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| | THE POINT
APRIL 30, 2013 Branding is Not Demand Generation. Stop Pretending That It Is.
Josh’s argument is that search engines are no longer the only channels to offer keyword advertising, and that Twitter and Facebook in particular are now enabling advertisers to reach buyers in the act of expressing interest in a particular topic, trend or product. 'Hey, I get it. Demand generation is hot. It’s the marketing movement of the moment. No problem. understand. Wait, what?
| | THE POINT
JULY 13, 2012 Do Lead Nurturing Campaigns Always Need an Offer?
As further context, the 4-1-1 Rule that Jon references is a principle intended for Twitter and credited to Tipping Point Labs and Joe Pulizzi of the Content Marketing Institute. Jon wrote the book on lead nurturing ( literally ) but, personally, I have concerns about extending Twitter rules into the realm of email marketing. Here’s an excerpt from the comment I posted to his blog: “I love the idea of the 411 Principle as applied to Twitter and Facebook and I’d suggest it could easily extend to blog posts also. But maybe that’s just me. Occasionally? Not so much.”.
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| | THE POINT
JUNE 27, 2012 5 Campaign Ideas for When You Have No Content
Especially in the context of lead nurturing , the more ways a prospective customer is connected to your company – by email, Facebook, Twitter, LinkedIn, Pinterest, Google+, etc. For today’s B2B marketer, content is the fuel that feeds the demand generation engine. Answer: you get creative. Here are 5 ideas for campaigns to run when you simply have no more content to give: 1. Run a survey.
| | THE POINT
JUNE 20, 2011 8 Things Your CEO Can Write About On His/Her Blog
Title your post with search results and Twitter in mind (i.e. Launching a CEO blog but the boss isn’t sure what to write about? Here are 8 ideas based on a list we created recently for a client: 1. Opinion/Thought Leadership – opinions/rants/views on the world of [insert your product category here] – the good, bad and ugly. good place to be controversial. years ago? Just remember: 1.
| | THE POINT
OCTOBER 14, 2010 21 Tips & Other Impressions from the Marketo User Summit
Use separate URLs when promoting content via Twitter, Facebook, blogs, PR, etc. Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management. It’s all heady stuff. For one, I can report that no companies are coming to our firm asking us to help them align sales and marketing. Email?
| | THE POINT
FEBRUARY 4, 2013 A Really Useful B2B Marketing Benchmark Report from Optify
Twitter is by far the most effective social media channel for generating leads , outperforming Facebook and LinkedIn by a factor of 9 to 1, even though Facebook generates the larger percentage of visits (from social media sources), and LinkedIn shows the highest engagement rates (page views per visit.) The metrics reported by B2B benchmark reports can also be grossly misleading.
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THE POINT 9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow
| MONDAY, AUGUST 6, 2012
Several speakers at the conference (Marketo included) raved about results they’re generating from advertising on Twitter
, specifically through Promoted Tweets. 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. Social media used to mean launching a blog, or designing a corporate Facebook page. The latter is a big no no.). MORE >>
THE POINT No Leads from Social Media? No Excuses.
| WEDNESDAY, NOVEMBER 16, 2011
Are there multiple options to subscribe, via email, RSS, Twitter
, and Facebook? In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. At first blush, that number is pretty startling, but on reflection, it really shouldn’t be too surprising. Navicure uses Marketo and Salesforce.com to track marketing ROI.). Good luck with that. agree. MORE >>
THE POINT 3 Ways to Make Your Corporate Blog’s Sidebar Work Harder
| THURSDAY, MARCH 29, 2012
Just be sure to offer the reader as many subscription options as possible, and at a minimum: Email, RSS, and Twitter
. Start with a prominent headline (“Subscribe” works just fine) and consider descriptive selling copy that “sells” the various options: “Get instant notice of our new posts by following this blog through RSS or Twitter
, or become an email subscriber and receive a convenient monthly summary of new content in your inbox. Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Promote subscriptions prominently. MORE >>
THE POINT Is Social Media Wasted on PR Agencies?
| THURSDAY, 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. First, let’s get this out of the way: I know some very smart people in the PR field. Yes, some of my best friends are PR people. But good grief. m ready to conclude that many PR agencies don’t really get it when it comes to social media. Recently I was made privy to a social media plan authored by a client’s PR agency. Reasonable enough, right? All true. MORE >>
THE POINT Factoids: How to Tweet Multiple Times About the Same Offer
| THURSDAY, JUNE 24, 2010
something that you might be able to repeat on Twitter
a few times over the space of as many weeks without alienating your followers. 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
. That connection is integral – without it, for example if the landing page featured only the barest of an offer description and a registration form – the reader will fail to make the connection between what was promised on Twitter
and the content that you’re offering. MORE >>
- Top 10 Posts on B2B Lead Gen for 2010 THE POINT | MONDAY, DECEMBER 6, 2010
- Segmentation, Social Media Drive Lead Nurturing Success for iDirect THE POINT | TUESDAY, SEPTEMBER 6, 2011
- Report: B2B Blogging Trends in 2011 THE POINT | TUESDAY, FEBRUARY 8, 2011
- Blog Makeover Nets Sales Leads for Software Company THE POINT | WEDNESDAY, APRIL 21, 2010
- How to Revive a Dying E-Newsletter: 4 Tips THE POINT | MONDAY, NOVEMBER 28, 2011
- Quick Tips for Lead Generation Success (Podcast) THE POINT | TUESDAY, DECEMBER 14, 2010
- Help Our Client Choose a Logo (Poll) THE POINT | WEDNESDAY, MAY 12, 2010
- Mix Up Offer Content to Keep Nurturing Prospects Engaged THE POINT | WEDNESDAY, MARCH 3, 2010
- Are Social Links the Answer to Lagging Email Response? THE POINT | WEDNESDAY, OCTOBER 21, 2009
- Welcome to The Point THE POINT | WEDNESDAY, JANUARY 27, 2010
- 6 Easy Steps to Increase Leads from Your Corporate Blog THE POINT | MONDAY, SEPTEMBER 28, 2009
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