The Point

APRIL 22, 2020

I posted recently on LinkedIn that, in the current climate, leads from content syndication and other CPL programs may be an ideal replacement for lost trade shows and other events, and indeed can be an effective way to stay engaged in the marketplace at a time when many buyers are laying low. Quality content = quality leads.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

DECEMBER 15, 2020

A client asks: How long should a lead be chronically non-responsive before they’re marked as “marketing suspended”? Over time, an accumulation of stale, non-responsive leads can bump you to a higher pricing tier for your CRM or marketing automation license. . How Quickly Should I Suspend or Delete Non-Responsive Leads?

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

JANUARY 23, 2018

Response rates from tactical, sales-driven campaigns are likely to be lower (because they only attract highly qualified, late stage leads), so companies need to spend more money to generate relatively few opportunities. This requires a constant re-loading of the sales funnel with new, expensive leads. Look, I get it.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

DECEMBER 6, 2022

Use this online lead calculator to arrive at a total number of MQLs or raw leads (inquiries) required to hit your revenue number. The calculator uses industry standard figures for conversion rates (Lead to MQL, Close Rate, etc.), The calculator uses industry standard figures for conversion rates (Lead to MQL, Close Rate, etc.),

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

NOVEMBER 27, 2018

Precious few B2B marketers can show true ROI from organic social activity, and even less are using organic social media in a systematic way to either generate social leads or drive those leads through the demand generation funnel. Integrating Social Leads into the Demand Generation Funnel via @spearmktg. Click To Tweet. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

MARCH 24, 2021

A recent report by LinkedIn and research agency System1 found that the bulk of B2B advertising is ineffective. Brand recognition is the exception if only because certain B2B brands drive engagement no matter what, but even then, that brand recognition is never (at our demand gen agency , anyway) a goal unto itself.

Advertising Agencies 312

Advertising Agencies Advertisements Advertising Paid Search Agency 312

The Point

DECEMBER 5, 2023

For example, our agency runs on a Google Workspace account but the domain is unique to us.) House lists (customers, leads, and other opted-in contacts) are not immune. This means, in effect, that you won’t know how much of your list is subject to the new rules. Yahoo’s rules are expected to be similar.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Why is that?

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

OCTOBER 8, 2020

In 25+ years of running a marketing agency, I have rarely gained a client who wasn’t already thinking at some level about hiring an agency or seeking outside marketing assistance. I am not convincing people that they need to hire an agency.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

FEBRUARY 25, 2022

Now, granted, maybe my perspective is colored by the fact that, as a marketing agency, we work mainly with companies who need help. My advice was: if you’re only tracking clicks, track leads. If you’re only tracking leads, track MQLs (and Cost Per MQL). If you’re tracking MQLs, track marketing attributed pipeline.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing. 2) lead nurturing. Better Content.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

OCTOBER 25, 2018

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.” Think about that.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

SEPTEMBER 21, 2017

But don’t equate “staying in touch” – or lead nurturing success – with simply asking the prospect over and over whether he or she is ready to buy. For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

OCTOBER 20, 2014

Just look at the sudden influx of companies boasting so-called “predictive analytics” solutions – software that allows marketers to better score leads, acquire new names, target market sectors, and even refine message and content, based on highly sophisticated algorithms. Just when did demand generation get this complicated?

Demand Generation Agencies 100

Demand Generation Agencies Lead Gen Marketing Report Research 100

The Point

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Design, build and launch a “Welcome” email program designed to improve follow-up and response to new leads. Spear is a Marketo agency partner.) “A

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

NOVEMBER 12, 2019

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. . Do You Want Intent Data with That? Click To Tweet.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

OCTOBER 8, 2009

I’m ready to conclude that many PR agencies don’t really get it when it comes to social media. Recently I was made privy to a social media plan authored by a client’s PR agency. If I were to have written the plan, the primary objectives would have read: * drive search-generated traffic and net new sales leads. *

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

NOVEMBER 14, 2014

And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads. Second, let’s consider what the survey respondents most likely meant by “lead quality” in this context. Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. Want to guess how many of those leads arrive via our clients’ Websites?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

SEPTEMBER 23, 2020

At the same time, more traditional, early-stage measures like leads or conversions are mostly irrelevant in the context of an account-based strategy. That means late stage KPIs won’t register until potentially weeks or months into the campaign. Marketing Qualified Accounts (MQAs).

