The Point

DECEMBER 16, 2013

the increasing importance of mobile marketing, and the pressure to create dedicated mobile landing pages and Web properties that are optimized both for demand gen and the mobile experience. (No But effective to the point that they generate 71% of all sales leads? I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

FEBRUARY 28, 2020

Buttons are more mobile-friendly, but text links ensure the recipient can respond even if images are blocked within the email client. Best practice dictates that CTAs appear in both button and text form within the email, preferably repeated at least 2-3 times (for example, 2 buttons and 1 text link.).

B2B 243

B2B Landing Pages Webinar Metrics Paper 243

The Point

JUNE 18, 2019

Tip: buttons are more mobile friendly, but not all email clients will display them, so play it safe.). Don’t force the reader to scroll through the entire email in order to respond. Include a CTA in the header if possible (see #1, above). And at least one text link in the body copy. Make Copy Count.

Creativity 164

Creativity B2B Webinar Metrics Email Marketing 164

The Point

JUNE 27, 2018

The body copy includes two text links to the registration page – both of which use action-oriented language (“Register here”, “Reserve your seat …”) There’s also a registration button below the body copy, a critical element if the email is being read on a mobile device. What would I change? Well, a more engaging header image wouldn’t hurt.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

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. Emails that may look magnificent as static designs can often run afoul of certain email clients, particularly in the mobile sphere. (At

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

APRIL 19, 2017

Some are convinced that our mobile-driven attention spans demand short, interactive content. Is it the right amount of substance — not so short that it feels flimsy, but not so long that it feels overwhelming? Content length (like shelf-life) is a perennial topic amongst demand generation marketers.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

AUGUST 24, 2012

Here are what I found to be the most interesting highlights: • The most common projects being undertaken in the technology sector in Q2 were (in order) content creation, social media, and mobile site development.

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

APRIL 23, 2015

Mobile Devices. At a time when 40-50 percent of all emails are received on a mobile device , it’s more critical than ever that the key components of any email campaign — offer, key benefits, call to action — are immediately visible in the very first few lines of your message.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

SEPTEMBER 12, 2013

Test responsive design so that your email “snaps to size” when viewed on a mobile device. Responsive design can require additional coding (read: time and money), so test it head to head against a standard (but mobile-friendly) design to gauge whether your audience merits the investment. Always test subject lines – no excuses.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

AUGUST 16, 2016

The site looks great on mobile devices also, which was a real priority for us.”. The twitter feed section was created using third party software that pulls in twitter data based on hashtag or user account. This kind of “social wall” is also commonly used for events to display live tweets as they posted.

Microsite 100

Microsite Campaigns Demand Generation Agencies Branding 100

The Point

JUNE 8, 2016

through ads on display, video, mobile and social networks. . • Programmatic Ad Networks – programmatic networks like Choozle are yet another way to add “air cover” to your nurture campaign by reinforcing the same (or complementary) message, offer, etc.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

JUNE 1, 2010

Blockdot builds games across Web, mobile, and social platforms, and is considered one of the pioneers in developing games for advertising purposes. Tags: B2B Marketing Database Marketing Demand Generation Mobile Marketing advergames blockdot farmville Spear Marketing Group. HS: What kind of companies are using games for marketing?

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

MAY 16, 2015

But several factors – email overload, the proliferation of mobile devices, and increased privacy regulations – mean that marketers also need to look beyond the inbox for new and creative ways to nurture prospects. Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

APRIL 22, 2011

Listen to the podcast now or download it to your favorite mobile device. . • the 2 most common business cases for marketing automation. • key vendors to consider when looking at marketing automation solutions. You can access the podcast (including Parts 1, 2 and 3 if you missed them previously) here.

Marketing Automation Services 100

Marketing Automation Services Marketing Management Marketing & Strategy Lead Nurturing 100

The Point

JANUARY 19, 2011

Listen to the podcast now or download it to your favorite mobile device. . • inbound or outbound – what makes sense for your product? what questions to ask in developing an effective demand gen strategy. You can access the podcast (both Part 1 and Part 2) here.

Inbound Marketing 100

Inbound Marketing Paid Search Agency Demand Generation Companies 100

The Point

MARCH 16, 2011

Listen to the podcast now or download it to your favorite mobile device. . • Why one, all-encompassing corporate blog may not be enough. • The #1 feature your blog needs to generate real, measurable ROI. You can access the podcast (including Part 1 and Part 2 if you missed them previously) here.

Generation 100

Generation Leads Lead Marketing Qualified Leads 100

The Point

JULY 16, 2015

Furthermore, though buttons are generally considered more mobile-friendly, they’ll also be invisible to any email client with images turned off, which leaves the email lacking any call to action whatsoever. Another cardinal rule: business email should focus on one offer, and one offer only. Anything else is a distraction.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

APRIL 18, 2011

Videos are easily accessible at any time, from any place, and adapt readily to mobile devices. Good video content engages customers and prospects like no white paper or webinar can. And integrating video content into a campaign microsite or lead nurturing program is an effective way to add spark and visual interest and drive response.

