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

OCTOBER 20, 2014

Highlighted by the launch of Salesforce’s own analytics cloud , the current trend in marketing technology is clearly focused on helping marketers make smart decisions and build smarter campaigns. The simple act of generating leads – primarily through online means – has never been easier.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

APRIL 26, 2018

In a world where demand generation , and marketing in general, is more data-driven than ever, one of the hottest topics in B2B circles is intent data. In the consumer world, for example, if you look at something online: a shirt, a tablet, you’re likely to see retargeting ads trying to push you to complete that purchase.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

DECEMBER 21, 2018

This is the type of theory that brand marketers love and demand marketers despise. Brand marketers want you to believe that nothing matters more than the emotional connection you establish with the consumer. There’s another ramification for signaling theory in B2B marketing, and it has to do with creative. Click To Tweet.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

MAY 28, 2019

Like so many other trends that first take root in the consumer realm, B2B companies are starting to take note, to the point where chatbots – programs designed to simulate (and stimulate) conversation with online users – are being heralded as the “next big thing” in B2B marketing. Confession: I was a chatbot skeptic. in particular.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

MARCH 1, 2011

We discussed the changing role of email marketing, how to choose the best offer, and what companies can do to increase lead quality. How should tech firms be combining email marketing with outbound telesales or teleprospecting? You can read the complete interview here. Thanks to Sridhar and the Aventi Group for the opportunity.

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Open Rate Email Marketing Lead Ranking Tips 100

The Point

MAY 14, 2012

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

DECEMBER 28, 2010

My point is this: in lead generation, and in email marketing in particular – don’t ask people if they have the problem you can solve. Learn how to lift online sales by accepting regional or country-specific payment types. But what of the people who desperately need their widgets aligned but just don’t know they have the problem?

Email Marketing 100

Email Marketing Lead Generation Paid Search Agency Lead Scoring 100

The Point

JANUARY 7, 2020

Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. Here’s a free online calculator that makes the process easy, even if you don’t know your current conversion metrics. takes time. Chances are: not likely.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

AUGUST 17, 2010

Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it seems such a throwback in our mobile-social-online era. Old fashioned, yes, but used smartly and effectively, direct mail can play a vital role in a well-rounded, integrated marketing plan. Customer Marketing.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

NOVEMBER 27, 2018

Social media may be a hot topic in B2B marketing circles, but most of that buzz focuses on the role of social media advertising. Are B2B marketers ignoring a huge opportunity? In addition, the platform integrates with leading marketing automation platforms, such as Eloqua, HubSpot, Marketo, and Pardot. Click To Tweet. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JANUARY 6, 2011

I reach that conclusion based on more than just hunch – you can determine statistical significance easily through this simple online calculator. A difference of 15 names isn’t large enough to be confidently attributed to something other than sampling error.

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Statistics Sample Tools Broadcasting 100

The Point

SEPTEMBER 9, 2014

What’s more surprising is that this outdated philosophy continues to merit serious discussion amongst B2B marketers and opinion-makers. If your company has been persuasive online, you’ll make the short list. According to Sirius Decisions, 67 percent of the buying cycle is now conducted online , regardless of sales involvement.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

MAY 16, 2015

More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing. For the last five years or so, inbound marketing and demand generation have been virtually synonymous. Demand Generation Marketers Need to Think Sales Enablement.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

MARCH 25, 2016

If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. Most business professionals live and die by their online calendars. Take full advantage of marketing automation. Integrate your marketing automation system (e.g.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

OCTOBER 18, 2012

Earlier this week, San Francisco-based Demandbase announced its “ Company Targeted Advertising ,” a new platform that allows B2B marketers to target online display advertising either to specific companies (by name) or those that meet specific corporate attributes (company size for example, or vertical industries).

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

AUGUST 11, 2015

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. Well, not so fast.

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Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

SEPTEMBER 1, 2009

The Thank You Page is the forgotten child of online marketing. Tags: B2B Marketing Demand Generation Landing Pages marketo online marketing thank you pages web design. But is that a missed opportunity? [.].

