The Point

Trending Sources

An Email is Not a Campaign: the Case for Integrated Marketing

The Point

You could extend the campaign even further by repurposing the analyst report into a Webinar, a blog post, an infographic, etc.

Do ABM Marketers Underestimate the Value of Messaging?

The Point

Brand positioning is a lot of work, but it produces an incredibly powerful Message Map to guide all marketing narratives: website copy, email copy, digital ads, social posts, blogs, etc. (HS)

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

The Point

The reason that titles with numbers in them (this blog post, as one example) is that readers respond to specific, concrete benefits. The best demand generation campaigns start with content that your prospects want.

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

The Point

The social media landscape is littered with business blogs that, on the surface, do everything right. Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI.

10 Ways to Generate More Leads from Your Business Blog

The Point

Here are 10 proven ways to generate more leads from your blog. It’s highly likely that most of your blog traffic will come, not from visitors wandering over from the main corporate site, but through search. On our blog , we use the Indeed Smart PopUp for WordPress.)

Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey.

9 Proven Ways to Increase Webinar Response

The Point

Start by publishing a blog post a couple of weeks before the event – perhaps a short, Q&A-style interview with the Webinar speaker, or an excerpt of the planned presentation – and include a call to action that links to the registration page.

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If You Write B2B Copy, You Need This Blog Post

The Point

Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” ” “Can I deliver that to you this Friday?”

Are Agencies the Future of Marketing Automation?

The Point

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Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

A quick Web search yields dozens of blog posts and articles on the topic, many quoting the same source, a Doctor Jeffrey Lant and his “Rule of Seven,” a rule that states: “You must contact your buyers a minimum of seven times in an 18-month period for them to remember you.”.

Is Technology Making Marketing Agencies Obsolete?

The Point

Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake?

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Top 10 Demand Generation Resolutions for 2014

The Point

Make your blog count. Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way.

Email Critique: When a Good Offer Just Isn’t Enough

The Point

And, as the primary offer, it’s front and center in the email, which (as readers of this blog will be tired of me preaching) is one of the keys to B2B email success.

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Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

You can access the complete report on the Software Advice blog – no registration required.). The conclusion that most caught my eye is the one that titles this blog post.

How Much Of My Demand Generation Budget Should I Be Spending On Lead Nurturing?

The Point

Quick anecdote: one of the largest deals our firm closed in the last two years was with an individual I’ve known for years, was in our database, and subscribed to our blog. It’s that time of year again, and marketers’ thoughts turn to budgeting for the next 12 months.

Key B2B Demand Generation Strategies for 2015

The Point

This interview originally appeared in the RingLead blog , and is posted here with permission. (AN)

5 Tips for Successful Survey Campaigns

The Point

Survey results can be repackaged and repurposed in multiple ways: survey reports, infographics, podcasts, Webcasts, blog posts, tweets, etc. (in – a blog post summarizing the findings (with the same call to action).

9 Ideas (and 1 Big Lesson) from the Marketo Social Marketing Roadshow

The Point

Social media used to mean launching a blog, or designing a corporate Facebook page. Add a pop-up window on thank you pages, blogs, Webinar confirmation pages, or content like white papers that asks the viewer to share content. •

Sirius Decisions Thinks Websites Will Generate 71% of All B2B Sales Leads by 2015. I Disagree.

The Point

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”.

3 Demand Generation Goals to Avoid in 2013

The Point

A client of ours was able to show how their new blog generated a 700 percent ROI last year based on opportunities that originated with, or were influenced by, that program. Then excerpt the white paper in a blog post and link to a registration form where people can download the full version.

5 Campaign Ideas for When You Have No Content

The Point

Do you offer email subscriptions to your blog ? For today’s B2B marketer, content is the fuel that feeds the demand generation engine.

Campaign Makeover: Simple Changes Increase Email Response by 25 Percent

The Point

We’re getting ready for a second broadcast and after reading one of your recent blog posts, I can already think of at least one thing that we could do better. I received an email recently from Kevin Payne, Senior Director of Field Marketing at customer service software provider [24]7.

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5 Simple PPC Landing Page Changes that May Improve Your Quality Score

The Point

Similarly, my earlier blog post also suggested that external links (to the advertiser’s home page, for example) may lower conversion rates by providing an “escape route” that is contrary to the desired action, namely having the visitor complete a registration form.

3 Ways to Make Your Corporate Blog’s Sidebar Work Harder

The Point

Want a simple way to have your corporate blog show measurable results? If you post blog content to your Facebook or LinkedIn or Google Plus page, add those also. Share this blog! share this blog with. Take a hard look at your sidebar.

