The Point

OCTOBER 10, 2013

Dave’s article was directed at salespeople, but he drives home an equally valid point for marketers. His point (crudely distilled) is that while most of us believe that customers are buying our products and services, in fact what they’re really buying is more immediate and personal. Like the ability to keep one’s job.

Demand Generation Agencies 100

Demand Generation Agencies Lead Ranking Lead Scoring Personalization 100

The Point

MAY 10, 2011

It forces the prospect to provide a valid email address. Send the reader the content as an email attachment. Send the reader an email containing a link to the content. Here are 4 reasons why your best option is #3 (email + link): 1.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

DECEMBER 23, 2011

Some kind of third party validation of your message, preferably either a press review of your product or an analyst’s report on your product category. See this earlier post for recommendations on what makes an effective white paper.).

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

MAY 8, 2012

An effective landing page does two things, I would argue: 1) it validates the viewer’s decision to click on whatever ad it was that led him or her to the page in the first place, and 2) it closes the deal.

Landing Pages 100

Landing Pages Microsite Terms and Conditions Paper 100

The Point

AUGUST 1, 2013

As such, scoring email opens not only runs the risk of assigning lead value for no valid reason, but can also contribute to score inflation (see #3, above.) An email “open” can mean many things, but more than likely does NOT mean that the individual recipient consciously opened and read your message.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

AUGUST 8, 2011

Lead generation and branding are both valid objectives, but social media for its own sake can be a colossal waste of marketing dollars. To push the argument one step further, I’d posit that social media shouldn’t really compete for budget dollars with lead generation, or even branding, because it’s an entirely different animal.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

The Point

JANUARY 25, 2012

The goal is one seamless user experience in which every step validates and rewards the prospect’s information needs. Effective PPC campaigns start with effective, action-oriented ad copy that’s relevant to the search term. They end with an engaging, easy to navigate landing page that’s relevant to the ad copy.

Landing Pages 100

Landing Pages PPC Paid Search Agency Tips 100

The Point

JANUARY 13, 2012

a direct link) has numerous benefits, notably that it helps enforce valid email information and makes the offer content more easily accessible at a later date. Fulfill your offer via email. As I wrote previously in this space , sending the prospect the offer via email (vs.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

SEPTEMBER 12, 2013

Using email fulfillment 1) enforces valid email addresses, 2) makes it easier for the recipient to access the content at a later date, and 3) allows you to trigger sales follow-up (or increase lead score) when he/she clicks on the link. Include related offers/content, social sharing icons, and suggested “next steps.”.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

FEBRUARY 14, 2024

Because a well-crafted survey does all this and more: * builds thought leadership for your brand and helps establish your company as subject matter experts and thus a brand buyers can trust * helps validate, or brings awareness to, a specific business challenge – the very challenge your product solves for * delivers real information of value – i.e. (..)

Customer Surveys 278

Customer Surveys Marketing Budget Creation Planning B2B Thought Leadership 278

The Point

JANUARY 30, 2018

Know, Validate, and Preach Your Message. If your company changes its value proposition from month to month (or from one executive to the next), or hasn’t validated that message in the field, no amount of demand generation will make a difference. Brand may not matter, but message does.

Demand Generation Agencies 168

Demand Generation Agencies Demand Generation Demand Generation 168

The Point

DECEMBER 20, 2016

HS) Is the original, classic demand waterfall still valid? TF) It’s absolutely still valid. So yes, pay attention if they provide additional insight and can align with your overall process. (HS) If it changes, is that because we understand the buying process better, or because selling and marketing have changed? (TF)

Lead Ranking 0

Lead Ranking Demand Peer-to-peer Work Management 0

The Point

MARCH 17, 2015

If Google enters a space, it’s always a huge validation to the market, as they focus only on giant market opportunities. Although we all directly and indirectly compete with Google on some level, Choozle is focused on creating unique value on our side of the world. For now, however, I hope they focus more on driverless cars. (HS)

Paid Search Agency 100

Paid Search Agency Buy Demand Generation Agencies Advertising Agencies 100

The Point

MAY 30, 2012

MobileIron feels the concept of marketing an IT solution to end users has been validated. Better still, 5 percent of click-throughs resulted in those end users entering their personal email address, and almost 7 percent of end user “leads” resulted in inquiries from qualified IT contacts.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

JULY 1, 2010

So why are there misconceptions about what an open rate means, and how can it be used as a valid statistic in measuring the success of email campaigns, if at all? The ugly truth is this: an open rate is NOT an accurate measure of how many people opened or read an email, neither is it an absolute measure of a subject line’s success.

Open Rate 100

Open Rate Wikipedia Click Rate Banners 100

The Point

MARCH 26, 2010

In the context of lead nurturing, that means pretending you can serve up content in a specific, pre-determined sequence and expect prospects to be carried along on a tide of education, qualification, validation, etc. is probably wishful thinking.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Lead Ranking 100