The Point

NOVEMBER 15, 2022

We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. Indeed, the days of marketing en masse to cold lists via marketing automation platforms (MAPs) like Marketo are behind us. Curious as to your opinion?”.

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The Point

SEPTEMBER 30, 2013

A prospective client asks: “We’re just getting our demand generation programs ramped up, and I’m not sure I’m ready for marketing automation. My answer: “It depends how you define “ lead nurturing ,” but technically: no, you don’t need marketing automation in order to nurture leads. Do I need it in order to do lead nurturing?”.

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The Point

APRIL 1, 2014

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives.

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The Point

FEBRUARY 13, 2013

Recently I was asked to contribute some thoughts to Marketo’s new ebook, “ The Definitive Guide to Marketing Automation.” You can download a free copy of the ebook – 100 pages on everything you need to know about marketing automation – what it is, how it’s different from CRM, common features, keys to success, and more – by clicking here.

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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. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. And secondly, and more critically, these kinds of “touching base” phone calls are the worst possible use of a sales rep’s time.

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Lead Ranking Marketing Qualified Leads Sales Qualified Leads 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. The post Which Comes First: Lead Nurturing or Inside Sales? appeared first on The Point.

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The Point

MAY 14, 2012

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation.

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The Point

FEBRUARY 4, 2011

On Focus.com , Craig Rosenberg asks: “What are the top benefits of adopting marketing automation?” My response: Based on our firm’s experience , the most common benefits of marketing automation are these: 1. Improved consistency of follow-up to all new leads independent of sales bandwidth.

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The Point

OCTOBER 26, 2010

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. Marketing automation helps eliminate marketing waste.

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The Point

DECEMBER 5, 2023

However, remember that the threshold may also include bulk sends from sales tools like SalesLoft or Outreach. As that previous article made clear, emailing to anything but opt-in lists may be at odds with the license agreement of your marketing automation platform (MAP) or email service provider.)

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Deliverability Rules Purchase Marketing Automation Services 162

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. The bad news here is that marketing automation isn’t the magic wand that some companies apparently thought it was. emphasis mine).

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The Point

JANUARY 17, 2019

Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. But I would argue that both points are also a business case for the integration of automated lead nurturing and sales enablement campaigns into the SDR process.

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The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. Fortunately, and to the client’s credit, they had firm metrics for each stage through which a raw inquiry ultimately converted to a sale.

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The Point

JANUARY 14, 2014

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on. And that lack of focus can be a big mistake. Probably not.

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Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

AUGUST 23, 2011

Do you feign understanding when your CEO talks about “sales and marketing alignment”? Horrified at the responsibility of investigating marketing automation solutions for your company? In a little over 20 minutes, you’ll learn: • What makes marketing automation different from older email platforms. •

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The Point

MARCH 12, 2012

I’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. It’s a win-win for both sales AND marketing. What’s the solution?

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The Point

APRIL 29, 2021

If you’re using a shared IP address (through a marketing automation provider, for example), then your email reputation will always be subject to the behavior of other senders on that same IP, so any efforts to otherwise protect your domain will be for nought. * The set-up process for a new domain can be complicated and time-consuming. . *

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The Point

DECEMBER 13, 2019

It’s no longer enough to have a solid strategy around marketing automation. – Anne Angele, Director of Technology & Marketing Automation. “I I expect the role of the CMO to evolve with the rise of revenue operations (the convergence of sales ops, marketing ops, and customer success).

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Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

FEBRUARY 24, 2011

I only recently came across the results of research published late last year by Leads360 , a leading provider of hosted (SaaS) solutions for managing sales leads. In an era of marketing automation and automated lead management, you don’t have to rely solely on phone calls to follow up on leads.

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The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. Sales management and executives, however, are focused on hitting monthly and quarterly targets. (HS)

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The Point

FEBRUARY 28, 2023

In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. If you do invest in lead generation, set clear expectations for sales follow-up. Many will even help write the proposal to apply for funds.

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The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. We call that approach Content Selling. (HS)

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The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). Some parts of this may be automated, but there are also likely pieces that are updated manually – for example, when an opportunity is opened.

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The Point

DECEMBER 11, 2018

There was a time, not so long ago, when Marketing Automation went through a similar transition. In later stages, the measuring stick is more likely to be Sales Qualified Accounts, Meetings, or Pipeline. Failing to get sales sufficiently involved (planning, engagement). Like Marketing Automation before it, ABM is no exception.

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Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Studies show that few companies use technology like marketing automation to its full potential. The reason? The solution?

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Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. Why do you think sales and marketing alignment is a persistent issue? LDW: Yes and no.

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Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

FEBRUARY 27, 2018

Failure to comply can result in fines ranging from 10 million Euros ($12 Million US) to 4 percent of a company’s global sales, a number that could reach into the billions for large corporations. At a minimum, evaluate who has access to your marketing automation or email marketing software and what levels of permissions they have.

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Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

OCTOBER 25, 2018

The brighter news is that the other two-thirds reported that nurture programs resulted in at least a 10% increase in sales opportunities, so there’s hope yet.). A lead “returned for nurturing” implies that the lead went to sales first for qualification, was deemed unqualified, and then dumped into the nurture stream.

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Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

MAY 9, 2017

Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. That’s because a decade ago, marketers were merely learning how to deliver automated nurture tracks to buyers at the segment level. What could be more fundamental to sales results?

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Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JULY 30, 2020

Blogs are historically the province of the PR team, and so they’re not often looked at as a vehicle for driving leads, sales engagement, and revenue. This is one of the most effective ways to convert organic blog traffic to sales leads that you can then nurture over time. Make sure you can measure the blog’s contribution.

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Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

JUNE 30, 2017

It is a strategic initiative that involves (or should involve) both sales and marketing at all levels of the organization. Target account campaigns are possible leveraging only the most basic in marketing automation and ad technology (for example, programmatic display advertising.)

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Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

OCTOBER 22, 2019

Let’s say you’ve set up a system that sends a lead to sales after they’ve clicked on five emails. Worst case, you could be sending a lead to sales who’s never once engaged with your marketing campaigns. Ultimately, the issue of email bots will need to be solved at a product level by the marketing automation vendors. (We

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Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

APRIL 26, 2018

As I said earlier, buyers now have a lot of information to explore before they need to identify themselves to sales. Between DSPs, DMPs, site personalization engines, marketing automation systems and CRMs, marketers now have access to platforms that can take in massive amounts of data and then action off that data in an automated fashion. (HS)

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The Point

MARCH 22, 2019

I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system that clearly doesn’t work (or is completely ignored by the sales team) and have no apparent motivation to fix it. Faster lead velocity means shorter sales cycles. How did we get here?

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Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JUNE 29, 2009

Here’s an interesting post by Mike Damphousse of Green Leads that I found through Funnelholic (thanks Craig) on how lead nurturing impacts the effectiveness of calling campaigns designed to secure qualified sales appointments.

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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. Account-Based Marketing (ABM).

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Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JANUARY 19, 2016

Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. Is automation always a good thing, however? Effective sales communication requires more than just automation. Well, Mr./Ms.

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