The Point

APRIL 22, 2011

In the final part of my podcast with Steve Farnsworth of Jolt Social Media, we discuss offer strategy for social media, lead generation, and lead nurturing, and the role of marketing automation in converting raw inquiries to qualified prospects and opportunities.

Marketing Automation Services 100

Marketing Automation Services Marketing Management Marketing & Strategy Lead Nurturing 100

The Point

JULY 30, 2020

Most will link from search or social media.). Every blog post should have a prominent link to subscribe via email and/or social media channels (ex: LinkedIn). For more comprehensive social media measurement, consider a solution like Oktopost.).

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

FEBRUARY 28, 2023

A qualified agency can advise on the best use of funds and provide the expertise (strategy, creative, media, marketing ops) to maximize results. Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media).

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

JUNE 24, 2022

As in the consumer space, B2B buyers use a variety of content to research prospective purchases: social media, Google search, review sites. However, companies planning their content strategy would be wise to consider every opportunity to identify and leverage third-party sources.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

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

AUGUST 29, 2017

When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. What is the primary objective?

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

SEPTEMBER 30, 2022

Public relations pros have been using the PESO Model for years by integrating Paid, Earned, Shared, and Owned media strategies into a single campaign, to better establish authority, amplify reach, and improve results. Examples in a demand generation context include social media advertising, display advertising, or sponsored content.

Demand Generation Agencies 130

Demand Generation Agencies Demand Generation Demand Webinar Metrics 130

The Point

OCTOBER 8, 2020

Running “always on” campaigns (social media, SEM, display) that make your company findable. . * Building trust and credibility through ongoing thought leadership. Constantly reminding prospects and customers alike of what you do and when to call. More often than we marketers care to admit, successful marketing is an accident of timing.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

JUNE 5, 2018

HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. That finding would seem to be at odds with the recent attention given to ABM and other (largely) outbound strategies. Why do you think sales and marketing alignment is a persistent issue? LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

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. BONUS TIP: 11.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

MARCH 8, 2018

But as news items, they belong in a press release, or on social media, not in a demand generation email designed (presumably) to drive engagement. “Just Released: Gartner Magic Quadrant for (Category) – (Company Name) Named a Leader” echoes the headline. Now, these sentiments may be newsworthy.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

OCTOBER 20, 2011

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) The headine: “Strategically Social: 5 Keys to Becoming a Social Business” promises a specific, tangible learning benefit (“5 Keys”), drawing the reader into the copy.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

APRIL 26, 2017

They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) That’s going to require more than just implementation and configuration, but counsel, best practices, and hands-on assistance with strategy (How do I select target accounts? Again, look at ABM. direct mail. What plays should I run?)

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

The Point

JUNE 8, 2016

Paid Social Media – all three leading B2B social media channels (LinkedIn, Twitter, Facebook) offer variations on “custom audience” programs that enable you to upload lists of customers, prospects, or target accounts and deliver ads exclusively to that audience, or so-called “lookalike” prospects that meet the same criteria. .

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

APRIL 21, 2010

Like many companies, Navicure’s corporate blog had evolved organically over time, and the marketing team was looking to leverage social media for more than just PR value. What is it about the blog’s design that turned into the perfect “prescription” for Navicure’s social media strategy?

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

MARCH 16, 2011

In part 3 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the role of blogs in the lead generation landscape, and the simple steps companies can take to convert their blogs from PR dumping grounds to a key part of their demand generation engine. Why one, all-encompassing corporate blog may not be enough. •

Generation 100

Generation Leads Lead Marketing Qualified Leads 100

The Point

NOVEMBER 29, 2017

Or Social Media Analytics. In an era when B2B marketing is so technology-driven, marketers can be forgiven for thinking that the only thing keeping them from success is one more layer in their technology stack. If we only had ABM, you hear. Or Predictive.

