The Point

FEBRUARY 28, 2023

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). Depending on your audience, product category, and level of brand awareness, maybe what you really need is a search campaign.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

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. Drive subscriptions.

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

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

DECEMBER 6, 2010

7 Mistakes To Avoid In Your Next Webinar Invitation. Salesforce.com Webinar Invitation Gets It Right. I’m reminded of this because of the top 4 posts listed above, one is about PPC advertising, two are about Webinars, and the last is about direct mail: hardly the most cutting-edge topics. Comments after the fold.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

SEPTEMBER 11, 2017

If you’re promoting an event like a Webinar, for example, or perhaps a speaking slot at an upcoming conference, you would do well to include, as part of the image, basic information like date, time, presentation title, and speaker info. This ad is also a reminder that images in LinkedIn updates aren’t limited to just the visual.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

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. My contribution is reproduced (with permission) below.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 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

OCTOBER 29, 2014

Social media has contributed greatly, certainly, but so has the overall increase in web traffic, digital transactions, video and apps. Rules like “give them +5 if they attend the webinar” are simply based on guessing what qualifies as a good lead. Why do you think analytics is suddenly such a hot topic? (BK)

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

SEPTEMBER 17, 2014

For “passive” leads (leads from online programs such as content syndication, banner ads, SEM, Webinars and social media), the Lead to MQL Conversion Rate increased a massive 75 percent. . • 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

NOVEMBER 28, 2011

At minimum, a well-crafted newsletter serves to break up what would otherwise be an unending sequence of more offer-oriented emails peddling white papers, Webinars and the like. Use Google Alerts, social media, and your PR agency to help spot potential topics. Host the newsletter as a blog.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 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.). Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

AUGUST 25, 2022

Why then, in a world of on-demand, streaming, watch-where-when-and-how-you-like content, do we B2B marketers still insist on promoting live Webinars, and expect attendees to show up on a specific day at a specific time, fully cognizant they’ll have the option to watch the recorded event at a later date? Two, salespeople love Webinars.

Webinar Metrics 52

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

The Point

FEBRUARY 14, 2024

Highlight key findings through visually appealing social media snippets or graphics to generate interest and social sharing. Create anticipation by teasing highlights on social media even while the final report is being produced. Use that “hook” to generate downloads of the complete report. Don’t neglect PR.

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

SEPTEMBER 30, 2022

Her approach showed how an integrated campaign combining four types of media channels creates a combined effect greater than the sum of its parts: * Paid Media are marketing efforts that involve a paid placement. 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

SEPTEMBER 12, 2013

Generally speaking, successful subject lines give the reader a clue as to what the offer is (a white paper, webinar, eBook, etc.) Don’t confuse social “sharing” icons with “follow” social icons. Social sharing icons provide the recipient the opportunity to share your content and extend the reach of your campaign.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

SEPTEMBER 20, 2010

A blog should be the centerpiece of your social media strategy. Instead of a “one size fits all” nurturing strategy where everyone receives the same Webinar invitation every two weeks, consider multiple tracks targeted by vertical, job function, buyer persona, or stage in the selling cycle.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

NOVEMBER 15, 2023

Register for a Webinar? Are you creating a display ad, an email, social media content, a web page? Are you increasing brand awareness, generating leads, driving sales? How will you define and measure success? Offer/Call to Action : What are you asking the audience to do? Download a white paper? Sign up for a trial?

Creativity 173

Creativity Advertising Agencies Paid Search Agency Psychographics 173

The Point

APRIL 23, 2020

Here’s a recorded Webinar that provides tips on how to get leads and more from your blog. Assess social media strategy. Is your organic social media working hard enough? Are you able to track leads resulting from organic social and show real ROI? Host a survey. Update your resource center.

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

The Point

JUNE 20, 2011

Content Excerpts – excerpt content from a white paper, article or Webinar and post it to the blog. question you’ve heard from a customer or potential customer, or a question you see online (good online sources for questions are LinkedIn , Focus.com , and Quora.) Paraphrase the question to fit your purpose and answer it on the blog.

Webcast 100

Webcast Opinions Thought Leadership Paper 100

The Point

MAY 30, 2023

Webinars and white papers can be reinvented as infographics, checklists, blog posts, even video. Can a reader subscribe to the blog via email or social media? Record short testimonial videos to use on landing pages and on social media. Even a design update can give old content new life.

Marketing Budget Creation 147

Marketing Budget Creation Budget Programs Marketing Budget Paid Search Agency 147

The Point

NOVEMBER 23, 2021

webinars vs. ebooks), product category, and target market. They’re missing a huge opportunity to produce a type of content (peer comparison) that prospects love, content that can be sliced and diced a million ways (think blog posts, ebooks, infographics, Webinars), and can also be leveraged across demand generation, social media, PR and more.

Linkedin 130

Linkedin Cost per Lead Paid Search Agency Ads 130

The Point

JANUARY 17, 2013

Create a social media campaign. What is about social media that you think will extend and improve your demand generation mix? Social media can do many things but, like lead nurturing (see above), it’s only merits investment if you have a firm idea of what you hope to accomplish. Host one Webinar per month.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

FEBRUARY 4, 2013

Most surveys on the topic of B2B email marketing, for example, lump multiple offer types (Webinars, white papers, demos, free trials) into the same single reporting bucket, which renders the cumulative data meaningless. The metrics reported by B2B benchmark reports can also be grossly misleading.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

AUGUST 6, 2012

Last week I attended (and was a presenter at) the Seattle edition of Marketo’s 2012 Social Marketing Rockstar Tour , a roving conference/seminar series being held this summer in cities nationwide. Marketo bills the event as an opportunity to hear, learn, and share advice on B2B social media marketing strategy.

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100

The Point

FEBRUARY 23, 2016

I’ve been working in B2B marketing long enough to remember when Webinars first burst onto the scene as a lead generation device. However, very quickly, Webinars became so popular that B2B audiences tired of the medium and became more selective about where to invest their time. Leverage your investment by repurposing content.

Customer Surveys 100

Customer Surveys Campaigns Tips Peer-to-peer 100

The Point

FEBRUARY 18, 2014

Similarly, the type of offer content most likely to work for nascent products is more often early stage content – white papers, infographics, Webinars – offers that have an educational bent and focus on a particular pain, business challenge, or technical issue (coincidentally the very same pain/challenge/issue that the product solves.)

Paid Search Agency 100

Paid Search Agency Demand Generation Inbound Marketing Lead Gen 100

The Point

JANUARY 6, 2014

Speaking of infographics, they’re also an easy way to get more mileage out of existing content like a Webinar or industry survey. And infographics can be highly effective at capturing early stage prospects or mixing up the content in your nurturing stream. Find old content and update/repurpose/recycle.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Autoresponders 100

The Point

MARCH 20, 2018

The common excuse is time: when you’re under the gun to get that Webinar invitation out by next week, the last thing you need is one more complexity added to the process. Attend Our March 25 Webinar on Personalized Content. Attend Our Webinar on Personalized Content. Reminder: Email Best Practices Webinar. Copy Length.

Demand Generation Agencies 234

Demand Generation Agencies Demand Generation Urgency Marketing Webinar Metrics 234

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