The Point

JANUARY 27, 2022

If yours is 6-18 months, don’t expect to run a 3-month campaign and generate meaningful ROI. It’s possible to generate quick results from ABM, but it’s unrealistic to expect them, or to conduct any proper evaluation of ABM on execution in a very tight window. After all, ABM has the most value for companies with long, complex sales cycles.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

SEPTEMBER 25, 2018

2) an inability to show sufficient ROI from their original investment. Both customers and vendors need to leverage experienced, tech-savvy consultants, agencies and other service providers, not to manage systems, but to design and build the programs that truly drive ROI. Customers need a plan.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

MAY 3, 2016

In Salesforce’s defense, there’s little practical way to define high-performing marketing teams short of every company in the survey being able to report on the same metrics, preferably ROI. To achieve maximum ROI, companies still need the talent, the message, and the content to execute effectively.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

NOVEMBER 29, 2017

ROI measurement and accurate campaign attribution are not simple tasks, mainly because they require 1) data hygiene and 2) sales compliance. Failure to measure the true revenue (or pipeline) contribution of marketing activity, however, can lead to investing in programs or channels because they “look” successful when in fact they’re not.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MAY 17, 2021

Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program. If you’re employing a mix of content, for example: in a program like content syndication , the reality is that those prospects downloading early-stage content may take months before they’re ready to engage with a sales rep.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

OCTOBER 25, 2016

An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates , and demand generation ROI, significantly. Is there real ROI to be had from investments in marketing technology? Poor Messaging.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

SEPTEMBER 12, 2019

For a complete description of the Opportunity-Based Framework, including stage definitions, suggested tactics, and sample ROI calculations based on stage-appropriate metrics, download a copy of Spear’s ebook: “ The Pragmatic Guide to ABM Success.”. We created the OBM Framework as a tool to help facilitate and guide those engagements.”.

Account Based Marketing 170

Account Based Marketing ABM Planning Lead Ranking 170

The Point

AUGUST 22, 2014

Average Deal Size – if you accept (as I believe) that marketing automation can help companies close more deals, more quickly, the average size of those deals is a primary driver in determining the ultimate ROI from the technology. . However, specific factors make certain companies better candidates than others.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

DECEMBER 12, 2017

Yet many of the same companies madly adopting these bright shiny new objects fail to measure their campaigns in a way that effectively optimizes investment, creative, and, ultimately, ROI.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

OCTOBER 31, 2012

From Your Blog: 10 Tips for Higher Blog ROI.” Plus you’ll hear a real-life case study showing how one company re-launched their blog and generated more than 500 leads in 9 months and a 700 percent ROI. If you’ve ever wondered how to turn a boring corporate blog into a vibrant, engaging lead generation machine, here’s your opportunity.

Lead Scoring 100

Lead Scoring Lead Ranking Leads Lead 100

The Point

SEPTEMBER 21, 2017

There are far more effective strategies for staying in touch with prospects who might, at some point in the future, be in a position to buy or have a need that causes them to want to re-engage.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

NOVEMBER 14, 2014

The ultimate measure of effectiveness is ROI, that is: if I spend a dollar on demand generation, which channel is going to generate the highest return on that investment? Most marketers would say “yes,” except this survey doesn’t really reflect the long-term value, and thus ROI, of different channels.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

AUGUST 27, 2019

Unless your LinkedIn ad performance and ROI continues to hold steady, plan on introducing a new ad at least once a month. As native advertising, and as different from Google (where a prospect only sees your ad if he/she is searching on a relevant topic), LinkedIn ads have a finite shelf life. Saying Too Much.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

MAY 18, 2016

If your Google AdWords campaign isn’t generating the type of lead volume, lead quality, or ROI that it should, it’s highly likely that the campaign is suffering from common missteps that plague many B2B paid search programs.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

APRIL 16, 2019

Add in the fact that B2B sales cycles are typically long and complex (meaning that advertisers may not see ROI for weeks or months), and it becomes clear that thriving in today’s SEM landscape requires getting a lot of things right. Here are the five most common “fails” we see in B2B search campaigns: Not Bidding on the Correct Keywords.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

NOVEMBER 22, 2017

But measurement is key to proving success and ROI. Personalization can have different performance metrics depending on the channel and type of content.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

FEBRUARY 13, 2013

Marketing is increasingly ROI-driven, and marketing automation can be not only the platform to provide that measurement, but the engine that drives company revenue. HS: Be wary of offering generic benefits like “increased marketing ROI” or “shorter selling cycles.” For example, look for integration with other systems beyond CRM (e.g.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

