The Point

MAY 19, 2020

Tight synchronization – messaging, segmentation, offer strategy – between nurture tracks and sales outreach cadences to ensure alignment and maximum synergy between sales and marketing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Ranking 299

The Point

APRIL 29, 2021

If you’re considering a separate email domain, take a close look at your current email strategy and examine how else you could minimize the incidence of spam complaints: * eliminating the use of purchased lists for all but one-to-one sales outreach.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

MARCH 22, 2019

Faster Lead Velocity – if reps know more about the leads assigned to them, they’re able to have more meaningful conversations and make their outreach more relevant, and effective. More effective outreach means higher rates of engagement. Higher engagement means more leads move through the funnel, more quickly.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JUNE 7, 2017

And the qualities that make it an effective sales email are lessons for anyone embarking on a sales outreach campaign, or any rep who writes emails, for that matter. The email below (I’ve purposely omitted both the company and the rep’s name) is one such example. The subject line references both my name and my company’s name.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

AUGUST 25, 2020

Which of the following do you have in place: CRM, Marketing Automation, Programmatic, ABM (Demandbase, Engagio, 6Sense, Terminus), Sales Enablement (SalesLoft, Outreach), Data Enrichment/CDP (ZoomInfo, DiscoverOrg, Leadspace), Conversational Marketing (Drift), Content Experience (Uberflip), Website Personalization, Attribution.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

SEPTEMBER 21, 2017

Knowing when a prospect is ready to take that next step, or ready to re-engage with your firm, relies on setting an appropriate threshold – a “bar” if you will – for that person to respond to sales or marketing outreach. 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 Scoring Lead Ranking 224

The Point

NOVEMBER 29, 2017

Have you created a message deck that defines these selling points, by audience sector, to guide your agency partners, reduce creative cycles, and ensure that every sales outreach and marketing message is in sync? If not, make creating that deck a priority. Know Your Content.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JUNE 20, 2018

Create alerts and a sales outreach strategy for salespeople to go after engaged contacts, and voila: an “ABM-ish” target account campaign. Develop a multi-touch, multi-channel campaign to market to those account contacts with display ads, nurture emails, and a meeting-setter direct mail campaign. Cross-sell/upsell to existing customers.

Account Based Marketing 168

Account Based Marketing ABM Cost per Lead Multi-Channel 168

The Point

NOVEMBER 22, 2017

Personalization has a myriad of potential use cases proven to generate engagement – display ads personalized to a specific account, personalized video in a sales outreach email, Web pages that generate real-time content recommendations based on a visitor’s profile or behavior.

Personalization 133

Personalization Lead Ranking Lead Scoring B2B 133

The Point

MAY 16, 2019

This is not a personal note or even sales outreach. “We’re presenting a live Webinar” would be more effective as: “Join us at an exclusive live Webinar …” You could then hyperlink a call to action (“Join us”) instead of the title of the Webinar. Eliminate both the salutation (“Hi, Howard”) and “Thanks, The Marin Software Team” at the end.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JULY 27, 2018

“If you have an immediate need, contact us to schedule a meeting …”). * As a triggered offer to prospects exhibiting behavior consistent with an immediate need. * As part of one-to-one sales outreach.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

APRIL 26, 2017

They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) But the answer also lies in a more multi-channel approach. Again, look at ABM. The companies showing early success with ABM aren’t simply tailoring emails to individual accounts or buyers. direct mail.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JANUARY 24, 2017

Consider using a similar brain teaser or quiz in your pre-show outreach, and offer a prize to the first 50 attendees to come to your booth with the correct answer. Brain Teasers – you know those “98% of people get this wrong” brain teasers on LinkedIn that generate thousands of comments?

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

NOVEMBER 20, 2015

– Telemarketing outreach, either scheduled to coincide with campaign “touches” or triggered in response to campaign engagement. . – Paid social advertising on LinkedIn, Facebook, and Twitter, via “custom audiences”. – Paid search advertising on Google via the new “customer match” program.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing & Strategy 100

The Point

NOVEMBER 16, 2011

Lead generation will not happen by accident or as a byproduct of other goals like awareness, “outreach” (whatever that is) and branding. Lead generation needs to be a stated goal of a company’s social media program. Good luck with that.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

MARCH 3, 2010

And indeed, when it comes to outreach programs designed to generate net new prospects, more educational offer content (e.g. The conclusions drawn in the article hold particular relevance for marketers engaged in lead nurturing, especially when those nurturing programs are constrained by a perceived lack of relevant offers.

Lead Ranking 100

Lead Ranking Lead Scoring Lead Nurturing Webcast 100

The Point

MARCH 29, 2017

Integrating automated email follow-up to all new leads as part of an Initial Lead Qualification program that runs concurrent with, and complementary to, BDR outreach. If the BDRs can’t reach the prospects, the lead goes no further. The solution? No segmentation.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Lead Ranking 50

The Point

DECEMBER 16, 2011

It’s clear that you need to include more proactive outreach to the type of prospects most likely to have a need for your new solution, even if they don’t know such a solution exists. Say you’re marketing a new product, and inbound marketing alone (content syndication, search, social media) won’t cut it.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

FEBRUARY 14, 2024

Consider direct outreach to key influencers and journalists. Press coverage can increase the reach and return from your survey report exponentially, and survey results make great content for the right publications in both traditional and digital channels.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

DECEMBER 21, 2021

From the moment a new prospect is identified, Marketing should own more of the journey, providing content, playbooks, outreach emails, and other tactical assets that can be leveraged by sales to help close the deal.” – Koka, VP Client Services. Photo by ???? cdd20 on Unsplash.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147