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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 design nurture programs for inbound leads like content… Read More
The analysts at Demand Gen Report just published their “2018 Lead Nurturing & Acceleration Survey Report” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.” No, even more alarming… Read More
What to do if a prospect comes to your landing page, starts to fill out the form, but doesn’t complete the task? Form abandonment and cart abandonment campaigns are standard practice for B2C and ecommerce marketers, less so for those of us B2B types who deal in leads vs. transactions…. Read More
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. However, whereas promoting marketing assets like white papers, ebooks, analyst reports, and the like is an effective way to feed the sales funnel, the… Read More
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. In an era… Read More
It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Here are my candidates for 10 strategies that offer real potential for low risk/high reward: 1. Improve campaign measurement. Measuring opens and clicks may tell you something about email performance, but… Read More
A client writes: I attended a Webinar recently at which one of the speakers prescribed scheduling lead nurturing emails on different days of the week – for example: newsletters on Mondays, product announcements on Tuesdays, Webinar invitations on Wednesdays, etc. He claimed this was an effective way to avoid campaign… Read More