ViewPoint

OCTOBER 20, 2011

on the Marketing Automation Software Guide blog. Lauren’s article is based on her survey of marketing automation users that sought—knowing what they know now—the questions they would ask vendors if they were going back and buying their software all over again.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation PointClear Automation 120

ViewPoint

MARCH 8, 2011

Strategic account management and marketing automation: a marriage made in heaven or oil and water? I had the good fortune to discuss how SAM and marketing automation intersect with Bob Thompson, CEO of CustomerThink, during a recent interview about my new book, The Truth About Leads.

Marketing Automation 120

Marketing Automation Automation Lead Qualification Leads 120

ViewPoint

MAY 16, 2017

Technology is great at automating best practices, but you have to have them in place first. Then, and only then, it's time to check out your automation options. When it comes time to exploring how you can increase lead generation ROI, that is, produce better leads more cost effectively, move "technology" to the bottom your to-do list.

Sales Leads 202

Sales Leads Process Top of Funnel Lead Scoring 202

ViewPoint

NOVEMBER 18, 2010

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Marketing Automation Services 120

Marketing Automation Services Marketing Automation Software Automation 120

ViewPoint

APRIL 16, 2018

With the advent of new marketing automation capabilities, AI apps and other technology, marketing is inserting itself deeper in the pipeline at almost every level. Traditionally few would contest who owns the pipeline in any organization. It’s referred to as the sales pipeline and it’s owned by sales people, right? But is this still true?

Top of Funnel 180

Top of Funnel PointClear Work Management Sales Qualified Leads 180

ViewPoint

OCTOBER 21, 2017

Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. Remember: Lists suck. List testing is cheap and a no brainer.

Marketing Automation Services 149

Marketing Automation Services Validation Broadcasting Deliverability 149

ViewPoint

FEBRUARY 24, 2015

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

Lead Nurturing 120

Lead Nurturing Leads Lead Marketing Qualified Leads 120

ViewPoint

FEBRUARY 8, 2017

Qualified leads can be generated any number of ways: phone calls email, webinars, direct mail and even marketing automation if done well. For the record, I am an inbound-marketing advocate and an early adopter of marketing automation tools. It's not, however, the quantity of leads that counts. It’s the quality of the leads.

B to B 120

B to B Cost per Lead Marketing Automation Services Inbound Marketing 120

ViewPoint

NOVEMBER 7, 2018

The measurement tools have existed for some time and are getting easier to use year by year since the introduction of CRM and marketing automation. In the past it wasn’t because people couldn’t prove the ROI, it was because it was inconvenient, and sometimes difficult; but neither are good excuses, and both are no longer barriers.

Lead Gen 221

Lead Gen ROI Spending Barriers 221

ViewPoint

JULY 7, 2015

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. One of the funniest but also most illustrative responses came from The Bridge Groups’ Trish Bertuzzi who nailed it when she said: Companies are still thinking marketing automation (MA) is the silver bullet. A key to this trend is lead scoring.

Lead Ranking 120

Lead Ranking Lead Scoring Ideal Customer Profiles Sales Qualified Leads 120

ViewPoint

DECEMBER 7, 2017

No other choices were given from the automated attendant. The automated voice messages directed to those calling into the company literally drip with sincerity about wanting to talk to the caller, as if they get the most credit for trying but never really connect with you. The result pushed me over the edge in frustration.

Paid Search Agency 168

Paid Search Agency Companies Lock-In Press 168

ViewPoint

APRIL 11, 2018

Cadence Involves Analysis, Automation. PointClear also automates management of the process to keep associates as productive as possible, and our clients well served. Voicemails and emails are tested frequently and constantly tweaked. Cadence is a rhythmic flow of activity—with an important analytical component.

PointClear 136

PointClear Sales Qualified Leads Leads Lead 136

ViewPoint

JULY 14, 2015

We believe marketing automation has a place in the world, but we are aware that if it’s not properly utilized, it very quickly creates a whole lot of nothing. With marketing automation and data analytics, you start gathering the data needed to determine what went right or wrong. Why did we ask? Because we care about quality leads.