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

OCTOBER 7, 2014

Ready to take the plunge into Social PPC? Here are 17 tips, techniques, insights and strategies for making the most of your paid social advertising dollars: LinkedIn. Competition for ‘Sponsored Update’ campaigns is substantially greater vs. ‘LinkedIn Ad’ campaigns.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

JUNE 27, 2012

But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Promote social media connections. Answer: you get creative.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

SEPTEMBER 9, 2014

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person. B2B Marketing Campaign Strategy Demand Generation lead generation Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

AUGUST 24, 2012

Here are what I found to be the most interesting highlights: • The most common projects being undertaken in the technology sector in Q2 were (in order) content creation, social media, and mobile site development. Customer acquisition was the main catalyst for 62% of advertising investments in Q2. •

Planning 100

Planning Marketing Budget Creation Advertising Agencies Paid Search Agency 100

The Point

MAY 16, 2015

As we marketers assume responsibility (or at least accountability) for more of the sales cycle, it makes sense that the strategies, programs, content and channels we employ are brought to bear against more than just the top of the funnel. Targeted display advertising is an obvious candidate, but social media is also an intriguing possibility.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

APRIL 30, 2013

In fact, to the extent branding is even a minor goal of your demand gen strategy, you’re likely to fail at both. Over at TechCrunch, writer Josh Constine recently penned an intriguing article about the potential for social media platforms eating into Google’s near monopoly on search advertising.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Top of Funnel 100

The Point

NOVEMBER 9, 2011

how to integrate social media into your lead nurturing strategy …. along with specific, practical tips and ideas on email frequency, segmentation, offer strategy, fulfillment, and creative execution, all illustrated by real-life B2B campaigns. the top 5 questions to ask about your current lead management process …. •

Lead Nurturing 100

Lead Nurturing Webinar Metrics Tips Leads 100

The Point

FEBRUARY 8, 2011

In addition to tips, ideas, and opinions from some of the brightest minds in social media, the report also includes links to more than 60 articles and blog posts about blogging strategy, tactics, and best practices for B2B Marketers. For a copy of the complete report (no registration required), click here.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

MARCH 18, 2014

Today’s modern demand generation is driven by content marketing, social media, search marketing, and other inbound strategies. I’m old enough to remember when list-based marketing was the workhorse of B2B demand generation (or, as we called it back then, “direct marketing.”) Those days are long gone.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

NOVEMBER 14, 2014

Consider a scenario: if I embark on a social media campaign, for example, generate a thousand leads, and two hundred of those leads convert to customers twelve months later, were those quality leads? (Note: in fairness, the quadrant does designate trade shows as a “high cost” channel.).

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

MARCH 25, 2016

Leverage social media to extend the reach of your campaign. Social media can be an easy and effective way to increase attendance by leveraging existing event creative and assets like registration pages.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

JANUARY 19, 2011

In part 2 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the shift from outbound to inbound marketing: what works and why. what questions to ask in developing an effective demand gen strategy. inbound or outbound – what makes sense for your product?

Inbound Marketing 100

Inbound Marketing Paid Search Agency Demand Generation Companies 100

The Point

SEPTEMBER 30, 2013

. • Integrate social media seamlessly into email campaigns in a way that extends the reach and value of the campaign. What other differences did I miss? Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

SEPTEMBER 17, 2014

Spear conducted a thorough audit of the company’s lead nurturing process, and presented a series of recommendations, focused primarily on segmentation, offer strategy, email cadence, and creative. . • Improve deliverability and overall email performance as measured by open and click rates.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JUNE 24, 2010

Note that a critical ingredient to this strategy is an effective landing page, with enough supporting text to mirror the information that you’re referencing on Twitter. Tags: B2B Marketing Content marketing Demand Generation Landing Pages Social Media landing page design twitter white paper promotion.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 100

The Point

SEPTEMBER 16, 2010

I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Tags: B2B Marketing Campaign Strategy Direct Mail E-mail Lists direct marketing email marketing lead generation email lists list rental. Does the rented email list have a future?

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

NOVEMBER 28, 2011

In fact, email newsletters can be a critical part of an ongoing lead nurturing strategy. Use Google Alerts, social media, and your PR agency to help spot potential topics. The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated. Host the newsletter as a blog.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

FEBRUARY 11, 2014

What is the right content roadmap/investment strategy to grow revenue faster? [HS] B2B Marketing Content marketing Demand Generation lead generation Marketing Automation Marketo search marketing Social Media Act-On b2b demand generation b2b lead generation Captora marketo Marketo agency Marketo partner paul albright'

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

JULY 18, 2014

More specifically, there’s a great deal of bad content out there (especially on social media), and many companies who haven’t quite figured out yet how to best leverage the content they have. It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

JULY 14, 2015

If the prospect HAS clicked on the link in the fulfillment email, and therefore has likely read the content on offer, send an email that thanks the prospect again for his/her interest, invites him/her to share the same content via social media, offers additional resources, and lastly, invites the prospect to contact the BDR for further information (..)

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100