The Point

JANUARY 21, 2020

As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also. Design Capability. But those companies are in the minority, especially within B2B.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

FEBRUARY 27, 2018

Of these, GDPR is the most far-reaching in that it not only impacts email communication (the focus of CAN-SPAM and CASL) but also the way companies gather, store, protect, share, and utilize personal data. At a minimum, evaluate who has access to your marketing automation or email marketing software and what levels of permissions they have.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

DECEMBER 11, 2018

There was a time, not so long ago, when Marketing Automation went through a similar transition. In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes. Lack of personalization.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

DECEMBER 13, 2019

It’s no longer enough to have a solid strategy around marketing automation. B2B marketers need to be really intentional about creating well-integrated tech stacks that create seamless omnichannel experiences for today’s sophisticated customer.”. My personal demand gen predictions?

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JUNE 30, 2017

ABM has different metrics (“leads” as such don’t really enter into the conversation), requires a different creative approach that is specific to companies, personas, even individuals, and demands highly personalized, relevant content. Instead, let’s call such programs “target account campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

NOVEMBER 15, 2022

Outbound marketing is an imperative if your audience doesn’t know your brand, or that your type of solution exists, or that they even have a problem worth solving in the first place. Indeed, the days of marketing en masse to cold lists via marketing automation platforms (MAPs) like Marketo are behind us.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

JANUARY 19, 2021

B2B doesn’t have to be boring – more brands will adopt personalization and playfulness to connect with buyers.” – Sandi, Group Account Director. “I I predict we’ll start seeing more credit ratings and payment scores appended to B2B marketing data. Leads will need to pass “credit worthiness” before a closed/won is accepted.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

MAY 19, 2020

It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic. How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JULY 17, 2017

Here are just some of the key findings, along with what I believe these trends mean for demand generation marketers: FINDING : 59% of respondents say they now have formal buying groups or buying committees in place to review purchases. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg.

Paid Search Agency 241

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

The Point

AUGUST 25, 2020

Which of the following do you have in place: CRM, Marketing Automation, Programmatic, ABM (Demandbase, Engagio, 6Sense, Terminus), Sales Enablement (SalesLoft, Outreach), Data Enrichment/CDP (ZoomInfo, DiscoverOrg, Leadspace), Conversational Marketing (Drift), Content Experience (Uberflip), Website Personalization, Attribution.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. HJS: Marketers scored a mere 2.26

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

APRIL 26, 2018

This leads to a much longer decision-making process and more opportunity for B2B marketers to influence their buyers over time. Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. ” That’s what intent data can uncover.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JANUARY 14, 2014

Software Advice uses their study as a guide for how and when to staff an inside sales team, but I think the implications are just as important for when and how to deploy marketing automation. Relatively little attention is paid to the very front end of the lead lifecycle – namely, responding to a new lead in the first place.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

NOVEMBER 29, 2017

Today’s buyers demand relevancy – or even personalized content. It seems almost quaint to suggest that B2B marketers should track success. And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account. Click To Tweet. Know What’s Working.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

APRIL 1, 2014

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. Wait 8 weeks. Marketo sends fourth (and final) follow-up email.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JANUARY 19, 2016

Just as with marketing campaigns, if your sales communication is complete cr*p, marketing automation simply enables you to produce more cr*p, more quickly. In theory, marketing automation can be as much a boon to sales productivity as it was and is to marketing ROI. But therein lies the rub.

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

The Point

APRIL 26, 2017

Yes, business buyers are tiring of automated campaigns and endless streams of emails, especially now that the power to launch automated campaigns is being placed in the hands of salespeople. The solution being preached at the conference was for personal, relevant, authentic messages. BDR spam, anyone?). Again, look at ABM.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

SEPTEMBER 19, 2018

It’s a large corporation where you’ll learn the difference between product marketing, field marketing, and corporate marketing, between branding and demand generation. You’ll learn how to get noticed, how to work as part of a team, and yes: how to deal with a wide range of personalities. Work for an agency.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

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?

