The Point

AUGUST 27, 2019

LinkedIn’s big advantage over its key competitor – and the reason it’s now cannibalizing so many marketing budgets previously reserved exclusively for paid search (SEM). – is its ability to target specific audience demographics: job title, industry, etc. Does targeting by “Skills” work better than “Job Title”? Audience Size.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

SEPTEMBER 21, 2017

For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”. The post Why Lead Nurturing Success Means Not Asking for the Sale appeared first on The Point.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

MARCH 8, 2018

But as news items, they belong in a press release, or on social media, not in a demand generation email designed (presumably) to drive engagement. But when it comes to using that report to generate leads, put the self-congratulation aside, and market the report as a tool for buyers, not a reason to buy your product.

Marketing Report 216

Marketing Report Planning Gartner Demand Generation Agencies 216

The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. Photo by Tyler Franta on Unsplash.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

FEBRUARY 28, 2023

Or an engaging content asset (ebook, Webinar, white paper) that can pay dividends over the long term and serve a myriad of uses (Website CTA, lead nurturing, lead generation, social media). If you do invest in lead generation, set clear expectations for sales follow-up. . * Or an ad on LinkedIn.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The ABM Agency

FEBRUARY 19, 2023

Reading Time: 10 minutes Account Based Marketing (ABM) is a powerful strategy for B2B organizations that can be used to drive demand and increase customer loyalty. ABM focuses on targeting specific accounts, rather than casting out wide nets hoping for the best results.

Account Based Marketing 52

Account Based Marketing Paid Content ABM Sales Management 52

The ABM Agency

FEBRUARY 19, 2023

Reading Time: 10 minutes Account Based Marketing (ABM) is a powerful strategy for B2B organizations that can be used to drive demand and increase customer loyalty. ABM focuses on targeting specific accounts, rather than casting out wide nets hoping for the best results.

Account Based Marketing 52

Account Based Marketing Paid Content ABM Sales Management 52

The Point

AUGUST 25, 2015

It’s important to recognize that content syndication leads are not like most sales leads. 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.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content?

Campaigns 100

Campaigns Peer-to-peer Lead Nurturing Paper 100

The Point

JANUARY 21, 2014

I would a) break it up into 2 paragraphs at minimum, and 2) tie the copy back to the offer in action-oriented terms, as in: “In a new white paper from Forrester, learn how …”. This could also be a way to break up the first paragraph (see above.)”. The revised email can be seen in the second thumbnail to the right.

Demand Generation Agencies 100

Demand Generation Agencies Advertising Agencies Campaigns Marketo 100

The Point

MAY 27, 2014

For example (putting aside, for the moment, whether the benefit outlined below is particularly compelling): “To learn how to get a complete picture of your company, download a free copy of our white paper on integrated business applications …”. Adapted from “The High Tech Direct Marketing Handbook”.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

ANNUITAS

APRIL 9, 2015

A big challenge we often see in enterprise B2B demand generation programs is the tendency to rely on lead volume as a benchmark for success. The purpose of a demand generation program is to drive revenue, not leads, and the only way to truly measure success is revenue in the form of contribution to pipeline and sales.

Conversion Rate 100

Conversion Rate Conversion Lead Ranking Demand Generation 100

The Point

NOVEMBER 10, 2014

For a more detailed discussion of what mistakes to avoid in B2B email marketing, download our free white paper: “ Top 10 B2B Email Marketing Mistakes.”

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

SWZD

MARCH 21, 2018

Hello Friend of emedia, Making your life as a demand gen pro easier in 2018 – this is the focus of emedia’s first newsletter for the New Year. We start with two demand generation road maps, both with compelling examples: An eBook that presents a plan for content development. Download The White Paper.

Demand 48

Demand Sales Qualified Leads Demand Generation Top of Funnel 48

DiscoverOrg

NOVEMBER 6, 2017

In our previous guest blog on “ Adventures in Account-Based Marketing ” ( original post from Terminus), I outlined the importance of taking a data-driven approach in your account-based marketing program and introduced a model I refer to as Fit + Intent + Engagement. Identify Your Qualified Market.

Account Based Marketing 149

Account Based Marketing Ideal Customer Profiles Lead Ranking Lead Scoring 149

The Point

APRIL 20, 2009

This prompted a discussion on LinkedIn wondering if the change augured tougher times ahead for direct marketers. On the contrary: after almost 20 years [.].

Direct Marketing 100

Direct Marketing Marketing Agencies 1 Demand Generation Agencies Relevance 100

The Point

AUGUST 10, 2009

Think about it: that’s 1,000 sales leads (and make no mistake, that’s what they [.].

SEM 100

SEM Content Marketing Marketing Automation Services Marketo 100

Ambal's Amusings

JANUARY 21, 2010

Yes, getting those leads into the sale pipeline. We have invited B2B Experts to shed light on the following question: " What is the biggest roadblock to converting marketing leads into the sales pipeline? How do marketers overcome this roadblock? Blog Marketing Interactions Twitter Ardath421. Ardath Albee.

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Marketing Leads 100

The Point

MARCH 3, 2010

It’s the working assumption of B2B marketers that prospects don’t want to be sold to. And indeed, when it comes to outreach programs designed to generate net new prospects, more educational offer content (e.g. white papers) tends to perform better than does promotional content (e.g. News and articles, at 84%.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

KoMarketing Associates

SEPTEMBER 10, 2012

For example, this May, ReTargeter put together a white paper about how to comply with the EU ePrivacy Directive. After hearing concerns from several clients regarding the European legislation, we decided a white paper would be valuable. Content marketing can be very powerful. Develop a piece of content around it.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 120

Digital B2B Marketing

MAY 22, 2012

In the past year, 88% of people report using white papers for business research, followed by 73% for webinars. White papers are rated “most valuable” more frequently than any other format (56% of those that rated white papers). Does Your Content Create A Barrier? Only 40% share webcasts.

