The Point

MARCH 18, 2020

Conduct a content audit to identify gaps in your current library by vertical, persona, and buying stage. . * If it just feels like the wrong time to be marketing to a particular audience, consider a renewed investment in content. Repurpose existing content with a message that’s more in keeping with current conditions.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

MAY 19, 2020

Segmentation of key nurture tracks by persona, vertical, or lead source, using dynamic content where possible for maximum scalability. Integration of “skip logic” to ensure that prospects don’t receive emails for content already consumed.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JUNE 30, 2021

In a tiered structure, a company can continue broader demand generation (Tier 3) but introduce more targeted, personalized outreach to higher-propensity industries or personas (Tier 2), perhaps via channels like content syndication or paid social ads.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

MARCH 7, 2019

Are you seeing more companies taking an ABM approach to email and personalizing their efforts by account/persona? (HS) It was the rare client 2-3 years ago that had identified key buying personas and defined the messages for each. HS) ABM is definitely forcing email marketers to be more personal and relevant in their approach.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

APRIL 29, 2021

segmenting email sends by interest, persona, or behavior to increase relevancy (and engagement). . * launching an email preference center (subscription management page) to provide email recipients more choices on the topic and frequency of emails they receive from your company.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

DECEMBER 15, 2020

If you’re delivering the same messages to multiple buying personas, or treating warm leads the same as cold names (third-party lists), that’s very likely a prime culprit for the lack of response. Segmentation and relevancy (or lack thereof) has a significant impact on engagement.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

JUNE 30, 2017

ABM has different metrics (“leads” as such don’t really enter into the conversation), requires a different creative approach that is specific to companies, personas, even individuals, and demands highly personalized, relevant content.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

APRIL 22, 2020

Note: it is not sufficient to simply dump these leads into your regular nurture stream, even one that’s persona- or product-specific. Depending on how the lead was generated by an individual publisher, the prospect may have no recollection of your brand or even remember that he/she downloaded your content.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

OCTOBER 25, 2016

Have you identified key buying personas, and the specific concerns, pain points, and solution benefits for each of those personas? You can throw all the technology in the world at your target market, and if your message doesn’t resonate with that audience, it’s all for naught. How compelling is your USP (Unique Selling Proposition)?

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

JUNE 20, 2018

If you already have good content, adapted for different personas or industries, the technology to drive automated, multi-touch nurture emails, and a willing and capable sales team, you may not need a full-blown ABM solution, at least not at first. Target account campaigns.

Account Based Marketing 168

Account Based Marketing ABM Multi-Channel CPL 168

The Point

MAY 28, 2019

As part of an ABM strategy or target account campaign, providing a chat experience personalized by company, industry, persona, or even individual contact. Tailoring conversations to existing customers that drive upsell/cross-sell opportunities, or ask for referrals. Inserting chat into a lead nurturing.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

NOVEMBER 22, 2017

Define segments and buying personas. Content personalization maximizes the relevancy, and therefore the effectiveness, of marketing content by making an ad, an email, a Web page or a content asset personally relevant to the target individual. Know your audience and your message. Define messages and value propositions for those segments (i.e.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

APRIL 26, 2018

The four that we see the most are: * ABM Ad Targeting: building “cookie pools” based on the right personas at accounts that are “surging” (how we refer to companies showing spikes in relevant research activity). Where do B2B customers see the greatest ROI? (CC) CC) Our customers leverage our data in a combination of ways.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JUNE 5, 2018

For example, you need to have deep insight about your buyers and the outcomes those buyers are aiming to achieve, yet fewer than 20% of our respondents had well-defined personas. There’s is a ton of underlying work that must be in place first. Do you think today’s marketers are too reliant on technology? . LDW: Yes and no.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JULY 27, 2018

But even if you’ve done everything else correctly – stunning creative, personalized and relevant message, identifying the ideal personas – the wrong offer will sink your campaign anyway. Offering a meeting with an “expert” (translation: salesperson) is a high bar, a very high bar.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

MAY 9, 2017

The brand positioning serves as the foundation from which brands can begin developing value propositions for each of the target segments it defined, and then further tailor value propositions for specific accounts within that target segment, and then ultimately tailor value propositions for each buyer persona.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

AUGUST 15, 2012

Segment by persona or industry. Your message has a better chance of success if it’s targeted and relevant to an individual’s buyer persona or industry. Consider developing a campaign based on visits to key, high-value Web pages, or for prospects who download high-value content.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

DECEMBER 11, 2018

But personalization relies first on understanding your audience, defining an Ideal Customer Profile (ICP), defining key personas within the buying committees at your target accounts, and doing the research it takes to develop and document the pain points and value propositions most likely to resonate with those specific individuals.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

APRIL 8, 2015

85% of those surveyed said they currently segment email campaigns based on persona ( tweet this ). • . • More than two-thirds (68%) employ both behavioral and demographic lead scoring ( tweet this ). • 40% employ no type of immediate autoresponder (follow-up email) to new leads ( tweet this ).