Lead Ranking 120

Lead Ranking Lead Scoring Top of Funnel Leads 120

ViewPoint

AUGUST 12, 2014

Should CMOs feel confident that these leads from marketing automation are ready for sales to close? Without additional qualification measures (such as tele-qualifying), will these leads inevitably clog and choke the sales pipeline?

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Lead Scoring Lead Ranking 120

ViewPoint

APRIL 21, 2015

In spite of the accountability that CRM brings and the follow-up that marketing automation creates, B2B salespeople have to do the final step. But with the advent of CRM systems and marketing automation, it’s time marketers solved their own problem by automating the follow-up. Out here, a man settles his own problems.".

Sales Qualified Leads 120

Sales Qualified Leads B2B Sales Marketing Automation Services Blogger 120

ViewPoint

MARCH 29, 2017

Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation. Remember: Lists suck. List testing is cheap and a no brainer.

Marketing Automation Services 120

Marketing Automation Services Validation Broadcasting Deliverability 120

ViewPoint

OCTOBER 1, 2015

Using email and nurture through your ole “reliable” marketing automation system to nurture within an account is not an ABM strategy. From your demand generation systems through to your marketing automation and CRM platforms, you should have a standard customer ID and customer ID process that will ensure coordination of all channels.

Account Based Marketing 120

Account Based Marketing Lead Generation Sales Qualified Leads Marketing Automation Services 120

ViewPoint

SEPTEMBER 29, 2015

Even in companies with a TAM in the many thousands, there are key accounts and current customers that can be segmented for ABM applications while leaving the remainder of the marketplace to the normal marketing automation applications. As technology continues to be simplified and automated, 1-1 selling through ABM will become commonplace.

Account Based Marketing 120

Account Based Marketing Lead Generation Marketing Management ABM 120

ViewPoint

AUGUST 19, 2014

Should CMOs feel confident that these leads from marketing automation are ready for sales to close? Without additional qualification measures (such as tele-qualifying), will these leads inevitably clog and choke the sales pipeline?

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Lead Scoring Lead Ranking 120

ViewPoint

JANUARY 10, 2018

Marketers today receive lists of “leads” from content aggregators, web forms and hand raisers who score enough points in marketing automation to apparently warrant attention. Back during the bingo card days marketers were thrilled to get a list of “leads” and distribute them to sales.

Sales Qualified Leads 207

Sales Qualified Leads Cost per Lead Lead Scoring Lead Ranking 207

ViewPoint

OCTOBER 31, 2013

Click to start video at this point —When asked about marketing automation and if he felt we were returning to a one-to-many marketing approach, Jamie expressed that with the increased use of marketing automation, even on the social front, it has become somewhat depersonalized.

Lead Scoring 120

Lead Scoring Lead Ranking Cross-Selling Best Practices 120

ViewPoint

MARCH 1, 2012

Lack of clarity and erroneous assumptions about demand generation, lead management and marketing automation are effectively addressed in two recent Software Advice whiteboard videos by Carlos Hidalgo, CEO, Annuitas Group , and Executive Director, Marketing Automation Institute. Lack of clarity about marketing automation objectives.

Demand Generation 120

Demand Generation Work Management Marketing Management Lead Management 120

ViewPoint

AUGUST 26, 2014

Should CMOs feel confident that these leads from marketing automation are ready for sales to close. Without additional qualification measures (such as tele-qualifying), will these leads inevitably clog and choke the sales pipeline?

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Lead Scoring Lead Ranking 120

ViewPoint

DECEMBER 12, 2017

Lower level workers give up their digital body language (score points in marketing automation) while more senior executives do not. Here, in my opinion, is what is wrong with this approach to lead generation: Lower-level workers are 2.5 times more likely than higher level executives to download content.

Sales Qualified Leads 189

Sales Qualified Leads Lead Scoring Lead Ranking Buy 189

ViewPoint

OCTOBER 27, 2016

To top off this scenario, there was a rule built into the integration between the marketing automation platform (MAP) and sales force automation (SFA) system that automatically promoted a sales accepted lead (SAL) to a sales qualified lead (SQL) if no action had been taken by sales during the 14-day SQL timeframe!”.

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Marketing Automation Services Act-On 120

ViewPoint

APRIL 30, 2013

Click to start video at this point —When asked about marketing automation and if he felt we were returning to a one-to-many marketing approach, Jamie expressed that with the increased use of marketing automation, even on the social front, it has become somewhat depersonalized.

