The Point

JULY 17, 2017

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies).

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JUNE 27, 2018

Just one suggestion: the copy would be more effective in second person (“you’ll learn”, “you’ll hear”) vs. third person (“she’ll break down”, “she’ll offer up.”). For more tips on how to increase Webinar registrations, download our free white paper: “ Top 10 Tips for Webinar Invitation Success. ”. Specific, Concrete Benefits.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

JANUARY 23, 2018

Such a strategy requires: * Casting a wider net to include those prospects who meet your demographic criteria (right person at right company) but who may not be in active purchase mode. Adapted from the Spear white paper: “ Lead Recycling: A More Cost-Effective Approach to Demand Generation for High-Technology Companies ”.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Ranking 253

The Point

AUGUST 27, 2019

LinkedIn is inherently a content feed, and for that reason, content offers (white papers, ebooks, reports) generate much higher engagement compared to more late stage calls to action such as trials, demos, or “talk to an expert.” Non-Content Offers. Stale Creative. business) email address. Audience Size.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 16, 2019

Personally, I love this. Avoid first person and passive language. This is not a personal note or even sales outreach. Salutations may feel like “personalization,” but here, it’s just taking up valuable space, forcing more important selling copy down the page. One of the key principles of B2B email creative?

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

APRIL 22, 2020

A well-written abstract can make any content asset sound good, but whether the person who downloads that asset ultimately engages with sales has more to do with how much the content delivers genuine information of value, information that positions your brand as a trusted resource. Photo by Tyler Franta on Unsplash.

Lead Ranking 162

Lead Ranking Lead Scoring Cost per Lead CPL 162

The Point

NOVEMBER 29, 2017

And guess what, it’s no longer good enough to use the same white paper for every industry, buying persona, or even target account. Today’s buyers demand relevancy – or even personalized content. Good content is what fuels modern demand generation. The first step in creating effective content is to take stock of what content you have.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MAY 10, 2011

A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. If you use a marketing automation system, you can track when (or if) the prospect has accessed the white paper by clicking on the link you provided. Congratulations.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

AUGUST 18, 2014

a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first. Most trade show leads are routinely ignored by sales. Any response (e.g. Never say “to learn more” or “for more information.” But don’t overdo it.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

NOVEMBER 10, 2014

Secondly, the paragraph is all first person: “We’ll explain the advantages Ethernet delivers …” so it sounds like a sales pitch, versus second person: “You’ll read about the advantages Ethernet delivers …” which would imply information of value and the benefits of responding.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

APRIL 23, 2013

One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader. Use of the second person (“You’ll also learn how …”) drives home the point, and a clear call to action (“Download Now”) closes the deal. Use both text and button-style calls to action.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

MAY 23, 2017

If you generate a pool of leads that meet your demographic criteria – right person at the right company – and nurture those leads over time, you will have the opportunity to educate them on your solution, build credibility, and increase the chances of them ultimately converting to sales-ready prospects.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

JULY 14, 2015

However, whereas promoting marketing assets like white papers, ebooks, analyst reports, and the like is an effective way to feed the sales funnel, the fact is that only a small percentage of “white paper leads” will either convert to sales-ready prospects in the short term, or even result in sales engagement.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) Secondly, asking the prospect to “register” in this scenario, or (as is often the case) “create an account,” is making that person do something that he or she didn’t ask to do.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

OCTOBER 22, 2020

My response: We typically design nurture programs for inbound leads like content syndication in 2 stages, as follows: 1) quickly determining if the person has an immediate need or otherwise merits sales follow-up; and then. Note: the goal of this initial phase is not to convert, per se.

Sales Qualified Leads 227

Sales Qualified Leads Lead Ranking Lead Scoring Leads 227

The Point

JUNE 18, 2013

Sales teams can be overwhelmed by the sheer volume of case studies, white papers, and other collateral. We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. The same principles apply to Content Selling.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

AUGUST 18, 2011

A client asks: “If we’re offering a white paper as part of an upcoming campaign, should we remove it from our Website for the duration, especially if it’s ungated?”. And what of the people who are determined to ignore instructions? The registration won’t tally as a lead from the campaign, but it’s a lead nonetheless.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Demand Generation 100

The Point

OCTOBER 12, 2011

Unless the call to action is “buy now,” focus your copy on the offer: the white paper, the webinar, the free trial, not the product. Write in 2nd person whenever possible – it helps connect you and your brand to the reader. “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

JUNE 8, 2016

It’s now possible to schedule personalized direct mail drops – through technologies like PrintingForLess – directly into your nurture stream. For a more detailed look at a related topic, download our free white paper on “ Social PPC: Tips for Successful Ads on Twitter, LinkedIn & Facebook.”.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

DECEMBER 12, 2014

It’s still true that if your landing page has the aura of a product pitch, it may dissuade the prospect who is only looking for information, say: a white paper. Provide a full and complete description of whatever it is you’re promoting – a demo, a white paper, a Webinar, a free download.