APRIL 26, 2018

Where do B2B customers see the greatest ROI? (CC) Between DSPs, DMPs, site personalization engines, marketing automation systems and CRMs, marketers now have access to platforms that can take in massive amounts of data and then action off that data in an automated fashion. (HS) HS) What are the most common use cases for intent data?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JULY 1, 2019

The notion that prospects are ready to engage more quickly also suggests that late stage offers – ROI calculators, demos, product data sheets, case studies – should be introduced, or at least presented, earlier in the process for those prospects who might be ready to take the next step. Conversational Marketing.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

APRIL 19, 2017

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. But it’s important to define, recognize, and plan for content that appeals to the right prospects depending on the type of campaign or your marketing objectives.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MARCH 22, 2019

More Insightful Reporting – many companies in enterprise markets have sales cycles that are too long to make ROI (or even pipeline attribution) a practical way to measure demand generation effectiveness, at least not in a manner that allows for rapid optimization. Higher engagement means more leads move through the funnel, more quickly.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JANUARY 27, 2016

It’s a useful reference for any marketer tasked with measuring the impact, and therefore the ROI, from lead nurturing and enabling technology like marketing automation.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

OCTOBER 22, 2019

Until those fixes become available, however, no matter what interim solution email marketers employ to mitigate the effect of bots, the best advice may be to simply de-emphasize or even ignore clicks as a performance metric and campaign trigger, and focus on more downstream measures such as lead rate (response rate) and even ROI.

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JUNE 5, 2018

However, I also believe that many marketing execs think that the optimal martech infrastructure alone is going to “deliver an excellent customer experience” or “improve marketing ROI” or “enable great digital marketing”. B2B marketing leaders need to realize that technology alone does not drive change. HJS: Thanks Lori!

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JULY 27, 2016

Conversely, if you offer an analyst report that compares different solutions, or an ROI calculator, or a free trial, you’re much more likely to attract and engage with prospects who are further along in their buying process. Does that mean you should only ever use late stage content?

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

DECEMBER 15, 2016

However, “recapture” techniques such as retargeting and email can play a role in B2B – and generate real ROI – if the volume of traffic to a particular landing page, and thus the number of people who abandon that form, merit the investment.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

JANUARY 13, 2017

If you expand your SEM offer strategy to include early-stage content, yes – you’ll generate a mix of leads and not just highly qualified demo-ready prospects – but, if you have the right nurture strategy in place, you’ll end up with many more qualified leads, and a greater ROI, in the long run. There’s also a smart way to do it.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JUNE 8, 2016

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MAY 14, 2012

The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns. Forrester maintains that most marketers invest in marketing automation with the goal of increasing marketing efficiency – i.e. doing more with less.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

JANUARY 24, 2013

Gaining a first-hand account of how promptly leads are responded to, how lead follow-up is prioritized and based on what criteria, can help steer your lead nurturing program in a direction where it’s likely to have the most impact and the greatest ROI.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

FEBRUARY 4, 2011

Increased demand generation ROI due to improved conversion of leads to sales opportunities. Marketing automation systems also make it easier to track the true ROI of marketing programs, so companies can make smarter marketing investments based on more than just response rates and Cost Per Lead.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

NOVEMBER 22, 2016

But where lead nurturing often has the most impact – on conversion rates, funnel velocity, and demand generation ROI – isn’t mid-funnel, but rather immediately when a lead enters the system.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

SEPTEMBER 20, 2010

Does your corporate blog contribute to overall marketing ROI in a measurable way? A well-designed series of landing pages, optimized for search and customized for different campaigns and ad groups, can have a dramatic effect on search marketing ROI. Here are some ideas to consider: 1. Improve your blog. Suspect #1: Landing Pages.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

OCTOBER 20, 2014

Where marketing technologies are falling short – that is, until now – is helping marketers make smart decisions about the type of campaigns, content, and audience profiles most likely to generate real ROI. Predictive analytics and similar advancements will help close the gap.

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

NOVEMBER 16, 2011

At last report, the program was generating a 400 percent ROI based on revenue generated that could be attributed directly to, or influenced by, leads that came directly from the blog. Navicure uses Marketo and Salesforce.com to track marketing ROI.).

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

MARCH 16, 2011

The #1 feature your blog needs to generate real, measurable ROI. In less than 8 minutes, you’ll learn: • How to incorporate blogs into your overall lead generation strategy. • Why one, all-encompassing corporate blog may not be enough. • Listen to the podcast now or download it to your favorite mobile device.

Generation 100

Generation Leads Lead Marketing Qualified Leads 100