The Point

FEBRUARY 18, 2020

Almost 5 years ago, our agency conducted a survey to determine whether B2B companies were getting maximum value from their investment in marketing automation. Not in the least, according to a recent UK survey , which reported, amongst other findings, that just 2% of B2B marketers use marketing automation to its full capacity.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

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. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

AUGUST 1, 2013

In our firm’s work with marketing automation clients , lead scoring optimization is a critical part of ensuring that companies reap the greatest benefit from the investment in marketing technology. Drawn from that experience, here are 10 examples of the most common scoring mistakes we see B2B companies make: 1.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

MARCH 22, 2019

Lead scoring – as a fundamental part of a company’s lead management strategy – has officially fallen out of fashion. An effective, accurate, trusted lead scoring model is a vital cog in a company’s overall lead management process. I would argue: no.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

DECEMBER 17, 2010

Most B2B companies will readily acknowledge how much the Web has transformed the way they market their product or service, most visibly in the form of vehicles like search, content marketing, social media, and lead management. HS) What’s different about the B2B selling process compared to say, 5 or 10 years ago? (HS)

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

JUNE 29, 2015

Are most B2B companies getting maximum value from their investment in marketing automation? A recent industry survey by Spear Marketing Group suggests: no. Is this a technology problem relating to ease of use?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Marketing Management 100

The Point

AUGUST 22, 2014

That might suggest that the adoption rate for marketing automation is lagging, but revenues for the leading companies are climbing at a torrid 50-60 percent per year. Even then, however, the vast majority of B2B marketers have yet to take the plunge. Which begs the question: is marketing automation right for every company?

Marketing Automation Services 100

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The Point

APRIL 8, 2015

Spear Marketing Group has published an informative report detailing results of a survey designed to gauge the maturity of marketing automation deployments within the B2B community. It serves as a handy benchmark for companies that might be looking to gauge how their use of marketing automation measures up against their peers.

Lead Scoring 100

Lead Scoring Lead Ranking Marketing Automation Services Marketing Automation 100

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.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

MAY 19, 2020

How does your current lead nurturing. To help answer that question, we compiled the following checklist based on our work with B2B marketers setting the standard for lead nurture sophistication. stack up against those companies who push the envelope in both nurture strategy and their use of complementary technologies?

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

JANUARY 27, 2016

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. developing a nurture campaign specifically designed for “mid-stage” leads; and lastly.

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The Point

DECEMBER 11, 2018

I may not be a market analyst, but from what I see working with our agency’s B2B clients , it seems to me that, in the language of technology adoption lifecycles, Account-Based Marketing (ABM) stands at that pivotal junction – what Geoffrey Moore calls the “chasm” – between early adopters and early majority.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JUNE 11, 2010

Learn more in Spear’s newest white paper : “Top 10 Tips For Lead Nurturing Success: How to Get the Most From Your Lead Nurturing Program, and How to Plan for Success if You’re Just Getting Started.”. 10 Best Practices for Lead Generation & Pipeline Acceleration. Download your copy of the white paper here.

Lead Nurturing 100

Lead Nurturing Paper Marketing Automation Services Tips 100

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. Better Lead Nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

OCTOBER 30, 2013

B2B Marketing Campaign Strategy Content marketing email marketing Landing Pages Lead Management Lead Nurturing Marketing Automation b2b demand generation b2b lead generation lead nurturing best practices lead nurturing tips Marketo best practices Marketo partner marketo tips'

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Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

SEPTEMBER 30, 2013

B2B Marketing Demand Generation E-mail Lead Management Lead Nurturing Marketing Automation b2b demand generation email marketing lead nurturing best practices lead nurturing strategy lead nurturing tips Marketo agency Marketo consultant' What other differences did I miss? Comments welcome.

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

SEPTEMBER 17, 2014

In support of the company’s aggressive growth plans, the marketing team set out to focus energy on increasing the rate at which raw inquiries converted to qualified sales leads, opportunities and deals. Improve deliverability and overall email performance as measured by open and click rates. Re-posted with permission.

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Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

NOVEMBER 9, 2011

. • the top 5 questions to ask about your current lead management process …. • how to integrate social media into your lead nurturing strategy …. along with specific, practical tips and ideas on email frequency, segmentation, offer strategy, fulfillment, and creative execution, all illustrated by real-life B2B campaigns.

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Lead Nurturing Webinar Metrics Tips Leads 100

The Point

JANUARY 27, 2010

Spear (“Marketing with a Point”) is a full-service agency that specializes in demand generation and lead management, but also offers a full suite of marketing and advertising services including general advertising, branding, and Web design. If you’re not already a subscriber, join in the conversation. Regards, Howard.

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Demand Generation Agencies Advertising Agencies Demand Generation Work Management 100

The Point

AUGUST 24, 2009

In today’s digital era, when everything lead gen seems to revolve around simply being in the right place at the right time, can it also make sense to simply call potential clients as [.].

