The Point

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The Demise of the White Paper is Greatly Exaggerated

The Point

Targeting and Personalization. Mainly that technologies – ABM being a prime example – now make it possible to implement that personalized approach with a sophistication, and at a scale, that wasn’t previously possible. Yes, prospects want information that is targeted and personalized and relevant. If you can say anything about marketers, it’s that we love obituaries. The MQL?

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7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Offer opportunities to sign up for a personalized demo. Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy. Offer an additional incentive to people who pre-register.).

Which Comes First: Lead Nurturing or Inside Sales?

The Point

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 long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

It’s now possible to schedule personalized direct mail drops – through technologies like PrintingForLess – directly into your nurture stream. Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

It provides multiple opportunities for the prospect to take further steps, of his/her own initiative, by accessing additional content or reaching out personally to his/her assigned BDR. In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. There is a better way.

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B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Because good copy implies a benefit to the reader, and anything in the first person is inherently about the advertiser, not the reader. Copywriting success may depend on finding the precise mix of language that resonates with your audience, but success or failure can just as easily rest on which words you don’t use. Why should I click on your ad? What happens when I do? Submit. You Know.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

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. Outbound is the New Inbound.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

It’s not a new concept, by any means, but the hype surrounding Account Based Marketing (ABM) has finally woken up many marketers to the value of a more personalized, one-to-one approach. If you talk to most marketers, they accept the premise that relevancy and personalization are critical. You can view and download a copy of the complete report here. Why? (HS) Why or why not? (HS)

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Instead, provide the prospect specific, tangible options for engaging with your company: “download our free white paper,” “request a personal demo,” “watch our 3-minute overview video.”. Personalize each email with the name of the assigned rep (or SDR) for that prospect, and include the rep’s phone number and personal email at the end of the email. Any response (e.g.

9 Proven Ways to Increase Webinar Response

The Point

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. Let’s face it: most business inboxes get flooded every day with Webinar invitations. Sell the event, not the product. A Webinar invitation should sell the value of the event, period. Yes, the day of the event.) Citrix, Webex.)

Quit Obsessing About the Customer Journey

The Point

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. And so we hear comments like the following: “We want our nurturing program to reach the right person, at the right time, with content that reflects that person’s stage in the sales cycle.”. Suddenly, we are led to believe, the customer journey is all that matters.

Top 10 Marketing Automation Mistakes

The Point

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. Not having a larger strategy/plan for how you plan to use the platform. Not testing enough.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

I love the brash personalities, the high-stakes negotiation, and seeing entrepreneurs achieve their life’s dream. Confession: at our house, we watch a LOT of reality TV. One of our favorite series – and one of the few reality shows that’s also family-friendly – is ABC’s Shark Tank. Our children love the banter, the friendly insults, and watching people get rich. Know your facts. And wait.

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Infographic: 10 Commandments of Email Copywriting

The Point

Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response. Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Here are 10 of the most important, drawn from this earlier post. Click on the image below to see the infographic full-size.

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Does Creative Still Matter in B2B Marketing?

The Point

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. You see similar sentiments echoed throughout the marketing press. Marketers are no longer the “arts and crafts” people, we’re told. I don’t believe so. List.

Step Away from the Email Software and No-One Gets Hurt

The Point

It requires the right message delivered to the right person at the right time. Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. Is automation always a good thing, however? The answer seems to be: no. Are you getting tired of this stuff too?

5 Key Tips for Driving Attendance at Field Events

The Point

Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. Whatever the reason, in-person events are starting to be more of a fixture on demand gen calendars. Key to selling the value of an in-person event is the environment in which that event takes place. The same reason that salespeople love in-person events (i.e.

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Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

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. In fairness to my VP friend, he won’t be the last to ask the question (or its close cousin, “How many touches does it take to make a sale?”)

Is Technology Making Marketing Agencies Obsolete?

The Point

Personal experience aside, I fear he may have a point. Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? Hint: Maybe Not)”. Five years ago, those same companies were only spending 16% of their marketing budgets on digital.). • What do you think?

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Why is Inside Sales So Scared of Lead Nurturing?

The Point

All of this is preceded by a personalized email (from the BDR) sent automatically by Marketo to all Web leads, even those that the BDR ultimately deemed unworthy of follow-up, three days after any form submission. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced. Marketo sends first follow-up email.

