10 Tips for a Successful Trade Show Follow-up Campaign
AUGUST 18, 2014
A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives.
7 Mistakes To Avoid In Your Next Webinar Invitation
MARCH 11, 2010
I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1.
The New B2B Buyer Dialog: A Conversation with Kathleen Schaub
DECEMBER 17, 2010
Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management.
Lead Nurturing & the 80/20 Rule
FEBRUARY 5, 2010
A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation.
5 Ways To Incorporate Direct Mail Into Your Marketing Mix
AUGUST 17, 2010
Pop Quiz! Direct Mail is: a) more expensive than email. b) quaintly old-fashioned. c) regaining popularity in B2B circles. d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above.
Email Critique: Adobe Webcast Invite Keeps It Simple
NOVEMBER 9, 2010
For example: “You’ll discover many more surprising results when you listen to a 30-minute Webcast highlighting results of the 2010 Adobe Online Analytics Benchmark Survey …”.
Help Our Client Choose a Logo (Poll)
MAY 12, 2010
Sonoma Canopy Tours will be one of the largest zipline tours in the nation when it opens in Sonoma County, California later this year.
2011 B2B Marketing Outlook, According to Google
JANUARY 20, 2011
That popularity may be short-lived, however: 53 percent of marketers were only “somewhat satisfied” with their company’s marketing performance in 2010, and more than two-thirds (69 percent) plan to test new digital tactics in 2011.
The First (Almost) Clickable Direct Mail
FEBRUARY 10, 2010
Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s.
10 Questions: Do You Need Marketing Automation?
MAY 6, 2010
A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. In this particular instance, the numbers were relatively clear-cut.
Blog Makeover Nets Sales Leads for Software Company
APRIL 21, 2010
How do you reinvent a company blog in a way that does more than simply provide a platform for thought leadership? That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability.
Top 10 Posts on B2B Lead Gen for 2010
DECEMBER 6, 2010
Without further ado, here are the top 10 most popular blog posts from our blog, “ The Point ” in 2010 (as measured by page views).
3 Reasons to Add Email to Your Lead Follow-Up Process
NOVEMBER 4, 2010
A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Why do I need to set up automated email response as well?”.
Q4 Marketing Budget: 4 Key Areas to Consider
SEPTEMBER 20, 2010
In B2B circles, Q4 is historically a time of year when marketing spend picks up. Sales teams need the push to meet year-end numbers, whilst at other companies, spending marketing dollars in Q4 is simply a matter of “use it or lose it.”
In Email Marketing, Don’t Ask Questions
DECEMBER 28, 2010
If you’re in the, say: Widget Alignment business, you can be forgiven for thinking that your lead generation programs should be laser-focused on finding people that need their widgets aligned.
Are Webinars too Popular?
JULY 19, 2010
Last week I was interviewed by BtoB Magazine for an article, “Webinars: Are They Worth It?” that appeared online today. The article contains some valuable insights on where Webinars fit in today’s B2B demand generation mix, and is definitely worth a read.
Quick Tips for Lead Generation Success (Podcast)
DECEMBER 14, 2010
With the new year almost upon us, here’s a quick way to increase the effectiveness of your lead generation programs in 2011.
Factoids: How to Tweet Multiple Times About the Same Offer
JUNE 24, 2010
So you just launched a new white paper. How do you tweet about the content multiple times without seeming repetitive? Try factoids. Factoids are brief glimpses into the content on offer.
Why Companies Buy Marketing Automation Software
OCTOBER 26, 2010
Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology.
What Response Rate Should I Expect From My Campaign?
OCTOBER 7, 2010
On Focus.com , Adam asks: ““What percentage success rate do people (expect from) direct mail campaigns? We (get) 7% response rate when marketing to existing customers and 2% to new customers.”.
Does Renting Email Lists Make Sense Any More?
SEPTEMBER 16, 2010
I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy.
Gmail Priority Inbox: the Death Knell for Email as Lead Generation?
SEPTEMBER 8, 2010
This month, Google released a new feature called Priority Inbox , designed to help Gmail users better cope with email overload by automatically determining which emails are most important to you.
Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best
AUGUST 24, 2010
The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept.