Slidecast: Getting Leads (and More!) From Your Blog

The Point

If you’ve ever wondered how to turn a boring corporate blog into a vibrant, engaging lead generation machine, here’s your opportunity. From Your Blog: 10 Tips for Higher Blog ROI.” Find out how your blog can be the centerpiece of your demand generation strategy.

8 Things Your CEO Can Write About On His/Her Blog

The Point

Launching a CEO blog but the boss isn’t sure what to write about? Commentary/Analysis – as different from #1 (opinion), a written response to a third party article, blog post, report or market event. Paraphrase the question to fit your purpose and answer it on the blog.

Do Lead Nurturing Campaigns Always Need an Offer?

The Point

Here’s an excerpt from the comment I posted to his blog: “I love the idea of the 411 Principle as applied to Twitter and Facebook and I’d suggest it could easily extend to blog posts also. In my last post , I talked about creative campaign ideas for when you have no content to offer. Which leads to another question: do certain types of campaigns even need an offer in the first place?

3 Keys to an Effective Autoresponder Program

The Point

This article originally appeared as a guest post on Optify’s Lead Generation Software Blog.

Has Content Marketing Made Branding Obsolete?

The Point

The leads that you generate from a white paper about best practices, or a Webinar about ROI, or an infographic about industry trends, or (ahem) a blog post about a “hot topic” all serve to make your brand irrelevant. Confession: as a died-in-the-wool direct marketer, I am a branding cynic.

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Marketo Email Campaign Keeps It Short & Sweet

The Point

Marketo did not solicit this blog post, nor were they consulted on its content.]. A client confessed recently that one of the reasons his company had selected Marketo as a marketing automation provider was because he was so impressed by their marketing.

How to Revive a Dying E-Newsletter: 4 Tips

The Point

Host the newsletter as a blog. There are countless reasons to host your newsletter on a blog platform like WordPress. The demise of email newsletters as an effective B2B marketing tactic has been, to paraphrase Mr. Twain, grossly exaggerated.

Podcast (Part 3): Using Blogs to Generate Leads

The Point

In part 3 of my podcast with Steve Farnsworth of Jolt Social Media, we discuss the role of blogs in the lead generation landscape, and the simple steps companies can take to convert their blogs from PR dumping grounds to a key part of their demand generation engine. In less than 8 minutes, you’ll learn: • How to incorporate blogs into your overall lead generation strategy. • Why one, all-encompassing corporate blog may not be enough. •

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Dialogue Marketing: A Conversation with Maria Pergolino

The Point

B2B Marketing blog marketing Content marketing Demand Generation Inbound marketing lead generation Lead Management Lead Nurturing Marketing Automation dialogue marketing dreamforce maria pergolino marketo

Report: B2B Blogging Trends in 2011

The Point

Tony Karrer and Tom Pick, founders of the popular B2B Marketing site B2B Marketing Zone just released a compelling report on B2B Blogging Trends in 2011. 2011 may be the year when B2B companies finally realize blogs are more than just a PR vehicle for propagating so-called thought leadership.

No Leads from Social Media? No Excuses.

The Point

For example, take this blog our agency designed more than a year ago for Navicure , a leading online medical claims clearinghouse. Blogs need to be designed and optimized for lead generation. B2B Marketing blog marketing Blogs Campaign Measurement Social Media Web 2.0

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When Emails Go Bad: A Lesson in How to Apologize

The Point

It explains the problem (a technical glitch) and provides a convenient resource for discovering more information by directing people to the company blog.

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

Critically, the agency recommended archiving all newsletter content in a blog format, hosted in WordPress. The blog has enabled us to deliver information to prospects in a more engaging, interactive vehicle,” says Jason Stricker, iDirect’s Senior Web Marketing Manager.

TechValidate: Marketing Content that Writes Itself

The Point

Without a consistent stream of compelling, original, relevant information to offer, landing pages fail to convert visitors to leads, blogs wither, and lead nurturing [.]. What single hurdle keeps B2B marketers from achieving the best possible results from inbound marketing, social media, and lead nurturing? It’s content. (Or Or rather, it’s LACK of content.)

Lead Generation Losing Out to Social Media? Not So Much.

The Point

blog marketing Blogs Branding Demand Generation lead generation Social Media cso insights marketing budgets marketo smei

Is Social Media Wasted on PR Agencies?

The Point

By viewing social media exclusively through the PR prism, and designing blogs (for example) as platforms for propagating the company’s news and views and little else, clients and their agencies are leaving opportunities on the table. In a recent post I outlined some of the tactics we recommend to clients who are looking to generate more leads from their blog and social media in general. First, let’s get this out of the way: I know some very smart people in the PR field.

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