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Improve Sales Lead Generation via Marketing Analytics Part 2: Two Examples

ViewPoint

In the first article on marketing analytics , I discussed the best-practice processes involved in the review, assessment and continuous enhancement of sales lead generation programs to achieve improved results. Example 1: A shift in scoring criteria drives higher results. 22% of more than 20,000 raw leads converted to qualified leads.

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The Right Cadence Creates a New Lead with a $1 Billion Healthcare System

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Voicemails and emails are tested frequently and constantly tweaked. Cadence is a rhythmic flow of activity—with an important analytical component. We continually test the timing, the number and the type of touches so that we can optimize the process. The voicemails are carefully crafted and the emails carefully written.

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What's it take to generate leads that fuel your forecast?

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Testing and data over opinions and conventions. Small experiments, testing and data, intimate customer tribes, engagement and transparency? What’s a better way to experiment, test, understand who you’re talking to, and figure out what works? We start every program by spending a period of time talking to targets to test response.

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

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ABM is only a black box if by ABM you mean deploying technology and analytics without knowing why or how they’re being used to reach goals. Every company can benefit from the use of analytics to make data-driven decisions about who and how to engage. That’s just part of being a smart marketer today.

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Is Lead Generation Slipping Away From Marketing?

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As a further look at where marketing has progressed and why sales won’t take over lead generation anytime soon, look at a sample of the titles of the latest articles in the April 9 th BtoB Magazine: Marketers embrace digital content testing. Baking in analytics from the get-go is a winning strategy. Kate Maddox. Digital Edge.

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Improve Sales Lead Generation via Marketing Analytics Part 1: Four Steps

ViewPoint

When it comes to improving sales lead generation results, using marketing technology without analytics expertise and business acumen results in a numbers glut devoid of action items. And analytics expertise without leveraging technology results in uninformed “what ifs” and conjecture.

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

ViewPoint

Consider this case study: Email Marketing: 17.36% higher average clickthrough rate in 7 personalized subject line tests. Testing and optimization. Marketers will stop guessing at what is most effective and start testing, scale the results of those tests across their organizations, and see significant lifts in conversions and revenue.