The Point

SEPTEMBER 11, 2017

For many B2B Marketers, advertising on LinkedIn is becoming a demand generation staple. At our agency , we’re seeing great results across a broad swath of clients from LinkedIn Sponsored Updates in particular, at a cost per lead similar to, or sometimes better than, traditional search marketing.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

APRIL 19, 2017

But it’s important to define, recognize, and plan for content that appeals to the right prospects depending on the type of campaign or your marketing objectives. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates. There is no one, definitive answer.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MARCH 8, 2018

Technology marketers love analyst reports. Sure, they’re expensive to license, but they’re instant fodder for all sorts of content marketing, they bring credibility and name recognition to a campaign, and – bonus – they say nice things about your product. However, in my experience, most tech companies don’t know how to market them.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

SEPTEMBER 21, 2017

As a sales professional or as a marketer, if you engage with a qualified prospect and that prospect doesn’t convert immediately to an opportunity, there’s every reason to stay in touch with that individual over time. If you set that bar too high, i.e. if the threshold is “are you ready to talk to sales?”, Are you ready to buy yet?

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 224

The Point

FEBRUARY 28, 2023

In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. By some measures, that may add up to $15 billion of unspent marketing budget every year in the US alone.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. Adapted from the white paper, “ 8 Tips for Content Syndication Success.”. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

NOVEMBER 12, 2019

In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? and this particular marketing exec was quick to reject the idea of anything that didn’t incorporate an element of intent data. My argument: no, you wouldn’t. . No, they won’t.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JULY 30, 2020

Even as demand generation activity begins to pick up, most marketing budgets right now remain tight, and so B2B companies are looking for creative, low-cost ways to drive demand. Market subscriptions aggressively , and not just on the home page. If someone reads the current title in a search result, is there a reason to click?

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

OCTOBER 15, 2019

Account-Based Marketing (ABM). Conversational Marketing. As I wrote earlier in this space, the use of intelligent chatbots in demand generation is fast becoming a major trend , as marketers discover the technology’s potential for increasing the rate at which leads engage with sales. 2) lead nurturing. Better Lead Nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. The Risks of Over-Reliance on Late-Stage Content Click To Tweet.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JULY 27, 2018

So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). * a demo or free trial is a high bar offer (due to the time and resources required). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 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. Remember: an abstract is, essentially, an ad. Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

JULY 1, 2013

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? ” My response: “John, it’s very difficult but not impossible to target sales and marketing titles via content syndication. Re-title existing content if needed. Download a copy here.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

JULY 20, 2018

When a reader arrives at a landing page from an email campaign, he or she has already received a critical mass of information about you and the offer – whether that offer is a white paper, Webinar, demo, or whatever. It’s a relatively safe assumption that he or she is already “sold.” For Webinars, include a photo of the speaker.)

Landing Pages 113

Landing Pages Paid Search Agency Ads Cost Per Click 113

The Point

JULY 17, 2017

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. Click To Tweet.

Paid Search Agency 241

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

The Point

JULY 16, 2015

Here’s a list of the things I love most about the email below from Allocadia , a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. Seriously though, that is one gorgeous white paper. Let me count the ways: The aforementioned white paper image is HUGE. The offer image.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

JUNE 18, 2019

You generate engagement by convincing the reader of the value of the information on offer, whether that information is a white paper, a Webinar, or a demo. As a busy marketer, you know …” Well if I already know, why do I care? Don’t start your email with a litany of facts or a lengthy commentary on market trends.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

JANUARY 23, 2018

Many are competing in early stage markets and need to get in front of their competitors quickly before consolidation and attrition take their toll. Building a marketing database of both short- and long-term prospects that at minimum meet specific demographic or target account criteria. Photo by Armando Ascorve Morales on Unsplash.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Ranking 253

The Point

AUGUST 27, 2019

LinkedIn’s big advantage over its key competitor – and the reason it’s now cannibalizing so many marketing budgets previously reserved exclusively for paid search (SEM). – is its ability to target specific audience demographics: job title, industry, etc. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

SEPTEMBER 23, 2015

Create download buttons for content like white papers, videos, or recorded Webinars that tie in to the topics you cover on your blog, and gate those offers behind landing pages and short registration forms. As in: “For a more detailed discussion of [Topic A], download our free white paper on [Insert Title Here].”

