The Point

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10 Tips for a Successful Trade Show Follow-up Campaign

The Point

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

The Point

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

The Point

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.

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Lead Nurturing & the 80/20 Rule

The Point

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

The Point

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.

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Email Critique: Adobe Webcast Invite Keeps It Simple

The Point

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)

The Point

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

The Point

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

The Point

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?

The Point

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

The Point

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

The Point

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

The Point

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

The Point

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.”

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In Email Marketing, Don’t Ask Questions

The Point

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.

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Are Webinars too Popular?

The Point

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)

The Point

With the new year almost upon us, here’s a quick way to increase the effectiveness of your lead generation programs in 2011.

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Factoids: How to Tweet Multiple Times About the Same Offer

The Point

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.

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Why Companies Buy Marketing Automation Software

The Point

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?

The Point

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?

The Point

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?

The Point

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

The Point

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

The Point

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

The Point

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.

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Email Critique: CMS Vendor Asks Too Many Questions

The Point

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.

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New White Paper: Top 10 Tips for Lead Nurturing Success

The Point

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.

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Can Games Play a Role in B2B Marketing?

The Point

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

The Point

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

The Point

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.

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26 Must-Have Negative Keywords for B2B PPC Campaigns

The Point

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

The Point

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.

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How to Answer a Question: 5 Tips for Making the Most of LinkedIn

The Point

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?

The Point

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

The Point

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?

The Point

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?

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Welcome to The Point

The Point

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.

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Call Every New Sales Lead 6 Times? Sorry, that’s Crazy.

The Point

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.

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Top-10 B2B Marketing Topics of 2010

Everything Technology Marketing

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)

Webbiquity

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.

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