The Point

MAY 4, 2015

If a prospect searches on a particular topic and sees a list of ten white papers on that subject, the title of your content and the quality of its abstract will likely be the difference between that prospect downloading your content vs. your competitor’s. . Replace product name in title with search-friendly and benefit-oriented keywords.

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

FEBRUARY 14, 2012

A client asks: “If we’re planning on using a particular white paper as part of a lead generation campaign, or even for lead nurturing , is it a good idea to remove that same content asset from our main Website? First of all, I’m assuming that the content hosted on your Website is gated, that is, available only behind a registration form.

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

SEPTEMBER 20, 2010

It should contribute significantly to overall search traffic and SEO rankings. And frankly, it should look at least as good as your Website. There are few B2B companies who don’t invest some consistent percentage of their quarterly marketing budget in paid search advertising (SEM). First, it should be generating sales leads.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

NOVEMBER 20, 2015

– Paid search advertising on Google via the new “customer match” program. – Real-time Web personalization to deliver account-specific or industry-specific content on campaign-specific landing pages or on the advertiser’s main Website. Developing the relevant creative for implementation via the selected channels.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JANUARY 25, 2012

Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The more detail, the better. ”

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

MARCH 18, 2014

Do they really think that I’m going to spend my Tuesday morning getting signed up for some cheap BI training, order up a website review, and do a deep dive on our corporate telephone system?”. Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 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

OCTOBER 14, 2010

Marketo has more than 300 content assets on offer on its Website.). When listing content assets on your Website, be sure to include a brief, keyword-rich description of that asset. It makes a big difference for SEO and search traffic. Why does Marketo publish their pricing on their Website? Think you have enough content?

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

FEBRUARY 22, 2010

Not only do the discussions live on in posterity on LinkedIn and in search results, but over time, if you respond intelligently and on topic (see note #2, below), you can accumulate a peer rating in the form of “best answers” in categories specific to your areas of expertise.

Linkedin 100

Linkedin Peer-to-peer Tips Advertising Agencies 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. Fewer companies, however, can claim to have adapted their sales process as readily.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

JUNE 18, 2013

Most tools to date simply recreate the problem by giving salespeople hundreds of search results with no understanding for what content a rep should actually use. For more information on the Knowledgetree solution, visit their Website or follow them on Twitter at @KnowledgeTree. That was the biggest lesson of Content Marketing.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

FEBRUARY 4, 2013

The data contained in the report were extracted by analyzing more than 62 million Website visits, 215 million page views, and 350,000 leads from more than 600 Optify customers. Or is it simply because many companies feel they “should” be doing paid search when maybe it’s just not a fit for their business or sales model?

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

FEBRUARY 16, 2017

A search campaign there. Create a banner ad to use in retargeting and on your Website. One prime example of this – and something we see too often in our work with tech companies – is the tendency to execute campaigns in very one-off, siloed fashion. An email campaign here. Or Option 2: • Send an email to your database. •

Campaigns 223

Campaigns Email Marketing Banner Ads Work Management 223

The Point

AUGUST 25, 2017

If I were hiring an agency, I’d review that list and either a) find a company where I already know people on the marketing team, or b) choose a company in a similar category and search on LinkedIn to find possible connections. Does the agency’s Website reflect the quality of creative, design, content that you’re looking for?

Demand Generation Agencies 198

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 198

The Point

JANUARY 6, 2012

A well-designed resource library can be a key factor in converting Website visitors to measurable, actionable sales leads. At worst, resource centers can be tough to navigate and difficult to search, leaving visitors frustrated and only too happy to seek their information elsewhere. See thumbnail at right, or view the new library here.)

Resources 100

Resources Lead Generation Paid Search Agency Generation 100

The Point

JUNE 13, 2014

Like other inbound marketing programs – search, social media, and the like – content syndication is one more way to increase the chances that a qualified prospect, on any given day and at any given time, finds and engages with your company when he or she is searching for your kind of solution, or even researching a relevant topic.

Cost per Lead 100

Cost per Lead Salesforce.com Budget Programs Content 100