The Point

OCTOBER 22, 2020

My response: We typically design nurture programs for inbound leads like content syndication in 2 stages, as follows: 1) quickly determining if the person has an immediate need or otherwise merits sales follow-up; and then. Note: the goal of this initial phase is not to convert, per se.

Sales Qualified Leads 227

Sales Qualified Leads Lead Scoring Lead Ranking Leads 227

The Point

MARCH 22, 2024

Use second person. A Webinar email should be about the reader, not the company hosting the event. Don’t tell the reader what the speakers will talk about.

Webinar Metrics 182

Webinar Metrics Marketing AI Creativity Planning 182

The Point

SEPTEMBER 24, 2019

delete the personal information that a business has collected about a consumer. provide the option to opt out of the sale of a consumer’s personal information. . provide the option to opt out of the sale of a consumer’s personal information. There are other applicable criteria too many to list here.).

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

JUNE 30, 2021

The danger with that thinking, however, and the risk with an approach to ABM that prioritizes highly personalized, highly orchestrated, content-intensive, high-touch campaigns, is that those programs are expensive, relatively high risk, and can take weeks or months to get in market, albeit with a big payout if they succeed.

Account Based Marketing 162

Account Based Marketing ABM Planning Demand Generation Agencies 162

The Point

JUNE 30, 2017

ABM has different metrics (“leads” as such don’t really enter into the conversation), requires a different creative approach that is specific to companies, personas, even individuals, and demands highly personalized, relevant content. Instead, let’s call such programs “target account campaigns.”

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 24, 2021

Personally, I’ll opt for advertising that generates revenue, not feelings. But if that emotional response becomes the measuring stick by which B2B ads and campaigns are judged, we’re heading down a road where creative looks cool, wins awards, but doesn’t generate the results our clients are hoping for. appeared first on The Point.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

DECEMBER 11, 2018

Lack of personalization. Implicit in that one-to-one principle is the need to personalize messaging, content and creative in order to maximize relevance for, and engagement from, a particular account, buying group, or individual decision-maker. Creating personalized messaging and content is one thing.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

FEBRUARY 27, 2018

Of these, GDPR is the most far-reaching in that it not only impacts email communication (the focus of CAN-SPAM and CASL) but also the way companies gather, store, protect, share, and utilize personal data. GDPR requires that companies who collect and manage personal data protect that data from any potential misuse and exploitation.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

JULY 27, 2021

Choosing the right target accounts is a blend of art and science: “Art” in the sense of sales goals, wish lists, or personal connections (the “rolodex factor”), “Science” in the sense of intent data, lookalike analysis, and proven engagement.

Demand Generation 351

Demand Generation Ideal Customer Profiles Account Based Marketing ABM 351

The Point

AUGUST 29, 2017

Touchpoints in an ABM sales play can be almost any form of communication: email, phone, social media, direct mail, even in-person outreach. More importantly, if your competitors are using these same channels, how do you make your communication relevant, personalized, and compelling to the prospect? Send a text message.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

JANUARY 19, 2021

B2B doesn’t have to be boring – more brands will adopt personalization and playfulness to connect with buyers.” – Sandi, Group Account Director. “I Tactically, this will mean deeper audience segmentation (and more data), improved creative, and personalized content that maps better to buyer and customer interests.”

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

MAY 28, 2019

Martech vendors in the space, notably Drift , are elevating the concept of chatbots to something called “conversational marketing,” the notion that chatbots enable B2B marketers to replicate the consumer experience by providing an immediate, real-time, personalized conversation – at scale. They’re a complementary technology.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

NOVEMBER 15, 2022

For Tier 1 accounts, conduct targeted, personalized sales outreach, but (critically) support those efforts with marketing air cover to the same companies. For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

MAY 16, 2019

Personally, I love this. Avoid first person and passive language. This is not a personal note or even sales outreach. Salutations may feel like “personalization,” but here, it’s just taking up valuable space, forcing more important selling copy down the page. One of the key principles of B2B email creative?

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

DECEMBER 28, 2017

HS) Marketing is becoming more and more personalized. The real opportunity for B2B marketers in 2018 is to find ways of personalizing the way we deliver content, in a manner that makes it most relevant, timely, and engaging to individual recipients. DGR) What new opportunities do you see for demand gen and engagement in 2018? (HS)

Marketing Report 176

Marketing Report Marketing Automation Automation Demand Generation Agencies 176

The Point

JANUARY 21, 2020

This is beneficial for companies that might be handling sensitive personal data (e.g. Depending on the system, native landing pages provide added functionality that isn’t available through embedded forms. credit card information or social security numbers) that you wouldn’t want stored in your MAP.

Landing Pages 147

Landing Pages Industry CMS Marketing Automation Services Marketo 147

The Point

JUNE 27, 2018

Just one suggestion: the copy would be more effective in second person (“you’ll learn”, “you’ll hear”) vs. third person (“she’ll break down”, “she’ll offer up.”). There’s no wading through an introductory lecture on the importance of GDPR and why I should care. Specific, Concrete Benefits.

