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Marketing Automation is Not Marketing Strategy

ViewPoint

Marketers thought that the new CRM software would solve their customer service and customer retention problems. Ruth consults on customer acquisition and retention, teaches marketing at Columbia Business School and is a guest blogger at HBR.org and Biznology. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. This worries me.

And People In Hell Also Want Ice Water

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. He stands 6’5” in custom-made cowboy boots, and wears a wide-brimmed straw cowboy hat that cost as much as the boots. Likeable and direct, he pointed a lot and pointing makes me uncomfortable. That stopped him.

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Social media ROI sucks! (Or, you can prove anything if you send out a survey)

ViewPoint

Companies try to dutifully engage with customers and prospects on all the main social channels, plus as many of the secondary ones as possible. Christopher Hosford is a frequent guest blogger for ViewPoint. By Christopher Hosford, editor-in-chief, HosfordGroup LLC. Social media marketing is now precariously ensconced as a more-or-less mainstream marketing channel.

When One Out of Ten is an Abject Marketing Program Failure

ViewPoint

It had to do with customers’ expectations for proposal delivery, namely: immediate versus a 3-5 day delay, in-person versus over-the-phone and web, and quantity of sales leads coming in to support the back-end requirements. James is a regular guest blogger with ViewPoint. But I asked him, “Why do you feel this way?”. First of all it’s predictable. How would you feel?”. Repeat.

B2B Prospecting Data Just Keeps Getting Better

ViewPoint

The most reliable and scalable approach to finding new B2B customers is outbound communications, whether by mail, phone or email, to potential prospects, using rented or purchased lists. PRISM-like business clusters offered by Salesforce.com (appended from D&B), which provide a simple profile for gaining customer insights and finding look-alikes. Today''s guest blogger is Ruth P.

Good Reads for B2B Marketing - Protect Your Online Reputation

ViewPoint

B2B customers on the go want a measure of instant gratification and easily readable text on their ever-present smart phones. It also could be a great way to maintain a relationship with journalists, find guest bloggers and stay in touch with trade show attendees. Online content in the sales and marketing industries is dynamic and constantly changing. Via Marketing Land. Via ClickZ.

True Story: Without a marketing plan, he planned to fail!

ViewPoint

Get an 800 number for our customer service line. There is sales turnover, we have unsatisfied customers, and I don’t know what we get from our marketing spend. James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint As Casey Stengel said, “If you don’t know where you’re going, you’ll end up someplace else.” This is what happened. Shelly, the president, looked at me and said, “Yes we have a marketing plan, right Don? You carry it with you, don’t you?”. Why now?”.

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Good Reads for B2B Sales - Cold Calling Revisited

ViewPoint

Partners in EXCELLENCE president and blogger David Brock challenges that sales professionals go beyond providing rudimentary features and benefits. Customers need strong business justified solutions, he exclaims. Staying current on the latest innovations and opinions in sales can be daunting, especially in the the digital space. Sales Coaching - The Use and Abuse of Modeling.

Culture Always Wins: Closing the Cross-Cultural Sale

ViewPoint

Today's guest blogger is Dan Armstrong , Director of Research and Thought Leadership at ITSMA. common cross-cultural misunderstanding in these projects occurs when the service provider gives the customer only good news. customer. “Of course,” answers the Indian systems integrator. The Indian’s assumption is that good customer service requires an unqualified yes. The more salespeople ask, the deeper they will get with the customer. Salespeople and customers exchange emails. Your leads may be perfect. They may have the budget and the authority to buy.

3 Things We've Learned After Years of LinkedIn Group Spam (and what to do now)

ViewPoint

Today's guest blogger is Jeff Molander. connecting with others to learn from, sales leads, peer support, etc.). 3 New Best Practices for LinkedIn Group Management. I am successfully using Linkedin for sales prospecting by applying a simple system—making sure Group members: Create valuable content (answers to burning questions prospects/customers ask all the time). Custom media publishers already know this approach works (outside of LinkedIn). Sometimes those people are us! So after all these years what have we learned? As it turns out a lot. Yet it’s not our fault.