More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous

The Point

Though today’s marketing automation technology can enable some very sophisticated campaigns (think automated, personalized, dynamically tailored, multi-track nurture streams), some of the biggest ROI from marketing automation, and the shortest time to value, can be achieved simply be leveraging technology to ensure that every lead gets followed up with promptly and systematically.

5 Reasons to Gate Lead Nurturing Content

The Point

Maybe that second person is the real decision-maker or a key influencer. A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are? Aren’t we just making it more difficult for people to respond?”. Here’s why: 1. A click is not a response.

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. Tests show that successfully getting the registrant to add the event to his/her personal calendar increases attendance rates dramatically. First, a question. With that said, what can you do to reduce the no-shows? Add to Calendar.

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Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

However, the resulting lead data is thin, and consist of primarily personal email addresses, making Lead Generation Cards better suited for B2C advertising. It seems only yesterday that “PPC advertising” was synonymous with Google AdWords. Its top 25 US-based search advertisers alone spent more than $1.3 Billion with Google in 2013. Ready to take the plunge into Social PPC? Twitter. General.

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Content Selling: How Sales Can Better Leverage Marketing Content

The Point

When a sales person upsells to a financial services company in Germany, certain messages will resonate better compared to a manufacturer in the US. And when a sales person is speaking to a new prospect, certain messages will be more effective compared to when speaking to someone in the final evaluation stage. HS) What problem does KnowledgeTree solve? (DC) Secondly: measurement.

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Recapturing Lost Leads: Going After Form Abandoners

The Point

Virgin is a company that prides itself on standing out, on being irreverent, and here that personality comes through loud and clear. Instead, they used dynamic content (presumably) to personalize the email based on my intended destination. Moreover, that personalization is reflected not just in the headline, but even the header image. Voice. Relevance. Call to Action.

5 Common Content Syndication Mistakes

The Point

An immediate, relevant, courteous, personalized e-mail from the rep assigned to that lead will help ensure that no real and immediate opportunities are falling through the cracks. Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies. And yet content syndication is no slam dunk.

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A Really Useful B2B Marketing Benchmark Report from Optify

The Point

Also, my personal observation is that reported benchmarks for basic email metrics like open rates, click rates, and conversion rates are usually far higher than the norm. You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish. The metrics reported by B2B benchmark reports can also be grossly misleading.

5 Tips for Successful Survey Campaigns

The Point

Prospects take surveys for lots of reasons, some of them business-related (“I’m curious how my peers are tackling these same issues”), others more personal (“I can use this data to show my boss how our department is outpacing other companies.”) Successful surveys appeal to both business and personal motivators, and the campaigns highlight that value. Annual Trends Report”). And so on.

In Defense of Unsolicited Email

The Point

And marketing automation – the technology that empowers more personal, timely, relevant emails – just may be the best thing to happen to marketing since the Sears Catalog. 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?”. Stop buying lists.

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Above the Fold Still Critical for B2B Email Design

The Point

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. “Above the fold” is a term that originated in the heyday of print advertising and direct mail. look below the fold.). Does a theory that predates digital marketing still have relevance today? In a word: yes. Consider two factors: 1. Attention Span.

7 Webinar Invitation Mistakes You Can’t Ignore

The Point

Avoid first and third person where possible. One of the simplest ways to make your email resonate with your audience is to talk to the reader directly, in the second person (as in: “you’ll learn …”, “you’ll hear …”) Here, Silverpop presents the content in the third person, as in: “McDonald will outline nine ideas or programs that email marketers must add to their arsenal.”

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth. 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. Do I need it in order to do lead nurturing?”. It’s just not a particularly sophisticated way of going about it. Certainly.

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”. Fair enough. What doesn’t sound right to me, however, is that 71% figure. Virtually none. I doubt it.

5 Simple Ways to Take Your Lead Nurturing Program to the Next Level

The Point

Successful lead nurturing is about delivering content that’s personalized, relevant, and compelling to the individual prospect. We need to talk. You know that monthly newsletter you blast to your entire database under the guise of “lead nurturing”? And those Webinar invitations that you broadcast to every trade show lead you’ve generated since 2005? You can do a lot better.

Email Campaign or Essay Question? You Decide.

The Point

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. Let me count the ways in which this campaign went off the rails: 1. So why should I care?