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

MARCH 12, 2012

I’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. It’s a win-win for both sales AND marketing.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

OCTOBER 30, 2013

If you utilize a marketing automation platform, the registration form on your landing page will be pre-populated with the prospect’s contact information, so conceivably all he/she has to do is click on the “submit” button. Maybe that second person is the real decision-maker or a key influencer. You’re not really asking for much.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

NOVEMBER 27, 2018

Beyond the ability to optimize social media strategy, this allows marketers to confidently demonstrate the value of any given social activity on the company’s bottom line. In addition, the platform integrates with leading marketing automation platforms, such as Eloqua, HubSpot, Marketo, and Pardot.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

MAY 30, 2014

Where I really started to pay attention, however, is when Melnick asks whether the numbers foretell a time where all or most digital marketing moves in-house: “Does the agencies slower digital revenue growth give us a glimpse into the future where in-house marketers are the digital experts?”.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MARCH 25, 2016

Try sending last-minute reminders in the form of “forwarded” emails from the assigned sales representative, including the contact’s first name and a personal note (e.g. Take full advantage of marketing automation. Integrate your marketing automation system (e.g. Make sure your registration page closes the deal.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

FEBRUARY 24, 2011

Never mind the business case for such a heavy-handed approach, how would you feel personally if you received 6 phone calls over less than 2 weeks in response to an innocent sales inquiry? In an era of marketing automation and automated lead management, you don’t have to rely solely on phone calls to follow up on leads.

Leads360 100

Leads360 Sales Leads Telemarketing Leads 100

The Point

FEBRUARY 5, 2010

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. But is all that necessary? Not really. I doubt it. But 40 emails? Not so much.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

JULY 15, 2010

So before loading 10,000 leads (or 100,000) into the system, marketing needs to get its act together. HS: I must hear at least one person a week say “I need to clean up our Salesforce database.” Data grooming is something that needs to be in every marketing VP’s budget! DT: Let me give two answers here. HS: Thanks David!

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

NOVEMBER 24, 2009

A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? If the email gets forwarded to a colleague, influencer, or decision-maker, you’ll miss the opportunity to capture that new person’s contact information.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking Lead Nurturing 100

The Point

AUGUST 15, 2012

Successful lead nurturing is about delivering content that’s personalized, relevant, and compelling to the individual prospect. With today’s marketing automation platforms, you can trigger automated, multi-step campaigns based on virtually any measurable, Web-based behavior. Campaigns based on behavior.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

MARCH 27, 2013

Most marketing automation systems make it relatively easy to control email frequency and to establish priorities when multiple campaigns get scheduled in too small a window. Is this a good idea? From a planning perspective, going the day-of-the-week route certainly makes it easy to control your editorial calendar.

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. Lead nurturing will always be more effective when it’s targeted, personalized, and relevant.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

MAY 10, 2011

If you use a marketing automation system, you can track when (or if) the prospect has accessed the white paper by clicking on the link you provided. If the prospect hasn’t clicked on the link within, say 2 days, you can also send a friendly reminder email (as a personal note from the assigned rep), automatically.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

JUNE 18, 2013

When a sales person upsells to a financial services company in Germany, certain messages will resonate better compared to a manufacturer in the US. And when a sales person is speaking to a new prospect, certain messages will be more effective compared to when speaking to someone in the final evaluation stage. Secondly: measurement.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

MARCH 29, 2017

Studies show that few companies use technology like marketing automation to its full potential. Now, that’s not to say that ABM isn’t a fit for the company I described earlier, or that ABM can’t increase marketing ROI even for those companies who do a first-rate job with lead nurturing. No segmentation.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

DECEMBER 17, 2010

The vendor sales person was the primary gateway to information the buyer needed to decide – a tremendously powerful position. The Internet and social media have triggered a turbulent change – the rich dialog has shifted on-line and away from the sales person. Vendors leveraged that knowledge gap. Fast forward to today.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

JANUARY 17, 2019

But how much better if that first outreach is automated? It ensures that every lead gets a prompt, personalized response, regardless of sales bandwidth, and the resulting engagement with that first touch (or lack of engagement) gives the SDR more information with which to prioritize human follow-up.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

NOVEMBER 8, 2010

On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? We’ll be heavily leveraging the client’s marketing automation platform to broadcast the emails and track response. What will marketing automation do for us that a run-of-the-mill email engine wouldn’t?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Microsite 100