Pamela Vaughan says, “Okay, it’s not quite the end of the month yet — but that’s okay. You can analyze your blog leads any time you want to. Last month, I wrote a blog post about why we all need to stop neglecting our old content. The impetus for the post came from some recent analysis I did about our blog leads. The impetus for the analysis came from HubSpot’s release of its new Attribution Report, which now enables us to see exactly which blog posts directly result in leads. In other words, the posts that people become leads because of — they click through... [...]

David Kirkpatrick says, “Lead generation is something that B2B marketers probably think about every day. The challenge is producing high-quality leads and getting the most for your lead gen buck. This case study explores a process developed by CloudEndure’s Vice President of Marketing and put into practice at the technology startup. The entire campaign includes a deep dive into prospects’ websites, a content piece based on that analysis and structured as a report, and finally, a personalized email, which not only achieved a 58% open rate, but also helped generate high-quality... [...]

Lawrence Anderson says, “Most content marketers do their best to avoid recycling their old material (or at least, be too obvious about it). The more they do it, the more they risk prospects catching on. There’s only so many different ways you can teach the same old lessons or keep the same old data ‘relevant. Then again, don’t some people say the same thing about going to school? It’s the same old books, the same old subjects. Going back to the academy isn’t exactly going to teach you anything new now, right? In reality though, your lead generation campaign might be running itself... [...]

Rachael O’Higgins says, “Properly engaging in conversations with someone is the most important part of developing a relationship. Whether these conversations happen via email, text, or social media, it’s imperative to make sure that you say the right thing at the right time to the right person — otherwise your relationship could take a turn for the worse. When building relationships, content and context are key. The same thing applies to building relationships with the leads in your database via email marketing. Poorly written emails, mass-produced messaging, and a lack... [...]

Daniel Burstein says, “Email by far remains the trusty pack mule for most marketers. This is understandable given the growth within this channel (thanks in part to mobile), which continues to produce a solid ROI. But, as they say, satisfaction is only the death of desire. There is always room for improvement. To save you from the pitfall of merely being satisfactory, here are three resources that will help you optimize your email marketing program and, hopefully, deliver a dynamic customer experience in your next send”. Email Marketing: 3 resources to help you optimize your next campaign MarketingExperiments... [...]

Daniel Burstein says, “A name in a database does not a customer make. You need customers and potential customers who actually want to receive email from you. To do that with your current email list — either for legal compliance reasons, like the Canadian Anti-Spam Legislation (CASL), or to win-back unengaged subscribers (like CNET did) — it may make sense for your company to run a re-engagement campaign. We recently ran a re-engagement and reconfirmation campaign for our Canadian subscribers of MarketingExperiments and MarketingSherpa”. Email Marketing: Compliance-related re-engagement... [...]

MarketingExperiments team says, “Content marketing determines how your customer gets to know your company and your product. It’s your chance to break through the inner monologue of your customer’s decision-making process and create a dialogue. However, marketers often fail to capitalize on the total potential of content on a blog, social media or site pages, which causes leads to leak out of the sales funnel. How can you turn your content into a true lead generation tool? In this Web clinic, the MECLABS research team made three key observations from a recent experiment where one company... [...]

Eric Devaney says, “One of the most exciting parts of adopting inbound marketing is watching that graph of your daily, weekly, and monthly site visitors shoot up and to the right. It’s amazing how after just a few months of regularly producing content and engaging with people online, your analytics software can show you definitively that inbound marketing is having a positive effect. While your website might once have been an indiscernible blip on the world wide web’s radar, it’s now on its way to becoming a super powerful magnet, capable of attracting millions of visitors. Sounds... [...]

Jon Powell says, “About a year ago, I remember a conversation I had with Arkadi, a fellow reader of the MarketingExperiments Journal. We were talking about the potential of doing some research together on one of his websites, Ecolinewindows.ca. As part of that conversation, we were working on an ROI scenario, and we came to a point where it was necessary to figure out just how much opportunity there was to make improvements (while simultaneously understanding the customer ontology)”. Lead Generation: Simple text change leads to 104% lead capture increase MarketingExperiments Blog  [...]

Lisa Toner says, “When your job is to generate and nurture new leads like it is for pretty much every marketer and salesperson, it can be all too easy to think of every new lead as just another number on a waterfall report or just another name on a call list. But never forget that behind every ebook download form and every demo request, thereare real human beings. Human beings with mood swings, families, insecurities, personal and company goals. If you knew these individuals personally, would you play mind games with them? Probably not. So why do so many marketers and salespeople opt to... [...]