The Point

MAY 17, 2021

Conversely, engaging solely with late-stage prospects likely means the buyer has already formed an opinion of your brand, or established his/her purchase criteria, absent any guidance or influence from you.).

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JUNE 23, 2020

to reflect what they say is the reality of the B2B marketplace and how modern purchase decisions get made. In the years since, the authors of the original model (which SiriusDecisions calls the Demand Waterfall ) have re-engineered its design.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

APRIL 26, 2018

In the consumer world, for example, if you look at something online: a shirt, a tablet, you’re likely to see retargeting ads trying to push you to complete that purchase. Purchases are a lot more expensive and involve many more parties. B2B is much different, for a number of reasons: One, the buying cycle is longer in B2B.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

APRIL 19, 2017

Is it aligned with where your audience is in the purchase process? In contrast, lead nurturing content – content designed to nudge a prospect along the sales cycle – is often tailored to answer questions for those further along in the purchase process. Content can work at every stage of the funnel – early, mid, late.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MAY 28, 2020

A strategy based on generating engagement from buying groups (and the way large corporations make purchase decisions) vs. individual leads. (I’ve written elsewhere in this space that one of the reasons ABM became so popular is because companies are just really bad at lead nurturing.).

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

SEPTEMBER 24, 2019

Otherwise, here are some key steps: * Review what data your company is collecting (not just contact information but also purchase history, cookies, click history, geo data, etc.). First, if your company is already CASL- and GDPR-compliant, you’re most of the way there.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

NOVEMBER 12, 2019

That’s because, out of the pool of people with real purchase intent, not all will be searching on specific terms and thus showing up within Bombora or other intent data providers. Furthermore, even the best third-party intent data only ever delivers a subset of the total number of hot leads out there.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JULY 30, 2019

If “demand generation” means no more than a LinkedIn ad and a handful of leads purchased through content syndication , then yes: demand generation will continue to disappoint.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

MARCH 18, 2014

Over at marketing automation firm Marketo , CEO Phil Fernandez just wrote a full-throated rant against the evils of unsolicited email and purchased email lists used indiscriminately: “How does anyone think that these are sensible emails to send to the CEO of a fast-growing public company?

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

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.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

DECEMBER 16, 2011

It was only a few years ago that I would have told any client who asked (and many did) that it was never a good idea to purchase an email list, and that moreover, any list of email addresses that was available for purchase was by definition compiled through nefarious means and not worth the risk. List Purchase. That was then.

De-duping 100

De-duping Buy InsideView Broadcasting 100

The Point

NOVEMBER 27, 2018

Studies show that 55% of B2B buyers conduct their research on social networks, and that social media represents 84% of the influence on purchasing decisions among C-level and VP-level executives. (DK) Social media is a critical component of the B2B buyer journey.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

FEBRUARY 8, 2012

In the case of our agency , though we still get our fair share of calls from companies who find themselves saddled with what amounts to an expensive email broadcast system, a growing percentage of our engagements are with companies who have yet to even purchase the software. emphasis mine).

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

DECEMBER 11, 2018

These are not impulse purchases. One of the most common misperceptions about ABM is that it’s a quick fix. ABM is typically best-suited for companies selling complex solutions to buying committees at large enterprises.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

APRIL 30, 2013

It’s a compelling case, but then Josh goes further: “A solid model for understanding Web advertising is the purchase intent funnel. He continues: “At the narrow bottom of the funnel is demand fulfillment – convincing someone ready to make a purchase of what specifically they should buy.”. Wait, what? It’s also complete rubbish.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

OCTOBER 25, 2016

Issues that, alas, take more work than writing a purchase order for new software. And too often, we’re seeing those same companies – particularly in the B2B tech space where our firm works – investing in martech in advance of, or in place of, getting some very fundamental issues addressed.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

JULY 1, 2013

Ask your media partner if they’ll filter on job function (some won’t, some will but at a steep price) or consider a custom qualifying question (ex: “Do you have purchase authority for marketing intelligence at your company?”) ”) and filter on that.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

AUGUST 11, 2015

or my personal favorite: “We want our campaign to take the prospect from awareness to consideration to purchase.”. And so we hear comments like the following: “We want our nurturing program to reach the right person, at the right time, with content that reflects that person’s stage in the sales cycle.”. Sorry, but no.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

OCTOBER 7, 2010

Today when more and more companies are marketing to their house lists vs. rented lists, the degree to which that database is maintained and updated, and the source of those names (inbound leads, purchased, fell-off-the-back-of-a-truck) will have more impact on campaign response than the choice of offer or the quality of the creative.

