The Point

APRIL 26, 2018

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. (CC) Intent data is looking at what an individual or a company has recently done to determine what may be of current interest to them.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

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.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JUNE 25, 2019

However you do it, it’s critical that lead source be tracked consistently, across the board, for both online and offline channels. . Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). What do your leads and accounts look like?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

DECEMBER 28, 2017

If we can display Web content to an online visitor based on that visitor’s profile, Web behavior, and predictive intent, why can’t we do the same with email? (DGR) What do you see as the biggest trends in marketing automation in 2018? (HS)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

SEPTEMBER 9, 2014

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. If your company has been persuasive online, you’ll make the short list.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 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. Let’s face it: most business inboxes get flooded every day with Webinar invitations.

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

MAY 16, 2015

New technologies, notably predictive analytics (from companies like Leadspace ) and targeted online advertising ( Choozle , Demandbase ), now make it possible to 1) more accurately identify a company’s most likely buyers, and then 2) engage with those prospective customers in more proactive, targeted, and personalized campaigns.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 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

NOVEMBER 27, 2018

Coupled with the fact that it’s harder and harder to get audiences’ attention online, companies have come to believe that social media is a strictly pay-to-play arena, understandably so. However, that’s not necessarily true.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

AUGUST 11, 2015

For example, per SiriusDecisions, that 67 percent of that buyer’s journey now takes place online. But that does that mean that every buyer, for every product, conducts 67 percent of his/her research online? No it doesn’t, and nor would SiriusDecisions claim it does.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JANUARY 7, 2020

Here’s a free online calculator that makes the process easy, even if you don’t know your current conversion metrics.

Account Based Marketing 130

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

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. Register online at the DMA site. In under one hour, you’ll learn: • creative solutions to a lack of lead nurturing content …. • Top 10 Tips for Lead Nurturing Success.

Lead Nurturing 100

Lead Nurturing Webinar Metrics Tips Leads 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. Sungard® Availability Services™ ( Sungard AS ) in Wayne, Pennsylvania is a global leader in disaster recovery, business continuity, and managed IT services.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JUNE 17, 2016

And I say that not only because I work for a marketing agency , but because I see a steady stream of incredibly bad emails and other online creative every day, from companies that should know better. Well, Mr. Marketer, it can be plenty difficult. Bad copy is your campaign’s weakest link.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Copywriting 100

The Point

DECEMBER 15, 2016

A sentence reminding me that Virgin has saved my planned itinerary for easy online retrieval – assuring me that, if I come back, I won’t have to start from Square One. The call to action (and button copy) is “Grab a seat” – clear, specific, and again: irreverent. The one thing I would have added? But otherwise, a job well done.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

JUNE 20, 2011

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.) Have that person answer 3-4 questions via email but present it as an interview. Q&A – choose a common, intriguing or stupid (!)

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

AUGUST 16, 2016

Origami Logic is driving traffic to the microsite, and awareness for the campaign as a whole, through an integrated online program that includes ads on Google AdWords and LinkedIn. The site looks great on mobile devices also, which was a real priority for us.”.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 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.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100

The Point

JUNE 11, 2010

Note: I’ll also be presenting on the same topic at 1:30 PM PST on Tuesday, June 29 as part of the Focus Interactive Summit: Mastering Lead Management, an online event featuring B2B thought leaders like Ardath Albee, Mac McIntosh, and David Raab. Following the presentation at 1:30 PM PST, I’ll also be available online for live Q&A.

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 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

OCTOBER 7, 2014

B2B Marketing Demand Generation Google AdWords Online Advertising search marketing SEM Social Media facebook advertising facebook boosted posts lead generation cards linkedin advertising social media advertising social PPC sponsored updates twitter advertising twitter website cards'

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

OCTOBER 20, 2014

The simple act of generating leads – primarily through online means – has never been easier. Just when did demand generation get this complicated? In reality, however, things aren’t quite so convoluted.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 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

MAY 4, 2015

Abstracts (the short descriptions that accompany content online) are often an afterthought. 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.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

AUGUST 23, 2016

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. Any event – online or offline – needs to have relevance to your target audience, their concerns, goals, and business pains. Sell the event, not the product. Be personal.

Peer-to-peer 60

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

The Point

MARCH 1, 2011

What else should VPs or Directors of Marketing consider when architecting an online marketing campaign to drive high quality leads (not just quantity)? • How should tech firms be combining email marketing with outbound telesales or teleprospecting? Thanks to Sridhar and the Aventi Group for the opportunity.

Open Rate 100

Open Rate Email Marketing Lead Ranking Tips 100

The Point

JANUARY 27, 2016

Email open rates increased more than 260 percent, click rates more than doubled, and the Lead to MQL conversion rate for online programs such as content syndication, banner ads, SEM, Webinars, etc. . • creating segmented nurturing tracks tailored to the client’s key buying personas. 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

JANUARY 29, 2015

For example, we could use predictive solutions to build a target list of prospective accounts, and then programmatic advertising to target those organizations online. (AN) But programmatic advertising offers the ability to target those ads based on very specific demographic and psychographic criteria, even by company name.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

APRIL 5, 2011

After all, one of the things that makes direct marketing so valuable — whether print or online — is that it’s measurable.

Focus Group 100

Focus Group Banner Ads Deliverability Banners 100

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

SEPTEMBER 11, 2012

Imagine if the same opening had been written with more action-oriented language: “Download this exclusive survey report, drawn from the responses of more than 300 leading online marketers, and gain valuable insights on how to get the most from this year’s holiday shopping season.

Email Campaigns 100

Email Campaigns Campaigns Demand Generation Broadcasting 100

The Point

MAY 20, 2014

At our agency , we use Litmus , an online service, to test email designs across a range of technologies, including Outlook, Gmail, iPhone, etc., Janrain failed to test the email fully before launching. 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

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.

Statistics 100

Statistics Sample Tools Broadcasting 100

The Point

DECEMBER 28, 2010

Learn how to lift online sales by accepting regional or country-specific payment types. The much stronger alternative is to flip those questions into action-oriented benefit statements and phrase them in terms of immediate value, for example: • Now, discover an easy way to take any company global. and so on.

Email Marketing 100

Email Marketing Lead Generation Paid Search Agency Lead Scoring 100

The Point

OCTOBER 12, 2011

Use action-oriented text (“Register Now”) and also add hyperlinks to the offer itself (“… an exclusive online event”). Remember, not all CTAs need be identical. Use buttons AND text links. What did I miss? Add your suggestions in the comments below.

Copywriting 100

Copywriting Paper Webinar Metrics Marketing Management 100

The Point

JUNE 20, 2012

Include a placeholder for an offer image – a simple cover image for downloadable content like white papers, a screen shot for videos or demos or free trials, or a speaker photo for online events. Design your headline as HTML, never text as image.

Template 100

Template Tips Landing Pages Marketo 100