The Point

NOVEMBER 10, 2016

JW Player is a company with global reach, but the SEM campaign was launched initially in the US, Canada, and UK in order to achieve a level of optimization before expanding to other countries. Often we’re pinpointing areas that haven’t even been considered, particularly in areas like landing page optimization and offer strategy.”.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

NOVEMBER 29, 2017

And so, as you prepare next year’s marketing budget, and craft your martech wish list, make sure before anything else that you have your house in order. Before you add one more product to your tech stack, here are the 3 demand generation priorities I’d make sure are addressed first: Know Your Audience.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

APRIL 22, 2016

The conclusion we’re drawing from these statistics is the following: In order for be successful in a marketplace increasingly dominated by mobile users, B2B email marketers must do more than just implement responsive design in order to ensure a user experience that truly drives engagement.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

SEPTEMBER 30, 2013

Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

JANUARY 6, 2011

In the client scenario above, however, even if the email campaign in question were to generate a response rate of say, 4 percent, the two test cells would need to differ by a significant margin (much more than 1 percent) in order to achieve statistical significance. For example: 1,500 names x 4 percent = 60 responses.

Statistics 100

Statistics Sample Tools Broadcasting 100

The Point

DECEMBER 11, 2018

Implicit in that one-to-one principle is the need to personalize messaging, content and creative in order to maximize relevance for, and engagement from, a particular account, buying group, or individual decision-maker. One of the cornerstones of ABM is that it is primarily, if not exclusively, a “one-to-one” approach vs. “one-to-many.”

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

OCTOBER 25, 2016

Issues that, alas, take more work than writing a purchase order for new software. And too often, we’re seeing those same companies – particularly in the B2B tech space where our firm works – investing in martech in advance of, or in place of, getting some very fundamental issues addressed.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

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

MAY 11, 2015

Twenty-five years ago we would tell clients that marketing success rested on three factors (in order of priority): 1. But is data all that’s needed to drive B2B marketing success? I don’t believe so. In the succeeding three decades, the terminology has changed but the core message is the same. Today, the three factors would be: 1.

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

NOVEMBER 5, 2009

And executives can now monitor end-to-end process flows from “Offer to Order” to improve efficiencies. (HS) HS) What do you mean exactly by “Offer to Order,” and why it is important? As a result, sales reps thrive. Marketing is directly impacting revenue and higher close rates.

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

OCTOBER 3, 2012

The most common changes (in order): job function, phone number, and mailing address. According to business information provider ZoomInfo (see graphic below, further data here ), more than 70 percent of business cards have one or more changes during a 12-month period.

InsideView 100

InsideView Zoominfo Content Landing Pages 100

The Point

SEPTEMBER 19, 2012

Maybe the prospect just hasn’t got around to placing the order, and that final email could be the reminder he or she needed. Another option is to send a brief survey as the final communication asking why he/she didn’t buy.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

OCTOBER 18, 2012

To date, in order to reach specific markets or corporate demographics through online display, B2B marketers have needed to rely primarily on targeting by content – placing ads either on sites of an editorial focus likely to be read by their target audience, or using contextual models where ads appear adjacent to related content.

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

MARCH 18, 2014

Do they really think that I’m going to spend my Tuesday morning getting signed up for some cheap BI training, order up a website review, and do a deep dive on our corporate telephone system?”. I’m guessing the answer to these questions, in Phil’s case, is a big fat “no.” In fact, he concludes: “Stop sending batch email blasts.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

APRIL 23, 2015

Generally speaking, it’s a principle of advertising design that suggests that advertisers, in order to engage the reader and drive that individual to act, should present key selling information in a location within the ad that is immediately visible at first glance, one that doesn’t force that reader to take additional action (i.e.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

DECEMBER 17, 2010

Now as founder and principal consultant at TrellisOne Consulting , she helps B2B companies transform marketing practices, aligning them with business objectives in order to improve sales performance. Ask your buyer what they need in order to buy. HS) What’s different about the B2B selling process compared to say, 5 or 10 years ago?

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

MARCH 6, 2013

The basic story is this: in February, Maker’s Mark announced that they would be reducing the alcohol content in their bourbon from 45 percent to 42 percent, ostensibly in order to boost supplies of its product to meet high consumer demand.

Social Media 100

Social Media PR SIC Media 100

The Point

SEPTEMBER 16, 2011

If qualified leads are the order of the day, and nothing less will satisfy sales, then ensure your content is aligned with that goal. Choose your content carefully.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JUNE 28, 2011

The logic: whatever it is you want your reader to download, request, order, or register for, a visual image of that offer makes it seem more “real,” more tangible. It’s a rule I quote often, one repeated to me ad nauseum many years ago by an early mentor and long-time direct marketing veteran.