Mobile Marketing 120

Mobile Marketing Lead Scoring Lead Ranking Marketing Leads 120

ViewPoint

APRIL 2, 2013

Incorporating a marketing automation system makes taking the "personalized approach" easier than ever, says NetProspex Vice President of Marketing Maribeth Ross. Marketing Automation Software That Delivers the Most Data Wins. For B2B Marketing, Email Should be Personalized and Targeted.

B2B Marketing 120

B2B Marketing Linkedin PointClear Marketing Automation Services 120

ViewPoint

AUGUST 8, 2011

The 2011 Lenskold Group / Pedowitz Group Lead Generation ROI Study has found that key metrics reported, forecasted, and used to compensate marketing differ for high growth companies as well as for those using integrated marketing automation. Here are select highlights from this study.

Lead Generation 120

Lead Generation Marketing Qualified Leads Lead Ranking Sales Qualified Leads 120

ViewPoint

MARCH 10, 2015

In this 5th and final installment of our series, I’ll explain why this is the case … AND why they are also substantially less likely to give up their digital body language via marketing automation. Lead Generation Lead Nurturing'

Marketing Automation Services 120

Marketing Automation Services Leads Lead Marketing Qualified Leads 120

ViewPoint

MAY 5, 2011

In a recent article on Revenue Performance Management in Marketing Automation Software Guide, Lauren Carlson does a nice job of providing a context for the RPM discussion by differentiating it from marketing automation, reviewing the factors motivating its advancement, and raising good questions.

Marketing Management 120

Marketing Management Marketing Automation Services Eloqua Demand Generation Agencies 120

ViewPoint

OCTOBER 9, 2013

In other words, falling short of sales goals due to a lack of follow-up is caused by the attitude of managers and an increased reliance on automated inside sales platforms, which are great at generating tons of unqualified leads that won’t lead to sales. Marketing automation in the hands of a fool is still a fool’s tool.”.

Sales Qualified Leads 120

Sales Qualified Leads Marketing Automation Services Work Management Marketing Management 120

ViewPoint

FEBRUARY 28, 2018

Automated physician scheduling that streamlines practice operations and creates a positive patient experience. Software to optimize the insurance business through predictive analytics. An RPO specializing in customized management of talent. A global indusrial manufacturer of equipment that improves productivity and efficiency.

PointClear 120

PointClear Work Management Marketing Management Sales Qualified Leads 120

ViewPoint

AUGUST 18, 2016

I feel that, unfortunately, marketing automation has made it possible for marketers to send more poor quality leads to sales faster than ever before. It is not that I am against marketing automation or other marketing technologies, it is just that I am for accountability and ROI. Let me ask you a question.

Account Based Marketing 120

Account Based Marketing Automation ABM Paid Search Agency 120

ViewPoint

AUGUST 27, 2018

If it doesn’t support salespeople with the latest digital tools, CRM and marketing automation programs, and provide Sales with qualified leads, resign. “If you work for a company that doesn’t believe in marketing, resign.”. If the company resents every dollar it spends on marketing, resign.

Paid Search Agency 149

Paid Search Agency Companies Opinions Sales Qualified Leads 149

ViewPoint

AUGUST 21, 2012

No marketing automation system. Marketing automation will be used to provide strength to both Marketing and Sales so that neither reaches full failure. To stop a cascading zipper failure that victimizes the majority of companies: CRM + Marketing Automation + Marketing ROI Measurement + 100% sales follow-up = Success.

Work Management 120

Work Management Marketing Automation Services Marketing Management Wikipedia 120

ViewPoint

DECEMBER 20, 2011

Marketing automation. The most frequently mentioned words—b2b, marketing, sales, lead, generation, demand and automation—are a nice way to summarize the areas addressed in their thought leadership contributions. Jay Hidalgo , President, The Annuitas Group 4 Things to Consider Before You Buy Marketing Automation.

Blogger 120

Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

MARCH 19, 2018

It’s no longer enough, she realized, to just take the CRM or marketing automation system stats and determine where to spend the company’s growing marketing budget in order to find qualified leads and buyers.

Marketing Management 197

Marketing Management Analytics Budget Programs Marketing Automation Services 197