fail to engage in the past is unlikely to win that engagement in the future. But deliverability is not the end goal here.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

APRIL 8, 2010

It used to be said that the average US business mailing address (snail mail) changes once every 9 months. That’s individuals moving, not companies. Has anyone seen more recent statistics? If so, please include a link or reference in the comments.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

JANUARY 9, 2015

B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0 The rep may not have received the answer he was looking for (we already partner with a couple of companies in his space), but he generated action. And dialog.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

JANUARY 21, 2014

B2B Marketing Creative E-mail email design email marketing lead generation Marketo b2b demand generation b2b lead generation email copywriting Marketo agency marketo agency partner Marketo partner' Thanks again for your advice!”. The revised email can be seen in the second thumbnail to the right.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

OCTOBER 25, 2017

Though most marketers think of ABM as an outbound tactic, in the let’s-mail-something-dramatic-to-our-top-accounts-to-get-them-to-meet-with-us way, ABM is also more effective if it employs a strategic mix of both outbound and inbound channels. By employing this air cover, if you’ll forgive the military metaphor, you accomplish two things: 1.

Account Based Marketing 127

Account Based Marketing Demand Generation Agencies ABM Paid Social Agency 127

The Point

JUNE 11, 2012

Introduce the incentive only at the registration page, not in the e mail itself. Consider an A/B test of the e mail or landing page – one version with the incentive, one without – to gauge the precise effect the incentive has on registration.

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Scoring 100

The Point

DECEMBER 3, 2013

B2B Marketing Campaign Strategy Content marketing Demand Generation E-mail email design email marketing Event Promotion Webinar Invitations Webinars b2b demand generation eloqua Joe Chernov Oracle Webinar best practices webinar campaigns webinar marketing webinar promotion webinar strategy Webinar tips'

Webcast 100

Webcast Eloqua B2B Thought Leadership Webinar Metrics 100

The Point

NOVEMBER 9, 2010

For more email design tips, download a free copy of our white paper: “ Top 10 High-Tech E-Mail Marketing Mistakes.&#. Tags: B2B Marketing Branding E-mail Event Promotion Webinar Invitations Webinars email design email marketing Adobe email campaign.

Webcast 100

Webcast Advertising Benchmark Email Campaigns Case Studies 100

The Point

SEPTEMBER 30, 2013

B2B Marketing Demand Generation E-mail Lead Management Lead Nurturing Marketing Automation b2b demand generation email marketing lead nurturing best practices lead nurturing strategy lead nurturing tips Marketo agency Marketo consultant' What other differences did I miss? Comments welcome.

Lead Nurturing 100

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

The Point

MAY 20, 2014

B2B Marketing Copywriting Creative Demand Generation E-mail email design email marketing Event Promotion Interactive Design Webinar Invitations Webinars b2b demand generation B2B demand generation agency b2b email marketing agency email best practices email marketing agency Janrain litmus webinar invitation tips'

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

APRIL 26, 2017

direct mail. The companies showing early success with ABM aren’t simply tailoring emails to individual accounts or buyers. They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!)

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

MAY 14, 2013

B2B Marketing Campaign Measurement Demand Generation E-mail email marketing email best practices hubspot marketo Marketo agency marketo agency partner Marketo partner reachforce subject lines' In subsequent years, however, similar tests showed “free” to have a consistently negative effect. Now, apparently, the pendulum has swung again.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

APRIL 23, 2013

B2B Marketing Content marketing Copywriting Creative E-mail email design email marketing Graphic Design Avalara b2b demand generation b2b lead generation Demand Generation email copywriting email creative email marketing best practices email marketing tips ExactTarget' Use both text and button-style calls to action.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

JULY 21, 2009

Tags: B2B Marketing Demand Generation E-mail direct marketing lead generation b2b demand generation b2b lead generation email design email marketing webinar invitation Webinar Invitations Webinars.

Webinar Metrics 100

Webinar Metrics Demand Generation Deliverability Lead Generation 100

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.

Traffic 100

Traffic RSS Leads Lead 100

The Point

JULY 14, 2011

For more tips on B2B email design, download a free copy of our white paper: “ Top 10 B2B E-mail Marketing Mistakes.”. 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.

Creativity 100

Creativity B2B Verticals Paper 100

The Point

NOVEMBER 20, 2015

Possible channels for ABM include: – Proactive, outbound email and direct mail as a “drip campaign” to the targeted list. Identifying the channels and tactics necessary to drive the target results. Again, a multi-channel, integrated approach is likely to be most effective.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

DECEMBER 6, 2010

The First (Almost) Clickable Direct Mail. I’m reminded of this because of the top 4 posts listed above, one is about PPC advertising, two are about Webinars, and the last is about direct mail: hardly the most cutting-edge topics. Comments after the fold. 26 Must-Have Negative Keywords for B2B PPC Campaigns.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

MAY 14, 2009

Tags: B2B Marketing E-mail Event Promotion Webinar Invitations Webinars email design email marketing web seminar invitations Web seminars.

Salesforce.com 100

Salesforce.com Webinar Metrics Tagging Promotion 100

The Point

JULY 12, 2013

B2B Marketing Branding Campaign Strategy Content marketing Demand Generation E-mail email design email marketing Graphic Design Interactive Design lead generation Webinar Invitations Webinars silverpop Webinar best practices webinar campaigns webinar promotion webinar strategy Webinar success Webinar tips'

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

DECEMBER 21, 2011

In case you didn’t make the Spear mailing list this year (sorry about that), you can still view the holiday card here. Says Matt Heinz of Heinz Marketing on his blog : “Brilliant effort from Howard Sewell and the team at Spear Marketing. Funny, buzz-worthy, and a call to action to boot.”.

Best Practices 100

Best Practices B2B Buzz Advertising Agencies 100

The Point

MAY 13, 2009

Tags: Blogs Database Marketing E-mail Installed Base Marketing Lead Management Lead Nurturing Marketing Automation e-newsletters.

Lead Nurturing 100

Lead Nurturing Marketing Automation Services Database Marketing Newsletter 100

The Point

OCTOBER 3, 2012

The most common changes (in order): job function, phone number, and mailing address. According to business information provider ZoomInfo (see graphic below, further data here ), more than 70 percent of business cards have one or more changes during a 12-month period.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

JANUARY 20, 2011

66 percent of B2B marketing budgets continue to be allocated to “traditional” media channels, including trade shows and direct mail; however digital marketing accounts for 8 of the top 10 most effective channels for reaching B2B audiences. • 1 in 3 marketers think measuring ROI will be their top marketing challenge in 2011.

Planning 100

Planning Allocation B2B Marketing Google 100