The Point

OCTOBER 11, 2022

A new report: “ What’s Working in Email Marketing: The Power of Aligning Strategies, Data & Content ” details the strategies, technologies, and best practices that today’s email marketers are adopting in an era of data privacy, remote work, and demanding, digitally-savvy buyers.

Marketing Report 246

Marketing Report Email Marketing Co-Registration Privacy 246

The Point

APRIL 29, 2021

An optimal mix of email frequency, cadence, and relevance, founded on general best practices, should generate few complaints. In more cases than not, adoption of basic best practices should eliminate the need for a separate email domain, and also make email management much less complicated.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

SEPTEMBER 24, 2019

In practice, this means that a California consumer must be aware 1) that data is being collected, 2) how the data will be used, and 3) must have the opportunity to opt out from the business sharing or selling that data. CCPA: What B2B Marketers Need to Know Click To Tweet.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

SEPTEMBER 23, 2020

In practice, this means that you may be employing different KPIs for different accounts, or even for different buying centers within the same account, even if, collectively, those individuals are part of the same overall ABM strategy.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

OCTOBER 22, 2020

A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?”.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

FEBRUARY 18, 2020

The conclusion: most B2B companies were failing to follow even the most basic lead management best practices, even in areas that one would assume were a primary business case for purchasing marketing automation in the first place. Up-sell/cross-sell revenue? Customer retention? Photo by John T on Unsplash. appeared first on The Point.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

JUNE 23, 2020

Readers will also learn practical ways to introduce, apply, and operationalize the new model, including how to leverage the Opportunity Object within their existing CRM systems.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

JANUARY 21, 2020

As a matter of best practice, at our agency , we always recommend that clients host campaign landing pages on their marketing automation platform (MAP), but the advantages gained by going that route vary between systems, so the pros and cons differ also. Effectiveness.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

DECEMBER 15, 2020

What best practices should we put in place? A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? High bounce rates and low open rates can damage your email reputation, which in turn may impact overall deliverability.

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

MARCH 7, 2019

DGR) Can you share any best practices or recommendations for marketers looking to augment their email strategies? Now it’s a common practice. These have particular application in lead nurturing and customer marketing. Retargeting (for example, to reach email recipients who click but don’t convert) is another effective approach.

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

MARCH 22, 2019

The move to a more account-based model shifts the emphasis from individual leads to accounts, and also lessens the need to score leads because (in theory, if not in practice) leads are more qualified in general due to the company only marketing to accounts that fit their target profile. Faster lead velocity means shorter sales cycles.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

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.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

APRIL 22, 2020

Here are some best practices that are often common factors when companies get the best return from their content syndication program: Set proper expectations. If your average sales cycle is 6 months, don’t expect content syndication leads to magically convert to opportunities in a matter of days.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

NOVEMBER 10, 2016

The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC). Increasing the number of negative keywords to reduce consumer impressions and unqualified clicks. Aggressive testing of ad copy.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

JULY 30, 2019

Instead, the real problem with modern demand generation is the way in which it’s practiced. But it would be a mistake to suggest that ABM somehow “replaces” demand generation or that the funnel-based approach is an idea past its time.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

JUNE 27, 2018

The three bullets offer specific, tangible reasons to attend: a data-packed discussion, seven must-know best practices, an opportunity to interact. 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.”). Specific, Concrete Benefits.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

APRIL 8, 2015

The survey asked marketing operations managers and other B2B marketing executives to rank their current deployment of marketing automation software in 33 separate categories relating to either key software functionality or generally accepted best practice. The report is available as a free download from the Spear Website.

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

The Point

MAY 17, 2021

That’s not simply because prospective customers will engage more readily with content that better aligns with whether they’re researching best practices, actively evaluating potential vendors, or somewhere in between.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

DECEMBER 13, 2019

Additionally, we’ll see Account-Based Marketing (ABM) move on a path toward ubiquity, eventually morphing into use case strategies, tactics and best practices analogous to demand generation, inbound marketing, lead generation, and lead nurturing.”. – Tom Meriam, Vice President, Business Development.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

JANUARY 27, 2016

This new report shares insights, ideas, best practices, and real-life examples of how to measure lead nurturing performance beyond basic email metrics like open and click rates. We audited their lead management process from end-to-end and recommended a few key changes: • revamping email creative to better adhere to best practice standards.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

