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.

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

The Point

IMPACT : Use ABM strategies to deliver personalized, relevant content to specific buying roles within large accounts.

Trending Sources

ABM is a Strategy, Not a Campaign.

The Point

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.

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

The Point

A one-size-fits-all nurture strategy, without any attempt to personalize or segment copy or content based on persona, industry, or other key differentiators, means that any email communication will be ignored by a significant percentage of your nurture database.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts

Which Comes First: Lead Nurturing or Inside Sales?

The Point

In the context of a “new lead” program (or, as we sometimes call it, a “Welcome Series”) automated emails can be much more informal, and even personalized from the SDR. For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want.

Email 101: Tell Me Something I Don’t Already Know

The Point

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.”

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5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

It’s now possible to schedule personalized direct mail drops – through technologies like PrintingForLess – directly into your nurture stream.

Please Don’t Let Your Sales Reps Nurture Leads

The Point

If there’s one thing that good, effective lead nurturing does well, at scale, it’s keeping your brand top of mind with prospects who meet the grade demographically (right person, right company) but aren’t yet sales-ready.

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

The Point

– Real-time Web personalization to deliver account-specific or industry-specific content on campaign-specific landing pages or on the advertiser’s main Website.

A Simple 2-Step Technique for Improving Lead Follow Up

The Point

It provides multiple opportunities for the prospect to take further steps, of his/her own initiative, by accessing additional content or reaching out personally to his/her assigned BDR.

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B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Because good copy implies a benefit to the reader, and anything in the first person is inherently about the advertiser, not the reader.

10 Tips for a Successful Trade Show Follow-up Campaign

The Point

Instead, provide the prospect specific, tangible options for engaging with your company: “download our free white paper,” “request a personal demo,” “watch our 3-minute overview video.”.

4 Key Takeaways from the 2015 SiriusDecisions Summit

The Point

More than 2,300 marketers, including this writer, gathered in Nashville this past week for SiriusDecisions’annual confab on all things marketing.

Observations from the 2017 Marketo Summit

The Point

The solution being preached at the conference was for personal, relevant, authentic messages. This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio.

Quit Obsessing About the Customer Journey

The Point

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.”.

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

It’s not a new concept, by any means, but the hype surrounding Account Based Marketing (ABM) has finally woken up many marketers to the value of a more personalized, one-to-one approach. If you talk to most marketers, they accept the premise that relevancy and personalization are critical.

5 Sales Tips My Kids Learned from Watching Shark Tank

The Point

I love the brash personalities, the high-stakes negotiation, and seeing entrepreneurs achieve their life’s dream. Confession: at our house, we watch a LOT of reality TV. One of our favorite series – and one of the few reality shows that’s also family-friendly – is ABC’s Shark Tank.

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Infographic: 10 Commandments of Email Copywriting

The Point

Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response. Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal.

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9 Proven Ways to Increase Webinar Response

The Point

Try sending last-minute reminders in the form of “forwarded” emails from the assigned sales representative, including the contact’s first name and a personal note (e.g. Let’s face it: most business inboxes get flooded every day with Webinar invitations.

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Top 10 Marketing Automation Mistakes

The Point

However, that doesn’t stop some marketing automation users from designing incredibly complex programs on Day One designed to “reach the right person, with the right message, at the right time.” Marketing automation makes it easier to send multiple, automated, personalized emails, at scale.

Does Creative Still Matter in B2B Marketing?

The Point

Where once, good creative was everything, much of being an effective B2B marketer today means mastering relevancy, personalization, segmentation, predictive analytics, even knowing what your customer needs and wants before he knows it.

Step Away from the Email Software and No-One Gets Hurt

The Point

It requires the right message delivered to the right person at the right time. Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication.

Sorry, But “How Many Touches Does it Take to Make a Sale?” is No Longer a Valid Question

The Point

Here’s Kathleen Schaub, now Vice President of the CMO Advisory Practice at IDC, interviewed back in 2011 : “The Internet and social media have triggered a turbulent change – the rich dialog has shifted online and away from the sales person.

Is Technology Making Marketing Agencies Obsolete?

The Point

Personal experience aside, I fear he may have a point. Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? Hint: Maybe Not)”.

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Why is Inside Sales So Scared of Lead Nurturing?

The Point

All of this is preceded by a personalized email (from the BDR) sent automatically by Marketo to all Web leads, even those that the BDR ultimately deemed unworthy of follow-up, three days after any form submission.

5 Key Tips for Driving Attendance at Field Events

The Point

Call it Webinar overload, or perhaps the surge of interest in more personalized, high-touch, account-based marketing. Whatever the reason, in-person events are starting to be more of a fixture on demand gen calendars. The same reason that salespeople love in-person events (i.e.

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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.

5 Reasons to Gate Lead Nurturing Content

The Point

Maybe that second person is the real decision-maker or a key influencer. A client asks: “I notice that you’re recommending we gate our offer content behind landing pages as part of the lead nurturing campaign. Why is that necessary when we already know who these people are?

Checklist: 5 Ways to Minimize Webinar No-Shows

The Point

Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. Tests show that successfully getting the registrant to add the event to his/her personal calendar increases attendance rates dramatically.

Social PPC: 17 Tips for Successful Ads on Twitter, LinkedIn & Facebook

The Point

However, the resulting lead data is thin, and consist of primarily personal email addresses, making Lead Generation Cards better suited for B2C advertising. It seems only yesterday that “PPC advertising” was synonymous with Google AdWords.

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Content Selling: How Sales Can Better Leverage Marketing Content

The Point

When a sales person upsells to a financial services company in Germany, certain messages will resonate better compared to a manufacturer in the US.

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A Really Useful B2B Marketing Benchmark Report from Optify

The Point

Also, my personal observation is that reported benchmarks for basic email metrics like open rates, click rates, and conversion rates are usually far higher than the norm. You see a lot of so-called “benchmark reports” in B2B marketing circles, and most of them are, well: complete rubbish.

5 Common Content Syndication Mistakes

The Point

An immediate, relevant, courteous, personalized e-mail from the rep assigned to that lead will help ensure that no real and immediate opportunities are falling through the cracks.

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Recapturing Lost Leads: Going After Form Abandoners

The Point

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.

In Defense of Unsolicited Email

The Point

And marketing automation – the technology that empowers more personal, timely, relevant emails – just may be the best thing to happen to marketing since the Sears Catalog.

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5 Tips for Successful Survey Campaigns

The Point

Prospects take surveys for lots of reasons, some of them business-related (“I’m curious how my peers are tackling these same issues”), others more personal (“I can use this data to show my boss how our department is outpacing other companies.”)

7 Webinar Invitation Mistakes You Can’t Ignore

The Point

Avoid first and third person where possible. How do you prevent your Webinar campaign from being lost in the crowd? Here are 7 mistakes you’ll want to avoid, as illustrated by an email received recently from email marketing provider Silverpop : 1.

Above the Fold Still Critical for B2B Email Design

The Point

It’s estimated that, in an era of information overload, the average person receives anywhere between 3,000 and 20,000 advertising messages a day. “Above the fold” is a term that originated in the heyday of print advertising and direct mail.

Do You Need Marketing Automation to Do Lead Nurturing? Sort Of.

The Point

Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth. A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation.