The Point

MARCH 8, 2018

The report is an invaluable tool for anyone actively considering or comparing solutions like yours. But when it comes to using that report to generate leads, put the self-congratulation aside, and market the report as a tool for buyers, not a reason to buy your product.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

DECEMBER 13, 2019

In 2020, platform tool sets will reach a maturation point that will force consolidation in various categories. In 2019, we saw a continued trend of data integrations, specifically with solutions like intent data and IP address lookup becoming a standard in marketing platforms. – Tom Meriam, Vice President, Business Development.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

MARCH 7, 2019

DGR) What other channels/tools are companies using to augment their email marketing strategies? That’s almost entirely due to the emergence of ABM, where direct mail is perceived (accurately, in our experience) to be an effective tool for driving engagement, albeit at a higher cost. Direct mail? Chat bots?). (HS)

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

DECEMBER 12, 2017

Despite this, more than a third of those surveyed cited a lack of adequate analytics tools and processes for measuring success, while more than two-thirds don’t use analytics data to help make key business decisions.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

JUNE 5, 2018

The tools to automate more sophisticated lead nurturing have been broadly available for more than a decade. But, as is the case with all technology, the tools enable, but don’t deliver, the process change. LDW; This was one of the numbers that really surprised me – for exactly the reason you mention.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

SEPTEMBER 25, 2018

In fairness, you could also argue that downstream migration is just as much about the emergence of a new breed of less expensive, more user-friendly marketing automation tools, and that customers are waking up to the fact that there are other, lower-cost options out there. Click To Tweet.

Marketing Automation Services 179

Marketing Automation Services Enterprise Management Work Management Marketing Management 179

The Point

JUNE 30, 2017

There are other differences: • Target account lists are typically based on industry sector, company size, or even complete whim, whereas ABM typically employs more insight-based account selection through such tools as predictive analytics.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

DECEMBER 16, 2015

Core to the new guide are detailed profiles of 20 marketing automation tools, plus ratings (based on more than 1,600 authenticated user reviews), pros and cons, customer demographics, and responses from the vendors themselves. You can download a free copy (registration required) from the TrustRadius Website.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Planning 100

The Point

SEPTEMBER 11, 2017

And then closes with a list of 3 actionable phrases that drive action (“get the tools you need to succeed.”). It leads with a clear, quantifiable benefit (“growing revenue 25%”). It identifies the offer (“Growth Kit”) front and center.

Paid Search Agency 187

Paid Search Agency Linkedin Demand Generation Agencies Ads 187

The Point

NOVEMBER 12, 2019

Now, third-party intent data is a powerful tool , and, if you’re a B2B marketer, deserves to be a part of your demand generation planning. I was part of a client conversation recently about the merits of different demand generation channels (paid social, content syndication , email, search, etc.)

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JANUARY 13, 2015

To measure the type of revenue performance that I describe, you’ll need software tools that empower you to do so. Now, you simply need the right tools and the patience. Conversely, an email campaign can “fail” at all of those metrics and yet make a real impact on the bottom line. First, however, a quick word about technology.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

MARCH 22, 2019

Companies generate a mix of qualified and unqualified leads, the argument goes, and lead scoring is one tool for helping to sort the good from the bad. The classic business case for lead scoring has been a function of inbound marketing and the traditional lead funnel. 3 Key Reasons Not to Give Up on Lead Scoring Click To Tweet.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JUNE 18, 2013

Our rules-based discovery tools surface presentations, documents, and other marketing content that speaks to the exact information need of buyers. (HS) 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. Secondly: measurement.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

SEPTEMBER 15, 2015

Their answers – and an available 20-page report that summarizes survey results – serve as a handy tool for B2B marketers seeking to compare priorities against their peers’, plan marketing spend, or identify potential opportunities for improvement. Top issues for B2B marketers are 1) lack of budget, and 2) lack of resources or know-how.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Tactics 100

The Point

SEPTEMBER 8, 2010

If (as is likely) the concept catches on and extends in one form or another to other email clients, notably Microsoft Outlook , Priority Inbox could sound the beginning of the end for email as a lead generation tool. One, because the effectiveness of email as a tool for acquiring net new sales leads is already as bad as it’s ever been.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

OCTOBER 18, 2012

Coming in quick succession, all these announcements represent a potentially dramatic shift in the use of display advertising as a demand generation tool for B2B advertisers. The ability to target specific industries, job functions, revenue tiers, even specific companies, changes this dynamic fairly dramatically.

Paid Search Agency 100

Paid Search Agency Demographics Display DemandBase 100

The Point

JANUARY 13, 2017

One reason is a general (short-sighted, in my view) opinion of SEM as merely a tool to find prospects who are ready to buy. It’s puzzling, therefore, why so many SEM campaigns in the high tech space focus exclusively on late-stage offers, namely trials and demos. Actually, I know why it is.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

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.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1.

