The Point

Beware the Siren Call of Pre-Qualified Leads

The Point

Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe.

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Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development.

Trending Sources

ABM is a Strategy, Not a Campaign.

The Point

ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated.

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

The Point

But executing campaigns – and lead generation channels – in this manner not only robs them of their potential, it’s also a very expensive way to generate leads.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

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. In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy.

10 Ways to Generate More Leads from Your Business Blog

The Point

Here are 10 proven ways to generate more leads from your blog. Create a separate demand generation blog. Let the PR team run the corporate blog, and create a separate blog, with a more industry trends/thought leadership editorial bent, that’s optimized for lead generation.

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI. The post Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

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

The Point

Most of those same blogs, however, do little to generate leads, subscribers, or any other kind of measurable engagement or ROI. If you’ve got the content nailed, turning your blog into a demand generation machine may require little more than a few simple changes.

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. The post Is B2B Lead Generation Really This Difficult?

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.

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Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency

The Point

But in the right situation, especially given the complexity of today’s modern marketing, the right agency partner can be the key to your company making the most of your demand generation investments.

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Which Comes First: Lead Nurturing or Inside Sales?

The Point

But where lead nurturing often has the most impact – on conversion rates, funnel velocity, and demand generation ROI – isn’t mid-funnel, but rather immediately when a lead enters the system.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Infographic: 8 Ways to Get B2B Demand Gen Back on Track

The Point

Asked to name the two primary barriers to demand generation success, B2B marketers named 1) lack of budget and 2) lack of resources. Nonetheless, there are some interesting lessons to be drawn from the survey, which generated response from more than 200 marketing VPs, directors and managers.

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3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

The result is gross inefficiency and a waste of demand generation dollars. An effective lead response process at the very top of the lead funnel – a process that combines telemarketing AND automated email response – can improve conversion rates , and demand generation ROI, significantly.

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5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient.

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter.

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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

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

The Point

But as part of an integrated, cohesive demand generation mix, one that blends both inbound and outbound tactics, ABM can play a key role in driving opportunities at high-value accounts.

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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Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? 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.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. Again, this conclusion is based on more respondents naming demo offers as generating quality leads compared to other channels.

ABM & the Marketing Hype Cycle

The Point

Account-Based Marketing B2B Marketing Campaign Strategy Demand Generation lead generation Marketing Automation Marketing Technology ABM Account Based Marketing Content marketing engagio inbound marketing marketing hype marketing technology martech predictive analytics programmatic advertising

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

Amongst the usual parade of waterfalls, models, and frameworks (all SiriusDecisions’ stock in trade) were some consistent themes highlighting the direction that B2B demand generation – or demand creation, as our hosts would have it – is evolving in 2015: 1.

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

The Point

And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value.

Quit Obsessing About the Customer Journey

The Point

I write all this because in talking to demand generation marketers most days, it’s clear that the marketing powers-that-be have collectively drunk the customer journey Kool-Aid.

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.

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Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

The folks at Demand Generation Report just released a compelling new paper on the impact that new technologies are having on the use, and effectiveness, of email marketing.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. I discuss that technique (and the results it generated for one client) here.

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Infographic: 10 Commandments of Email Copywriting

The Point

B2B Marketing Creative E-mail email marketing Infographics Interactive Design b2b demand generation B2B email creative B2B email marketing Demand Generation email copywriting Email copywriting is more than simply an exercise in brevity.

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Does Creative Still Matter in B2B Marketing?

The Point

However, I’m also concerned that, as marketers, in our haste to throw off our reputation as a bunch of do-nothing artists, we run the risk of relinquishing a creative legacy that still has an important role to play, in demand generation , and in marketing as a whole.

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”.)

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.

A Follow-Up Strategy for Content Syndication Leads

The Point

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

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Research has long suggested that the majority of leads generated by trade shows never receive follow-up by company representatives. A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show.

9 Proven Ways to Increase Webinar Response

The Point

Use SEM to generate incremental leads outside of your target list. Let’s face it: most business inboxes get flooded every day with Webinar invitations.

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Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

In coordination with their demand generation agency, Spear Marketing Group , the company developed an integrated marketing program that would measure, and highlight, which brands were executing “gold medal” campaigns.