Landing Pages 100

Landing Pages Marketo Demand Generation Tagging 100

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. All campaigns were built and launched in Marketo, a leading marketing automation platform. Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JUNE 17, 2016

With rare exceptions, “big idea” marketing is regarded as a quaint anachronism, especially in the B2B world. Marketing is now more about the right data. Marketers care more about segmentation than tag lines. The attitude of many marketers towards creative, and copywriting in particular, seems to be “how difficult can it be?”.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

AUGUST 16, 2016

Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. The company’s technology helps large brands master their marketing performance by unifying and refining their vast array of marketing data, across every channel and platform, so they can see what’s working and what’s not.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

DECEMBER 15, 2016

Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions. Here are 3 key lessons B2B marketers can learn from the campaign: 1. The call to action (and button copy) is “Grab a seat” – clear, specific, and again: irreverent.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

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.

Lead Nurturing 100

Lead Nurturing Webinar Metrics Tips Leads 100

The Point

OCTOBER 7, 2014

Google still dominates search advertising – at last count, it handles roughly two-thirds of all Web search queries , a market share that won’t be decreasing any time soon. Increasingly, however, B2B marketers have other options when it comes to investing pay-per-click dollars. Billion with Google in 2013.

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Paid Content PPC Twitter Linkedin 100

The Point

JANUARY 27, 2016

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. You can download a free copy of the report here. The results were dramatic. increased a massive 75 percent.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

JUNE 11, 2010

Recently invested in marketing automation software? Inside, you’ll discover the secrets to success and core lead management principles that can increase response rates, convert more leads to opportunities, and accelerate the ROI from marketing automation software. Matching a Marketing Automation System to Your Needs.

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

The Point

JANUARY 29, 2015

Recently I sat down with Amanda Nelson, Director of Marketing at RingLead , a leading provider of cloud-based data solutions that make it easy to analyze, remove, merge and prevent duplicates in Salesforce. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) AN) Hello, Howard.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

JULY 19, 2010

that appeared online today. The two scenarios where I think online events make most sense are: 1) where the value of the information presented is enhanced by live presentation – for example, a particularly well-known or dynamic speaker, or a product whose functionality doesn’t translate as well to the printed page.

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

JUNE 20, 2011

Commentary/Analysis – as different from #1 (opinion), a written response to a third party article, blog post, report or market event. question you’ve heard from a customer or potential customer, or a question you see online (good online sources for questions are LinkedIn , Focus.com , and Quora.) What’s your take/view? (Be

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

DECEMBER 16, 2013

The point being made by the article’s author, Jill Stanek, was that Marketo’s acquisition enables that company to extend dynamic, personalized marketing conversations from their current domain (email campaigns) all the way to the Website. Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

MAY 8, 2012

Online display ads, text links, and PPC (search) ads impart very little information. Landing pages intended to serve as the back end for online ad campaigns typically require more copy because there’s still work to be done. Many tech marketers assume that if their product is complex, logic demands that copy length should follow suit.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100

The Point

MAY 4, 2015

When planning a content syndication campaign, most B2B marketers tend to focus their energy primarily on 1) selecting the right media partner(s) and 2) selecting the right content to promote. Abstracts (the short descriptions that accompany content online) are often an afterthought.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

NOVEMBER 9, 2009

Then there’s a string of lukewarm benefits that really say nothing – or more precisely, nothing specific and compelling – about why online meetings and GoToMeeting in particular is worthy of my investment. Even the subject line (not seen here): “Online Meetings for Just $49 a Month” is a solicitation to purchase.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

APRIL 5, 2011

In the real world of B2B marketing, however, envelope teaser copy can easily decrease response. Why Focus Groups Don’t Work for Direct Marketing. After all, one of the things that makes direct marketing so valuable — whether print or online — is that it’s measurable. To download a free copy, click here.

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Focus Group Banner Ads Deliverability Banners 100

The Point

AUGUST 23, 2016

Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. However, I’d argue that for online events, the topic and content being presented are paramount; the format, agenda, and speakers for the event: less so. Indecision is the enemy of a successful event marketing campaign.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

MAY 20, 2014

I wrote recently in this space about the decisions that today’s B2B email marketers are facing as they strive to ensure that their campaigns are optimized for an increasingly mobile audience. At our agency , we use Litmus , an online service, to test email designs across a range of technologies, including Outlook, Gmail, iPhone, etc.,

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

OCTOBER 29, 2014

Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. The sheer volume of these data presents an unprecedented opportunity for marketers. The use of analytics in B2B marketing and sales is actually lagging other industries.

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Lead Ranking Analytics Lead Scoring Conversion 100