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

JANUARY 27, 2016

creating segmented nurturing tracks tailored to the client’s key buying personas. . • implementing a lead nurturing campaign at the very front end of the qualification process, to complement telemarketing follow-up by inside sales. developing a nurture campaign specifically designed for “mid-stage” leads; and lastly.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

JANUARY 29, 2015

It’s an effective way to identify gaps in your content library in terms of form factors, selling stage, and key personas. (AN) A content map is a very useful exercise and one that every B2B company should initiate and then maintain over time. AN) Are you looking at new B2B marketing strategies or tried-and-true approaches this year?

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 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. In B2B email, relevancy is absolutely crucial.

Sales Qualified Leads 50

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

The Point

SEPTEMBER 30, 2013

Tailoring email content automatically to demographic criteria like persona, industry, and company size, as well as where the prospect is in the sales cycle. • . • Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth.

Lead Nurturing 100

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

The Point

SEPTEMBER 17, 2014

Design, build and launch separate email tracks for (4) unique buying personas. . • Design, build and launch a “Welcome” email program designed to improve follow-up and response to new leads. Design, build and launch a nurture campaign targeted to “Mid Stage” leads. Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JULY 18, 2014

These companies map their marketing content by selling stage and buying personas, and then develop content that speaks to specific roles at specific stages in the buying cycle. Companies leading the way in content marketing have long determined that for content to be compelling (and therefore, effective) it first needs to be relevant.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

APRIL 4, 2024

This is a healthy reminder that no one format works for every buyer or persona or audience, and a mix of formats, even if it’s leveraging the same source content, is the best approach – for example, a Webinar that exists in live and recorded format, short-form video, infographic, and blog post.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

DECEMBER 14, 2012

Companies with robust, sophisticated lead nurturing programs, programs tailored to persona, industry, and buyer behavior, stand to drive opportunities and deals at a much lower cost. A demand generation plan that relies 80 percent on generating net new leads is a very expensive way to meet revenue goals.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

OCTOBER 26, 2010

Companies are recognizing that simply sending one-off, one-size-fits-all broadcasts to an entire database regardless of buying persona or interest level is out of step with the reality of today’s selling cycle. The Changing Role of Email. The email blast is dead.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

FEBRUARY 11, 2014

[PA] Only if your people love doing horrid tasks like optimizing in-linking across all of your customer’s web assets and manually testing content results by campaign, persona, and selling stage! No, we’re a SaaS application company and focused on delivering technology that changes marketing forever.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

SEPTEMBER 20, 2010

Instead of a “one size fits all” nurturing strategy where everyone receives the same Webinar invitation every two weeks, consider multiple tracks targeted by vertical, job function, buyer persona, or stage in the selling cycle.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

OCTOBER 14, 2010

Creating a content map that categorizes your content by buying stage and buying persona can help identify gaps in your content portfolio. Reducing the number of fields on a PPC landing page from 9 fields to 5 increased the conversion (click to lead) rate by 35%. Think you have enough content?

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

NOVEMBER 15, 2023

Include demographics, psychographics, and any insights into their behaviors, preferences, pain points and motivators, including persona definitions if they already exist. * Target Audience : Who are you trying to reach? What do you know about that audience?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

APRIL 23, 2020

Audit your existing content library and map each asset by form factor, persona, vertical and funnel stage (early, mid, late). A content map is a great way to take stock of your existing assets and identify gaps, particularly for ABM, where content that speaks to very specific personas or industries is key. Audit nurture streams.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

MAY 30, 2023

As a first step, try segmenting existing nurture tracks by persona.) * Explore user-generated content. Moving the needle on conversion rates – especially early in the funnel – can have an exponential effect on pipeline. (As Find creative ways to encourage customers to create content related to your brand and products.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

JANUARY 30, 2018

Better yet, develop a comprehensive message deck that sets out clear, defensible value propositions for defined audience segments, verticals, or buying personas. Good Content is Your Secret Weapon. Demand generation as a whole, and content marketing in particular, is a meritocracy.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

APRIL 13, 2012

We have identified four distinct CIO buyer segments, each with their own motivations, challenges and personas. (BW) CIOs are responding to these market trends with a broad range of different responses. This has big ramifications for technology companies and how they specifically target, message and enable the sale org to engage the CIO buyer.

Work Management 100

Work Management Marketing Management Conversion Demand Generation Agencies 100

The Point

JANUARY 6, 2014

Most every B2B company has a target audience consisting of multiple buyer personas – whether job titles or verticals. An effective autoresponder program complements your telesales team by increasing contact rates and highlighting those leads that need the most attention. Improve segmentation to increase relevancy and email performance.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100