NOVEMBER 25, 2013

This is founded on the practice by some ISPs to use engagement (opens and clicks) as a means to decide which marketing messages make it into their customers’ inboxes. This is not to say that instituting a few common sense best practices designed to minimize spam score and maximize deliverability is a bad idea.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

JULY 25, 2014

Or to learn just how exposed my applications are compared to best practice standards? B2B Marketing Content marketing Demand Generation email design email marketing Interactive Design lead generation content marketing strategy content marketing tips email best practices email creative email marketing best practices symantec'

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

JANUARY 9, 2015

telemarketing telesales email copywriting email copywriting tips inside sales best practices sales email best practices sales emails sales techniques' B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

MAY 16, 2019

In a break from standard practice, Marin states that no recording of the event will be available. Note that none of this has anything to do with why you’d want to do business with Marin. One of the key principles of B2B email creative? Sell the Offer, Not the Product. * Personally, I love this.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JANUARY 14, 2014

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

FEBRUARY 24, 2015

B2B Marketing Campaign Measurement Google AdWords lead generation PPC Advertising search marketing SEM paid search Paid Search Agency Paid Search Consultants Paid Search Tips PPC ppc best practices sem best practices'

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

DECEMBER 11, 2018

That mad rush to jump on the ABM bandwagon (for Fear of Missing Out) has given away to more practical considerations. The hype around ABM has subsided. Is ABM a fit for our company, our product, and our audience? How can ABM best coexist with a more traditional funnel-based demand generation model?

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

MARCH 3, 2015

But I suggest that companies are more interested in a consultative relationship, in the acquisition of best practices, and in achieving knowledge transfer to a fledgling marketing operations staff, than they are in telling their agency: “Here, YOU manage this stuff.”. It’s a win-win-win.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

AUGUST 8, 2013

B2B Marketing Campaign Measurement Demand Generation Lead Management Lead Nurturing Marketing Automation lead scoring lead scoring best practices lead scoring mistakes lead scoring schema lead scoring tips Marketo best practices marketo consultants Marketo lead scoring Marketo partner'

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

JUNE 29, 2015

Is this a technology problem relating to ease of use?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Marketing Management 100

The Point

OCTOBER 30, 2013

B2B Marketing Campaign Strategy Content marketing email marketing Landing Pages Lead Management Lead Nurturing Marketing Automation b2b demand generation b2b lead generation lead nurturing best practices lead nurturing tips Marketo best practices Marketo partner marketo tips'

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

JULY 8, 2014

Typically, best practice frowns upon large images in emails, so this approach was a significant departure.). B2B Marketing Campaign Strategy Creative email design email marketing Lead Nurturing email marketing agency email marketing best practices email marketing tips lead nurturing strategy Spear Marketing Group Sungard AS'

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

The Point

APRIL 22, 2014

B2B Marketing Creative E-mail email design email marketing Graphic Design Infographics Mobile Marketing B2B email marketing email best practices email creative email marketing agency mobile marketing responsive design responsive email design' Click on the infographic to view full-size.

Design 100

Design Mobile Marketing Advertising Agencies Paid Search Agency 100

The Point

DECEMBER 15, 2016

Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions. What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task?

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

JANUARY 24, 2017

Use blog posts as “teasers” for speaking slots, show floor presentations, and scheduled demos by either a) excerpting a planned presentation or b) writing to a related topic/trend/best practice. Then (critically), close the post with an invitation to learn more by visiting with your company at the show.

Trade Show 100

Trade Show Traffic Demand Creativity 100

The Point

FEBRUARY 18, 2016

If you’re going to include multiple calls to action throughout your email (a best practice), then text links should either be a specific reference to the content (the title of the ebook itself, or a phrase such as “new ebook from the content marketing experts at Contently”) or it should be action-oriented, such as “download the ebook now.”.

Content 100

Content Promotion Lead Scoring Lead Ranking 100

The Point

MAY 14, 2013

A further aside – if it’s indeed true that “free” isn’t the spam trigger it once was, this also proves that no email marketing best practice is true forever. In the meantime, if you’ve run similar tests of late, please share your observations. In subsequent years, however, similar tests showed “free” to have a consistently negative effect.

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100