The Point

MAY 18, 2016

By adhering to a few basic principles, even the most lackluster campaign can be improved significantly, primarily by eliminating wasted spend and unqualified traffic, and by ensuring that clicks convert to measurable leads at the highest possible rate.

Paid Search Agency 113

Paid Search Agency Adwords B2B Click Rate 113

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. Optimize post titles for search.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

DECEMBER 6, 2010

What has driven traffic for the top posts listed here – particularly #2 and #3 (on Webinars) – is organic search, and the fact that all have titles that invite interest even if you know nothing more about me or the blog.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

JUNE 5, 2018

However, respondents also indicated that they’re finding it difficult to drive that inbound traffic: only 34% said they were happy with their organic search results; only 31% were satisfied with their social media efforts; and, less than a quarter (21%) were satisfied with the impact of their blogs.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

OCTOBER 7, 2014

Also, the entire user experience occurs on the Twitter domain, so you’ll generate less social traffic to your own site compared to a Promoted Tweet using your own URL. Facebook generates so much traffic that impression and click volume can be relatively easy to come by compared to LinkedIn and Twitter.

Paid Content 100

Paid Content PPC Twitter Linkedin 100

The Point

DECEMBER 15, 2016

However, “recapture” techniques such as retargeting and email can play a role in B2B – and generate real ROI – if the volume of traffic to a particular landing page, and thus the number of people who abandon that form, merit the investment.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

MARCH 29, 2012

If the content on your blog is topical and relevant and insightful, and if you’re following basic SEO principles in your post title and body copy, there’s a high likelihood you’ll be generating significant traffic from interested prospects actively researching the types of issues and problems your company solves. Share this blog!

RSS 100

RSS Paper Case Study Case Studies 100

The Point

AUGUST 16, 2016

Origami Logic is driving traffic to the microsite, and awareness for the campaign as a whole, through an integrated online program that includes ads on Google AdWords and LinkedIn. This kind of “social wall” is also commonly used for events to display live tweets as they posted.

Microsite 100

Microsite Campaigns Demand Generation Agencies Brand Identity 100

The Point

JUNE 1, 2010

A few years ago we built a game and related site for Chevrolet to create awareness for the Cobalt, and to drive traffic for local dealers. Here are some ideas to consider: * Build traffic, registrations, and repeat visits for a customer community site. Build traffic, members, and recommendations for a Facebook fan page.

Advertising Agencies 100

Advertising Agencies Demand Generation Agencies B2B Marketing B2B 100

The Point

OCTOBER 8, 2009

If I were to have written the plan, the primary objectives would have read: * drive search-generated traffic and net new sales leads. * use targeted, insightful content to attract and engage with qualified prospects. expand company’s leads database and community of followers. educate, cultivate, and nurture existing customers and prospects.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

APRIL 21, 2010

Specifically they wanted to: * generate more search traffic from medical practices looking for best practices and other information related to profitability, cash management, and related topics. convert that search traffic to measurable sales leads.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

JUNE 26, 2009

Conversion rates for organic traffic to a corporate Website may be as high as 10 percent or more. An average conversion rate for a B2B landing page, if you believe the people who claim to measure such things, is around 4 percent. But even at those lofty standards, fully 90 percent of Web [.].

DemandBase 100

DemandBase Landing Pages Leads Lead 100

The Point

JANUARY 14, 2014

A footnote: Software Advice restricted their study to domestic (US) traffic only. But when this study, and the many before it, show conclusively that the speed at which companies respond to leads has a dramatic effect on the rate at which those leads convert to opportunities, why not make the investment?

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

JUNE 3, 2009

Answer: It’s true that you may have generated Web traffic from the same people anyway, but there [.]. A client writes: “If we include our company and product names as keywords in our PPC (paid search) campaign, won’t we simply be cannibalizing our SEO effort, i.e. paying for clicks that we otherwise would have generated for free?”

Paid Search Agency 100

Paid Search Agency SEM Adwords Campaigns 100

The Point

DECEMBER 16, 2013

Other trends that are decreasing the role of Websites in B2B demand generation: • the growing prevalence of microsites, blogs, information portals, and communities that exist outside the corporate Website but are designed specifically to generate search rankings, Web traffic, subscribers, contributors, and sales leads. •

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

AUGUST 8, 2013

inbound traffic from consumer sites, visits to career page.). Too many companies ignore negative scores altogether, with the result being that junk leads slip through the cracks and sales confidence suffers. Negative scores can be demographic (e.g. consultant titles, companies below a certain size, non-supported geos) or behavioral (e.g.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

FEBRUARY 8, 2011

Specifically, smart B2B marketers will wake up to the fact that blogs can also be prime sources of a) search traffic, and b) net new sales leads. 2011 may be the year when B2B companies finally realize blogs are more than just a PR vehicle for propagating so-called thought leadership. Title blog posts with Google search results in mind.

Aggregage 100

Aggregage Trends B2B Thought Leadership B2B 100

The Point

MAY 14, 2013

In follow-up to the recent 2013 Marketo Summit , the marketing team at ReachForce , a leading provider of B2B data services, sent a message to attendees (including this blogger) crowing about the success of their traffic builder campaign , an email that generated a 42.8% The subject line that generated such success?

