The Point

NOVEMBER 4, 2010

Our standard best practice is to have the email broadcast immediately upon the lead being imported into the CRM system. Email follow-up affords clients the opportunity to learn more about (i.e.

Lead Scoring 100

Lead Scoring Lead Ranking Telemarketing Process 100

The Point

OCTOBER 1, 2021

However, forcing that same individual to enter a business email address instead doesn’t change where that person is in the buying process; it simply creates more friction in the user experience. In our work with B2B clients , fewer companies are demanding that forms reject personal emails.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

SEPTEMBER 24, 2019

. * CRITICAL: Develop a process for responding to requests for access to and/or deletion of personal information (note: under CCPA, businesses must respond to such requests within 45 days and delete up to 12 months of data). Review internal processes and documentation re: data breach procedures.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

SEPTEMBER 23, 2020

Nonetheless, for the right group of accounts or buying centers, measuring the number of opportunities, or the pace at which accounts are moving through the buying cycle, is appropriate and necessary to show real progress and genuine impact at the very latest stages of the decision process. Average Deal Size.

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

APRIL 29, 2021

The set-up process for a new domain can be complicated and time-consuming. An optimal mix of email frequency, cadence, and relevance, founded on general best practices, should generate few complaints. For example, you’ll need to make sure that all mail gets redirected to email addresses using the new domain.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

FEBRUARY 27, 2018

The Web is littered with articles, Webinars, and very extensive reports about the specific, detailed requirements of GDPR and how best to achieve compliance. We recommend all marketers consult with legal counsel on how best to fully comply with GDPR. Create an Opt-In Process. This is not one of those articles.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

JANUARY 13, 2012

It’s not perfect by any stretch (the copy could use some improvement – more on that later) but many of the techniques on display are simple, straightforward best practices you can easily apply to your next lead generation campaign. Make the offer look like an offer. The free guide on offer is an ebook, a downloadable PDF.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

DECEMBER 11, 2018

How can ABM best coexist with a more traditional funnel-based demand generation model? For example, in the very early stages of an ABM campaign, success is best measured by Account-Based Awareness and Account Engagement. ABM is typically best-suited for companies selling complex solutions to buying committees at large enterprises.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JANUARY 17, 2019

During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process. As a result, and due to the low rate at which the SDRs were able to engage with those leads, more than 80 percent of inquiries stalled at the very first step of the lead management process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

JUNE 25, 2019

. * How is your lead management process working? An effective lead management process captures information like stage, lead/contact status, opportunity status, and deal amount. Those manual processes are very often where “holes” in the data occur. If you have your MAP synced to Salesforce, campaigns are your best friend.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

JUNE 23, 2020

The report’s key messages are these: * Most complex B2B buying decisions are made by a group, not an individual * Marketing and sales must adapt processes to attract, engage, and convert these buying groups * Lead-centric processes are ill-equipped to properly market to a group-buying dynamic.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

APRIL 19, 2017

The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Sounds obvious, but the best content provides information of value, information that the reader doesn’t already have.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

JUNE 24, 2022

The TrustRadius report focuses primarily on how technology vendors should adapt their selling process to these new buying habits, but it’s also worth considering some of the key findings and their implication for the demand marketer. ( Visit the TrustRadius blog to read a detailed summary and to access a free download.).

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JANUARY 19, 2021

2020 was a year of change for marketers worldwide, much of it not for the best of reasons. We asked our colleagues at Spear Marketing Group to identify their best demand generation predictions for 2021 and the trends they believe are most likely to have staying power.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

MARCH 22, 2019

That initial set-up is typically basic at best, usually as part of an overall “rush to value” and an impatience to get the system live. The result, inevitably, is a lead scoring model that fails to take into account the complexity of the company’s selling process. I would argue: no.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JULY 27, 2018

* a consultation or meeting is a high bar offer (not only due to the time required but, like a demo or free trial, it requires that the prospect be at a stage in the sales process or otherwise is feeling enough “pain” where he/she is ready to meet with sales.).

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

MARCH 17, 2014

When you’re this close to a campaign, there comes a point in the process where it’s no longer easy to evaluate the creative objectively. Creative development can be an insular process. Don’t laugh – sometimes the best way to evaluate technology marketing is to show it to a layperson.)

Demand Generation Agencies 100

Demand Generation Agencies Demand Campaigns Copywriting 100

The Point

JULY 27, 2016

A prospective client asks: “What are the best demand generation strategies for finding people who are ready to buy our product?”. My response: Finding highly-qualified, late-stage prospects has less to do with demand generation channels or tactics, and much more to do with content. Does that mean you should only ever use late stage content?

