The Point

ABM is a Strategy, Not a Campaign.

The Point

In the headlong rush to Account-Based Marketing , many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water.

The Demise of the White Paper is Greatly Exaggerated

The Point

B2B Marketing Content marketing Content Syndication Demand Generation White Paper Marketing White Paper Syndication White Papers content marketing agency content marketing best practices content marketing strategy content marketing tips white paper best practices white paper marketing

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Trending Sources

5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

Inbound marketing doesn’t work, or at best is grossly inefficient. Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The reason?

Do ABM Marketers Underestimate the Value of Messaging?

The Point

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid

8 Questions to Help You Decide if Your Content is Good Enough

The Point

The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

B2B Marketing Campaign Strategy Lead Management Lead Nurturing Marketing Automation choozle lead nurturing agency lead nurturing best practices lead nurturing consultant lead nurturing tips printingforless social PPC

Infographic: 29 Tips to Improve B2B Email Campaign Performance

The Point

B2B Marketing Demand Generation E-mail email design email marketing Graphic Design B2B email marketing email copywriting tips email deliverability email design tips email marketing best practices email marketing tips

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Sales Enablement lead nurturing agency lead nurturing consultant lead nurturing success lead nurturing tips sales best practices sales enablement sales productivityBear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

[Infographic] 10 Ways to Generate More Leads from Your Business Blog

The Point

B2B Marketing blog marketing Blogs Inbound marketing Interactive Design lead generation Social Media blog best practices blog design blog lead generation blog leads blog ROI blog subscribers social media design social media ROI

Infographic: The State of Marketing Automation Maturity

The Point

Or are companies rushing to implement marketing automation without a full understanding or strategy for how to put that technology to best use? Are most B2B companies getting maximum value from their investment in marketing automation?

7 Steps to a Successful Account-Based Marketing (ABM) Strategy

The Point

Account-Based Marketing (ABM) is certainly the hot topic in B2B circles these days, but like other trends, ABM can encompass a whole range of activity – from something as simple as an email drip campaign to a more comprehensive, sustained, integrated program that incorporates multiple channels.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

The best opportunity for converting raw inquiries to sales-ready status is at the very top of the funnel, immediately upon the prospect expressing interest.

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Why Are People Not Engaging With Our Content?

The Point

According to a recent report, “ The Content Marketing Paradox ,” content marketing output increased by 35 percent in 2015, while engagement dropped 17 percent.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Submit” is a marketing term best resigned to campaign plans and performance reports (as in: “the campaign generated 53 form submits”.)

Infographic: Top 10 Types of Demand Generation Content

The Point

Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle. Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona.

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

Or is it because responsive design, broadly accepted as “best practice” when it comes to mobile-friendly email, is no longer enough? By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices.

How Do We Find People Who Are Ready to Buy Our Product?

The Point

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content.

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10 Ways to Generate More Leads from Your Business Blog

The Point

The best way to convert organic blog visitors to subscribers is to write great content.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

The audit recommended some fundamental changes in strategy and application of SEM best practices across the board, including: • Tighter ad groups to improve ad relevance and therefore quality score (decreasing CPC).

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5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

telemarketing telesales negotiation tips sales tips selling best practices selling tips shark tank Confession: at our house, we watch a LOT of reality TV. One of our favorite series – and one of the few reality shows that’s also family-friendly – is ABC’s Shark Tank.

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9 Proven Ways to Increase Webinar Response

The Point

Let’s face it: most business inboxes get flooded every day with Webinar invitations. If your Webinar campaign is getting lost in the crowd, take a look at these 9 proven tips and techniques for increasing registration and attendance at online events. Sell the event, not the product.

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Forrester thinks Content Marketing Isn’t Working – They’re Half Right

The Point

More specifically, there’s a great deal of bad content out there (especially on social media), and many companies who haven’t quite figured out yet how to best leverage the content they have.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

The best use of a follow-up campaign is to qualify leads by offering a range of options for further engagement. Usually, marketing best practice dictates that an email focus on one offer and one call to action.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Equally interesting is that the share allotted to tech-related services (implementation, management, best practice consultation, campaign development) has increased 200 percent in the same period.

Steal This Technique for Your Next Sales Email

The Point

telemarketing telesales email copywriting email copywriting tips inside sales best practices sales email best practices sales emails sales techniques One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific.

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Observations from the 2017 Marketo Summit

The Point

That’s going to require more than just implementation and configuration, but counsel, best practices, and hands-on assistance with strategy (How do I select target accounts? This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor.

Are Agencies the Future of Marketing Automation?

The Point

But I suggest that companies are more interested in a consultative relationship, in the acquisition of best practices, and in achieving knowledge transfer to a fledgling marketing operations staff, than they are in telling their agency: “Here, YOU manage this stuff.”.

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Infographic: Mobile-Friendly vs. Responsive Email Design

The Point

B2B Marketing Creative E-mail email design email marketing Graphic Design Infographics Mobile Marketing B2B email marketing email best practices email creative email marketing agency mobile marketing responsive design responsive email design

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Bad Copy is Your Campaign’s Weakest Link

The Point

Ad Agencies B2B Marketing Copywriting Creative Marketing Technology B2B agency b2b copywriter b2b copywriting b2b copywriting best practices B2B demand generation agency copywriting best practices marketing agency marketing copy marketing copywriting

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A Follow-Up Strategy for Content Syndication Leads

The Point

By far the best approach to content syndication leads, however, is to bypass sales altogether, and instead direct those leads into a series of nurturing emails designed to identify (via further engagement) those prospects that indeed merit direct sales follow-up.

29 Tips to Improve B2B Email Campaign Performance

The Point

In general, social links are best relegated to the landing page, thank you page or confirmation email. B2B Marketing Copywriting Creative E-mail email design email marketing Graphic Design B2B email marketing email best practices email copywriting email marketing agency email mistakes

Is Marketing Automation Right for Every Company?

The Point

Earlier this month, I was interviewed by James Obermayer of the Sales Lead Management Association (SLMA) as we discussed how companies can decide when marketing automation is a fit for their organization, and how best to take the plunge.

Top 10 Marketing Automation Mistakes

The Point

One of the first steps we recommend to new marketing automation users is to develop a library of custom email and landing page templates that not only reflect their brand but that also adhere to best practices for deliverability, responsive design, etc. (We

Measure Your Way to Lead Nurturing Success

The Point

This new report shares insights, ideas, best practices, and real-life examples of how to measure lead nurturing performance beyond basic email metrics like open and click rates.

Does Creative Still Matter in B2B Marketing?

The Point

Without either of those two factors in place, even the best creative will suffer. Conversely, even the best data and the perfect offer can be undone by subpar copy and design.

Winning B2B Email Campaign Keeps it Simple

The Point

But what’s the best way to get the most from your Facebook advertising investment?”. Learning benefits are best when they’re concrete and specific. In B2B email marketing , does short copy always win over long? Not necessarily.

More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous

The Point

B2B Marketing inside sales Lead Management Lead Nurturing inside sales best practices Marketing Automation Software Advice telesales telesales best practices