ViewPoint

JUNE 7, 2011

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. As a matter of fact, successful lead generation processes rarely run what we know as "campaigns."

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ViewPoint

JANUARY 4, 2018

see marketing charts analysis of HubSpot’s “2017 Demand Generation Benchmarks Report” ). Others stated that the range is between $35 – $100 for a B2B lead. Sales is focused on the quality of the leads and revenue generated. For example: “The average cost per lead across all the companies surveyed is almost $200 ($198.44).Admittedly,

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ViewPoint

SEPTEMBER 21, 2016

The Three “Lies” That Plague B2B Businesses Today Are: Cold calling is dead. Marketing serves sales, to generate new interest from new prospects. 57 – 90% of the buying process is complete before a sales rep needs to get involved. Marketing and sales are aligned. Do you agree these are lies? Kias are for getting from point A to B.

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ViewPoint

AUGUST 22, 2013

The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. The buzz around content marketing has most marketers racing to keep up with demand. Online content in the sales and marketing industries is constantly changing.

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ViewPoint

FEBRUARY 24, 2016

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? 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.

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ViewPoint

DECEMBER 16, 2016

Instead, high performers opt to hunt down "emerging" demand in the market place by getting out in front of a customer's buying process and helping to shape that customer's perception of their needs through targeted bursts of controlled insights. This is great; this customer just told me what they want. "So

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ViewPoint

AUGUST 11, 2015

Generate Demand. Manage Demand. Branding has gotten a lot of attention in B2B over the last ten years or so, as traditional agencies, to generate more revenue, jumped on the band wagon of brand measurement and improvement for B2B. Your duties are: Establish the Brand. Follow the Money.

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ViewPoint

SEPTEMBER 26, 2011

Paul is a speaker, writer and B2B social media strategist. A lot of B2B marketers have chosen not to get on board the Facebook train for fear that Facebook's freewheeling culture clashes with their serious business. Facebook success demands knowing a few of the ins and outs of the platform and the community. Here are five tips.

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ViewPoint

FEBRUARY 8, 2016

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. Most importantly for Matt, is that the demand generation manager works to mobilize your target audience.

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ViewPoint

NOVEMBER 29, 2016

And, somehow, the cycle appears to be the following: CEO’s demand revenue; CMO’s crank up the lead generation machine; sales reps getting poor quality leads dumped on them; more leads are demanded at a lower cost per lead; the leads end up in a black hole sometimes called CRM. At some point it has to stop, doesn’t it?

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Lead Ranking Marketing Qualified Leads Sales Qualified Leads Cost per Lead 120

ViewPoint

MAY 20, 2016

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. Tier 2: Inside Commercial Accounts. Tier 3: SMB/Channel Accounts.

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ViewPoint

AUGUST 18, 2015

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. Hired a social media marketer. Added an SDR team.

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ViewPoint

DECEMBER 20, 2011

You’ll see from the list below that our marketing and sales bloggers are B2B lead generation and lead management thought leaders who share their expertise as business executives, strategists, consultants, speakers, authors, editors and college professors. Demand creation. Lead generation. Customer acquisition.

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Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

JANUARY 22, 2016

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. .:

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Top of Funnel Work Management PointClear B2B Thought Leadership 149

ViewPoint

JULY 7, 2015

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.

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Lead Ranking Lead Scoring Ideal Customer Profiles Sales Qualified Leads 120

ViewPoint

JUNE 7, 2016

In the last blog in this series we discussed lead nurturing , and how an advanced lead generation program that includes nurturing can triple your sales. Helping them understand actual vs. assumed buyer behavior in B2B sales environments helps alter their behavior—and helps them be more successful.

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ViewPoint

SEPTEMBER 29, 2016

By applying market segmentation techniques and testing segments you can identify and then prioritize on those segments that generate the highest return and eliminate those segments where the return is not sufficient to invest the time and money in the clean-up. Traditional Database Marketing Cleanups Miss the Mark – And The Potential.

