The Point

Beware the Siren Call of Pre-Qualified Leads

The Point

You know your business. There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads.

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Do ABM Marketers Underestimate the Value of Messaging?

The Point

To do this, marketers must establish a process for curating news, events, and business insights for each target account so that they can create relevant content on a weekly or monthly basis that speaks to the business challenges of each target account. (HS)

Trending Sources

10 Ways to Generate More Leads from Your Business Blog

The Point

The post 10 Ways to Generate More Leads from Your Business Blog appeared first on The Point.

Email 101: Tell Me Something I Don’t Already Know

The Point

To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. As a busy IT leader you know …”) that does nothing but try the reader’s patience.

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[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. The post [Infographic] 10 Ways to Generate More Leads from Your Business Blog appeared first on The Point.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

If you state upfront that you’re telling me something I already know, as in: “As a busy executive, you know that …”. Instead, just skip immediately to the benefit: “Now there’s a new way for busy executives to …”.

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

The Point

For example, in answer to the question “During the past 12 months, how effectively have your content marketing efforts delivered business value?”. • That means just shy of two-thirds of survey respondents felt that content marketing is delivering business value.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

Though that pilot campaign didn’t yield any conversions, the company felt reasonably confident that, with the proper guidance and management, SEM could be a viable demand generation engine for the enterprise business. More importantly, the campaign started to generate real business results.

SEM 72

Moving Past Responsive Design to a Mobile-First Email Strategy

The Point

For the Business Products & Services industry, average percentage of clicks on mobile is only 10%. ). By now we’ve all heard the statistics that as much as two-thirds of all email is opened or read on mobile devices.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

It’s a tussle between what marketers know is the right thing to do, and what they have to do in order to meet internal business demands. (BA)

Quit Obsessing About the Customer Journey

The Point

Now, to be fair, we certainly have a better understanding of the B2B customer journey today, and it’s certainly true that there are valid, credible insights that can be drawn about the way in which business buyers behave in the aggregate.

5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

And most entrepreneurs grossly inflate the value of their business because they know they’re going to be low-balled. Maybe in your business, any sale is better than no sale. Confession: at our house, we watch a LOT of reality TV.

Tips 112

9 Proven Ways to Increase Webinar Response

The Point

Let’s face it: most business inboxes get flooded every day with Webinar invitations. Most business professionals live and die by their online calendars.

SEM 86

A Follow-Up Strategy for Content Syndication Leads

The Point

When someone registers to download a white paper or podcast or case study about the business challenge that your product solves, he or she is expressing an interest in that topic, not necessarily in your product.

Steal This Technique for Your Next Sales Email

The Point

Hey Dan, I know you’re busy. One of the basic rules of good, direct marketing copywriting is that a call to action should always be specific. In other words, it’s always better to present the reader with a very precise, preferably tangible reason to respond.

Email 104

Are Agencies the Future of Marketing Automation?

The Point

Even though marketing automation is indeed a primary business driver for Spear, I’m not convinced that the particular scenario that Mr. Raab predicts is in our future. Most won’t, I suspect, because it takes them too far outside their core business focus.

Agency 100

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Which social media platform makes most sense for your business? Looking to include social media advertising as part of your demand generation mix in the new year?

PPC 102

Infographic: Mobile-Friendly vs. Responsive Email Design

The Point

Design 114

How to Measure Email Success in 2015: A Call to ROI

The Point

A campaign can generate a phenomenal open rate, an astonishing click rate, and even hundreds of leads, and yet contribute virtually nothing to the business. And best of all, the revenue that the campaign delivered to the business.

Winning B2B Email Campaign Keeps it Simple

The Point

What you don’t see in this email are many of the things that commonly bog down B2B campaigns, to their detriment, notably a tedious introductory paragraph designed to grab the reader and “set up” the business case for why he/she wants the offer.

Is Technology Making Marketing Agencies Obsolete?

The Point

Like so many other industries, the agency business is changing radically: • the old school commission structure is being replaced by fee-for-service, or even pay-for-performance, leaving agencies to scramble for new, value-added services.

