Remove 2009 Remove Content Remove Relevance Remove Segmentation

Trending Sources

5 tips to build more relevant and engaging lead nurturing emails

B2B Lead Generation Blog

A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage, or unsubscribe after cite "lack of relevance" as a key factor. As B2B marketers, we should have it drilled into our brains that relevance must be an essential part of our lead nurturing touches. I'm sure that's not their intent but they are missing the key idea of relevance.

It Might Be Time to Make Age One of Your Segmentation Criteria

NuSpark

Any demand generation expert worth her salt (and consulting fee) will advise you to segment your sales leads. In its simplest form, segmentation is the process of sorting the names in your lead database into neat little piles. Among the more commonly used segmentation criteria are things like job title, industry, company size and the company’s position in the buying cycle. So a one-size-fits-all approach to distributing content will likely fall flat in one group or the other.

Top Automated Marketing Personalization Tactics

Anything Goes Marketing

Personalized email/direct mail content. Content must be created for each segment – this requires resources etc… To make this a personalization a bit easier, technology advancements allow you to add dynamic content sections to mostly generic communications. In countless examples it has led to increased response rates and reduced the time needed to execute campaigns by eliminating redundant steps when targeting multiple segments.

B2B Email Marketing: Interview with Stephanie Miller

Sales Lead Insights

This study tracks with Return Path’s Deliverability Benchmark Report on the first half of 2009, which is based on the data Return Path manages for ISPs and corporate system administrators. The bad news: It’s not about content – so changing words like "Free" or "Click here" won’t make much of a difference. Keep it simple – no one has time to read a lengthy newsletter, even if the content is interesting.

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. Acxiom last week released a new “social media marketing” solution called Relevance-X Social. The press release is frustratingly vague (“With the ability to engage socially active customers and prospects in their preferred networks, marketers can link that knowledge to relevant communications that ignite conversations on behalf of the brand.”)

Creating Relevant B2B Marketing Content: Walk the Talk

Industrial Marketing Today

That is pretty much the mantra of B2B content marketing. Nothing happens until your site visitors and blog readers take some kind of an action after reading your content. What marketing content you serve at each phase of the buying cycle also matters.

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ClickInsights: How can B2B marketers use content effectively for demand generation?

Ambal's Amusings

B2B marketers are producing, managing, and distributing marketing content to reach prospects and turn them into customers. We have invited B2B Experts to shed light on the following question: How to use content effectively for demand generation? Get Content. Get Content.

10 BtoB Marketers Predictions for 2010

Buzz Marketing for Technology

Around this time last year I wrote about some Predictions for 2009 and while I would say 8 out of 10 have already materialized and the other 2 are on their way, it has become clear that this year was the year we past the point of no return on Social Media.

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10 BtoB Marketers Predictions for 2010

Buzz Marketing for Technology

Around this time last year I wrote about some Predictions for 2009 and while I would say 8 out of 10 have already materialized and the other 2 are on their way, it has become clear that this year was the year we past the point of no return on Social Media.

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Dreamforce 2009: The Secrets to Email Marketing Success: A Marketing Panel

Modern B2B Marketing

Here are my takeaways from the session: 5 Tips for email marketing best practices from Salesforce.com’s Robin Daniels : Targeted Lists - Segment your audience to get more out of your email campaigns. Content is King. Also, make sure there is a relevant call to action. .

B2B Marketing Trends From Eloqua Experience 09 Via Twitter

Anything Goes Marketing

The content generated by the event attendees was almost as good as the content from the speakers themselves. Content choice: research survey. jill_rowley : @lauraramos - content needs to be about me and my needs, not you and your products, your awards.

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

   Postcards, brochures, and other offline content can be used as part of a drip campaign, but can be more expensive and more difficult to track.    The results of these campaigns will increase more if marketers personalize the content in the ‘drips’ and/or if the recipient can select the frequency of the interactions. These terms, often used interchangeably, are different approaches to how you nurture your prospects. 

Net-Results Simplifies Demand Generation for Small Business

Customer Experience Matrix

The key to Net-Results’ approach is to build everything around segments. Email campaigns are targeted at segments; Web visitors are classified into segments; behavior alerts are triggered by segments; lead scores are assigned to segments; leads are sent to the sales system based on segments; reports are run against segments. Running reports against segments may not sound too exciting, but it greatly simplifies marketing analysis.

