The Point

JUNE 20, 2012

That doesn’t mean you should eliminate them altogether necessarily (see #2 below), but try to minimize vertical height so the image doesn’t push valuable selling copy down the page. lead nurturing) or when you want to segment emails by product line or target audience.

Template 100

Template Tips Landing Pages Marketo 100

The Point

JUNE 18, 2013

DC) Today’s buyers are more educated on markets, products, and competitors than ever. We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. HS) What problem does KnowledgeTree solve? (DC) The same principles apply to Content Selling.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

NOVEMBER 15, 2010

Your product may be one for which the primary benefits are the same regardless of job title. However, if inbound leads represent a mix of job functions, and your product means something very different to a CFO compared to his/her colleague in IT, your emails should reflect those differences. Product interest. Job function.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

SEPTEMBER 12, 2013

Make sure that critical information (offer, key benefits, call to action – what, why, how) is “above the fold”, i.e. in the top left 2-4 inches (400-500 vertical pixels) of your email. Sell the offer, not the product. Try these techniques to improve the performance of your next campaign: 1. as titles for sections of content).

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 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

OCTOBER 14, 2010

The clients we work with are concerned with more basic, day-to-day issues: enhancing sales productivity, converting more inquiries to sales-ready leads (or trial users to paying customers), better leveraging their marketing database, and increasing demand generation ROI. I’m just not sure the rest of us are quite there yet.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

SEPTEMBER 6, 2011

Spear also retooled iDirect’s lead scoring system to better prioritize leads and improve productivity for the company’s inside sales team. Typical of many companies, iDirect was emailing the database regularly, but the program was largely tactical and email content tended to company-centric news like press releases and product announcements.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

APRIL 23, 2020

Audit your existing content library and map each asset by form factor, persona, vertical and funnel stage (early, mid, late). Is there an editorial calendar, or is social media simply an adhoc dumping ground for press releases and product announcements? Here are 10 ideas to consider. Map your content. Host a survey. Create a podcast.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

JANUARY 30, 2018

When you’re an established company, say: Salesforce.com or Microsoft, how people feel about your company on an emotional level – based on the sum total of their interactions with that company — can have a significant impact on how and why they invest in your product. But a “brand” for a much smaller company is immaterial, I would argue.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168