Demand Generation 100

Demand Generation Demand Cold Calling Telemarketing 100

The Point

JULY 28, 2009

Tags: B2B Marketing Landing Pages Lead Management Lead Nurturing Marketing Automation Offer Strategy SEM b2b demand generation b2b lead generation marketing offers search engine marketing.

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The Point

MAY 6, 2010

Or even if the processes with which those leads are shepherded along the sales cycle are woefully inadequate, a company may not generate the volume of inquiries necessary in order for marketing automation to make a difference. And lastly, to be frank, it depends how bad you are. How do you know where marketing automation will help?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

APRIL 1, 2014

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

JUNE 26, 2009

An average conversion rate for a B2B landing page, if you believe the people who claim to measure such things, is around 4 percent. Conversion rates for organic traffic to a corporate Website may be as high as 10 percent or more. But even at those lofty standards, fully 90 percent of Web [.].

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DemandBase Landing Pages Leads Lead 100

The Point

FEBRUARY 5, 2010

In the B2B tech market where we do the majority of our work, most of the lead management programs we help design address relatively few, very common objectives, namely: * automating follow-up communication with leads too numerous to be promptly addressed exclusively through direct sales; and. I doubt it. But 40 emails?

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

APRIL 22, 2009

If part of your lead generation or lead nurturing strategy involves outbound sales calls, then you already know one of the key metrics critical to sales productivity is connection rate – i.e. the percentage of dials that result in live conversations. Typical B2B connection rates range from 15 to 30 percent, which means that [.].

Marketing Management 100

Marketing Management Efficiency Telemarketing Cold Calling 100

The Point

SEPTEMBER 8, 2010

Priority Inbox simply serves to cement and accelerate the recent trends towards inbound marketing and lead management. Tags: B2B Marketing Inbound marketing Installed Base Marketing Lead Management Uncategorized email marketing lead generation Demand Generation google inbound marketing priority inbox.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

AUGUST 17, 2010

c) regaining popularity in B2B circles. Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it seems such a throwback in our mobile-social-online era. Direct Mail is: a) more expensive than email. b) quaintly old-fashioned. Answer: (e) all of the above. The results may surprise you.

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Marketing Mix Planning Lead Nurturing Demand Generation 100

The Point

OCTOBER 8, 2009

For those companies just dipping their toes in the social media waters, my advice is to look at blogs, Twitter , Facebook et al not just as PR tools, but as a key part of their overall demand generation and lead management strategy.

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Demand Generation Agencies PR Social Media Paid Search Agency 100

The Point

AUGUST 4, 2009

Do a quick Web search on “lead nurturing” these days, and you’ll find plenty of high-level, strategic content on the “whys” – how nurturing can improve demand generation ROI, increase conversion rates, accelerate sales cycles, recycle long-discarded prospects, etc.

Lead Nurturing 100

Lead Nurturing Leads Lead Marketing Qualified Leads 100

The Point

OCTOBER 25, 2018

The analysts at Demand Gen Report just published their “ 2018 Lead Nurturing & Acceleration Survey Report ” and one conclusion is no surprise: many B2B companies are still really bad at lead nurturing. It’s not just that 44% of respondents said that their lead nurturing “needs improvement.”

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

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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Lead Gen Sales Qualified Leads Leads Lead 100

The Point

MAY 28, 2009

Tags: B2B Marketing Blogs E-mail Installed Base Marketing Lead Management Lead Nurturing Marketing Automation RSS Social Media blog promotion email marketing enewsletters.

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Traffic RSS Leads Lead 100

The Point

MARCH 3, 2010

The conclusions drawn in the article hold particular relevance for marketers engaged in lead nurturing, especially when those nurturing programs are constrained by a perceived lack of relevant offers. It’s the working assumption of B2B marketers that prospects don’t want to be sold to.

Lead Scoring 100

Lead Scoring Lead Ranking Lead Nurturing Webcast 100

The Point

APRIL 8, 2010

Tags: B2B Marketing E-mail Lead Management Lead Nurturing Marketing Automation email design email marketing b2b demand generation b2b lead generation Demand Generation direct marketing best practices e-mail marketing lead generation marketo.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Marketo Lead Nurturing 100

The Point

NOVEMBER 24, 2009

If you track clicks and not registrations, you’ll be measuring response, generating sales alerts, and assigning lead scores based on an action that is, in my view, less than an actual response.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking Lead Nurturing 100

The Point

AUGUST 25, 2020

Lead Management Definitions/Processes. How you define lead and/or account stages (e.g. What SLAs existing between sales and marketing when leads or accounts reach certain stages? Messaging/Value Narrative. – How prepared is your organization to communicate 1:1 messaging for high-value accounts?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147