Landing Pages 100

Landing Pages Lead Ranking Lead Scoring PPC 100

The Point

OCTOBER 8, 2015

If there’s one thing that good, effective lead nurturing does well, at scale, it’s keeping your brand top of mind with prospects who meet the grade demographically (right person, right company) but aren’t yet sales-ready. Plus, if you choose to, lead nurturing emails can be personalized as coming “from” the assigned rep.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

NOVEMBER 22, 2016

In the context of a “new lead” program (or, as we sometimes call it, a “Welcome Series”) automated emails can be much more informal, and even personalized from the SDR. For a more detailed discussion of this and related topics, see our white paper on “ Top 10 Tips for Lead Nurturing Success. ”.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Ranking 100

The Point

MARCH 29, 2012

One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms. A simple text link will do the trick: White Paper: 5 Keys to. Increased Developer Productivity. Download Now.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JUNE 20, 2011

Have that person answer 3-4 questions via email but present it as an interview. Content Excerpts – excerpt content from a white paper, article or Webinar and post it to the blog. Include a link to the complete paper or Webcast so people can read or view more. (Be sure to link to the original material.).

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

MAY 11, 2015

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it. Sure, data rules the roost. But is data all that’s needed to drive B2B marketing success?

Creativity 100

Creativity Demand Generation Agencies B2B Marketing B2B 100

The Point

OCTOBER 14, 2009

He/she received very little information about your company in the ad (105 characters to be precise, including the URL) so it pays to consider the person uninformed and unconvinced. the person has received very little information to date on your product (and thus is less likely to want to try it out on the spot) and.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

MARCH 25, 2016

Try sending last-minute reminders in the form of “forwarded” emails from the assigned sales representative, including the contact’s first name and a personal note (e.g. For more ideas on increasing registration for online events, download our free white paper: “ Top 10 Tips for Webinar Invitation Success. ”.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JULY 21, 2016

However, that doesn’t stop some marketing automation users from designing incredibly complex programs on Day One designed to “reach the right person, with the right message, at the right time.” Marketing automation makes it easier to send multiple, automated, personalized emails, at scale. Sending too many emails. Lack of segmentation.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

The Point

JUNE 11, 2012

Used appropriately, incentives can complement the business value of an event by providing the reader a compelling personal incentive for registering. Adapted from the white paper: “Top 10 Tips for Webinar Invitation Success”. That’s not to say you should avoid incentives altogether. Here are some ideas to consider: 1.

Webinar Metrics 100

Webinar Metrics Landing Pages Paper Lead Ranking 100

The Point

JULY 12, 2013

Avoid first and third person where possible. For more tips on how to improve the success of your Webinar campaigns, download a free copy of our white paper on “ Top 10 Tips for Webinar Invitation Success.”. Keep the branding to a minimum. A much better option would be a simple “Register Now.”.

Webinar Metrics 100

Webinar Metrics Demand Generation Design Email Marketing 100

The Point

JULY 13, 2012

Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. Personally, if someone is going to clutter my inbox, relevancy is the bare minimum.

Lead Nurturing 100

Lead Nurturing Lead Ranking Lead Scoring Campaigns 100

The Point

APRIL 23, 2015

It’s estimated that, in an era of information overload, the average person receives anywhere between 3,000 and 20,000 advertising messages a day. For more tips on B2B email marketing, download a free copy of our white paper: “ Top 10 B2B Email Marketing Mistakes ”. Consider two factors: 1. Attention Span.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

OCTOBER 30, 2013

If you send the prospect directly to the content (say, a white paper) upon him or her clicking in the email, how confident can you be that the individual is expressing an active interest in your topic? Maybe that second person is the real decision-maker or a key influencer. Here’s why: 1. A click is not a response.

Lead Nurturing 100

Lead Nurturing Lead Ranking Lead Scoring Landing Pages 100

The Point

AUGUST 15, 2012

Successful lead nurturing is about delivering content that’s personalized, relevant, and compelling to the individual prospect. Today’s lead nurturing can be much more than a “one size fits all” system of event promotion and recycled press releases.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 100

The Point

MARCH 29, 2017

A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database. No segmentation. Why would you quit after 6 months? Mix up your offer strategy.

Sales Qualified Leads 50

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

The Point

MARCH 27, 2013

If someone becomes a lead on a Friday, you don’t want that person to wait 6 days for a response, and 7 days for the next touch, which is what will happen if you’ve decided that nurturing emails only go out on Thursdays.

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100

The Point

APRIL 29, 2011

Second, the subject line gives no clue as to what the offer is (a white paper) and thus provides virtually no reason to read the email, unless I’m in the mood to optimize email productivity, whatever it is that means. Personally, I’d vote against including the social links at the bottom of the email. Now to the email itself.

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 100