The Point

APRIL 22, 2020

If your average sales cycle is 6 months, don’t expect content syndication leads to magically convert to opportunities in a matter of days. Here are some best practices that are often common factors when companies get the best return from their content syndication program: Set proper expectations. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

APRIL 19, 2017

Content can work at every stage of the funnel – early, mid, late. 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. Is it aligned with where your audience is in the purchase process?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JANUARY 7, 2020

You can write off the Q4 Revenue Scramble as just “the way business works,” or you can start the new year by putting in place the kind of planning and foundational demand gen programs that will minimize, or even eliminate, the mad dash for the finish line 9-10 months later. The cold hard reality is that successful B2B demand generation.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

MAY 9, 2017

The tidal wave of investor cash in martech companies over the past 10 years has created a hype cycle whereby the answer to every marketing challenge is to provision another tool. This creates more disparate data silos, stress on IT departments, and robs more time from already over-worked marketing staff.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

OCTOBER 25, 2016

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. Issues that, alas, take more work than writing a purchase order for new software. Content is hard work. Poor Content.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

MARCH 3, 2015

The staff, the expertise, the content, the sales cycles required to sell software effectively are very different. Here’s why: One reason is that agencies aren’t structured to sell software. Most agencies are professional service organizations, staffed and optimized to sell and deliver services.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

DECEMBER 16, 2013

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. But effective to the point that they generate 71% of all sales leads? Want to guess how many of those leads arrive via our clients’ Websites? Virtually none. I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

SEPTEMBER 17, 2014

We were able to provide new ideas based on our pool of experience and what we knew was working for other companies in the tech space.”. “Our job was to build on that foundation and identify opportunities for improvement. Lead to MQL Conversion Rate for all leads across all product lines increased 33 percent. •

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JANUARY 13, 2015

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. Unless you’re measuring true email performance – no change you make to copy, design, mobile-friendliness, offer, deliverability, etc.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

MARCH 12, 2012

And yet, I’m finding in the course of our firm’s work that many companies don’t consider lead follow-up a priority. The odds of entering (that) lead into your sales cycle increase 21x if called within five minutes compared to 30 minutes.”. Plainly put, simply calling or contacting every lead isn’t enough.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

OCTOBER 26, 2010

lengthening sales cycles during a down economy and the desire to support sales reps who are reluctant to dedicate their valuable time to nurturing buyers throughout that process. which leads merit sales investment and which don’t.) converting more existing leads over time to new, qualified opportunities.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

JULY 23, 2012

In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. Of course, in the real world – a world of sales quotas, quarterly revenue goals, and impatient investors – not all stake-holders, especially salespeople, are interested in the notion that the most effective lead generation strategy is a long-term proposition.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

JANUARY 24, 2013

Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing. Here are the top 5 questions to ask about your current lead management process: 1.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? By most metrics, Navicure’s paid search campaign was working well, generating a handful of leads each month at a cost per lead at or below industry standards. Improved landing page effectiveness. “A

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JUNE 26, 2013

may make a real difference in moving that individual further along the sales cycle. These are guidelines, so by all means experiment to find the precise timing and intervals that work best for your audience. With that said, what can you do to reduce the no-shows?

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

JUNE 18, 2013

This makes it critical that sales teams are seen as partners that add value to the conversation. One way they can do so is by providing content that resonates with individual prospects and advances the sales cycle. KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

MARCH 3, 2010

It’s the working assumption of B2B marketers that prospects don’t want to be sold to. product demos) because the more educational material appeals to a broader spectrum of prospective buyers and not just those further down the sales cycle. white papers) tends to perform better than does promotional content (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

NOVEMBER 15, 2010

It’s tempting to want your lead nurturing program to magically guide the prospect seamlessly through the sales cycle. That’s because it’s often difficult to identify a precise sales stage based simply on prospect behavior. But even with the most sophisticated marketing automation technology at hand, doing so can be a tall order.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

JANUARY 12, 2023

Whether your role is content, design, media, MOPs, or marketing strategy, most in our organization think AI is about to change the way you work. Customers and prospects might have a basic concept of what a business does, but rarely is there a clear understanding of why they should work with that business specifically.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles.

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

JULY 15, 2010

And most of the issues around data quality are people and process problems, so these must be worked on along with the software add-ons that improve for data quality. How much does it cost you to qualify and nurture a lead into a real sales cycle? Is that a reflection on the software, or on how people use it?

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

SEPTEMBER 20, 2016

How is working with a B2B agency different/more complex than that? (HS) Fact is, there’s a lot we can contribute on a strategic level – what’s working for other companies, where to best spend your demand generation dollar – that has nothing to do with more tactical services like media and creative. (TA) Reposted with permission. (TA)

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0

The Point

MAY 30, 2012

Here’s how the campaign worked: 1. Ads were developed that would specifically reference the reader’s device by name (iPhone or Android) to better connect with the end user “pain” of not being allowed to use that device at work. MobileIron feels the concept of marketing an IT solution to end users has been validated.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

AUGUST 25, 2022

Blame work-from-home distractions, amongst other factors.). Two reasons, I suggest: One, Webinars require less work and fewer creative cycles, on balance, compared to, say: an ebook or a white paper. Why then do live Webinars continue to be such a staple of the B2B demand generation mix?

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

The Point

JUNE 10, 2013

For one, demo leads are on average (based on our work with tech clients) up to 3x more expensive than leads generated by other, information-type offers, say white papers or Webinars. One can just imagine the internal conversation: “If it’s SQLs that I’m going to be measured on, I’m going to design my campaigns to generate SQLs.”.

Demand Generation 100

Demand Generation Demand Sales Qualified Leads Generation 100

The Point

APRIL 16, 2014

What sort of content works best? (HS) HS) The type of content that works best in the context of a lead nurturing or emarketing program is usually informational, “thought leadership”-type content that speaks to best practices, strategies or techniques for solving the type of business problem that the marketer’s product or service addresses.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100