The Point

FEBRUARY 11, 2013

Bonnie Crater is a five-time Vice President of Marketing, a former colleague of this blogger from our days at Oracle in the late 80s, and in 2000 was named one of the “Top 20 Female Executives in Silicon Valley” by San Jose Magazine.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

JUNE 30, 2017

But, more than just semantics, it’s a mistake to call such a campaign “ABM” because doing so implies that the relative success or failure of that program is a measuring stick for whether ABM makes sense on a larger scale. Instead, let’s call such programs “target account campaigns.” Click To Tweet. •

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

FEBRUARY 28, 2023

By some measures, that may add up to $15 billion of unspent marketing budget every year in the US alone. Here’s what we believe makes a difference: * Understand the requirements for reimbursement and how you’ll be expected to measure success. Yet industry surveys report that as much as 60 percent of available MDF funds go unused.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JUNE 23, 2020

Even so, to their credit (and possibly frustration), the lead-to-MQL funnel still has broad application, and millions of B2B marketing dollars are budgeted, planned, and measured each year using the original framework. Report: Why Demand Marketers Should Expand their Focus Beyond the Lead Click To Tweet.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

OCTOBER 25, 2018

No, even more alarming is this statistic: 34% of those responding said they are not seeing a measurable difference in the performance of nurtured leads vs. non-nurtured leads. . It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” Think about that. News flash: email clicks are not a valid success metric.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

OCTOBER 29, 2021

When a visitor returns to your Website by clicking on a retargeting ad, make the conversation more relevant and personalized by acknowledging their prior interest, and offering up tailored content offers that increase the rate at which they ultimately become a measurable and actionable lead. Photo by Adam Solomon on Unsplash.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

DECEMBER 21, 2018

Conversely, demand marketers (this writer included) care little about the brand, and like to claim that, in today’s data-driven world, marketing success is all about measurable engagement. Brand marketers want you to believe that nothing matters more than the emotional connection you establish with the consumer. Click To Tweet.

Advertising Agencies 113

Advertising Agencies Advertisements Advertising Paid Search Agency 113

The Point

DECEMBER 11, 2018

Measuring the wrong thing. ABM is radically different from inbound, funnel-based demand gen in many ways, and it starts with how to measure success. Not only is ABM success not measured by clicks, conversions, and leads, but the KPIs may vary according to campaign stage. Thinking that ABM is a 60-day initiative.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

NOVEMBER 29, 2017

And yet most companies, even those with sophisticated marketing automation and CRM technologies at their disposal, do a poor job of genuinely measuring campaign success beyond basic metrics like clicks and leads.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JANUARY 27, 2022

On paper, the logic makes sense: * pick a handful of key accounts * execute an ABM campaign against those accounts * measure results * determine whether ABM is “worth the investment” on a larger scale. When companies look to get started in Account-Based Marketing (ABM) , the first step is very often a pilot campaign.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

NOVEMBER 14, 2014

And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads. Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

JUNE 20, 2018

Similarly, can a company skip the complex process of strategic planning that ABM demands, jump right into account-based campaigns and still expect measurable results? Let’s be clear – true ABM is not measured by leads. In most cases, the answer is no. I’ve written previously in this space about how ABM is a strategy, not a campaign.)

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

MAY 19, 2020

4 Strategic and measured use of form fields to capture critical information, minimize friction and maximize conversion rates, combined with progressive profiling to append contact data and better qualify leads as they re-engage. Integration of “skip logic” to ensure that prospects don’t receive emails for content already consumed.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

MAY 17, 2021

Marketers are often under pressure to evaluate lead gen programs very quickly, often within weeks, and to declare success (or failure) based on the rate at which those contacts convert to sales-ready leads and pipeline, even if the average sales cycle for their product is weeks or months longer than the window of measurement.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

DECEMBER 13, 2019

Look for ways to more accurately measure the performance of your paid campaigns, potentially eliminating the need for third party point solutions.”. The demand for better attribution will also pressure the big ad platforms – Google, Bing, Facebook, LinkedIn – to create more robust reporting options.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

NOVEMBER 27, 2018

DK) Oktopost is a B2B social media management platform that enables marketers to build, measure and execute a social media strategy that caters to the specific needs of B2B marketers. How can companies make, for example, employee advocacy a measurable contributor to demand generation? (DK) Click To Tweet. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

MARCH 22, 2019

More Insightful Reporting – many companies in enterprise markets have sales cycles that are too long to make ROI (or even pipeline attribution) a practical way to measure demand generation effectiveness, at least not in a manner that allows for rapid optimization. Faster lead velocity means shorter sales cycles.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

OCTOBER 22, 2019

If an email bot is falsifying a click before the email is even delivered to the recipient’s inbox, that click is no longer a measure of a prospect’s interest or engagement. Let’s say you’ve set up a system that sends a lead to sales after they’ve clicked on five emails. Photo by Jason Leung on Unsplash.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

SEPTEMBER 24, 2019

Even if you’ve already established more stringent data collection and privacy measures as a result of GDPR. This time, it’s the California Consumer Privacy Act (CCPA), which becomes law on January 1, 2020. Don’t be fooled into thinking that only California companies need pay attention. This article from IRMI is a good one.)