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Successful Content Marketing Plans Do 1 Thing Really Well

ViewPoint

Today's guest blogger is Jeff Molander. Pick an itch your customer has and scratch it with blog, video or some other form of content. Solve a common problem that relates to the end goal your customer is pursuing, for instance. Jeff is the authority on making social media sell, adjunct faculty at Loyola University business school, author of, Off The Hook Marketing: How to Make Social Media Sell for You and a social sales training speaker. In fact, most content marketing plans fail because they're invested in popular wisdom that is fatally flawed. Attract the Bees. Good luck!

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PowerViews with Carlos Hidalgo: A Holistic Approach to Driving the Demand Process

ViewPoint

He is a frequent speaker, blogger and contributor to many B2B marketing publications. He talks about how buyers have more access to more information than ever before, adding, “The buyer has access to your customer base, to my customer base, to my client’s customer base online, through LinkedIn, through Quora, and through social groups. I can collect as much information as possible.”.

Marketing’s Wish List to the Sales Department

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. "So what do you want from your salespeople?” I asked the marketing manager. That salespeople enter in all of the proper prospect/customer notes within the CRM system.”. Little did I know that she would launch into a stream-of-consciousness, pre-Christmas/New Year’s/birthday gift list that she had apparently been holding back to regurgitate at just the right moment. It was awesome. could not write fast enough.

Andy Rooney on Sales Leads

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. You lose a prospect, a customer and the sale and your competitor wins. Andy Rooney, probably the best known commentator of his time, who at 92 years passed too soon on November 4 th , said, “I've learned. that opportunities are never lost; someone will take the ones you miss.” ” How did Andy know so much about sales, marketing and sales leads? Now I’ve done it.

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Five Ways B2B Marketers Can Get the Most from Facebook

ViewPoint

T oday we're pleased to have Paul Gillin as our guest blogger. His latest book is Social Marketing to the Business Customer , co-authored with Eric Schwartzman. 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. Paul is a speaker, writer and B2B social media strategist.

Marketing Managers Must Know the Sales Quotas

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. The remaining $18, 000,000 have to come from current customers (repeats) and new customers. Two people raised their hands. 25% is a common response. 75% didn’t know the quotas! This is $55 MM +.

How many inquires does it take to make quota?

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. iii Obermayer, James, Managing Sales Leads, Turn Cold Prospects into Hot Customers, Thomson South-Western, 2007, pages 9, 10-14, 26. iv Donath, Obermayer, Dixon and Cocker, Managing Sales Leads, How to Turn Every Prospects into A Customer, NTC Polishing, Americana Marketing Association. Formula to Predict Inquiries Needed to Make Quota i. Here is the formula: Formula. Average sales price: $12,225.

4 Trends Shaping B2B Marketing in 2011

ViewPoint

Today's guest blogger, Ann Handley, is the Chief Content Officer of MarketingProfs and the co-author of the brand-new book, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. It’s true that B2B marketers are embracing social tools as a way to both connect with customers and grow their businesses. That bit about being “honestly empathetic” above is the key: Put yourself in the shoes of your customers and consider what you can do to best suit their needs.

The Compensation Conundrum

ViewPoint

We're pleased to have Ginger Conlon join us as a guest blogger today. Additionally, the process of defining the when and who aspects of lead qualification should be addressed on an ongoing basis, as business, customers, and markets evolve. Ginger is editor-in-chief of Direct Marketing News. Contact her at ginger.conlon@dmnews.com or @customeralchemy.

Do Your Sales Prospects Have Their Own Poker “Tells”?

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. I’ll bet your Customers Give You Buying “Tells” In most instances, for marketers, the mark ( oops I meant prospect) gives you Tells that they are ready to buy. An important skill in playing poker is being able to read the opponents at your table. A “Tell”* is a physical reaction, sometimes called a habit, or behavior that tells others information about you and your hand. No interest?

Thank You to Our 27 Guest Marketing and Sales Bloggers in 2011!

ViewPoint

This year, we’re honored to have published posts from twenty-seven guest marketing and sales bloggers here on ViewPoint, and I wanted to say to all of you how much I appreciate your contributions. 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. Customer acquisition. Database management. Demand creation. Inside sales. Lead generation. Marketing automation.

The “Keystone” of B2B Corporations isn’t CRM or Marketing Automation

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. Without a CRM the ability to manage large pipelines, prospects, and customers would be difficult. Thank you Wikipedia). Is it the CRM system, without which so much important information would be lost?

New Response Databases - Valuable Resource for B2B Marketers?

