The Point

AUGUST 27, 2019

is its ability to target specific audience demographics: job title, industry, etc. The relatively high cost of LinkedIn advertising can lead some marketers to want to generate only highly-qualified leads or those further along in the buyer journey, but attempting to have the offer itself qualify those leads can be counter-productive.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 16, 2018

There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s customer base: A competitor gets acquired. Their flagship product is being end-of-lifed. But telling the customer that he/she bought the wrong product will almost always backfire. Big mistake.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

The Point

MAY 9, 2017

To do this, marketers must establish a process for curating news, events, and business insights for each target account so that they can create relevant content on a weekly or monthly basis that speaks to the business challenges of each target account. (HS) McKesson versus United Healthcare).

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JANUARY 23, 2018

Technology changes rapidly, and tech companies often have windows of opportunity to realize revenue from products or services before they become obsolete. Here’s why: * Many tech products are first of breed solutions and/or of a complexity that demands a more long-term, consultative selling process.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JUNE 23, 2020

Indeed, those who announce that anything is “dead,” marketing-wise, typically have an agenda in mind, most often selling you a product or solution to facilitate whatever replaces the (allegedly) departed. But there are still 5+ billion email accounts worldwide. Email is very much alive.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

NOVEMBER 27, 2018

By using this integration, our customers can use social engagement data to build highly targeted lead scoring, segmenting, nurturing and attribution programs. (HS) These insights can then allow those marketers to create more personalized, targeted and (therefore) effective lead nurturing programs.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

DECEMBER 11, 2018

Is ABM a fit for our company, our product, and our audience? ABM journeys often begin with asking sales for a list of their target accounts. Selecting a list of target accounts should revolve around finding those organizations that are the best fit for your solution, not simply those companies that sales wants most to penetrate.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

SEPTEMBER 11, 2017

In addition to the potential for highly competitive metrics (click-through, conversion rates), advertising on LinkedIn offers another key advantage compared to SEM, namely the ability through audience definition to ensure that the only people who see your ad are those who meet a tightly defined target demographic.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

MARCH 25, 2016

Sell the event, not the product. No-one cares about how wonderful your product is. Use SEM to generate incremental leads outside of your target list. Use LinkedIn Sponsored Updates and LinkedIn Text Ads to target specific demographics in advance of the Webinar.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

OCTOBER 25, 2016

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. Have you tested key selling points in A/B fashion to determine which actually resonates with target buyers? Poor Messaging. How compelling is your USP (Unique Selling Proposition)?

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

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. So, is lead scoring a dying art?

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JANUARY 29, 2015

As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!) But programmatic advertising offers the ability to target those ads based on very specific demographic and psychographic criteria, even by company name. 2015 is no exception. One is predictive analytics.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

OCTOBER 22, 2013

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a more targeted, aggressive approach.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

OCTOBER 22, 2019

As email bots become more and more common, especially in large, enterprise companies that B2B marketers love to target, the effects on email marketing. Ultimately, the issue of email bots will need to be solved at a product level by the marketing automation vendors. (We Great for security. Bad for marketers.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

AUGUST 15, 2012

Your message has a better chance of success if it’s targeted and relevant to an individual’s buyer persona or industry. Or target campaigns by key verticals. Campaigns based on product interest. Consider segmenting your nurturing campaigns into key categories like user, influencer, and decision-maker. Stay in touch campaigns.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JULY 18, 2014

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.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

DECEMBER 16, 2011

Say you’re marketing a new product, and inbound marketing alone (content syndication, search, social media) won’t cut it. You decide that you want to email those prospects with an offer to download a white paper about the business problem your product solves. Let’s consider your options: List Rental.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

JUNE 20, 2011

Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. Best Practices – strategies, tips and techniques for improving results, ROI, efficiency, productivity, value, etc. Launching a CEO blog but the boss isn’t sure what to write about?