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Lead Ranking Lead Scoring Database Marketing Budget Programs 120

ViewPoint

FEBRUARY 16, 2012

Why is it so difficult to generate actual leads and sales using social media in the B2B world? I learned how investment and property management firm, Jones Lang LaSalle is generating tangible leads on seven-figure commercial real estate deals using YouTube. Successful social B2B sellers know: Engagement is not an outcome.

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Customer Satisfaction Sample Youtube Social Media 120

ViewPoint

AUGUST 20, 2015

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.

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ViewPoint

OCTOBER 20, 2011

As I read the article, it occurred to me that I would add an eleventh critical question: Do you have best-practice lead generation and lead nurturing processes in place before you implement a marketing automation solution? Needless to say, this did not happen, and the company has invested again in best-practice outbound lead generation.

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ViewPoint

JUNE 16, 2015

Mike Damphousse, founder, CEO and CMO of Green Leads and author of Smashmouth B2B Blog: Sales & Marketing Demand Gen places the focus on value: 1) The value of the inbound versus outbound lead; and 2) how far those leads are in the pipeline against the amount invested. Ask: Are the leads I generate driving revenue?

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Lead Scoring Lead Ranking Cost per Lead PointClear 120

ViewPoint

OCTOBER 10, 2016

According to Terry Flaherty, Senior Research Director, Demand Creation Strategies at SiriusDecisions in this blog, “Measuring the Impact of Successful Sales Handoffs” : “Organizations with a formal SAL stage in their lead management process generate 9.3 closed/won deals per 1,000 inquiries.

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Marketing Qualified Leads Lead Ranking Sales Qualified Leads Top of Funnel 120

ViewPoint

JUNE 10, 2016

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.”.

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ViewPoint

MAY 14, 2013

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.

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ViewPoint

SEPTEMBER 20, 2012

He adds that inbound hasn’t displaced the need to be proactive, and he talks about a deeper, more important issue in play that is being driven by the new B2B buyer. Bob adds, “I’m afraid that companies become so dependent on the technology and content management and lead generation that they’ll forget those basics.

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ViewPoint

OCTOBER 10, 2011

Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. A nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue.

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ViewPoint

APRIL 25, 2011

Yet B2B marketers seem to be more focused on lead generation than the rest of the process. Let’s look at the difference between the short-term and the longer-term reality about leads: Lead Generation is a hello and a handshake. Let me first say that to make lead generation a main goal is kind of the default answer.

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ViewPoint

FEBRUARY 19, 2016

What this means for you is that enterprise sales leads are more important than ever before, and your lead generation strategies must align with your target audience’s needs. CEO’s should care about lead generation simply because it will help them create a sustainable company. It is not just about increasing sales and profits.

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ViewPoint

APRIL 18, 2012

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. Along with this trend, media integration is becoming more prominent.

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Trends Practices Marketing Automation Services Work Management 120

ViewPoint

MAY 5, 2015

Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy) and in doing so, have made success elusive. Rather, nurturing is a key stage in the overall progression of a holistic Demand Generation Program. The impact?

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ViewPoint

JULY 9, 2015

Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. I am hopeful the recent buyer interaction findings from SiriusDecisions’ 2015 B2B Buyer Study give marketing and sales leadership a legitimate reason to step back and assess their entire lead-to-revenue process.

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Lead Ranking Lead Scoring Sales Qualified Leads Marketing Automation Services 120

ViewPoint

JULY 21, 2011

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. Complex internal buying landscapes.

Sales Management 120

Sales Management Enterprise Management Work Management Marketing Management 120

ViewPoint

MAY 2, 2012

Today we discussed several of the latest marketing trends and the impact new technologies are making in the B2B business climate. ” Marketers are making major financial commitments to grow their presence in social media as digital media closes in on traditional media as the largest source of funds in B2B spending.

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Social Media BtoB Media Inbound Marketing 120

ViewPoint

NOVEMBER 20, 2012

He sets a context by noting The Sales Management Association is made up of sales and sales operations leaders in predominantly B2B selling organizations at medium-sized to large companies—with about 70% based in the U.S. Sales organizations are focused on generating profitable revenue and some of those financial outcomes.”.

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