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

SEPTEMBER 17, 2014

As a company that rigorously tracks and measures the ROI from its various marketing efforts, Sungard AS knew that increasing the revenue contribution from demand generation meant either a) driving more leads into the top of the funnel, and/or b) increasing the rate at which those leads convert into sales. Re-posted with permission.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

AUGUST 20, 2015

At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. When more than half of marketers still use lead volume (note: not even lead quality) as their primary measure of success, something is desperately wrong. Why is that?

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

AUGUST 16, 2016

Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. As the leader in cross-channel marketing measurement and optimization, Origami Logic saw an opportunity to showcase the power of their solution to measure the impact and success of these global marketing campaigns.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

DECEMBER 15, 2020

Many companies with large numbers of third-party names in their database measure engagement from those names separately, and have different rules and timeframes for when to suspend further communication. Before you move those names to marketing suspended, consider a more tailored approach.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

AUGUST 25, 2020

How will you measure success? (Ex: 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. Goals & Objectives. – What are the specific goals, objectives, and success metrics for the ABM initiative?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

APRIL 26, 2017

Even for this branding cynic (motto: “branding is what your agency calls something when they can’t measure it”), it’s hard not to believe that the b-word may be on its way back.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

APRIL 19, 2023

What’s the future for exegraphics – what do you see on the horizon?

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

DECEMBER 12, 2014

As most PPC advertisers already know, Google’s Quality Score measures what Google perceives to be the quality of your keyword ads. Remember, only introduce these changes one at a time and run them as a direct A/B test against the previous (control) version of that same page.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking PPC 100

The Point

MAY 3, 2016

I’d be curious to know, if you were to take Social PPC out of the mix, how many “high-performers” are reporting measurable success with their organic social media channels.). Question: does advertising on LinkedIn “count” as social media, or should it really be viewed as another advertising channel, i.e. Social PPC ?

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

AUGUST 8, 2013

Web page activity is a useful measuring stick to gauge a prospect’s interest in your company and solution, but not all Web pages are created equal. Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. For Part 1 of this post, click here.). Scoring every Web page visit the same.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

NOVEMBER 12, 2019

If a marketer focuses exclusively on so-called “surging” accounts, he/she will miss out on engaging with prospects who have hidden (yet real) intent that simply hasn’t been captured or measured yet.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

MAY 18, 2016

By adhering to a few basic principles, even the most lackluster campaign can be improved significantly, primarily by eliminating wasted spend and unqualified traffic, and by ensuring that clicks convert to measurable leads at the highest possible rate. Click on the infographic to view full size.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

MAY 30, 2014

It may not be as sexy, but it’s measurable, and it can prove the worth of a talented agency partner. Today, that value may be in the form of a winning subject line, the title for a blog post, or an inventive way to repurpose old content. What do you think? Can agencies morph to compete in today’s digital marketplace?

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JULY 30, 2019

For traditional, funnel-based demand generation to be a worthy complement to ABM, certain fundamentals are required:Precise, quantitative goals by which success will be measured. * Marketers have more options, more channels, more technologies at their disposal than ever, but good, effective demand generation.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

AUGUST 1, 2013

As I discussed in an earlier post , email opens are a grossly unreliable measure of email effectiveness. This approach makes lead scoring much more flexible and optimizing the overall schema much less time-intensive. Scoring email opens. Better options are to score on email click-throughs and form submissions.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

APRIL 16, 2019

The true measure of any B2B search campaign is its ability to generate qualified leads – leads that ultimately convert to opportunities and revenue – at the lowest possible cost per lead. Some will be, well: junk.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

APRIL 8, 2015

Some of the key findings in the report include: • 77% of respondents indicate they measure pipeline contribution from specific campaigns ( tweet this ). It serves as a handy benchmark for companies that might be looking to gauge how their use of marketing automation measures up against their peers.

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

MAY 14, 2012

Indeed, according to the report: • Newer users of marketing automation tend to measure campaign performance by basic response metrics like email clicks, rather than more “downstream” measures like ROI and incremental revenue (as the technology allows them to do). cross-sell and up-sell).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100