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

MAY 4, 2015

Replace product name in title with search-friendly and benefit-oriented keywords. Mention the target audience to dissuade unqualified downloads. . • Adapt and learn from encounters as they happen. Learn to neutralize emerging threats. Download this paper now. Note the changes that were made: 1. Drive action.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

JUNE 1, 2010

We’ve built games for pharmaceutical companies targeting women aged 55+, games for LEGO targeting kids, and games for Microsoft Bing to drive search queries. MT: We’ve built games for clients to drive awareness of a new product, highlight a new brand attribute, and drive action through offers like sweepstakes or coupons.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

OCTOBER 11, 2012

Unfortunately, the only guarantee that comes with targeting the number one position for your search ad is a big bill from Google at the end of the month. At the number one position, conversions (the ratio of clicks to leads) are generally lower and acquisition cost more expensive.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

AUGUST 11, 2015

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. But that does that mean that every buyer, for every product, conducts 67 percent of his/her research online? Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JULY 23, 2012

Some of the main reasons are these: • It’s difficult if not impossible to target a message exclusively to those prospects that are ready to buy. but “budgeted to buy (insert your product or service here)” – not so much.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

MAY 23, 2017

For the publishers, I can see the appeal: the opportunity to diversify their product portfolio, add another revenue stream, and charge higher CPLs. Question: is this a smart choice for marketers? For the average B2B marketer, I’m not so sure this is a wise move. Here’s why: First, some context.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

SEPTEMBER 16, 2011

Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? It’s the offer. Choose your content carefully.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

OCTOBER 29, 2014

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. They get thousands of leads a week and only have a small team to follow up. Lattice prioritizes the leads for them.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

MARCH 29, 2017

Though the marketing team was doing a great job generating raw inquiries at the top of the funnel, the sales reps weren’t receiving the number of “sales ready” leads they needed to hit their pipeline targets. That is a colossal waste of marketing investment. Why would you quit after 6 months? Mix up your offer strategy.

Sales Qualified Leads 50

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

The Point

MAY 18, 2011

However, as much as a lack of content can bring programs like demand generation and lead nurturing to a halt, worse yet is content that simply isn’t relevant to the target audience. Most messaging created by marketing falls into the company, solution, and product categories. These messaging categories are typically descriptive.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

AUGUST 23, 2016

Sell the event, not the product. Whatever you do, don’t waste valuable real estate trying to convince the reader how great your product is. Sell the event, not your product or service. Any event – online or offline – needs to have relevance to your target audience, their concerns, goals, and business pains. No-one cares.

Peer-to-peer 60

Peer-to-peer Tips Webinar Metrics Account Based Marketing 60

The Point

SEPTEMBER 17, 2014

Design, build and launch a nurture campaign targeted to “Mid Stage” leads. Lead to MQL Conversion Rate for all leads across all product lines increased 33 percent. • Design, build and launch a “Welcome” email program designed to improve follow-up and response to new leads.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

DECEMBER 17, 2010

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. The impact on sales productivity is big and irreversible. If not, there’s little hope for recovery.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

FEBRUARY 13, 2013

How often do you release product enhancements? How easy is it to customize the system to our specific business model and/or sales process? How easy is it to change or modify programs if our sales process changes? How quickly can I be up and running? What do you think the future of marketing automation will look like in the next few years?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JULY 13, 2012

I’m not sure I’d have much patience for a company, regardless of any interest I might have expressed in their product or service, that wanted to share links to educational and entertainment-type content with me via email, particularly if those links arrived with any frequency. But maybe that’s just me. Occasionally?

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Campaigns 100

The Point

JUNE 20, 2012

lead nurturing) or when you want to segment emails by product line or target audience. Use of images in headers can provide you a modular design, in which you simply swap out images to give each email a slightly different look – useful in the case of ongoing campaigns (e.g. Use sidebars.

Template 100

Template Tips Landing Pages Marketo 100

The Point

JANUARY 13, 2015

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.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

SEPTEMBER 16, 2010

Here was a way to reach targeted lists of B2B decision-makers and generate virtually instant results for our clients. Which means that even though the production cost of email is still attractive, the actual cost per response has skyrocketed. But the biggest advantage of third party opt-in email lists was cost.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

JANUARY 13, 2012

In Infusionsoft’s case, the fulfillment email (see first thumbnail, below) continues the message, theme, and look of the main campaign, and also gives the reader the option of requesting a product demo. Lead nurturing will always be more effective when it’s targeted, personalized, and relevant.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100