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Three “Lies” That Plague B2B Businesses Today (Part Two of Three)

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Cold calling is dead. 57 – 90% of the buying process is complete before a sales rep needs to get involved. Marketing and sales are aligned. Do you agree these are lies? In late August I asked industry experts that same question and asked them to substantiate their answers. The team of experts includes: Ardath Albee, Marketing Interactions , CEO and Business Strategist. Dave Brock, Partners in EXCELLENCE , President. Deb Calvert, People First Productivity Solutions , President. Ginger Conlon, GingerConlon.com , Chief Editor of CustomerAlchemy.net. Matt Heinz, Heinz Marketing , President.

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To Manage Sales You Must Manage Sales Leads

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“Why,” I was asked, “must you manage sales leads in order to manage sales? Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function. Of course it is, but only partially. With marketing automation it is a growing part of the job. They don't.". are the answer.

Three “Lies” That Plague B2B Businesses Today (Part One of Three)

ViewPoint

Cold calling is dead. 57 – 90% of the buying process is complete before a sales rep needs to get involved. Marketing and sales are aligned. Do you agree these are lies? In late August I asked industry experts that same question and asked them to substantiate their answers. The team of experts includes: Ardath Albee, Marketing Interactions , CEO and Business Strategist. Dave Brock, Partners in EXCELLENCE , President. Deb Calvert, People First Productivity Solutions , President. Ginger Conlon, GingerConlon.com , Chief Editor of CustomerAlchemy.net. Matt Heinz, Heinz Marketing , President. link].

Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts

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Shifting to Outcome-based Accountability and Revenue Metrics. While cost-per-lead measurement has been the de facto favorite for evaluating marketing programs, we are seeing radical and positive shifts in how marketing is evaluating qualified leads. Marketing must align its B2B lead generation activities and resources with deeper-in-the-funnel outcomes. Cost-Per-Lead. Concluding Comments.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

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Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. According to SiriusDecisions’ Research Brief 1 , the problem with lead scoring at many organizations is as follows: Lead scoring models are based on assumptions or inadequate sales input. The schematic is overly weighted to arbitrary behavioral signals. Part 1. Pam Hege.

Is Your Lead Generation Strategy Broken?

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A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. More so because an improper strategy can make you miss your goals. If your organization isn’t doing these three things, then you will miss your number. 1. Additionally, avoid outdated techniques for lead qualification.

4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)

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In a recent interview, I sat down with Matt Heinz to pick his brain. pitched him the question, “What makes a dream marketing team and how should a CMO build one?” Matt was one of SLMA’s 40 Most Inspiring Leaders in Sales Lead Management in 2015 , and his Seattle-based marketing company’s involvement with many CMOs around the country certainly qualifies him for this topic. Matt Heinz.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]

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There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Today in part 4, we hear from Scott Vaughan , Chief Marketing Officer at Integrate.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]

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According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. recently posed this question to fellow industry experts. Account-Based Marketing (ABM) is hot right now, and the responses I received were excellent. Absolutely right, Ardath!

The Quest for Good Leads: Are You Asking the Right Questions?

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What’s a good lead rate? How much should a lead cost? These are questions stirring in the minds of executives everywhere. Just google them.) The problem is they’re not so easy to answer; few have found success; and for that matter, are they even the right questions? have been in this business since 1991 and things have not changed dramatically over the past almost twenty-five years. Bottom line?

Are You Building a Company or Just Laying “Marketing Brick”?

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There’s a quote by Charles M. Schwab that goes like this: Three men were laying brick. The first was asked: "What are you doing?" He answered: "Laying some brick." The second man was asked: "What are you working for?" He answered: "Five dollars a day." The third man was asked: "What are you doing?" He answered: "I am helping to build a great cathedral.". My question is, which are you?

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4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!

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Earlier this year I sat in on the 2015 Virtual Sales Kickoff hosted by my friend S. Anthony Iannarino (along with Jeb Blount). I was particularly impressed with the first speaker Mike Weinberg—sales coach, consultant, and author of the book New Sales. Simplified.: The Essential Handbook for Prospecting and New Business Development. Part 2: Tip #2 Commit to It. Part 3: Tip #3 Compelling Story.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]

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I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. So it’s with great pleasure that I conclude this series on ABM with feedback from SiriusDecisions. The responses I received were from Megan Heuer, Vice President & Group Director, and Matt Senatore, Research Director. Click here for part 1 , part 2 , part 3 , and part 4 ).

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]

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As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Click here to read Part 1. ).

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]

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I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. This is the question I posed: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. 5,686. Number of U.S.

Top B2B Marketing Blogs: Key Ingredients

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What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Why make the distinction? Consider the all American apple pie. Such an iconic dessert, yet, it’s rare that you’ll ever come across two identical family recipes. B2B Marketing Guest Blogs

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The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

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This year I've been talking a lot about Nurturing. It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. feel so strongly that nurturing needs to be a focus, I asked a panel of 11 experts to weigh in on the best lead nurturing programs (and processes) and what to expect in the coming year. The impact?

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.

Does Your Sales Team Know How to Follow-Up on a Lead?

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Nurture leads until they’re ready to turn over to sales is the sixth of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. Set sales straight—it’s a win win. Many sales reps lack insights on the best way to follow up on a lead. Rapid identification of problems.