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

NOVEMBER 29, 2017

Sometimes great people, a great product, or pure market demand can cover up all sorts of marketing sins, but more often the clients who succeed consistently at demand generation are those who have their act together. It seems almost quaint to suggest that B2B marketers should track success. If we only had ABM, you hear.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JANUARY 8, 2013

All that matters is the white paper, the video, the Webinar, whatever it is that is on offer in the campaign. Ironically, there’s a simple solution: craft a white paper about “intelligent queuing” and use the same benefit bullets to sell the offer: “In an insightful white paper, discover how breakthroughs.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

MAY 10, 2011

A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. 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. Congratulations.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

AUGUST 10, 2009

When marketing automation vendor Marketo released their “Definitive Guide to Lead Nurturing” last week (see earlier post) they knew pretty quickly they had a hit on their hands. Within 6 hours, 1,000 people had registered and downloaded the guide. Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they [.].

SEM 100

SEM Content Marketing Marketing Automation Services Marketo 100

The Point

APRIL 22, 2020

Simply sending a string of generic marketing messages without any context will generate little engagement and will likely do more harm than good. As a marketer, consider developing a specific, follow-up email cadence in a sales enablement platform like SalesLoft , a program that reps can trigger on demand when alerted to do so.

Lead Ranking 162

Lead Ranking Lead Scoring Cost per Lead CPL 162

The Point

MARCH 15, 2016

The none-too-subtle implication, of course, was that Account-Based Marketing (ABM) isn’t new, and that B2B marketers have been developing, and executing, Account-Based Marketing strategies and programs for some time, if only in different forms and under a different name (e.g. Here’s how the marketing hype cycle works: 1.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

MAY 18, 2016

Based on our experience, here are the most common paid search mistakes made by B2B marketers. To download a free white paper on this same topic, click here. Click on the infographic to view full size. The post Infographic: Top 10 B2B Paid Search Mistakes appeared first on The Point.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

JUNE 27, 2018

As a marketer, how do you make your Webinar invitations stand out from the crowd, a challenge made bigger when you’re presenting on a topic (say, GDPR) that is so commonplace as to be completely generic? For more tips on how to increase Webinar registrations, download our free white paper: “ Top 10 Tips for Webinar Invitation Success. ”.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

MAY 16, 2018

How about: * a white paper on “10 Most Popular PBX Features (& Top 10 Pet Peeves)”. * a “Business Phone System User Satisfaction Survey” (with a free gift card for responding). * a product comparison matrix or third party report comparing leading phone systems (“How Does Your Current System Rank?”). No thank you.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Ranking 191

The Point

JULY 27, 2016

For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution. Does that mean you should only ever use late stage content? No it doesn’t.

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

JUNE 24, 2010

So you just launched a new white paper. For example, at right is a landing page we created for a new white paper published by a client, Navicure. A basic tweet in support of the white paper would read: New white paper: how to choose the right medical claims clearinghouse – [URL]. Try factoids.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The Point

MAY 11, 2015

At Marketo’s Marketing Nation Summit last month in San Francisco, there was much talk about the shifting function of marketing towards a more strategic, data-driven role within the modern corporation. You see similar sentiments echoed throughout the marketing press. But is data all that’s needed to drive B2B marketing success?

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

NOVEMBER 22, 2017

As a sneak preview, here are some of the key takeaways from our discussion: Marketing content is devalued. Content personalization maximizes the relevancy, and therefore the effectiveness, of marketing content by making an ad, an email, a Web page or a content asset personally relevant to the target individual. Click To Tweet.

Personalization 133

Personalization Lead Ranking Lead Scoring B2B 133

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Based on responses from more than 200 BtoB marketing professionals, it provides useful insight on the types of demand gen programs and content that are trending in the marketplace.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 100

The Point

JULY 21, 2016

It’s well documented that, of the companies who invest in marketing automation, many fail to achieve maximum return from that investment, or even utilize marketing automation technology to its full capacity. In our agency’s work with marketing automation users , we’ve identified 10 of the most common mistakes to avoid: 1.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. See this earlier post for recommendations on what makes an effective white paper.). The following is a recipe for a good information kit.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100