8 Tips to Get Started with Marketing Automation

LeadSloth

For example, focus on a particular product or market segment with a high value. Create Some Good Content. The key ingredient for lead nurturing is high-quality content, not about your solution itself, but about the broader issues that it addresses. Although more content is better, you can already start nurturing with a few pieces of good content. For example, Ness Technologies used 3 well-chosen content assets to run an entire campaign.

Why marketers must become the new publishers

Chris Koch

But this trend has an unintended side effect: it exposes our content development processes (or lack thereof). We accomplish this feat through content. And if our nurturing metric is going to improve over time, so must our content. Improvement through relevance. By improve I mostly mean that we need to make the content more and more relevant to target buyers. To fulfill an ever-increasing demand for content you need a process. Audit content.

Why B2B's MUST adopt social media strategies

grow - Practical Marketing Solutions

According to a 2009 Forrester research study, 86% of B2B companies had NO integrated social media strategy. But there are good reasons why there is slow adoption in this segment of business: Social media takes time and new skillsets.

Want to understand your customers’ business needs? Give them an award.

Chris Koch

Like most marketers, I spend most of my time desperately seeking to understand my target audience (B2B marketers) and delivering content that they find relevant and engaging. For example, segmentation could reveal a market that you never knew existed. Marketing programs should help the business stand apart from competitors in the segment.

Why Social Media Really Matters

Customer Experience Matrix

This matters because social media are an alternative gateway to finding Web content: instead of doing a search, I can ask my online community for information or recommendations. This is about direct contact with segmented groups of customers. The audience in database marketing is still passive, but it's targeted at segments that marketers have some reason to believe are interested. For database marketers, the key skill is effective segmentation.

Why Most Consumer Marketing Automation Systems Are Not Software-as-a-Service, And When That Will Change

Customer Experience Matrix

These have important technical and cost implications, but they aren't relevant to this post. And we’ll probably see marketing capabilities added by SaaS vendors in related industries such as email services (early example: Silverpop ’s acquisition of Vtrenz, now Engage B2B) and Web content management (see my reviews of Marqui and SiteCore ).

10 Ways to Optimize Your Lead Conversion Rate

B2B Lead Generation Blog

It can be things like giving them extra relevant content they didn’t expect or, if they attended a webinar, giving them a follow-up executive summary or an extra white paper that’s relevant. 80% of marketing leads are lost or discarded, according to a MarketingSherpa presentation delivered at B2b Marketing Summit 2009. Understand buyer motivation to help you share content that helps them convert. Create content geared toward lead progression, not lead capture.

Marketing Automation: Bringing a Gun to a Knife Fight

WebMarketCentral

Software-that-helps-turn-raw-names-into-qualified-leads-by-delivering-the-right-content-at-the-right-time-and-monitoring-response" would be most accurate, but kind of a mouthful.

It Came from Facebook! The Social Media Marketing Challenge that Can't be Ignored

WebMarketCentral

The model behind traditional, interruption-based advertising was that consumers were provided with entertaining or informative content for free, in exchange for viewing ads. In social media, where viewers are often creating the content, that bargain doesn't hold up.

Demandbase: A New Twist In The Lead Management Automation Market

delicious b2bmarketing

I worry that this tool only ends up helping sales pick out cold calls to make, and is not used by marketers enough to segment, collect, and improve their prospecting databases. I would also put another group — one more focused on helping marketing align with, support, and enable sales: firms like BrightMarket, einsof, Longwood Software, and Salesforce.com with their Saleforce Content offering, to name a few. It works for our customer segment, with over 120 implementations to-date.

16 Must-Read B2B Marketing Strategy Ebooks

Modern B2B Marketing

Tips include how to write effective copy, what to know about email clients, how to create effective subject lines, and how to target messages through segmentation.

