How to use the right content to trigger leads

Quick quiz...Which one of these cold email subject lines is the most effective?

  1. "Hey!"
  2. "Important message!"
  3. "Buy our product!"
  4. "Opportunity of a lifetime!"
  5. "You won't believe what we're offering!"
  6. "URGENT: Last chance to save!"
  7. "Quick question!"
  8. "Free stuff inside!"
  9. "Make money fast!"
  10. "Don't miss out on this amazing deal!"

Answer: Of course, absolutely none of them!

Good B2B Marketers and sales people understand that their job is to help, educate and facilitate the buying process. Your content is a vital part of your persuasion toolkit, however it must be aligned to where your buyer is in their buying journey. The wrong message at the wrong time won't work or worse, might even alienate a prospect.

The buying process consists of four stages:

Topics: lead generation content marketing

7 steps to effective marketing automation for non-profits in ANZ

Marketing automation is especially important for non-profit organisations because it can help them operate more efficiently and effectively with limited resources. By automating repetitive and time-consuming marketing tasks and by using technology to better segment and personalise their outreach, non-profit organisations can save a great deal of time and simultaneously actually improve donation rates. It frees up time to focus on their core mission and goals while still reaching their target audience.

Topics: marketing automation Non profit organisations

The Importance of Donor Lifecycle Management for Non Profits in ANZ

Donor lifecycle management (DLM) or customer lifecycle management as it's more generically called, should be a core process for non-profit organisations in ANZ . It aims to link each stage of the donor journey, from initial awareness to advocacy, and to build strong, long-lasting relationships with supporters.

DLM helps to ensure that every touchpoint with a supporter is meaningful and impactful. By carefully managing each stage of the journey, non-profits can create personalised experiences for their supporters, which builds a sense of trust and loyalty. This, in turn, leads to increased donations and advocacy, as supporters are more likely to engage with an organisation that they trust.

Equally it helps ensure the time and money spent by the non-profit is directed and effective.

How do I start?

Topics: marketing automation Non profit organisations

5 steps to building successful email nurture campaigns

Swimming, as your audience does, in a sea of endless content, creating emails that people actually read can feel like you're drowning; fighting a losing battle. The answer however is simple.

Build compelling content.

That's it really. Three little words. Thank you and have a nice day!

If only it was that easy. Of course, those three little words are deceptively simple But with some clear thinking and planning it's perfectly possible, to maintain and indeed increase your email nurture open rates.

Nurture emails play a specific role in marketing. To support your target audience with the right information as they work their way through their decision making process.

"Deliver the right information at the right time." 

Here is a 5 step recipe we use when we are building email nurture campaigns for our clients.

Topics: content marketing lead nurturing email marketing

5 reasons B2B thought leadership delivers better quality leads

Tweets, Tik Toks, Slacks, IMs, WhatsApps, Insta feeds.

If you are like the vast majority of business people your next twenty four hours will be a blizzard of micro content. Your personal and professional lives will blur into one. The demands for your attention will be unrelenting, thirty seconds here, five seconds there. An assault on your senses. Your challenge? To simply make sense of and order the information coming at you in a way that allows you to make thoughtful, coherent decisions. 

As B2B Marketers and sellers, the temptation is to join the frenzy, amp up the volume of content we fire at our hapless target audiences, Buyer personas and (worst of all) our actual identified leads.

"Surely if we do enough of it some of it will stick, right?"

However there is a multitude of research that suggests this might just be the exact opposite of the right approach.

Topics: content marketing b2b lead generation Thought Leadership Marketing