The Point

JULY 17, 2017

IMPACT : Ensure that your content library includes relevant late stage content that proves demonstrable ROI (ex: ROI calculators, ROI white papers, case studies). FINDING : 77% of respondents said they conduct a detailed ROI analysis before making a final decision – an 11% increase from 2016.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

APRIL 22, 2020

MOFU and BOFU content like case studies and analyst reports will result in fewer downloads and a slower pace of leads, but typically from prospects that are further along the buying cycle. You can always swap out content if needed. Remember, thought leadership content will typically drive more leads, but leads that convert more slowly.

Lead Ranking 162

Lead Ranking Lead Scoring Cost per Lead CPL 162

The Point

JULY 30, 2020

To view a short, 18-minute presentation on this topic, based on a real-life case study, check out our slidecast: “ Getting Leads (and More!) Then when you begin to show leads, pipeline and revenue, you’ll have the ammunition for greater investment and maybe even a wholesale blog redesign focused on driving demand. from your Blog ”.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

FEBRUARY 14, 2018

So, does it matter if your white papers or ebooks or case studies are downloaded but not actually consumed? On LinkedIn recently, one sales executive opined that anecdotal evidence (i.e. feedback from his team) suggests that no-one reads his company’s white papers and, he concluded, this rendered the entire purpose of content marketing moot.

Paper 193

Paper Demand Generation Agencies Lead Ranking Lead Scoring 193

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 Ranking Lead Scoring 224

The Point

OCTOBER 25, 2018

The true business value of lead nurturing is how effectively it moves leads through the demand funnel, and therefore more appropriate measurements are lead velocity, reduction in sales cycle, lead-to-close rates, pipeline acceleration, and an increase in opportunities.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Ranking Lead Scoring 178

The Point

SEPTEMBER 25, 2018

These comments align with industry studies (most recently: Forrester ) bemoaning the inability of B2B marketers to fully leverage marketing automation to its full capability, most specifically in areas like lead nurturing and customer marketing.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

JANUARY 14, 2014

Studies have long shown that the speed at which leads are responded to has a direct and dramatic effect on the rate at which those leads are converted to opportunities or passed to sales. Now comes a new study from the researchers at Software Advice that reinforces that point even further. Probably not.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

APRIL 1, 2014

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Ranking Lead Scoring 100

The Point

APRIL 16, 2019

Studies have shown consistently that the speed at which prospects receive a follow-up response from a vendor is a prime driver for the rate at which that prospect converts to an opportunity or ultimately engages with sales. In B2B search campaigns, an effective lead nurturing.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

AUGUST 25, 2015

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product. It’s important to recognize that content syndication leads are not like most sales leads. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

AUGUST 16, 2019

In fact, studies suggest that preview text can increase click-throughs up to 30%. For the reader, preview text provides another layer of information that helps that individual determine which emails to open and which to ignore (or mark as spam.) Here are 5 tips for making the most of preview text copy: 1. Don’t ignore it.

Effectiveness 157

Effectiveness Tips Forrester CAN-SPAM 157

The Point

OCTOBER 10, 2013

This same point was underlined by a recent study by Google, the Conference Executive Board (CEB) and Motista. You can download the complete study here – no registration required.). In fact, the same study states that business value is a prerequisite for consideration. When actually, nothing could be further from the truth.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Lead Scoring Personalization 100

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 Ranking 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

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. A real-life case study or success story highlighting your product or service and the ROI your client was able to demonstrate. Information on your product or service.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

MARCH 13, 2013

Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals. This article originally appeared as a guest post on Optify’s Lead Generation Software Blog.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

OCTOBER 31, 2012

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. . • 3 critical techniques for more effective post titles …. along with tips on widgets, subscription options, sharing buttons, editorial planning, and more.

Lead Ranking 100

Lead Ranking Lead Scoring Leads Lead 100

The Point

APRIL 4, 2024

Interestingly, three formats were deemed most likely to be associated with a buying decision within 12 months: playbooks, case studies, and trend reports. Case studies have long been viewed as mid-stage or late-stage offers, but playbooks and trend reports are more often regarded as thought leadership, and not necessarily high-intent.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

MARCH 15, 2016

In what seems like only a year or so, ABM has transformed from an abstract notion into what some studies are already calling the #1 priority for B2B marketers. Nonetheless, the question got me thinking about the ABM phenomenon, and how quickly it has come to dominate the B2B marketing landscape, in coverage, if nothing else.