Cost 100

Cost Video Marketing Effectiveness Microsite 100

The Point

MAY 30, 2012

That was the question contemplated by the marketing team at MobileIron , a leading provider of mobile device management technology. MobileIron wondered if it might be possible to market BYOD to the mobile end user, and then somehow convert that interest into qualified IT opportunities. Here’s how the campaign worked: 1.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

JULY 21, 2009

As I have often lectured in this space, much of what makes for an effective email has less to do with deliverability, mobile compatibility, social media functionality, and all the technical bells and whistles that most people fret about, and more about basic direct response principles such as a strong subject line and a compelling [.].

Webinar Metrics 100

Webinar Metrics Demand Generation Deliverability Lead Generation 100

The Point

APRIL 23, 2013

I’d lose the ExactTarget logo and reduce the mobile phone icon (or replace it with something that better represents the offer.) If I were being picky, I’d change only a couple of things about the ExactTarget campaign. First, the header is too large by half.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

JULY 14, 2011

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. Are the images placed in such a way that they force key selling copy “below the fold” so that the reader needs to scroll down the page?

Creativity 100

Creativity B2B Verticals Paper 100

The Point

JUNE 20, 2012

If received on a mobile device, this is a quick and easy way to ensure that your main message will be the first thing the reader sees. “Download Now”, “Register Now”, “View Now”. Never use “Submit”. Include a short line of copy at the top of the email that summarizes your key message and includes the call to action.

Template 100

Template Tips Landing Pages Marketo 100

The Point

JANUARY 13, 2015

Unless you’re measuring true email performance – no change you make to copy, design, mobile-friendliness, offer, deliverability, etc. Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

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. Direct Mail is: a) more expensive than email. b) quaintly old-fashioned. c) regaining popularity in B2B circles. d) often overlooked as an effective way to reach customers and prospects.

Marketing Mix 100

Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

MARCH 9, 2011

coupons (that customers can either print or use via their mobile phone). . • a link to your Website (if you have one). directions and how to find parking. customer reviews. recent updates about your business. And it’s all completely free. How to get started?

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

APRIL 8, 2010

Fast-forward to today’s highly mobile workforce, where people change jobs like the proverbial underwear, throw in a volatile economy, and more than one-third of the email addresses in your marketing database could change each and every year*. That’s individuals moving, not companies.

Demand Generation Agencies 100

Demand Generation Agencies Marketo Demand Generation Lead Nurturing 100

The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

DECEMBER 17, 2010

technologies – social, video, mobile – will continue to make even complex B2B buying easier. Even for consumer transactions involving a sales person, such as a new car purchase, B2C companies must contend with Web-based influences, such as rating services and an explosion of peer opinions. The proliferation of Web 2.0

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

APRIL 6, 2016

(BA) What tips would you share with B2B marketers learning to think “mobile-first” when producing email content? (HS) That tells us that simply adopting responsive design, i.e. adapting the desktop user experience for mobile devices, may not be enough.

Account Based Marketing 100

Account Based Marketing Analytics B2B Mobile Advertising 100

The Point

MAY 21, 2018

mobile app store revenues expected to jump dramatically from $16.3 By merely understanding the complete app marketing lifecycle, I’m one-sixth of my way to “boosting” my campaigns, whatever that means. * But wait, there’s more. billion in 2017 to $31.2 billion by 2021, there is plenty of opportunity for those that know how to grab it.”

Creativity 189

Creativity B2B Copywriting Mobile Advertising 189

The Point

APRIL 13, 2012

The convergence of recent inflection points such as Social, Mobile, Cloud, Big Data, and IT Consumerization has created enormous opportunities for CIOs to add value and drive their businesses forward. (HS) How has the role of the CIO changed? What are the market trends driving that change? (BW)

Work Management 100

Work Management Marketing Management Conversion Demand Generation Agencies 100

The Point

APRIL 9, 2013

keep the subject line under 40 characters if possible (roughly equivalent to the amount of text most recipients will see in their preview pane or on their mobile device before opening the email). . - use action-oriented language (Learn, Register, Discover, Download, Act Now). You don’t HAVE to test subject lines 50/50.

Email Campaigns 100

Email Campaigns Webinar Metrics Campaigns Paper 100

The Point

NOVEMBER 28, 2012

responsive designs that adapt instantly to the reading device, either full-width for desktop users or a streamlined version for mobile devices (REI). Some of my favorite ideas included: * extending personalization into the main email image (Pizza Express, Helzberg Diamonds).

Email Marketing 100

Email Marketing Mobile Advertising Marketing & Strategy Design 100

The Point

APRIL 20, 2018

Is this because podcasts are easily one of the more “mobile-friendly” types of content? More buyers (74%) reported using white papers for research in the last 12 months compared to ebooks (67%), even though the latter is generally considered the more “modern” and mobile-friendly format.

Customer Surveys 222

Customer Surveys Peer-to-peer Demand Generation Agencies B2B 222

The Point

FEBRUARY 28, 2017

Most white papers (ebooks, really) are now much more likely to be colorful, image-centric, visually engaging and mobile-friendly. Now I will grant Dun this point … the old-school, 8-1/2 x 11, text-heavy, academic-style white paper is indeed on its last legs. It’s because a less text-heavy, ebook-style white paper is easier to read.

Paper 100

Paper Demand Generation Agencies Marketing Qualified Leads Lead Ranking 100