If you ask most B2B marketers how they use chat platforms like Drift, the immediate answer would most likely be: converting Web visitors. And indeed, increasing Web engagement and Web conversion rates is still a primary use case for chatbots in a B2B context. ...
Should you allow prospects to enter a personal email address when they fill out lead gen forms? B2B marketers seem divided on the question. In a recent LinkedIn poll, almost half of the respondents (46%) indicated they’d rather force prospects to enter...
A client asks: “We’ve been told that we should use a separate and unique domain for email that’s different from our main Web domain. Is this something you’d recommend?” The most common business case for using a separate email domain is that doing so can help...
A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? What best practices should we put in place? There are multiple, legitimate reasons to suspend or even delete non-responsive leads from your...
A client asks: “I know the answer is probably “it depends” but curious if you think there’s a best practice for how many follow-up nurture emails to send TOFU content syndication leads before you stop due to non-engagement?” My response: We typically...
Not every Account-Based Marketing (ABM) strategy starts from the same place. For some, it might be defining Ideal Customer Profile (ICP), buying personas and associated messages. For others, it’s identifying a target account list. Just us every journey...
