ViewPoint

MAY 23, 2011

To get some answers to questions like these, Bernice Grossman and I have undertaken a series of research studies on the quality and quantity of data available to B-to-B marketers in various industries. When B-to-B marketers want to find new prospects, they have traditionally relied on two types of lists.

Resources 120

Resources B to B Work Management Marketing Management 120

ViewPoint

AUGUST 1, 2011

Getting b-to-b sales and marketing to align more closely has driven even the most capable business leaders crazy for years. In most b-to-b organizations, this includes the pass from marketing to teleprospecting, and teleprospecting to field, inside or channel sales resources. Finally, establish other relevant rules.

Lead Management 120

Lead Management Work Management Sales Qualified Leads Marketing Management 120

ViewPoint

JANUARY 26, 2012

Outbound telemarketing The telephone is the Swiss Army knife in the B-to-B marketer’s backpack: a flexible, personal, dependable resource with infinite applications. The DMA’s 2010 Response Rate Report reported a healthy 1.68% response rate to B-to-B prospecting letter mail and 2.18% to its cheaper cousin, postcard mail.

B to B 120

B to B netFactor Media SEM 120

ViewPoint

SEPTEMBER 15, 2011

Today, ten or so years after the onset of online lead generation in the B-to-B sector, the scientist, not the lucky prospector, is the one who will win. At Ariba, we work really hard to engage prospects, provide access to the right assets at the right time and take their cues on appropriate next steps.

Online Lead Generation 120

Online Lead Generation Lead Generation Lead Ranking Generation 120

ViewPoint

FEBRUARY 24, 2016

That is because not every senior executive wants to be treated like the human equivalent of a pin ball—capturing your attention only after they have hit the right bumpers and scored enough points (this basically describes how marketing automation works). Is sales development about hiring some young hungry kids to bang on the phones?

Lead Ranking 149

Lead Ranking Demand Generation Agencies Account Based Marketing Paid Search Agency 149

ViewPoint

JUNE 7, 2016

Jay writes: “A formal lead acceptance process (see Truth 6 in this blog series outlining the importance of having a judicial branch in place) is important in b-to-b demand creation for four reasons: Avoiding lead oblivion. Another 20% of leads are ineffectively worked for mostly subjective reasons (i.e.,

Sales Qualified Leads 120

Sales Qualified Leads Lead Ranking Marketing Qualified Leads PointClear 120

ViewPoint

OCTOBER 6, 2015

In fact, I would argue that all the broad-based demand generation work many companies are doing is the real distraction if their sales model and growth targets focus on a defined universe of accounts. Technology is also key to making ABM work and scale, but it’s also not hype or a distraction if marketers know why it’s being deployed.

Account Based Marketing 120

Account Based Marketing Lead Generation Lead Ranking Lead Scoring 120