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

MAY 30, 2013

Make generous use of screen share tools (we use Fuzebox and Join.me ) and video conferencing products like Skype or Google Hangouts. Join.me, for example, can be launched in seconds, and is a great tool for impromptu discussions of campaign proposals, design comps, wireframes, etc. Be up front about the way you like to work.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

SEPTEMBER 23, 2016

You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” The answer depends on your audience, the complexity of your message, and how well the copy maintains the reader’s interest and drives action.

Email Campaigns 100

Email Campaigns Campaigns B2B Advertising Agencies 100

The Point

DECEMBER 17, 2010

insufficiently arming sales people with the tools needed to finally close the deal. (HS) Step-by-step, we then lead the buyer through their journey by publishing targeted content and providing tools that answer those questions. Testing, monitoring, and measuring tools assist you along the way. (HS) HS) Thanks Kathleen!

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

JULY 9, 2010

Not seen in this image is the subject line: “Download this tool for your Website.” Prime examples are: “What would you want your Web site to do?,” “… lets you do everything you need to do on the Web,” and “… the right tool for any Web project.” Let me count the ways. We could just as easily be selling a browser. Too many questions.

Marketing Management 100

Marketing Management Vendors Web 2.0 Copywriting 100

The Point

JANUARY 12, 2023

In recent weeks, AI technology, and in particular tools like ChatGPT and Midjourney , have forward-thinking marketers devising entirely new approaches to their role, and others wondering if their job is about to be replaced by a machine. AI and machine learning tools will enter the fray to increase effectiveness and boost efficiency.

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

JANUARY 19, 2016

I just sent this reply to a Dreamforce exhibitor: Your incessant emails cued up by the XXXX tool of YYYY vendor is revolting. Are you getting tired of this stuff too? It would have been bad enough for me to get the deluge of unnecessary follow-up had a human being been constantly hitting the send button.

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

The Point

MAY 13, 2009

Suddenly, companies have the tools at [.]. This is becoming a common question, driven in part by the trend in B2B towards more proactive lead nurturing and the rapid adoption of marketing automation systems.

Lead Nurturing 100

Lead Nurturing Marketing Automation Services Database Marketing Newsletter 100

The Point

MARCH 18, 2014

This is the only way that email is going to survive as a useful tool for any of us.”. Use email only to contact your customers when you have something specific to say to them, and explicit permission to talk to them. Now, I hate spam as much as the next guy (though possibly slightly less than Phil.)

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Marketo Demand Generation 100

The Point

AUGUST 8, 2013

Negative scores are a useful tool in avoiding false positives – that is, assigning high lead scores to leads that in reality don’t merit sales’ attention. Some lower-value pages, “careers” for example, may even merit negative scores, whereas more high-value pages, say: “pricing” or “contact”, should be awarded relatively more points.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

AUGUST 9, 2012

If job title is a key targeting criteria for your campaign, a much better (and less expensive) option is to use other tools at your disposal: • Select media venues that attract the type of demographic you’re looking to reach. Name (or rename) your content to attract the right job titles (for example, “A CIO’s Guide to Big Data”). •

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

JULY 15, 2010

Yet in my experience marketers often have a love-hate relationship with Salesforce, a tool originally designed for salespeople that now, like it or not, has become a critical part of the marketing machine. The good news is that most basic data quality (DQ) issues can be fixed in a week with the right tools.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

MARCH 16, 2010

Negative keywords work like filters that prevent ads from showing when queries include keywords that you deem to be irrelevant, and they’re one of the most under-utilized tools for reducing wasteful PPC spending – dollars spent on clicks that don’t convert into qualified leads.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

JULY 19, 2010

However, in my view, relying too heavily on Webinars as a lead generation tool is simply setting the proverbial bar too high, and doing so can eliminate a large subset of prospects who may have a genuine interest in your product or service but just don’t have the time or the inclination to attend an event.

Webinar Metrics 100

Webinar Metrics Demand Generation Agencies BtoB Demand Generation 100

The Point

FEBRUARY 11, 2014

The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. Marketing automation and CRM have now become mature, so Captora can now attack the ineffectiveness across the top of funnel.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

MAY 18, 2011

Michael is founder and CEO of the Silver Bullet Group , a firm that helps companies improve sales performance by increasing the effectiveness of messaging and deliverables such as marketing content, sales tools, collateral, and sales/channel training. He is coauthor with Brian Tracy, Mark Victor Hansen, et al.,

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

OCTOBER 8, 2009

For those companies just dipping their toes in the social media waters, my advice is to look at blogs, Twitter , Facebook et al not just as PR tools, but as a key part of their overall demand generation and lead management strategy.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

SEPTEMBER 12, 2013

Use tools such as Litmus to perform spam filter tests prior to broadcast and preview your campaign across different email clients. Test copy and design elements on your landing page.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

OCTOBER 14, 2010

It’s all heady stuff.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

DECEMBER 21, 2021

With so many new sales professionals joining a remote workforce, Marketing teams are being asked to produce more tools and education for their sales teams. “Coming out of 2021, companies will be putting more effort into sales enablement , specifically aligning marketing activities and sales follow-ups.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147