Banner Ads I Like: Adobe
AUGUST 19, 2010
When it comes to banner ads and online advertising in general, I will confess a prejudice for clean and simple. Multiple frames, flash animation - they may look cool but in my view they're more often a distraction to the reader, and a crutch for copy that was too long in the first place.
Getting the Most from Salesforce.com: A Conversation with David Taber
JULY 15, 2010
Salesforce.com is a dominant player in the CRM category and an integral part of many companies’ lead management, database marketing, and demand generation programs.
Email Critique: CMS Vendor Asks Too Many Questions
JULY 9, 2010
As data sheets go, the design below from Ektron , a New Hampshire-based developer of CMS (Content Management System) software, has its merits. Unfortunately, it’s not a data sheet, it’s an email, and on that score, it breaks virtually every rule in the book. Let me count the ways.
New White Paper: Top 10 Tips for Lead Nurturing Success
JUNE 11, 2010
Just getting started with lead nurturing? Recently invested in marketing automation software? Concerned that your lead nurturing program isn’t everything it should be? Great lead nurturing starts with more than just software.
Can Games Play a Role in B2B Marketing?
JUNE 1, 2010
You don’t have to be plugged into the new media scene to know that digital games are HOT. According to recent statistics, fully 65 percent of US households play some form of video or computer games. And those involved aren’t just kids: the average game player is 35.
A Simple Technique for Reducing Bounces & Unsubscribes
APRIL 8, 2010
It used to be said that the average US business mailing address (snail mail) changes once every 9 months. That’s individuals moving, not companies.
Book Review: Essential Marketing Automation Handbook
MARCH 26, 2010
This is a very belated review of a book that has been in my reading pile since December 09. But I’m glad I found the time.
26 Must-Have Negative Keywords for B2B PPC Campaigns
MARCH 16, 2010
Success in paid search (PPC) is often defined as generating quality clicks and conversions at the lowest possible cost. But just as often, a successful search campaign depends as much on avoiding bad clicks as it does on generating good ones.
Mix Up Offer Content to Keep Nurturing Prospects Engaged
MARCH 3, 2010
In a recent article (member access only), Marketing Sherpa offers up some intriguing research into how prospective tech buyers view email offer content, and how those views can differ dramatically from common assumptions held by marketers.
How to Answer a Question: 5 Tips for Making the Most of LinkedIn
FEBRUARY 22, 2010
One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site.
Does Marketing Automation Work With a Cold List?
NOVEMBER 8, 2010
On Focus.com , Holly asks: “Does marketing automation work if I only have a cold list of records? How effective would using this cold list be?. My response: It’s true that most marketing automation implementations involve either customers or existing prospects – people with whom the company has had prior contact – but there’s no reason why you couldn’t use the same technology against a cold list.
21 Tips & Other Impressions from the Marketo User Summit
OCTOBER 14, 2010
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.
If Lead Nurturing is the Question, is Software the Answer?
MAY 18, 2010
I was reminded today of just how successful the marketing automation vendors have been (to their credit, it must be said) in defining their solutions as the answer to today’s marketing problems. That conclusion was prompted by this question, posed on Focus : “We want to start doing more lead nurturing with our leads, and really aren’t quite sure how to go about it. Do you use a specific software for lead nurturing?
Welcome to The Point
JANUARY 27, 2010
If this is your first visit to the blog, welcome. If you’re a regular reader of my old blog, you may be asking (literally): What’s The Point? Here’s the news: the blog has moved to a new location and re-launched with a new name because I’ve also moved, to a new agency: Spear Marketing Group.
Call Every New Sales Lead 6 Times? Sorry, that’s Crazy.
FEBRUARY 24, 2011
I only recently came across the results of research published late last year by Leads360 , a leading provider of hosted (SaaS) solutions for managing sales leads.
Top-10 B2B Marketing Topics of 2010
Everything Technology Marketing
DECEMBER 1, 2010
With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. 36) I hope you had a successful and productive 2010.
Best Social PR Guides and Tips of 2010 (So Far)
SEPTEMBER 1, 2010
Read on to learn how social media is changing PR, how pitching bloggers is different from traditional media outreach, how to optimize press releases for search and online distribution, which tools should be in your social PR toolbox and more here in some of the best articles and blog posts on social PR of 2010 so far. Social media has fundamentally altered the practice of public relations.