Account Based Marketing 100

Account Based Marketing ABM Advertising Agencies Paid Search Agency 100

The Point

AUGUST 29, 2013

By way of reference, in their “ 2013 ON24 Webinar Benchmarks Report ,” Webinar and virtual event platform company ON24 reported findings based on a study of more than 2,300 Webinar events, and claim that starting email promotions more than seven days prior to an event increases the size of the audience by up to 36%.

Webinar Metrics 100

Webinar Metrics Promotion Advertising Benchmark Demand Generation 100

The Point

AUGUST 8, 2011

A recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo , sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation. I have two major issues with the analysis: 1.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) For example, you could choose to gate archived Webinars, analyst reports, and white papers, but leave demos, case studies, solution briefs, and product collateral ungated.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

JUNE 18, 2013

Sales teams can be overwhelmed by the sheer volume of case studies, white papers, and other collateral. We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on. This avalanche of content drives “Content Anxiety”– more discontent, if you will.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

FEBRUARY 24, 2011

Leads360 base their conclusions on studying more than 20 million leads. One question: are they mad? Call me a data point of one, but the company that makes those phone calls to my desk is someone with whom I’d never want to do business. emphasis mine).

Leads360 100

Leads360 Sales Leads Telemarketing Leads 100

The Point

OCTOBER 14, 2009

A better offer candidate for search campaigns is downloadable content – white papers, case studies, analyst reports, etc. a case study to the more advanced prospect looking for real-world examples of how other companies are using the technology. *

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

MARCH 25, 2016

Studies show that starting email promotions more than 7 days prior to an event increases the size of the audience by 36%. Don’t just list topics – instead, provide specific, concrete things that the reader will learn, discover, gain or take away from the event. Email invitations at least 2 weeks in advance.

Webinar Metrics 100

Webinar Metrics SEM Marketo Marketing Automation Services 100

The Point

OCTOBER 11, 2012

First, and most obviously, because you’ll need to outbid your competitors to achieve that top position, and secondly, because studies show that search users tend on click on the top ad instinctually, without regard to relevance. The result can be a large number of expensive, unqualified clicks that don’t convert into real prospects.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

AUGUST 11, 2015

If Joe Prospect downloads a case study, is Joe further along in the sales cycle? Secondly, do you really know where a specific prospect is in the buyer’s journey? Marketing nerds love to talk about mid-stage programs and late-stage content, and the like, but how do we really know? If he visits 5 Web pages? If he attends a Webinar?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JANUARY 27, 2016

According to Demand Gen Report’s own demand generation benchmark study , roughly 40 percent of B2B marketers aren’t sure how their lead nurturing programs are performing. You can download a free copy of the report here.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

AUGUST 23, 2011

In a recent study, Marketing Sherpa reported that 54 percent of CMOs have either begun or implemented marketing automation , but that still means almost half of all CMOs (and I suspect the actual percentage is much higher) have yet to take the first step. Unclear on the difference between lead management and revenue cycle management?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Webinar Metrics 100

The Point

FEBRUARY 14, 2012

Lastly, consider “packaging” content by pairing assets – a white paper and a case study, for example. Also, sell the offer in a way that stresses the convenience of responding via the form using phrases like “instant download,” or “emailed instantly to your inbox.”

Landing Pages 100

Landing Pages Marketing Websites Campaigns Lead Nurturing 100

The Point

NOVEMBER 14, 2014

In tests we’ve conducted over the years with our high-tech clients , information offers (white papers, case studies, Webinars) generate 3 times the response compared to demos and free trials. But does that mean that demos are the most effective demand gen offer? Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 100

The Point

MARCH 29, 2012

One of the most effective ways to generate blog leads is to feature downloadable content – white papers, case studies, analyst reports – in your sidebar, and gate that content behind registration forms. Now the challenge is to convert those casual visitors into inquiries and opportunities. Increased Developer Productivity.

RSS 100

RSS Paper Case Study Case Studies 100

The Point

JULY 18, 2011

Benefits/Applications/ROI (including case studies, if possible). Technology considerations/options (what’s old, what’s new, the “new&# being your product or service). How the new technology or service or business model works (including a technical description, if applicable). How to choose a solution/vendor.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

AUGUST 18, 2014

A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

MARCH 27, 2013

One recent study claims that Fridays and Wednesdays are the worst days to send email (as measured by click-through rate), Mondays and Tuesdays are better, and weekends (Saturdays and Sundays) are the best. From a planning perspective, going the day-of-the-week route certainly makes it easy to control your editorial calendar.

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100