Paper 100

Paper Creativity Landing Pages Cost per Lead 100

The Point

OCTOBER 12, 2011

Don’t make people scroll in order to learn exactly what it is you want them to do. “I Thou shalt not require scrolling. Keep the call to action “above the fold,” preferably within the amount of copy that shows up in the recipient’s preview pane. I can’t use the word “Free” in a subject line?”. Thou shalt sell the offer, not the product.

Copywriting 100

Copywriting Paper Webinar Metrics Marketing Management 100

The Point

FEBRUARY 13, 2013

What are the most important things you have to keep in mind in order to be successful with marketing automation? Technology that was only recently regarded as “email software” is now becoming a vital component of a company’s sales and marketing infrastructure. HS: #1 is: Have a plan.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

MARCH 7, 2014

To receive a Fast Pass ticket – assigning you a specific window of time for one of the more popular rides – you first need to find the kiosk that dispenses those tickets, and then insert your park entrance ticket into the machine in order to receive the fast pass (ka-CHUNK) telling you when to return.

Mobile Advertising 100

Mobile Advertising Mobile Marketing Marketing & Strategy Paper 100

The Point

JANUARY 8, 2013

This means that, in order to succeed, every word of copy should be focused on selling the offer, i.e. the primary reason why any individual would want to respond. An effective email campaign has one goal and one goal only: getting the reader to respond to your campaign.

Product 100

Product Email Marketing Cross-Selling Paper 100

The Point

MARCH 20, 2012

In order for a prospect or customer to register for your event, it’s critical that your email invitation convince him/her that the benefits of attending the Webinar make the investment in time worthwhile. Easily the #1 mistake that tech companies make when promoting Webinars is that they forget that they’re selling an event.

Webinar Metrics 100

Webinar Metrics Product Marketing Management Transparency 100

The Point

JANUARY 24, 2013

The higher number of distinct groups, the more likely you need separate email tracks in order for your campaigns to be as relevant and effective as possible. Do you generate leads from both end users and resellers? From both domestic and international prospects? Describe the life of a lead.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

DECEMBER 14, 2012

Their decision is more obvious – they need to dedicate most of their investment to pure lead generation in order to build a database of a size sufficient to ultimately support the sales team. Company B is a start-up with little market awareness and no database, and is just starting to build out its sales team.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

MAY 30, 2013

Over time, and left untended, agency relationships can often become “reactive” – that is, the agency is simply acting on orders, rather than bringing original ideas to the table. (Or save travel expense by scheduling the planning meeting for when you and your team will be at a trade show near the agency’s office.).

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MARCH 9, 2011

Google wants Places Pages to be more complete in order to provide users a better search experience. You’ll be asked to verify your identity by phone or mail, at which point you can edit the information on the page and provide potential customers more reasons to choose your business instead of the other guy. What’s the catch? None, really.

Google 100

Google Business Mobile Advertising Search Marketing 100

The Point

JANUARY 31, 2011

So it adopted an A/B test strategy with the campaign’s landing pages, testing new copy or design (never both) head-to-head against the existing pages in order to increase the number of conversions. Spear was wary of changing the existing campaign across the board since basic efficiency was already high.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

MAY 18, 2011

MC) Messaging is a summary or outline of the key points that content must communicate in order to persuade a person to take the desired action. Very few people make this distinction and create great messaging first. (HS) HS) How is messaging different from content? (MC)

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

NOVEMBER 15, 2010

But even with the most sophisticated marketing automation technology at hand, doing so can be a tall order. It’s tempting to want your lead nurturing program to magically guide the prospect seamlessly through the sales cycle. That’s because it’s often difficult to identify a precise sales stage based simply on prospect behavior.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

JULY 21, 2016

In a similar vein, many companies fail to standardize or normalize data fields – job function is a prime example – that are necessary in order for segmentation to take place.). In the process, email performance suffers because the emails are generic and lack relevancy to individual users. (In

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

DECEMBER 16, 2011

Furthermore, a multi-step, drip approach eliminates the accident of timing that must occur in order for a rented list to be successful – that is: at the very moment someone receives your email they happen to be of the mindset on that given day to show interest in your product.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

MAY 6, 2010

Or even if the processes with which those leads are shepherded along the sales cycle are woefully inadequate, a company may not generate the volume of inquiries necessary in order for marketing automation to make a difference. And lastly, to be frank, it depends how bad you are.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

OCTOBER 14, 2010

in order to track the effectiveness of different promotional vehicles. Consider allowing the reader to preview a content asset (for example, a white paper) before downloading the entire item. Provide readers the ability to “like” individual content assets on Facebook.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

SEPTEMBER 6, 2011

In order to improve the pace and rate at which raw inquiries converted to opportunities and deals, iDirect made the decision to improve both the systems used to manage leads and the processes behind them.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JULY 15, 2010

So integration with marketing automation, ecommerce, order entry, your phone switch, and other support systems is the key to a “360° view&# of the customer relationship. For larger companies, there’s an old saying in the CRM world, “the best CRM systems are built, not bought.&# No one system ever does that off the shelf.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100