The Point

Beware the Siren Call of Pre-Qualified Leads

The Point

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. Naturally, you pay a big premium (in the form of a higher CPL) for pre-qualified leads.

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5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

Though the marketing team was doing a great job generating raw inquiries at the top of the funnel, the sales reps weren’t receiving the number of “sales ready” leads they needed to hit their pipeline targets. The lead funnel is obsolete.

Trending Sources

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

The Point

IMPACT : Use retargeting ads not only to generate net new leads, but also to maintain awareness throughout the buying cycle; expand lead nurturing “beyond the inbox” to include ads on platforms like LinkedIn.

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

The Demise of the White Paper is Greatly Exaggerated

The Point

Lead Funnels? According to Dun, “the era of the lead-gated PDF as a driver of scale leads is coming to an end … an increasing number of marketers are turning to interactive content to create more dynamic experiences with buyers.”.

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Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. A question: at this point, what kind of lead am I? By my own reckoning, I’m an MQL (Marketing Qualified Lead). I’m also a perfect candidate for lead nurturing.

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

The Point

No one question will help you create content that drives quality leadsleads that convert more readily to pipeline and revenue – more than this one. Personally, I’ve seen some white papers continue to generate leads year after year with only minor updates.

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. raw inquiries convert to either MQLs (Marketing Qualified Leads) or better.

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Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

In a previous post, I discussed key strategies for following up with trade show leads. Here are 7 ideas for increasing booth traffic and lead volume at the show: 1. Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans.

Do ABM Marketers Underestimate the Value of Messaging?

The Point

Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. The power to convert leads lies in the message – not the software.

[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. Here are 10 tips for generating more leads from your blog, drawn from this earlier post.

10 Ways to Generate More Leads from Your Business Blog

The Point

Here are 10 proven ways to generate more leads from your blog. Therefore, the #1 way to drive blog traffic, and more sales leads, is to ensure that 1) the title of each post is optimized for search, and that 2) the language drives interest and engagement.

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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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

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. No wonder lead quality is such a pressing issue.

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. If you hand off content syndication leads to your sales force without setting these expectations, your program may be doomed to fail.

Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. the company is generating the wrong type of leads.

Infographic: Top 10 Types of Demand Generation Content

The Point

Whether you’re focused on generating net new inquiries, or nurturing existing leads through the funnel, it’s often best to utilize a mix of content types, the better to appeal to a range of prospects.

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

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

In 2015, JW Player piloted a small-scale, in-house SEM program on Google AdWords to gauge the potential efficacy of using search advertising to drive qualified leads for its enterprise video platform.

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

The Point

Ineffective Lead Response. It’s alarming to see how many companies still rely exclusively on telemarketing to follow up on new leads. It generates leads from prospects feeling the pain that you can solve. We marketers may be many things, but few of us can be described as patient.

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Infographic: The State of Marketing Automation Maturity

The Point

B2B Marketing Lead Management Lead Nurturing Marketing Automation Uncategorized hubspot marketing automation best practices marketing automation software marketing automation survey marketing automation tips marketo Marketo agency Marketo consultant Marketo partner pardot

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.

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

B2B Marketing Campaign Strategy Demand Generation lead generation Online Advertising Online media PPC Advertising SEM Social Media facebook facebook advertising linkedin linkedin ad tips linkedin advertising social media advertising social PPC twitter twitter advertising

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Why is Inside Sales So Scared of Lead Nurturing?

The Point

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.

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

The Point

B2B Marketing Demand Generation lead generation Marketing Automation b2b demand generation B2B demand generation agency demand gen demand gen agency demand generation ROI demand generation success techvalidateCan technology solve every problem of the modern B2B marketer?

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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

More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects. Lead Nurturing Isn’t Just Email Anymore.

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

The Point

Asked which technologies they projected would have most importance in the next 12-18 months, respondents also named Lead Lifecycle/Attribution Reporting and Predictive Analytics.

5 Reasons to Gate Lead Nurturing Content

The Point

A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. It’s why click-to-lead conversion rates are never 100%, no matter how good your landing page.

Quit Obsessing About the Customer Journey

The Point

Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

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

The Point

Ad Agencies B2B Marketing Demand Generation lead generation B2B demand generation agency demand generation agency how to choose an agency lead generation agency Marketo agency marketo agency partner pardot agency pardot agency partner why hire an agency

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How Do We Find People Who Are Ready to Buy Our Product?

The Point

For example, if you offer prospects a broad, educational white paper on trends in your product category, you’re more likely to generate a wide spectrum of leads, some more qualified than others, and many who are only mildly curious about your solution.

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Why Are People Not Engaging With Our Content?

The Point

In the Contently email, there are two text links within the body text, but it’s not at all clear that those links lead to the content on offer.

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.

Top 10 Marketing Automation Mistakes

The Point

Launching lead scoring too soon. Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity.

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

The Point

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on.

Report: Trade Shows Generate Highest Quantity & Quality of Leads

The Point

And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads. Second, let’s consider what the survey respondents most likely meant by “lead quality” in this context.