The Point

MARCH 22, 2017

For a particularly egregious example, see the email below from Azalead , a software platform for Account-Based Marketing (ABM). Of course there’s also a further irony to Azalead’s message, namely that their pitch begins with “Your buyers now expect hyper-personalized content tailored for companies just like theirs.”

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

JULY 30, 2019

To be successful, we’re told, ABM requires a deep understanding of one’s target audience (including personas and buying centers), an abundance of personalized, relevant content, and success metrics that align with specific, quantitative goals and even buying stages. All of which is true.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

APRIL 26, 2017

For a 25-year enterprise software veteran, he exhibited more energy and excitement than many of the twenty-somethings he was addressing. How many software CEOs can pull off the “Ninja Pose of Awesomeness”?) The solution being preached at the conference was for personal, relevant, authentic messages. BDR spam, anyone?).

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JANUARY 7, 2020

If, say, you’re marketing enterprise software and your typical sales cycle is 6-9 months, are there marketing tactics that will enable you to make your sales numbers if only executed in Q4? The cold hard reality is that successful B2B demand generation. takes time. Chances are: not likely. The lesson?

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

SEPTEMBER 19, 2018

You’ll learn how to get noticed, how to work as part of a team, and yes: how to deal with a wide range of personalities. If marketing software is a merit badge, be an eagle scout. Work for an agency. At some point early in your career, work for an agency. One of my very few career regrets is not experiencing agency life early on.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

APRIL 23, 2013

The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language. 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.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

DECEMBER 6, 2010

Blog Makeover Nets Sales Leads for Software Company. Instead, write the title with Google in mind – that is, imagine that the person is seeing no more than a search result, with no other context – not who you are as the author, what your blog is about, or the content of the actual post. Would that person be motivated to read more?

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

NOVEMBER 9, 2009

Increase productivity” is a throwaway – every software product ever developed can make the same claim. Personally, Web conferences (or “online meetings”, to use Citrix terminology) have never substituted for an in-person meeting. Surely, there are meetings that demand an in-person presence, and those that don’t.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. Lead nurturing will always be more effective when it’s targeted, personalized, and relevant.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

APRIL 29, 2011

If it’s the campaign below, received this week from Lyris , an email marketing software company, the answer is (in the view of this blogger): yes. Personally, I’d vote against including the social links at the bottom of the email. Can a campaign about how to improve email design be a prime example of how NOT to design an email?

Email Campaigns 100

Email Campaigns Campaigns Bandwidth Fulfillment 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. We work with a lot of SaaS (Software as a Service) clients, and the inclination for those companies is to offer a free trial or download of their product.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

JULY 15, 2010

HS: I must hear at least one person a week say “I need to clean up our Salesforce database.” Is that a reflection on the software, or on how people use it? And most of the issues around data quality are people and process problems, so these must be worked on along with the software add-ons that improve for data quality.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

FEBRUARY 5, 2010

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. Yes, you can tailor emails to fit every possible unique combination of demographic and behavioral criteria.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 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.

Sales Qualified Leads 50

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

The Point

NOVEMBER 12, 2013

Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response. No matter what you’re selling – a white paper, a Webinar, a demo, a free trial, or 25% off your latest software – there are certain rules that disciples (ahem) of good B2B email marketing should always follow.

Copywriting 100

Copywriting Demand Generation Creativity Paper 100

The Point

MAY 30, 2012

MobileIron’s software solution is a prime enabler of so-called Bring Your Own Device (BYOD) initiatives , a fast-growing phenomenon of corporate workers bringing their own mobile computing devices – notably smartphones and tablets – to the workplace in order to connect to the corporate network.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

FEBRUARY 4, 2013

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. I believe this is because people more likely to complete this type of survey are those who feel positive about their own metrics.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

JUNE 13, 2014

Some will allow custom qualifying questions (“What CRM software do you use?”) 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. Publishers and ad networks vary to the extent they allow you to filter leads.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100