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The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

ViewPoint

An astounding 61% of B2B marketers admit to sending 'leads' directly to Sales without qualification, according to a Marketing Sherpa Marketing Benchmark Report. But the majority of the leads you generate will still likely not be ready for your sales team, be ready to buy, or even be the type of customer you want to sell to.”. 3. Both are working toward different, conflicting metrics.

Click 91

4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)

ViewPoint

To generate short-term success, CMOs can purchase an expensive list of leads, but Matt warns against that strategy. It’s costly and marketing teams will end up depending on purchased lists to generate pipeline growth in the future. Successful CMOs work towards short-term and long-term success simultaneously by investing in and perfecting their lead generation machine.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]

ViewPoint

Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? The high value, price, and/or longer sales cycle of the product or service make ABM an attractive play for B2B marketers. So why is ABM the new must-have for B2B marketers?

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

ViewPoint

Did they view the recording when it became available on demand? Lead scoring can definitely play an integral role in increasing the value of marketing programs and demand generation, but it needs to be implemented in a more thoughtful way that reflects the progression of intent to move toward actually buying from you. The Flawed B2B Approach. B2B buyers are committees.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

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

ViewPoint

I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? It’s also more than just lead generation. It doesn’t have to.

The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How

ViewPoint

These include: Lead and demand generation: How are we attracting and engaging the target audience in building a consistent flow of prospective buyers? For more than 20 years, she has been focused on driving intentional, measurable revenue growth for B2C and B2B companies as both an in-house marketer and a consultant. Step 1 – Revenue Influencer Feedback. Step 3 – Data Analysis.

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Marketing Needs to Put Skin in the Game

ViewPoint

The mix should consist mostly of sales enablement, then demand generation, with less focus on awareness. Demand generation is typically the primary activity in the marketing mix, followed by enablement and then awareness. Whereas enablement and demand generation are marketing’s primary tasks for Tier 1 and 2 accounts, the main focus for SMB/channel accounts tends to be driving awareness, followed by demand generation and then enablement. B2B Marketing Marketing & Sales Alignment B2B SalesTier 2: Inside Commercial Accounts.

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How the CEO Can Enhance Sales, Marketing, and the Executive Branch

ViewPoint

Unfortunately, as a result of this thinking, marketing spends a ton of money generating leads for sales that are never followed-up. Isn’t it demand generation with a new name? 1. In fact, we believe just the opposite: 70% of B2B technology solution buyers want to engage with sales reps before they identify their short list. Isn’t it demand generation with a new name?

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

The Why, What & How of a Lead-to-Revenue Assessment, Part 1 - The Why & What

ViewPoint

In today’s B2B companies, marketing and sales alignment is critical to success. Unfortunately, few B2B organizations focus on creating, implementing and executing a defined marketing and sales process. Increased spending on lead generation. Invested in content generation. It is a deep dive into key areas of your process: Lead and demand generation.

PowerViews with Michael Brenner: The Battle for Customer Attention

ViewPoint

Michael is also the author of B2BMarketingInsider.com , where he discusses content marketing, demand generation, mobile strategy, and sales alignment to name a few. At the beginning of the year or quarter, it may be top of list to generate as many leads as possible and as time advances the focus shifts to lead quality over quantity. The Battle for Customer Attention.

Marketing and Sales: Done Well (2015) Do Better (2016) - Part 3 of 3

ViewPoint

What B2B Companies Did Well in 2015? One the things I was most pleased to see with many B2B companies (and in the sales blogosphere) in 2015 is a return “reasonable” thinking when it came to inbound marketing and social selling regarding their place in a sales effort. The panelists include: Ardath Albee – Marketing Interactions. Miles Austin – Fill the Funnel, Inc.

Who is teaching the CMO how to sell?

ViewPoint

Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue. ” However, if you’re leading a marketing organization in a B2B company, this question is directly tied to marketing’s new revenue imperative and it can be a very scary question. Her first book, " The Rise of the Revenue Marketer ® ," will be published in 2012.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Five Reasons Your Lead Generation Campaigns May Not Be Working

ViewPoint

For the past 11 years, I have been advising organizations on how to plan and execute their b2b lead generation campaigns. B2B lead generation is complex, and there is always work to be done. There are some big reasons why lead generation campaigns fail that must be dealt with at the outset, before sweating the small stuff. Here are my 5 reasons your lead generation campaigns may not be working: No start-to-finish process: The best lead/demand generation programs are "always-on," systematic processes. It works now and has for years.

PowerViews with Trip Kucera: Best Practices & Surprising Trends

ViewPoint

While still in the early days of companies adopting it and developing best practices, Aberdeen is seeing social media marketing moving from being around awareness and thought leadership to really being around demand generation and lead management and so forth. From a B2B perspective, he uses the email term, “deliverability,” in a broader context. Stay Tuned

Outbound vs. Inbound: The Risk Management Issue in the Complex Sale

ViewPoint

Companies providing complex, high-investment solutions are facing a significant risk management issue in light of Sirius Decisions and others finding that B2B buyers are self-educating and moving through as much as 70% of the sales funnel before connecting with sales. He responded to a proven outbound lead generation methodology driven by an experienced prospect development professional.

Why Demand Generation Requires More Than Marketing

ANNUITAS

I had a conversation with a prospect today about their demand generation challenges. My prospective customer, who is an executive on the marketing side of the organization, wanted to know how he could get sales to appropriately respond to the leads that would be generated from a perpetual demand generation program. Here are a few suggestions. 1. Ask Them-.