Webinar Metrics 159

Webinar Metrics Emarketing Paper Tips 159

The Point

MAY 19, 2020

Modern, best-in-class lead nurture programs focus less on automation, and more on leveraging intent data, AI, social engagement, Web behavior and a host of other variables in order to deliver their messages – through a variety of channels – to the right person at the right time. How does your current lead nurturing.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

DECEMBER 13, 2019

My personal demand gen predictions? Aligning these functions will allow the CMO and the marketing team to use a shared view of data and insights to provide a consistent experience – and drive revenue growth – across the entire customer journey, from new business to customer retention.”.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

APRIL 26, 2018

Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. Between DSPs, DMPs, site personalization engines, marketing automation systems and CRMs, marketers now have access to platforms that can take in massive amounts of data and then action off that data in an automated fashion.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

MARCH 7, 2019

Are you seeing more companies taking an ABM approach to email and personalizing their efforts by account/persona? (HS) HS) ABM is definitely forcing email marketers to be more personal and relevant in their approach. (DGR) How is ABM affecting email marketing strategies?

Deliverability 150

Deliverability Account Based Marketing ABM Demand Generation Agencies 150

The Point

APRIL 19, 2023

By looking at how a company presents itself, their employees and other digital “breadcrumbs,” you can start to understand a company’s personality and how it will behave. Think of it as psychographics, but for B2B. They’re important.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

JULY 27, 2018

The bar in either case is the level of time, effort, and commitment required of the prospect or person registering for said offer. But even if you’ve done everything else correctly – stunning creative, personalized and relevant message, identifying the ideal personas – the wrong offer will sink your campaign anyway.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

FEBRUARY 28, 2020

Reserve any additional CTAs or options for the thank you page or fulfillment email, i.e. AFTER the person has registered. Eliminate any and all top navigation, social buttons, “request a demo” links, or anything else that might distract the reader from the one thing you want him/her to do, and that’s to register for the primary offer.

B2B 243

B2B Landing Pages Paper Webinar Metrics 243

The Point

DECEMBER 15, 2016

Virgin is a company that prides itself on standing out, on being irreverent, and here that personality comes through loud and clear. Instead, they used dynamic content (presumably) to personalize the email based on my intended destination. Moreover, that personalization is reflected not just in the headline, but even the header image.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

JULY 17, 2017

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts. FINDING : 77% of respondents said they conduct a detailed ROI analysis before making a final decision – an 11% increase from 2016.

Paid Search Agency 241

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

The Point

AUGUST 25, 2020

Which of the following do you have in place: CRM, Marketing Automation, Programmatic, ABM (Demandbase, Engagio, 6Sense, Terminus), Sales Enablement (SalesLoft, Outreach), Data Enrichment/CDP (ZoomInfo, DiscoverOrg, Leadspace), Conversational Marketing (Drift), Content Experience (Uberflip), Website Personalization, Attribution.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JUNE 24, 2022

I’d argue that cold outreach still has a role to play in demand generation, but today that role is primarily in the context of Account-Based Marketing (ABM) and highly personalized, tightly orchestrated sales plays. As TrustRadius says in their report, “Cold outreach – calls or emails – is outdated and ineffective.”

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

SEPTEMBER 21, 2017

Knowing when a prospect is ready to take that next step, or ready to re-engage with your firm, relies on setting an appropriate threshold – a “bar” if you will – for that person to respond to sales or marketing outreach. If you set that bar too high, i.e. if the threshold is “are you ready to talk to sales?”,

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

JANUARY 23, 2018

Such a strategy requires: * Casting a wider net to include those prospects who meet your demographic criteria (right person at right company) but who may not be in active purchase mode. An effective demand generation strategy is one that not only captures hot sales leads but also maximizes the value of more long-term prospects.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

AUGUST 27, 2019

You’ll generate a higher conversion rate compared to third-party forms, but you’re also more likely to capture a personal (vs. Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. business) email address. Audience Size.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

JULY 30, 2019

To be successful, we’re told, ABM requires a deep understanding of one’s target audience (including personas and buying centers), an abundance of personalized, relevant content, and success metrics that align with specific, quantitative goals and even buying stages. All of which is true.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

MARCH 22, 2017

Of course there’s also a further irony to Azalead’s message, namely that their pitch begins with “Your buyers now expect hyper-personalized content tailored for companies just like theirs.” And then deliver specific, compelling examples of what I’ll learn when I do respond. Everything, in other words, that this email is not.

Account Based Marketing 210

Account Based Marketing SIC ABM Demand Generation Agencies 210

The Point

JANUARY 17, 2019

It ensures that every lead gets a prompt, personalized response, regardless of sales bandwidth, and the resulting engagement with that first touch (or lack of engagement) gives the SDR more information with which to prioritize human follow-up. But how much better if that first outreach is automated?

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

AUGUST 11, 2015

Look, I’m all for the general notion of our marketing being more targeted, personalized, and relevant. And so we hear comments like the following: “We want our nurturing program to reach the right person, at the right time, with content that reflects that person’s stage in the sales cycle.”. Well, not so fast. Sorry, but no.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

APRIL 22, 2020

A well-written abstract can make any content asset sound good, but whether the person who downloads that asset ultimately engages with sales has more to do with how much the content delivers genuine information of value, information that positions your brand as a trusted resource.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

OCTOBER 22, 2013

Describe your offer in terms that imply a benefit to the prospect: an “in-person ROI analysis”, “network performance audit”, “benchmark survey”, etc. Include both personal and business motivators. And secondly, because they think there’s something in it for them personally. Be specific.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100