Agency 106

The One Marketing Automation Guide You’ll Ever Need?

The Point

As an independent research company, TrustRadius bases their content on in-depth user reviews and takes pains to maintain both credibility and transparency in the way they rate, score, and evaluate business technology.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives.

What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

He previously held top marketing roles at Eloqua, Forrester Research, and Reed Business Information before taking the reins as CMO at Lattice Engines , a pioneer in predictive applications for marketing and sales.

5 Key Tips for Driving Attendance at Field Events

The Point

Any event – online or offline – needs to have relevance to your target audience, their concerns, goals, and business pains. Don’t look now, but field events – seminars, roadshows, executive breakfasts – are making something of a comeback in B2B circles.

Field 61

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

The Point

Another cardinal rule: business email should focus on one offer, and one offer only. Here’s a list of the things I love most about the email below from Allocadia , a Vancouver, BC-based developer of Marketing Performance Management (MPM) software: 1. The offer image. Yeah, that’s about it.

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Case Study: How One Tech Company Used Humor to Launch a New Brand

The Point

Sungard AS asked its demand generation agency, Spear Marketing Group , to help introduce business prospects within the company’s marketing database to the new brand.

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

The Point

The visitors were primarily buyers looking for information on business software, so the data has potentially broad application to B2B software and B2B technology vendors as a whole.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

A tactic like PPC, however, may generate fewer leads overall, and possibly even a lower proportion of “quality” leads, but may ultimately deliver more pipeline or closed business as measured by ROI.

If You Write B2B Copy, You Need This Blog Post

The Point

I was reminded of this technique recently upon receiving an email from a software company that read as follows (names and other details changed to protect the misguided): “To get a complete picture of your company, you need an integrated business application.

Survey: Marketing Automation Users Score a “C” in Maturity

The Point

In some notable areas, the average marketing automation user appears to be achieving real business value. In other categories, adherence to even fundamental best practices is relatively uncommon, even in areas that you’d otherwise assume to be a primary business case for marketing automation. Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community.

Content Selling: How Sales Can Better Leverage Marketing Content

The Point

We build white papers for early stage evaluators, case studies for building a business case, industry papers to show vertical expertise, and so on.

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A Really Useful B2B Marketing Benchmark Report from Optify

The Point

Optify’s suite of digital marketing software is Web-based, so they’re able to extract metrics directly from their clients’ Web activity without any selection bias, excepting any prejudice due to the type of organization with whom they do business.

5 Common Content Syndication Mistakes

The Point

Understand this about publishers and others in the content syndication business. Though it predates what we think of today as “content marketing,” content syndication is still a cornerstone of many B2B companies’ demand generation strategies.

CPL 82

10 Tips for Driving Lead Nurturing Success (Infographic)

The Point

When B2B companies invest in marketing automation technology, “lead nurturing” is often one of the key business objectives that spurs those organizations to take the plunge.

Expand your Offer Strategy to Increase SEM Performance

The Point

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy. But the second reason is because technology marketers (and their sales counterparts) are impatient, have short term business horizons, and don’t want to “wait around” for leads to be qualified.

SEM 37

Research Report: Lead Gen Not as Easy as Marketers Think

The Point

In results based on responses from more than 400 business leaders and marketing professionals, Ascend2 reported that marketers’ concerns about lead generation have veered away from lead volume and towards lead quality.

In Defense of Unsolicited Email

The Point

B2B Marketing Business Ethics Campaign Strategy Content marketing Database Marketing Demand Generation Marketing Automation Marketo b2b demand generation email marketing email marketing best practices email spam marketo marketo agency partner Marketo partner phil fernandez unsolicited emails

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Key B2B Demand Generation Strategies for 2015

The Point

In our business, demand generation and content marketing are nearly synonymous. HS) One of the great things about being a demand generation marketer is that our business is constantly changing.

5 Tips for Successful Survey Campaigns

The Point

Sorry, but simply saying “We need your opinion” isn’t going to compel a busy executive to sacrifice even 5-10 minutes of his/her time. Successful surveys appeal to both business and personal motivators, and the campaigns highlight that value.