Marketing Prospects 100

Marketing Prospects Webcast B2B Marketing Planning 100

The Point

MARCH 29, 2017

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 lead funnel is obsolete. Inbound marketing doesn’t work, or at best is grossly inefficient.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

Heinz Marketing

JUNE 19, 2023

This week’s show is entitled, “ The Convergence of Traditional Demand Gen and ABM “ My guest is Jodi Cerretani , VP of Marketing at RollWorks Tune in to hear more about: How has the role of B2B marketing evolved in the past five years, and what impact does it have on business value and the P&L?

Lead Ranking 102

Lead Ranking Account Based Marketing ABM Marketing Qualified Leads 102

PureB2B

NOVEMBER 10, 2021

As a demand generation marketer focused on quality leads, creating a solid lead generation strategy should be at the top of your “to-do” list. However, there’s a chance that your lead generation plan needs to pivot or evolve over time with your targeted buyer persona.

Lead Generation 62

Lead Generation Marketing Budget Sales Qualified Leads Top of Funnel 62

The Point

JULY 8, 2014

In early 2014, Sungard Availability Services (Sungard AS), a leading provider of managed IT, cloud, and recovery services, announced that it was splitting off as a separate company from SunGard Data Systems Inc. In this case, there was no offer per se, no white paper or Webinar or other information of value.

Case Study 100

Case Study Case Studies Demand Generation Agencies Paid Search Agency 100

nDash

MAY 26, 2022

These tools allow marketers to achieve goals, including: Maximizing time and resources. Understanding which audiences to target. The best way for marketers to design the best ways to communicate with their target audiences they must compile detailed information about these prospects – B2B marketing tools help them achieve that goal.

Work Management 52

Work Management Marketing Management Marketing Automation Services B2B Marketing 52

The Point

OCTOBER 21, 2009

Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. polldaddy poll=2150942].

Landing Pages 100

Landing Pages Demand Generation Lead Nurturing Click Rate 100

Valasys

APRIL 10, 2020

Account-based marketing is a technique employed by B2B marketers to identify and target the accounts they value the most. It helps in developing account-specific insights and in generating specific contacts for those accounts. Steps to building a personalized account-based marketing strategy.

Account Based Marketing 52

Account Based Marketing Marketing & Strategy Webinar Metrics Marketing Strategy 52

Outgrow

FEBRUARY 5, 2021

A Complete Guide to Demand Generation [Examples+Case Studies] . But demand generation for those products is even harder. That’s where a demand generation guide comes in. In this blog, we’ll tell you everything there is to know about your demand generation business. What Is Demand Generation? .

Demand Generation Agencies 98

Demand Generation Agencies Demand Generation Case Studies Case Study 98

PureB2B

FEBRUARY 26, 2020

It enables marketers to take a more active role in the lead generation efforts to create revenue for the company [1]. The goal is to connect both marketing and sales to make decisions based on a common goal. This will ensure ROI and revenue targets are met and not missed. Many leads don’t make a sale.

Top of Funnel 68

Top of Funnel Sales Qualified Leads Lead Qualification Marketing & Strategy 68

DealSignal

NOVEMBER 9, 2022

All this makes targeting a challenge – but lead enrichment is there to help you follow closely what’s going on with your pool of prospects. Lead enrichment is the process of finding and adding important information to your lead records in order to keep your data accurate and focus your targeting efforts.

Ideal Customer Profiles 52

Ideal Customer Profiles Lead Scoring Lead Ranking Sales Qualified Leads 52

PureB2B

FEBRUARY 26, 2020

It enables marketers to take a more active role in the lead generation efforts to create revenue for the company [1]. The goal is to connect both marketing and sales to make decisions based on a common goal. This will ensure ROI and revenue targets are met and not missed. Many leads don’t make a sale.

Top of Funnel 62

Top of Funnel Sales Qualified Leads Lead Qualification Marketing & Strategy 62

Webbiquity

JUNE 25, 2012

Sales leads generated through inbound marketing–the combination of content marketing, blogging, social media, website chat and SEM–cost 61% less than those produced through traditional demand generation techniques (e.g., Photo credit: DIY Marketers.

Social Media 100

Social Media Social Marketing Allocation SEM 100

The Point

JANUARY 13, 2017

Otherwise, you’ll simply to be throwing unqualified leads at your SDR team only to be told “they weren’t ready.”. For a more detailed look at B2B search strategy, download our white paper: “ Top 10 B2B Paid Search Mistakes.”. The post Expand your Offer Strategy to Increase SEM Performance appeared first on The Point.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

Valasys

JUNE 26, 2019

It is a free tool that equips B2B marketers to unveil the statistics related to content consumption, not only on their primary website but across omnichannel. The marketers are asked to enter the details about their target audience (the persona they want to target).

Top of Funnel 61

Top of Funnel Enterprise Management Intent Signal Psychographics 61

The Point

AUGUST 9, 2012

Even if a few publishers offer the option, it’s likely that they’d charge a high premium given they’d be eliminating a large number of otherwise quality leads in the process (see above). If it’s important that you only target specific regions, you’re probably better off considering either a list purchase, or possibly even paid search (SEM).

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

AUGUST 20, 2015

Were marketers given the latitude to operate on a more long term horizon – i.e. casting a wider net and nurturing unqualified leads to opportunity – lead generation would be much more effective. Note: I wrote a white paper on this very topic.). Marketing is suffering from a knowledge gap.

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100