Response Rate 100

Response Rate Campaigns Broadcasting Direct Marketing 100

The Point

MAY 23, 2017

Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe. Question: is this a smart choice for marketers?

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

OCTOBER 10, 2013

Based on a survey of 3,000 B2B buyers, the researchers conclude that those who perceive personal value in doing business with a supplier are more than 3x more likely to make a purchase from that supplier, and about 8x more likely to pay a premium for the product or service. That doesn’t mean that business value is irrelevant.

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

SEPTEMBER 19, 2012

For example, a company could choose to trigger follow up calls to only those trial users who haven’t purchased yet but who opened at least one follow-up e-mail, or visited a key Web page, or indicated a company size of more than 100 employees, or whatever other criteria makes them worthy of additional effort.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

DECEMBER 17, 2010

B2B buying is more complex, requiring more information, interaction, and trust than typical consumer purchases. Even for consumer transactions involving a sales person, such as a new car purchase, B2C companies must contend with Web-based influences, such as rating services and an explosion of peer opinions.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

MARCH 12, 2012

I suspect this reticence is for two primary reasons: 1) lead follow-up isn’t a particular “sexy” application for marketing automation, nor the primary business case used to justify the purchase in the first place, and 2) many organizations have inside sales teams in place dutifully contacting leads by phone and email and so those companies feel that (..)

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

OCTOBER 29, 2014

Online retailers like Amazon and Netflix use it to make movie and book recommendations that are predicted to result in a purchase. (HS) It is used in fraud detection to predict which transactions are most likely to be fraudulent. HS) Lattice offers “advanced predictive analytics” for marketing and sales.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

AUGUST 9, 2012

If it’s important that you only target specific regions, you’re probably better off considering either a list purchase, or possibly even paid search (SEM). Even if a few publishers offer the option, it’s likely that they’d charge a high premium given they’d be eliminating a large number of otherwise quality leads in the process (see above).

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

JULY 23, 2012

Lastly, because the campaigns weed out all but those prospects in active-purchase mode, it leaves the sales pipeline empty once those deals have been either closed or eliminated. This requires a constant re-loading of the sales funnel with new, expensive leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

MAY 18, 2010

I have seen many companies, beguiled by the promise of marketing automation, who purchase software with the expectation that they can flip a switch and lead nurturing will just happen. It won’t. (No No matter how good the software.).

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Lead Nurturing 100

The Point

FEBRUARY 11, 2014

We make this happen immediately and then expand your website brand into new pools of purchase-ready buyers. Modern websites must be optimized for both brand and to capture new buyers before they find your competition.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

JUNE 18, 2013

Today’s salesperson needs to have access to content that is matched to their sales engagement – content that helps him or her advance the purchasing cycle and boost the prospect’s confidence and trust. Not someone who will simply throw any old content at them and expect it to resonate. That was the biggest lesson of Content Marketing.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

NOVEMBER 9, 2009

Even the subject line (not seen here): “Online Meetings for Just $49 a Month” is a solicitation to purchase. Yet the last line of the email is “Sign up now to start saving” which sounds to my ear like an invitation to buy the product. Scratch that: it’s actually a price quote.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Demand Generation 100

The Point

SEPTEMBER 29, 2011

This requires a constant re-loading of the sales funnel with new, expensive leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

MAY 30, 2012

If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? That was the question contemplated by the marketing team at MobileIron , a leading provider of mobile device management technology.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100