In marketing, lead generation is the generation of consumer interest or inquiry into products or services of a business. Leads can be generated for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate 'quality' leads. Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase.
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The way a lot of people use LinkedIn,it might as well be a Rolodex. (Remember those dusty old collections of contacts and business cards you'd aimlessly flip through to find a contact to call?) With all the hype about social media, you've got to hope its tools work better.Read Article »
Beware of asking for a commitment of any kind too early in a relationship. A CTA that reads something like "Apply Now" or "Sign Up Now" might be premature in the body of an email message. "It's like asking someone out on a date before you know his or her first name.Read Article »
To find great opportunities in your accounts, you must be like a miner sifting through rocks looking for gold. Whether you have 300 or 3,000 leads in your book, chances are that only a small percent will be gold, quite a few will be fool's gold and most will just be rocks.Read Article »
Your messaging worked its charm and now that potential lead has found a way onto your website for a white paper, webinar or other product or service. But getting coveted details from potential clients on your landing page can be a slippery slope, and one that's important to get right.Read Article »
For many marketing departments Email Marketing has one of this highest ROI for all marketing channels. There are many benefits to using email marketing as a marketing channel over traditional channels. For starters only email marketing allows companies to send prospects real-time personalized messages to a segmented audience. This allows companies to send very targeted messages to select audiences with a much more intimate personalized message. Another benefit to using email marketing as a marketing channel is the abundance of data marketers receive shortly after sending out a message. Many success metrics are instantly available including: email open rates, click through rates, registration conversion rates, and the ability to attribute revenue back to the exact message that triggered the sale.
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This guide offers a trio of tips for getting your customers to pay attention to your message.Read guide »
Email is here to stay and has proven to be a very effective way to drive engagement with consumers. Here are five things you should focus on to drive maximum engagement.Read Article »
What does this mean if you're trying to reach people via email? First, people are on the run. Consumers don't read emails the same way on phones as they do on desktops. Understanding these differences will inform your design. For example, mobile email users don't scan email, they prioritize it.Read Article »
It's clear that mobile email viewing is skyrocketing. Remember the saying "You only get one chance to make a first impression?" Well, that is the case with email on mobile. Eighty-eight percent of people check their email on a mobile phone daily.Read Article »
Publishers are just starting to understand what retailers have known for years: emailing consumers drives traffic. And until now, publishers sent email for only one reason: to drive site traffic. Traffic means revenue in the form of ad impressions. But these ad impressions came at a steep cost.Read Article »
The SXSW conference has always been known for the quirky session titles it inspires. The competition for panel slots is intense, with 3,000 panel submissions presented for 2012 alone. Part of the selection process involves voting by the public. So, an effective title gets attention when garnering votes for a panel.Read Article »
"The most important thing to do to increase click-through rates is to be relevant, interesting and useful," said Mike Volpe, CMO at HubSpot, an all-in-one marketing software company, told ZoomInsights.Read Article »
In email marketing, if compelling content is king, then relevance is undoubtedly queen. Marketers strive to make their messages meaningful enough to avoid the dreaded "unsubscribe."Read Article »
A regularly published B2B email newsletter is a staple of most B2B digital marketing strategies. They are a cost-effective, if inefficient, way to nurture prospects and help maintain a relationship over a client's lifetime.Read Article »
When you think about your B2B email marketing program, what keeps you awake at night? If it's keeping people from removing themselves from your mailing list, you're in good company. That's one of the findings of a recent ZoomInsights survey.Read Article »
As an email agency the question of what it takes to run an outstanding email program is important. We spend a fair amount of time looking at how enterprises manage their marketing, particularly their direct and digital messaging.Read Article »
Marketing automation refers to software platforms designed for marketing departments and organizations to automate repetitive tasks. Marketing departments, consultants and part-time marketing employees benefit by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. Originally focused on email marketing automation, marketing automation refers to a broad range of automation and analytic tools for marketing. The use of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.
Before making key business decisions, your potential customers are increasingly spending time researching online to educate themselves to make better decisions. According to Focus Research, 90 percent of B2B buyers prefer to consume content over the Internet. But even though they are researching more, they're often times only reading the "majority of an article."Read Article »
Earlier this year, I had the pleasure of attending the SiriusDecisions May 2012 Summit in Scottsdale, AZ. It was my first time attending and I enjoyed all the connections I made and hearing case studies from truly sophisticated marketers.Read Article »
Ever wonder how your e-mail marketing operations compare to your colleagues'? ZoomInsights surveyed a highly targeted list of marketers (using our own ZoomInfo data) and the results reveal what these masters of email campaigns have in common.Read Article »
Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information".
This guide simplifies content marketing by offering four insightful approaches to engaging prospects.Read Guide »
The Content Marketing Institute's "B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America" shows us that LinkedIn has become a preferred channel for B2B content marketing. It has surpassed Twitter by nearly 5 percent.Read Article »
Content marketing is now main stream. That's the word from MarketingProfs, which recently conducted a new study with the Content Marketing Institute.Read Article »
Email marketers lament "subscriber fatigue" as more and more marketers start sending email but are at a loss for what to do. The result is more mailings but less subscriber engagement.Read Article »
Whitepapers are a marketing tool that can be used to showcase your company's area of expertise. They are a great, free informational resource to offer your customers or clients. The can also offer many SEO benefits. Although a whitepaper's purpose is to provide information, it's important to keep a few design pointers in mind to provide an effortless reading experience.Read Article »
For most organizations, the biggest barrier to delivering a more relevant customer experience is not technology, not business process, but content. Having finally tackled the learning curve of content management, mastered the art of user segmentation, and aligned those segments across media channels...Read Article »
Content marketing is "the practice of developing awareness, recall, purchases and loyalty through the use of content published online or offline.Read Article »
With B2B buyers spending more time researching online before making a purchase decision or issuing a request for proposal (RFP), it's critical to take steps toward marketing automation. Many things go into bringing marketing automation into your organization and, unfortunately, it's not as easy as just picking the right technology partner.Read Article »
If you search YouTube for the word "e-reader," you'll find 6,500 videos featuring every available brand of device. If you're looking to buy, the search results include commercial spots, tours of basic features, consumer reviews and durability/lighting tests.Read Article »
Marketing Return on investment (ROI) is the contribution attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. MArketing ROI ( or ROMI ) is a relatively new metric. It is not like the other 'return-on-investment' metrics because marketing is not the same kind of investment. Instead of moneys that are 'tied' up in plants and inventories, marketing funds are typically 'risked.'
This guide provides four insightful approaches to understanding customers and building more profitable marketing campaigns.Read guide »
Maximizing campaign ROI and profit from advertising is among every marketer's top priorities. Because of this, yield optimization — increasing the spread between the cost of advertising and the revenue derived from it — is a critical focus for digital marketers.Read Article »