The Point

JULY 17, 2017

FINDING : 89% of respondents stated that winning vendors provided content that made it easier to show ROI and/or build a business case for the purchase. IMPACT : It may feel self-serving or even disingenuous to create content that explicitly provides a business case for buying your product.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. It’s why, for example, we marketers have assumed control for more and more of the lead funnel. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

FEBRUARY 14, 2018

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper. It doesn’t.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193

The Point

JANUARY 17, 2019

But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process. Indeed, in the client example I related earlier, when we implemented a series of automated emails as a complement to SDR outreach, lead conversions jumped more than 33 percent.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

MAY 9, 2017

With ABM, it’s no longer good enough to deliver segment-based messaging (for example, healthcare) – marketers need to be able to deliver messaging that is relevant and timely for individual accounts (e.g. The purpose of branding is to ensure your product or service is the preferred choice in the minds of buyers.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

MAY 16, 2019

Too often, B2B emails open with a long lecture about the state of business and industry trends (classic example: “As a busy marketer, you know …”) * The email offers clear, specific, and concrete learning benefits (the 4 bullet points) – what the reader will learn, gain, discover by attending the Webinar.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

JUNE 5, 2018

However, when you consider that, in our model, a 5 represents the most advanced state of practice from a business theory perspective, and a 1 represents basic control and management of a process, you recognize how difficult the transition from 1 to 5 really is. for lead management to 3.35 for organization. I was shocked, at first.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

MAY 27, 2014

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. Just don’t assume he or she already believes your product is the answer.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

MAY 30, 2013

Today, modern marketing channels have become so fragmented that B2B marketers are much more likely to work with a stable of agencies – a demand generation agency , for example, plus a branding firm, a PR shop, perhaps even an SEO consultant. The more your agency knows, the more they can contribute fresh thinking. Comments welcome.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

JULY 18, 2014

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. Today’s B2B buyer doesn’t want to be told which product to buy.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

AUGUST 25, 2015

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. That individual may well be a great candidate for your product, it’s just that he/she doesn’t know it yet.).

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

AUGUST 11, 2015

Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana. For example, per SiriusDecisions, that 67 percent of that buyer’s journey now takes place online. But that does that mean that every buyer, for every product, conducts 67 percent of his/her research online?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

OCTOBER 22, 2013

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Include both personal and business motivators. Make sure your invitation addresses both.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

JULY 27, 2018

In the demand generation business, we often talk about “low bar” and “high bar” offers. So, for example, on a spectrum from low to high: * a white paper is a low bar offer (very little asked of the prospect). * a Webinar is a low bar offer (though not as low as a white paper because of the additional time commitment). *

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

JULY 25, 2014

Witness the first paragraph: “Find out how prepared your business is to fend off cyberattackers by taking our quick, four-question Code Signing Security Assessment. Now, I have no issue with “self-assessment” offers, and indeed I’ve seen them used very successfully for other high-tech products. This campaign is a perfect example.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

JANUARY 24, 2013

By asking the right questions, you’ll not only uncover additional opportunities for improvement, but the information will play a key role in defining critical issues of workflow – for example: segmentation, frequency, and offer strategy. What is the range of products in which a prospective customer could express interest?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

JANUARY 29, 2015

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. As so much of our demand generation work at Spear is founded on tried-and-true principles (Sell the Offer, Not the Product!)

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

APRIL 1, 2014

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

DECEMBER 23, 2011

Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that are reasonably qualified. A real-life case study or success story highlighting your product or service and the ROI your client was able to demonstrate.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

APRIL 22, 2016

However, our production team did some analysis recently and noticed an interesting statistic: Across a representative sample of client campaigns, representing millions of emails sent, 42 percent of all opens were on mobile devices, but only 19 percent of all clicks were mobile. Provide social sign-on functionality*.

Design 100

Design Landing Pages Marketing & Strategy Mobile Marketing 100

The Point

APRIL 18, 2011

Sure, in theory, anyone with a Webcam and a YouTube account can create and share video content, but is the lack of production quality worth the risk to your brand? All you provide are the images (photos, screen shots, logos); Animoto supplies the animation, transitions, music, and other post-production wizardry to create the finished product.