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

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We recently asked top industry experts the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Why did we ask? Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. And sales is sick of it. Here's the problem. Here's part two.

The #1 Reason CEOs Should Care About Lead Generation

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I often say that CEO’s don’t care about leads, they only care about revenue. Unfortunately, unless you, as the CEO of your company, start caring about leads you are going to lose revenue and miss your number. The corporate landscape has drastically changed to make businesses earn their audience's attention. It is not just about increasing sales and profits.

When Bad Things Happen to Good Leads - Part 1

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There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. Most of it will be about using marketing automation to nurture leads. In and of itself, marketing automation is not a bad thing. More accurately, it’s a good thing being used badly by most companies. But that’s not what this blog is about. Lead Nurturing

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Status quo, you know, is Latin for 'the mess we're in.'

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This title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Here’s the problem. Salespeople consistently say that they do not get enough qualified leads. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about. The result? Inside sales? Ask the reps.

7 Steps to Gain the Market Share You Deserve (& Sometimes Don't!)

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Similar to De Tocqueville’s famous comment, “People get the government they deserve,” I think companies get the market share they deserve based on their ability to market. We can agree that without marketing (the ability to create demand and sell) no company succeeds, and yet so many companies fail to succeed as marketers. B2B Marketing Marketing Strategy

Marketing is More than Automation

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There is a back story to the development of the process called Account Based Marketing and that story was published in this blog by LeanData, Inc.: “In 2003, Bev Burgess , SVP ITSMA Europe, was the host of a get-together in London. As she sat between two senior-level marketing executives for global companies Accenture and Unisys, the conversation took a fateful turn. They discussed an intriguing idea – creating campaigns specifically tailored toward individual accounts. The rest, as they say, is history. Fast forward to 2016. Account Based Marketing (ABM) is all the rage. Disturbing Trend.

The sales rep said, “I never got a lead yet that turned into a sale.”

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I was the marketing manager of a medical device company and we were near the end of the day’s sales meeting. Forty salespeople were in the room; I was last on the program. Everybody wanted to get out, hit the lobby bar and trade stories about high prices, the lack of new products, how their new quotas were too high and their territories too small. The room grew quiet; the other hands dropped.

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The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

Building an Inside Sales Lab: 10 Essential Tips for Success

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Why build an Inside Sales Lab in your own office? Testing is an excellent way to grow sales. Most firms with significant inside sales already test alternative scripts, lists, and/or prices, but they do so casually as part of day-to-day activities. A lab concentrates this function into a small, well-disciplined group with the right tools to capture subtle improvements. Inside Sales

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Should You Gate Your Content? Answer These Questions To Find Out.

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Lead generation today relies heavily on creating quality content aimed at addressing prospects’ pain points and questions as they go through their buyer’s journey. Fantastic! Now that you, Ms. Marketer, have created all this wonderful content, an important question looms … should you gate it? Lead Generation Content Marketing SEO Optimization

The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How

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In part one , I provided insight into the why and what of a lead-to-revenue assessment. challenged marketing and sales leadership involved in 2016 planning to pause and consider conducting the assessment before making any decisions for next year. If you paused but just aren’t sure where to start, the following will provide some tips on how to move forward. Step 1 – Revenue Influencer Feedback.

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What Do You Sell, Who Do You Sell It To and Why Everyone Has to Have The Same Answer

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How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. Today you’ll learn why lead definition is important and why you, as the CEO, need to be involved in building your own universal lead definition: Shortly after I started PointClear I worked with a company that blew through $100 million because marketing was selling to one audience and sales was selling to another. For whatever reason (was it beneath him?)

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B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Digital Relevance: Developing Marketing Content and Strategies that Drive Results

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Ardath Albee’s new book Digital Relevance: Developing Market ing Content and Strategies that Drive Results was published by Palgrave Macmillan (January 6, 2015). I was privileged to review an advanced copy this past October and absolutely loved it. will break up this review into three sections: What Buyers Want. Developing Marketing Content. Strategies that Drive Results. What Buyers Want.

Time to Stop Making Sales & Marketing Excuses in 2015

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“If only I had a qualified lead!”. “I get too many leads!”. “I don’t get enough leads!”. Salespeople never close out the leads!”. “No one likes the CRM system, so no one uses it!”. From my perspective, having interviewed hundreds of managers on SLMA Radio, and managed 20+ sales and marketing teams (interim management) through the years, it’s the excuses that drag down organizations.

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Your Marketing Team Isn't As Good As They Think - Just Ask Sales

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“If we''re going to win the pennant, we''ve got to start thinking we''re not as good as we think we are.” Casey Stengel*. Yes, it was one of Casey Stengel’s best thoughts. How often do we think we are good enough, or better than our competitors, and yet our market share isn’t growing, or the competitors are gaining on us? But what if the salespeople are right—they don’t get enough qualified leads?

Long-Term Leads Demand Attention Now

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Near-Term Opportunities are Important, But So is Keeping the Pipeline Full. Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every lead they don’t consider hot. In reality, long-term leads often prove to be more valuable than those slated for a short-term decision. It may seem counter intuitive, but there are three key reasons why B2B companies need to pay more—not less—attention to opportunities not yet ready to close: 1. In many cases hot opportunities are already baked. Weigh the cost, weigh the benefit.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.