Demand Generation Agencies 100

Demand Generation Agencies Reachforce Advertising Agencies Marketo 100

The Point

MARCH 27, 2013

My response: There are merits to this approach, though it’s far from the only way to implement “traffic control” within your overall lead nurturing program. He claimed this was an effective way to avoid campaign overlap when you have multiple parties within one organization who can all potentially launch campaigns simultaneously.

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100

The Point

JUNE 24, 2010

As tweets, factoids draw attention on their own merits, but when linked to a landing page, also drive traffic to the main offer. They can be excerpts, but they also stand alone as facts or tips or news or opinion in their own right, even outside the context of the content as a whole.

Landing Pages 100

Landing Pages Paper Demand Generation Comparison 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. First, the era of big data is here with the volume and velocity growing exponentially. The sheer volume of these data presents an unprecedented opportunity for marketers. The second is about the technology.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

NOVEMBER 28, 2011

And perhaps most importantly, it extends the shelf life of newsletter content well beyond the inbox, by allowing it to live on in search results where it can continue to generate traffic, subscribers, and sales leads. Make it look good. A well-designed newsletter increases open rates, readership, sharing, and new subscribers.

Newsletter 100

Newsletter Tips Paid Search Agency Ad Frequency 100

The Point

FEBRUARY 10, 2010

USB INSERT can be used to drive traffic to exclusive Web content (say, a customer-only site) or a campaign-specific microsite. Or more precisely, it allows you to combine any kind of printed collateral (a self-mailer, for example) with a detachable Web “key” that, once inserted into a USB port, drives the customer to a designated Web page.

Microsite 100

Microsite Demand Generation Trade Show CAN-SPAM 100

The Point

MARCH 16, 2010

Ad copy can be used to filter out unqualified traffic – for example, using the word “enterprise” to filter out small business professionals – but doing so can waste precious real estate that’s better dedicated to action-oriented copy that compels qualified prospects to click on your ad.

PPC 100

PPC Keywords Campaigns SEM 100

The Point

JANUARY 31, 2011

Spear implemented Google Analytics as part of a tracking strategy designed to better attribute leads to PPC that might have otherwise looked like direct site traffic – for example, if a PPC lead went from a landing page to the Navicure main site and subsequently filled out a form. Improve tracking to better measure PPC effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JULY 9, 2010

To be fair, the bullet points offer benefits (increase traffic, optimize campaigns) as well as mere features, but this laundry list approach begs the question: what are we selling? Remember, one of the first rules of email marketing is: Sell the Offer, not the Product. If you’re asking me to buy the product, fine.

Marketing Management 100

Marketing Management Vendors Web 2.0 Copywriting 100

The Point

MARCH 3, 2010

Not only does this serve to break up what otherwise might be a stream of white papers and webinar invitations, pushing out blog content via email has consistently shown to generate more blog traffic, expand the blog’s reach (through social sharing), and spawn additional subscribers via email, RSS and Twitter.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

SEPTEMBER 20, 2010

It should contribute significantly to overall search traffic and SEO rankings. Or is it simply a dumping ground for company propaganda posing as thought leadership? A blog should be the centerpiece of your social media strategy. First, it should be generating sales leads. And frankly, it should look at least as good as your Website.

Marketing Budget Creation 100

Marketing Budget Creation Marketing Budget Paid Content Budget Programs 100

The Point

OCTOBER 14, 2009

a trial offer is of limited appeal to the majority of search traffic, namely those prospects only conducting cursory research and seeking solutions to a particular business problem. That’s doubly true for search campaigns when, as we describe above: 1.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

OCTOBER 14, 2010

It makes a big difference for SEO and search traffic. 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. Provide readers the ability to “like” individual content assets on Facebook.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

SEPTEMBER 6, 2011

This served a number of purposes: introducing greater interactivity through functionality like comments and social sharing (Facebook, Twitter), but also leveraging newsletter content to drive increased search traffic and ultimately, more inbound inquiries.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

OCTOBER 18, 2018

For example, the primary message on a campaign landing page should align with the headline or message on the ad or email driving traffic to that page. The type and volume of page content that contributes to search rankings is frequently at odds with the type and volume of content that makes for an effective landing page.

Landing Pages 182

Landing Pages Demand Design SEO 182

The Point

JUNE 16, 2015

Conversely, the more specific your match types and keywords, the more qualified the resulting traffic, and the less money you’ll waste on people whom you never intended to see your PPC ad in the first place. Exact matching is the most precise option and typically generates the least amount of traffic.

PPC 100

PPC Paid Search Agency Adwords Campaigns 100

The Point

FEBRUARY 4, 2013

Some of the key findings that I found most useful include: * Web traffic is seasonal. B2B companies reported much higher traffic in the first quarter and from September to mid-November. Should this impact on when B2B marketers plan their demand generation campaigns – perhaps focusing on Q1 and late Q3/early Q4?

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

APRIL 16, 2014

I’m not a market analyst, but I have no quarrel with Hubspot, for example, calling themselves “marketing automation” even if their technology is more about generating inbound traffic than it is about automating the way those leads get filtered, nurtured, and converted into opportunities.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100