Cost 100

Cost Video Marketing Effectiveness Microsite 100

The Point

JULY 18, 2011

If you market CRM software, for example, and a prospective customer has a need for that software, that prospect is more likely to download a white paper on “how to improve customer service&# than he/she is to request a brochure on your product. Benefits/Applications/ROI (including case studies, if possible).

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

MARCH 16, 2010

Conversion rates, for example, the rate at which clicks convert to leads (and a key metric for B2B campaigns), can be improved significantly by reducing the number of irrelevant clicks. For example, “enterprise” might be a negative keyword for a small business ad group, but not for your product line as a whole.).

PPC 100

PPC Keywords Campaigns SEM 100

The Point

MAY 20, 2014

before the campaign goes into final production.). More problematic, in my view, is copy that does little to communicate the value of the actual event, and instead resorts to a litany of product features and limp generalities about that product’s value proposition. From all appearances, this Webinar is actually a product demo.

Demand Generation Agencies 100

Demand Generation Agencies Webinar Metrics Design Paid Search Agency 100

The Point

OCTOBER 29, 2014

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. For example: Which of my prospects should I call first? Citrix and RingCentral are two good customer examples.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

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. For example, take the email below from payment processing company Cybersource. The subject line: “Taking Your Business Global?” (not

Email Marketing 100

Email Marketing Lead Generation Paid Search Agency Lead Scoring 100

The Point

NOVEMBER 14, 2014

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. Sure, demos attract more qualified leads, because prospects who want to view the product are inevitably further along in the sales process.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

FEBRUARY 13, 2013

How easy is it to customize the system to our specific business model and/or sales process? How often do you release product enhancements? For example, look for integration with other systems beyond CRM (e.g. For example: • Increase the rate at which users upgrade from our freemium version to a paid license.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

OCTOBER 20, 2011

Most notable: not once in the entire copy is the company or product mentioned. The headine: “Strategically Social: 5 Keys to Becoming a Social Business” promises a specific, tangible learning benefit (“5 Keys”), drawing the reader into the copy. Prime example: “Automation and Integration: Creating Social Business Processes.”

Email Campaigns 100

Email Campaigns Salesforce.com Campaigns Demand Generation 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. Here, “7 Proven Strategies to Transform Your Business” is clear, concise, and promises immediate value. Make lead nurturing part of your campaign plan.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

MAY 18, 2011

of the best-seller, “ Create the Business Breakthrough You Want.&#. (HS) HS) In the agency business, we see first-hand the struggles that clients are facing to create a steady stream of compelling content. Most messaging created by marketing falls into the company, solution, and product categories.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

OCTOBER 11, 2012

In the business of Search Engine Marketing (SEM) , this strategy is sometimes referred to as “ego bidding” – that is, securing the top position (or one of the top 3 positions) for a particular search term, regardless of cost or efficiency.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

MAY 23, 2017

For the publishers, I can see the appeal: the opportunity to diversify their product portfolio, add another revenue stream, and charge higher CPLs. You know your business. Question: is this a smart choice for marketers? For the average B2B marketer, I’m not so sure this is a wise move. Here’s why: First, some context.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

OCTOBER 14, 2009

We work with a lot of SaaS (Software as a Service) clients, and the inclination for those companies is to offer a free trial or download of their product. the person has received very little information to date on your product (and thus is less likely to want to try it out on the spot) and.

Landing Pages 100

Landing Pages PPC Paid Search Agency Webcast 100

The Point

JULY 14, 2011

As a busy executive, you understand that …”) before even mentioning the offer, you’ll lose most readers before they even know whey you’re writing to them. Sure, your product may be wonderful, but the reason people respond to emails is because they want the offer: the white paper, the Webinar, the information kit. Sell the Offer.

Creativity 100

Creativity B2B Verticals Paper 100

The Point

SEPTEMBER 16, 2011

For example: An educational white paper by an industry analyst on a hot industry trend will tend to generate a broad spectrum of prospects, including a large subset who have no interest whatsoever in your solution but want to stay abreast on what’s new in your space.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

NOVEMBER 15, 2010

Your product may be one for which the primary benefits are the same regardless of job title. However, if inbound leads represent a mix of job functions, and your product means something very different to a CFO compared to his/her colleague in IT, your emails should reflect those differences. Product interest. Job function.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100