ViewPoint

Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. Ruth is Founder of eMarketing Strategy , a consulting practice that assists companies build their customer acquisition and retention strategies. The main concern we hear about is accuracy. Is the data correct? Is that person still in that job? Will my mail be delivered?

What if CRM had not been invented?

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. So the question this week is, “What if Customer Relationship Management ii had not evolved, where would we be today?” What about customer service; current customers, new prospects?

B2B Marketers, Analyze This: How Do Prospects Score YOU on Their Experience?

ViewPoint

Today's guest blogger, Bob Thompson, is CEO of CustomerThink Corp. , an independent research and publishing firm focused on customer-centric business management, and Founder/Editor-in-Chief of CustomerThink.com , the world's largest community dedicated to customer-centric business. As I reported in my "Customer 2.0" Creating a Remarkable "Social Customer" Experience

A 3 Step Process to Make Social Media Produce Sales

ViewPoint

Today's guest blogger, Jeff Molander, is adjunct professor of digital marketing at Loyola University business school, a content marketing speaker and author of the forthcoming book, Off the Hook Marketing: How to make social media sell. Follow customers into social spaces. This is how to generate customer inquiries using social media. Then “engage” customers.

Predicting Sales Results from a Group of Inquiries

ViewPoint

James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. Obermayer, James, Managing Sales Leads, Turn Cold Prospects into Hot Customers, Thomson South-Western, 2007, pages 9, 10-14, 26 Last month we tackled the issue of How many inquiries does it take to make quota? We started with a sales figure of $7,500,000 that our example company needed to make quota. This is easy. What will the sales results be? The Formula Points Out the Failure and the Risk. cost of marketing?

Why Engagement Will Not Generate Leads (and what to do about it)

ViewPoint

Today's guest blogger is Jeff Molander. The ugly truth is, for many of us, engaging customers creates profitless prosperity—impressive marketing statistics that don’t ultimately, directly help generate leads and sales. The content they create solves customers problems or vividly demonstrates (proves…think “infomercial”) compelling experiences relating to their service. Stopping at earning customers fleeting attention is a sure-fire losing strategy online. Produce engaging content. Why we're Failing to Sell with Engagement. It does.

7 Social Media Mistakes Bloggers Should Avoid

Writing on the Web

Here are Paul’s 7 Social Media Mistakes Bloggers Should Avoid. One of the best things about social media is that it can help you understand what your customers think about your products and services. It’s also a public customer support platform, so be sure to respond quickly to questions and complaints. 6. This will improve customer engagement and trust.

6 Engagement Marketing Lessons from Successful Video Bloggers

Modern B2B Marketing

Author: Elaine Ip If anyone has mastered the art of engaging an audience, it’s successful video bloggers (otherwise known as vloggers). Fashion and travel blogger Laureen Uy of Break My Style YouTube channel , who also co-hosts a fashion TV show in Manila, has learned how to address an audience of individuals effectively. That’s a lot of competition for vloggers. ” — Ron Gelok.

How to engage bloggers down the long tail

Biznology

It’s essential for brands to have access to and a relationship with their current customers and clients as well with their fans, natural allies, their topical neighborhood, and their prospective and future clients. Outreach marketing, formerly known as blogger outreach, is a powerful tool with almost zero barrier to entry — just your time and attention.

The next generation of bloggers is here. And they are computers

grow - Practical Marketing Solutions

Soon, we will be able to quickly and accurately optimize everything for our readers and customers — a headline, an email subject line, a tweet. Illustration courtesy Flickr CC and Justin Aerni The post The next generation of bloggers is here. The writing bots are here. The site bot or not challenges to you choose whether a poem was created by a human or an algorithm.

Blogger and Google+, using them together to great effect

Confluent Forms

There has been lots of discussion on Google+ , speculation about the future direction of the platform, how to best use it, but also what it means for the future of Blogger. What does Blogger have to do with it? As a fan of Blogger, but also as a content strategist, I disagree. The blogger as himself/herself strategy Back to Mike Elgan's strategy.

7 Tools for Finding & Connecting With Influential Bloggers

Hubspot

Bloggers are trusted voices who can bring in customers and help you build your community. Reaching out to potential blogger is a more intricate process nowadays than it was even five years ago. Great bloggers are constantly getting pitched by marketers, making it all the more important for you to stand out from the crowd if you want them to pay attention. Blogging Dail