BtoB Leading Edge: 10 Sharp Tips taken from the Cutting Edge Demand Generation Virtual Conference

Modern B2B Marketing

  The trick to deciding if direct mail is right for you is testing and segmentation.   This allows you to make sure you are sending the right content to the right people without wasting marketing dollars on those who will be unreceptive to your offers.      Offers need to be relevant AND appropriate for the prospect's place in the buying cycle.

Avoiding B2B Marketing Mistakes: Thought Leadership with Kathryn Roy

Modern B2B Marketing

If companies do the preparation work I recommend, they’ll get the insights that point them in the right direction for marketing content and vehicles. This brief phone call can filter out useless prospects and fill in some details for others that enable a more customized – and therefore more relevant – nurturing process. What are the different market segments you are pursuing and how do they weigh the relative importance of different product/ service capabilities?

90 Tips to Make Your Blog Rock

delicious b2bmarketing

Sometimes we need to find that inspiration to write that next post or optimize the blog so that maybe one day you will be able to monetize your expertise and content and retire to the Bahamas. Publish content on what not to do! Use Alltop to promote your content.

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Guest Post: Best Practices in Marketing Automation

LeadSloth

Improve Lead Interaction with Good Segmentation. The technology can only do so much – starting with a segmented, clean lead list is important. Segment your database by demographics, such as: industry, job titles, or product/service interest shown. By: Lisa J.

What's the Deal With This Whole 'Context Marketing' Thing?

Hubspot

Several years ago (in internet years, anyway) it became clear to some marketers that one of the best ways to capture market share was through creating amazing content. Cool, so it seems like a good chunk of us are on board and rocking it with content.

Unconventional Use of Marketing Content by Engineering Companies

Industrial Marketing Today

I figured these companies would be great examples of marketing with content. What I found was somewhat contrary to conventional content marketing practices. Fluor Corporation ( www.fluor.com , NYSE: FLR) – $22 billion in 2009. billion in 2009. Free and valuable content is usually in-depth technical articles written by engineers and not produced by marketing as bait for capturing someone’s contact information.

10 Best Practices for Using Links in Emails

Modern B2B Marketing

Contextual links - Use links highly relevant to the content, with the most important and relevant links at the top of the email, also linking to the appropriate product pages, promotion or thought leadership. Bonus Content Links - These include offers outside of the contextual email content. At Marketo, we are typically more successful if we do only one bonus content link in a paper, though you need to test to see what is appropriate for your company. .

The Future of SEO and What it Means for Inbound Marketing [SlideShare]

Hubspot

Keywords placed properly in your content boosted your site''s relevancy to a given search, and inbound links from other sites acted as a vote of confidence for your site''s authority on the search topic.

87 New (Really) Marketing Automation Stats

Marketing Action

It’s from 2009. Share only those with specific relevance to the business benefits of marketing automation. Jump to the category of interest, or scroll to your heart’s content. . Content Marketing. Segmentation, Targeting & Personalization. CONTENT MARKETING.

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70 New (Really) Marketing Automation Stats

Marketing Action

It’s from 2009. Share only those with specific relevance to the business benefits of marketing automation. Jump to the category of interest, or scroll to your heart’s content. . Content Marketing. Segmentation, Targeting & Personalization. CONTENT MARKETING.

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A Decade of Homepages: An Inside Look at Our Website Redesign Strategy

Hubspot

Now that I think about it, I’ve probably spent more time redesigning my website than I’ve spent actually creating blog content for it or promoting it. That''s us trying our hand at audience segmentation. If only we had the power of Smart Content back then!

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30 Careless Mistakes That Will Totally Muck Up Your Marketing

Hubspot

This one provides that you're not already making the BIG mistake of not segmenting your list. You're segmenting your list, right?) 4) Prematurely Publishing Content. This one applies to any piece of content you can "schedule." That image you're using in your content?

Top 25 Articles and 8 Topics in B2B Marketing for March 2010

B2B Marketing Zone Posts

Best Social Media Stats and Market Research of 2009 - Webbiquity , March 31, 2010 Whether you need data to back up a proposal for investing in social media marketing for CFO, want to understand which online tactics work best for engaging with customers and prospects, or are just an analytics data junky, you’ll find a treasure trove of key insights and happy hour trivia in this collection of the best articles and blog posts on social media and other marketing research of the past year.

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