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How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution.

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Please Don’t Let Your Sales Reps Nurture Leads

The Point

Unfortunately the budget for the campaign got cancelled, so I emailed the rep, told her the bad news, and that I would continue to keep her company and product in mind for future needs. Good lead nurturing would maintain that brand awareness, keep me abreast of product developments , deliver innovative use cases that get me thinking about where else I can use this technology, etc.

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

However, our production team did some analysis recently and noticed an interesting statistic: Across a representative sample of client campaigns, representing millions of emails sent, 42 percent of all opens were on mobile devices, but only 19 percent of all clicks were mobile. For the Business Products & Services industry, average percentage of clicks on mobile is only 10%. ).

Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

The survey results are yet more evidence that while marketing technology, properly deployed, can be a boon to both productivity and effectiveness, it’s the basics: strategy, creative, messaging, and good content, that ultimately are the primary contributors to demand generation success. Can technology solve every problem of the modern B2B marketer?

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Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

Bad Copy is Your Campaign’s Weakest Link

The Point

Don’t I know my product better than some agency copywriter?”. The fact that they know the product that much less may even be a good thing. In the days of Mad Men, advertising clients wouldn’t dream of writing their own copy. Advertising was about big ideas, big concepts, and crafting that story was left to the professionals. In the digital age, all that has changed. Sure you do.

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9 Proven Ways to Increase Webinar Response

The Point

Sell the event, not the product. No-one cares about how wonderful your product is. Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. 1. Email invitations at least 2 weeks in advance.

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Email Marketing 101: No-One Cares About Your Product

The Point

Unless your offer and product are one and the same and the call to action is “buy now,” no-one cares about your product. An email that focuses on the product, or the company behind it, or the brand, will simply read like a product brochure. Along the way you may convince people that your product/company/brand is wonderful, but precious few will do anything about it.

Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. Companies pay lip service to this reality, but then in practice pump out content that is mostly product collateral in sheep’s clothing. They simply want information of value.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I.

Quit Obsessing About the Customer Journey

The Point

But that does that mean that every buyer, for every product, conducts 67 percent of his/her research online? These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Well, not so fast.

A Follow-Up Strategy for Content Syndication Leads

The Point

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. That individual may well be a great candidate for your product, it’s just that he/she doesn’t know it yet.). references the specific content asset. 2.

5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

The entrepreneurs who appear on the show are all pitching a product, a service, the Next Big Thing. Typical Shark Tank Scenario #2: a shark will complain that the product is too big, and that the entrepreneur should consider making a smaller, cheaper version. Instantly, the entrepreneur presents them with a prototype of that very product. Know your facts. Know when to shut up.

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10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Make sure that your email is designed to drive action, not just spread the gospel about your new product. 6. At the very least, point leads into an email track tailored for their specific product interest or vertical market. Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. Any response (e.g.

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

The Point

In theory, marketing automation can be as much a boon to sales productivity as it was and is to marketing ROI. 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. And I agree.

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

The One Marketing Automation Guide You’ll Ever Need?

The Point

Incidentally, some of the most interesting reading is seeing how each vendor responded to critiques of its product.) Research company TrustRadius just published their new edition of the “Buyer’s Guide to Marketing Automation Software,” and it’s a doozy. You can download a free copy (registration required) from the TrustRadius Website. appeared first on The Point.

How to Measure Email Success in 2015: A Call to ROI

The Point

MQLs and SQLs can be useful measures for companies with complex products and long sales cycles, because they provide a picture of campaign success more immediately than would be the case waiting for leads to enter the pipeline or close as deals. No matter what your marketing resolutions this year – more content, better creative, etc. – no improvement matters if you can’t measure it.

Email Critique: When a Good Offer Just Isn’t Enough

The Point

Furthermore, the gratuitous mention of Allocadia’s product (“… learn how Marketing Performance Management (MPM) technology like Allocadia …”) is not only unnecessary, it now makes me suspect that what I thought might be an informative white paper is nothing but a product brochure in sheep’s clothing. Remember: sell the offer, not the product.). The offer image.

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

The Point

The Rule of Seven harkens back to a day when the salesperson was in control, when buyers did little to no research before talking to vendors, and when marketing was simply a string of pitches extolling the virtues of a company’s product. 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?”)

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Why This Holiday Email Campaign Misses the Mark

The Point

One of my favorite lead generation mantras is this (repeat after me): Sell the Offer, Not the Product. In the Symantec campaign, the value of the white paper is (apparently) learning why you need to buy their product, Norton Shopping Guarantee. It’s a compelling story, but it’s a story that does nothing to sell the white paper, only to convince people why they need the product.