Demand Generation Agencies 100

Demand Generation Agencies Buy Product Demand Generation 100

The Point

JULY 1, 2019

programs and hand off leads to sales at the first opportunity, but there are more incremental steps that companies can take to ensure – if buyers are indeed ready to engage earlier in the process – that they have the opportunity to do so. Now, I’m not about to advocate that we all dismantle our lead nurturing. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

JANUARY 13, 2017

In an era when the average business buyer only contacts a brand when he/she is 67 percent through the buying process , there’s every reason to make sure that you’re reaching prospective customers at every stage of their research, not just when they’re ready to buy. There’s also a smart way to do it.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JANUARY 27, 2016

This new report shares insights, ideas, best practices, and real-life examples of how to measure lead nurturing performance beyond basic email metrics like open and click rates. We audited their lead management process from end-to-end and recommended a few key changes: • revamping email creative to better adhere to best practice standards.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

OCTOBER 25, 2018

My guess is that most marketers know that email clicks don’t tell the whole story (or anything close to it) but – as other studies have shown repeatedly – they lack the systems, processes, resources or sales discipline (for example, when it comes to consistently attributing leads to opportunities) to make such measurements accurate or even possible.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

JULY 14, 2015

The best opportunity for converting raw inquiries to sales-ready status is at the very top of the funnel, immediately upon the prospect expressing interest. This is the point in the process – call it lead follow up – where a formal, systematic lead nurturing program can have the greatest impact on conversion rates.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 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. Once initiated, the steps are as follows: 1. Marketo sends first follow-up email. Wait 2 weeks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

APRIL 16, 2019

When beginning a new B2B paid search campaign, it’s impossible to tell which keywords will ultimately convert the best over time and generate the lowest cost per conversion. Getting the prospect’s information is only a first step in a sales process that may ultimately take weeks or months. Failure to Nurture Leads Correctly.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

AUGUST 25, 2020

Lead Management Definitions/Processes. . – How is your sales team structured (BDR/SDR, Field), how are they assigned (geo territories, named accounts), and what responsibilities will individual team members have in an ABM campaign? Messaging/Value Narrative. – Do you have an account scoring model in place?

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

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

NOVEMBER 22, 2016

I was reminded of all this by a recent question from a prospective client: “Currently our lead management process is designed so that our SDR team have primary responsibility for qualifying leads. In a nutshell, the process is: lead comes in, SDR contacts leads, if no response, he/she moves that lead to the nurture program.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

JUNE 30, 2017

Successful ABM programs require the buy-in, sponsorship, and active involvement of multiple teams, notably sales, but possibly even customer service, at every stage of the process. I want to be careful here not to paint ABM as some gargantuan undertaking requiring huge investments in time, resources, people, and technology.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

OCTOBER 30, 2013

Put another way, it’s OK if you “lose” some people in the process, because those who choose not to complete the registration form (see #2, below) probably weren’t too interested in the first place. If you score clicks as “responses,” you risk over-inflating the value of leads who may only have passing interest in your content.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

SEPTEMBER 9, 2014

Now, there may have been a time when the good Doctor’s rule held true, but in today’s Internet-driven world of content-centric marketing, the notion that ANY number of persistent touches is the formula to sales or marketing success is naïve at best. They engage with sales people later in the buying process. Or it could take months.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

OCTOBER 10, 2013

In many circumstances, however, personal value may be the differentiator, and even a primary factor, in the final selection process. B2B Marketing Branding Content marketing Demand Generation Webinar Invitations Webinars b2b demand generation B2B demand generation agency b2b lead generation b2b marketing agency Webinar best practices'

Demand Generation Agencies 100

Demand Generation Agencies Lead Scoring Lead Ranking Personalization 100

The Point

MAY 16, 2015

In an era when 67 percent of the buyer’s journey occurs digitally (as we heard in Nashville) it’s incumbent on marketers to engage with prospects as early and as often in that process as possible. The post 4 Key Takeaways from the 2015 SiriusDecisions Summit appeared first on The Point.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

NOVEMBER 13, 2018

Marketers can’t know what laws are coming down the legislative pike, but there are ways to be prepared, and to minimize the wholesale disruption and process upheaval many companies faced in May of 2018, when GDPR went into effect. Data privacy laws are gaining momentum, and to pretend otherwise is to ignore the inevitable.

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

The Point

SEPTEMBER 4, 2012

Along the way, he introduces some useful best practices like making some form fields optional, and ensuring that every field is 100% necessary to the sales process. Put in place a systematic process of lead qualification to filter, profile, and qualify leads. Make registration forms as short and simple as possible.

Landing Pages 100

Landing Pages Conversion Rate Lead Qualification Peer-to-peer 100

The Point

JUNE 8, 2016

Here are 5 ways to expand your lead nurturing program beyond the inbox: • Telesales – often, inside sales plays only a reactive role in the lead nurturing process, responding when prospects engage with the nurture program or show other signs of interest. But direct mail doesn’t have to be a “batch” process.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

MAY 9, 2017

To do this, marketers must establish a process for curating news, events, and business insights for each target account so that they can create relevant content on a weekly or monthly basis that speaks to the business challenges of each target account. McKesson versus United Healthcare).

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206