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

FEBRUARY 18, 2020

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. At our agency, many new marketing automation clients come to us facing a common scenario. Lead to sale conversion rates? Why Is #MarketingAutomation Maturity Still Woeful?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

SEPTEMBER 30, 2013

Do I need it in order to do lead nurturing?”. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. It enables you to deploy lead nurturing programs that are more timely, relevant, and, ultimately, effective. Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. Here they are, in a nutshell: 1.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

APRIL 19, 2023

Disclaimer: our agency partners with Rev to help inform audience, media, and content strategy for our clients.) Jeff Ha is Chief GTM Officer at Rev , developers of a sales development platform that uses exegraphics and the power of artificial intelligence (AI) to help companies find, and target, their “best fit” customers.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

FEBRUARY 11, 2014

How to ignite your company’s growth so marketing is filling your sales pipeline with more new buyers than needed to beat your future revenue goals…AND without increasing your cost per visit and cost per lead. HS] I notice that you integrate with some of the leading marketing automation vendors, including Marketo and Act-On.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

NOVEMBER 22, 2016

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

NOVEMBER 29, 2017

After more than two decades in the agency business, I’ve seen dozens of clients and hundreds of campaigns succeed and fail. Have you created a message deck that defines these selling points, by audience sector, to guide your agency partners, reduce creative cycles, and ensure that every sales outreach and marketing message is in sync?

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. However, over the long term, I’d argue that it’s almost always more cost-effective to qualify your own leads. Here’s why: First, some context.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

DECEMBER 15, 2016

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. The post Recapturing Lost Leads: Going After Form Abandoners appeared first on The Point. But otherwise, a job well done.

Leads 100

Leads Lead Marketing Qualified Leads Landing Pages 100

The Point

JULY 23, 2012

In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. Of course, in the real world – a world of sales quotas, quarterly revenue goals, and impatient investors – not all stake-holders, especially salespeople, are interested in the notion that the most effective lead generation strategy is a long-term proposition.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. The post 5 Ways to Expand Lead Nurturing Beyond the Inbox appeared first on The Point.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

OCTOBER 8, 2015

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. A question: at this point, what kind of lead am I? By my own reckoning, I’m an MQL (Marketing Qualified Lead). Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. All this presents real challenges for both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JULY 1, 2019

It’s why, for example, we marketers have assumed control for more and more of the lead funnel. There was once a time when we would generate a lead and our job would be done. Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

AUGUST 27, 2019

At our demand generation agency , LinkedIn advertising is a staple of most client campaigns, and yet when we propose LinkedIn to clients, we often hear comments to the effect of: “We tried and couldn’t make it work.” Or opt for LinkedIn’s Lead Gen Forms, which generate a pre-populated contact form inside the app. Stale Creative.

Paid Content 241

Paid Content Advertising Agencies Linkedin Advertisements 241

The Point

APRIL 21, 2010

That was the challenge faced by Navicure , a leading Internet-based medical claims clearinghouse in Atlanta that helps medical practices increase profitability. convert that search traffic to measurable sales leads. Navicure turned to its demand generation agency, Spear Marketing Group , for help.

Demand Generation Agencies 100

Demand Generation Agencies Sales Leads Paid Search Agency Work Management 100

The Point

JUNE 30, 2017

In the agency business, such as ours , this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.” ABM is a strategy, and a wholly different way of looking at how leads, opportunities and revenue are generated. Click To Tweet. •

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235