29 Tips to Improve B2B Email Campaign Performance

The Point

Sell the offer, not the product. Describe the offer in terms that will appeal to someone experiencing the problems/issues that your product/service/solution can solve. Email results not what they should be? Try these techniques to improve the performance of your next campaign: 1. That link should sum up your offer, call to action, and a key benefit. 3. Not sure what to test?

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

The second is “selling more to your current customers” – companies with many products to sell, but unsure which of their customers are the best targets for specific products. Brian Kardon is a respected marketing thought leader, a “Top 10 Global CMO,” and a seasoned executive with a 20-year track record of success. Even Salesforce announced their own Analytics cloud.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Time and time again, we see marketing automation improve the productivity, efficiency, and job satisfaction of Inside Sales. It’s also further evidence that, far from supplanting Inside Sales, or interfering with the sales process, lead nurturing increases sales efficiency and productivity in a way that can have a direct impact on a company’s bottom line. Wait 2 weeks. 4.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Taken at face value, however, this implies that product companies should never engage in content marketing, or do anything other than offer prospects the opportunity to demo the product. Sure, demos attract more qualified leads, because prospects who want to view the product are inevitably further along in the sales process. Far from it.

If You Write B2B Copy, You Need This Blog Post

The Point

Unfortunately, the “If X, then you need Y” school of writing crops up often in B2B marketing, in part, one supposes, because it’s a convenient though lazy way to connect a pain point with a company’s product or service. Telling someone that he or she needs your product, no matter what the argument, is a sure way to turn off that reader. AcmePro 1.0 is the one.

Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

For example, you may wish to measure the performance of “branded terms” – the name of your company, product names, names of competitors – based on impressions, or even ad position, whereas more generic terms will be measured on Cost Per Lead or Cost Per Qualified Lead. It’s easy to see why. The foundation of a strong search campaign is knowing what you want to achieve. And so on.

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

However, in the context of, say: lead nurturing , getting a prospect to attend the event, see your product, listen to your vision/message/expertise/thought leadership, etc. First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? One possible reason: many of those who fail to show tend to be higher-up in the organization.).

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

talked with Daniel and his team to find out more about what they call an approach called “Content Selling.”. (HS) What problem does KnowledgeTree solve? (DC) Today’s buyers are more educated on markets, products, and competitors than ever. When prospects are armed with insight into the market, your competitors, and your products, they demand a partner in the selling process.

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Accelerating the Pace of Inbound Leads: An Interview with Paul Albright of Captora

The Point

For example, Captora can pass hidden field information into your marketing automation product to automate your scoring and nurturing programs. Paul Albright boasts a 30-year track record of success in Silicon Valley, including executive roles at companies such as Marketo, SuccessFactors, NetApp, and Informatica. Where is your content rich and thin versus what’s needed to grow faster?

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Key B2B Demand Generation Strategies for 2015

The Point

As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!) we see some very exciting new demand gen channels entering the fray. We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. In our business, demand generation and content marketing are nearly synonymous. Or both?

Top 10 B2B Lead Scoring Mistakes (Part 1 of 2)

The Point

well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals. Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. No separate scores for behavioral and demographic values. Score inflation.

Branding is Not Demand Generation. Stop Pretending That It Is.

The Point

They’re not, and here’s the simple reason why: Demand generation, by definition, generates measurable demand for your product. Josh’s argument is that search engines are no longer the only channels to offer keyword advertising, and that Twitter and Facebook in particular are now enabling advertisers to reach buyers in the act of expressing interest in a particular topic, trend or product.

3 Crucial Tips for Promoting Live Product Demos

The Point

Let’s face it; a live product demo is a tough sell. As an unvarnished display of your product’s capabilities, a product demo is only ever going to appeal to prospects at the latter stages of the selling cycle. Sell the demo, not the product. So how do you make sure that a demo attracts those critical buyers who are actively evaluating solutions like yours?

Email Critique: Oracle/Eloqua Webcast Invite Needs Help

The Point

In a similar vein, the three bullet points under “What You’ll Learn” are a grab-bag of product features (and mixed tenses, just for good measure.) There’s simply no context for any of the topics listed (or any relation to Content Marketing) that would lead me to believe I’m signing up for anything more than a product pitch. 3. Let me count the ways: 1. Who’s speaking? Here: nada.

Does a Demo Ever Make Sense as a Demand Generation Offer?

The Point

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. Demos short cut the demand generation process and gives sales what they want, namely someone with a short-term interest in the product they’re selling.

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Important note: offering incentives for sharing is very different from offering incentives for writing nice things about your company and product. Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Social sharing buttons (Like, +1, Tweet, etc.)