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

A recent survey by content automation company TechValidate and B2B agency Spear Marketing Group provides useful insight into the content, tactics, and technologies proving most valuable for today’s B2B marketers. More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI.

Getting Demand Generation Right: 5 Things You Need to Change

CMO Essentials

During the conversation we discussed the ways that B2B marketing has changed due to the new approach buyers take to purchasing. While the way B2B buyers buy has changed significantly, many marketing and sales departments are struggling to keep up. As I have said before: B2B marketing organizations have to stop doing different things, and truly do things differently.

Top 10 Demand Generation Resolutions for 2014

The Point

It’s a new year, so what better time to get your demand generation strategy “in shape” for improved performance? Blogs have long been the exclusive province of the PR team, but demand generation marketers are starting to realize the potential for blogs to generate leads in a big way. Improve campaign measurement. Test more. Make your blog count.

Key B2B Demand Generation Strategies for 2015

The Point

We discussed what’s new, what’s working, and what’s on the horizon in B2B Demand Generation. What is the first B2B marketing strategy that marketers must consider for 2015? (HS) Content is everything these days. In our business, demand generation and content marketing are nearly synonymous. Good content is the fuel that feeds demand generation success.

Shiny Objects, Demand Generation and ABM

ANNUITAS

With #FlipMyFunnel , the San Francisco event only a few weeks behind us, it seems as if Account-Based Marketing (ABM) is now the “shiny new object” that has captivated the attention of B2B marketers. Over 15-years ago when I managed demand generation for a major software company we were tasked with supporting sales for “account based selling.”

Why Demand Generation Should Be Perpetual

ANNUITAS

This is the second year that ANNUITAS has conducted its Enterprise B2B Demand Generation Survey with the goal of gaining better insights into the approach that enterprise organizations take to demand generation. recently spoke with one marketing executive who told me they run multiple demand generation campaigns for 90 days.

The Reactive Demand Generation Strategy

ANNUITAS

This means adhering to a clearly defined Demand Generation Strategy that is buyer-centric and all the things we need it to be to obtain our goals, and then sticking to it. To make things even more challenging, the soon-to-be-released ANNUITAS 2015 B2B Demand Generation Study reports again this year that the majority of marketers run more than 15 campaigns a year!

Infographic: Top 10 Reasons to Hire a Full-Service Demand Generation Agency

The Point

But in the right situation, especially given the complexity of today’s modern marketing, the right agency partner can be the key to your company making the most of your demand generation investments. Check out the infographic below for tips on deciding whether a full-service demand gen agency is the right move for your organization. Agencies aren’t for everyone.

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Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The direct outcome of lead generation is new contacts available for sales or marketing.

More is Not Always More: Be Wary of the Volume Game in B2B Demand Generation

Modern B2B Marketing

Historically in B2B demand generation, more has been better too. This is a very important concept to understand in marketing, especially for demand generation. More is not more, and here are three reasons why you should be wary of focusing solely on volume in demand generation: 1. Demand Generation b2bMore leads? You bet!

Better Demand Generation Marries Data And Content

B2B Marketing Insider

They sought to answer how to bring these two 2 marketing practices together into one overarching demand generation strategy. So they created this infographic visualizing the main considerations for bringing together the power of data and content to drive effective demand generation. Demand Generation Brilliant! Click here for the complete infographic.

3 Demand Generation Dangers in a B2B Blog Redesign

B2B Lead Blog

And as Neil Patel, Eloqua, Marketo and Hubspot have shown us, when B2B content is crafted correctly, it becomes a killer tool for attracting qualified prospects to your sales funnel. Let’s assume you’ve got a great blog, but it’s time for a refresh (like the simple weekend facelift we just had here at The B2B Lead ). Demand Generation Checklist for Safe Blog Redesigns.

3 Demand Generation Dangers in a B2B Blog Redesign

B2B Lead Blog

And as Neil Patel, Eloqua, Marketo and Hubspot have shown us, when B2B content is crafted correctly, it becomes a killer tool for attracting qualified prospects to your sales funnel. Let’s assume you’ve got a great blog, but it’s time for a refresh (like the simple weekend facelift we just had here at The B2B Lead ). Demand Generation Checklist for Safe Blog Redesigns.

Demand Generation – It’s Not That Easy

ANNUITAS

In reading many of the blogs and listening to some of the webinars and speeches that have been given about Demand Generation one would think that the path to Demand Generation is just a few simple step away.  I once heard at a conference one of the speakers tell a room full of marketers “all you need is the desire to want to make it better, and you will.”  Really?

3 Mistakes to Avoid When Developing a Demand Generation Strategy

ANNUITAS

Marketing automation has forever changed the way B2B marketing is conceived and executed. Developing a comprehensive Demand Generation Strategy is not a simple task.  Contrary to what you might want to believe, your demand generation program isn’t about your company. buyer-centric Demand Generation Strategy necessitates buyer research.

Integrating Awareness and Demand Generation Marketing

Biznology

The executive not only wanted to do things the traditional push way, he wanted to dispense with the soft landing of an awareness experience and get right to demand generation. New Demand Generation Goals. The executive’s first move on the job was to contact another agency and build a plan to drive more aggressively towards a new set of KPIs focused on demand.

Differences Between Demand Generation and Lead Generation

PureB2B

Demand generation is the process of creating and/or boosting awareness of a particular company or product with the intention of increasing leads. Lead generation is the process of collecting actual leads directly from consumers or client prospects and using those leads to boost revenue.”. As a subset of demand generation, lead generation comes next.