The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click
JUNE 10, 2016
If you’re relying on inbound marketing and leads only today, you will soon reach a point at which you can no longer effectively scale your business. Given the complex challenges, it’s no wonder only 34% of CMOs are able to quantitatively prove the long-term impact of their marketing spend on their business. And this is really bad news for businesses. summary: 1. Define a lead.
Does Your Sales Team Know How to Follow-Up on a Lead?
JUNE 7, 2016
With acceptance, sales is obligated to follow up with the lead in a specific timeframe (no more than 72 business hours is advisable; 24 hours is a best practice). Set dates and times for sales rep to call (or visit) based on what works best for prospect (we get some push back on this from sales, but in most cases sales reps have more flexibility in their schedule than does a busy prospect).
"Marketing is too important to be left to marketers."
JULY 28, 2015
Here’s the problem: Marketing is increasingly viewed as a separate entity, an outsider to what the company’s business is all about, when in fact, it is inseparable. What’s the worst part of separating marketing out from the core of the business? We have to ask ourselves, “Why are we in business?” This saying always amuses me. One cannot exist without the other.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]
SEPTEMBER 22, 2015
If the technology plays out the way many people hope it will, ABM will improve close rates and conversion rates for the businesses that put it into action. According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. Stay tuned!
Study: How Much of Your Content Marketing Is Effective?
effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.
PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]
JULY 7, 2015
Rafe VanDenBerg , editor in chief at MindBrew , shares his belief that assumptions, opinions, and guesswork are still the basis for far too many decisions in business today. Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. The schematic is overly weighted to arbitrary behavioral signals. Part 1. Trish Bertuzzi.
Questions to Ask Before Investing in Lead Generation
JULY 7, 2016
How much did you spend on marketing in Q1, and if you had a gun to your head and had to come up with a reasonable estimate, how much business will close as a result of that? About this time of the year we start to receive calls from prospects wishing to start new lead generation projects ASAP. It happens every year. Our ramp up time for a new program is about four weeks. need leads NOW!”
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]
OCTOBER 1, 2015
While ABM is full of promise, there is still much to be proven and done before marketers can adopt and declare this a winning strategy for their business. There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? Today in part 4, we hear from Scott Vaughan , Chief Marketing Officer at Integrate. You have to bear hug sales.
The Quest for Good Leads: Are You Asking the Right Questions?
JUNE 16, 2015
have been in this business since 1991 and things have not changed dramatically over the past almost twenty-five years. movement harshly declare that proactive targeting and prospecting for new business is dead. In my own business, where we do about equal billing on inbound/outbound spending, we have found that the increased quality of the outbound leads justifies the expense.
Evangelizing a Content Marketing Program
concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.
The #1 Reason CEOs Should Care About Lead Generation
FEBRUARY 19, 2016
The corporate landscape has drastically changed to make businesses earn their audience's attention. Sales creates new business, and marketing creates and manages demand for that new business. It’s about uncovering pain points, gaining marketing intelligence, defining the needs of a prospect or company, and advancing the overall customer-business conversation.
PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]
JULY 9, 2015
recently read a quote by Jon Miller (Marketo founder and now the founder of the new company to watch called Engagio): "Demand generation [via marketing automation] is a highly efficient model for certain kinds (emphasis added) of businesses." Why did we ask? Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. Here's the problem.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
OCTOBER 6, 2015
It's about helping sales find and close business in target accounts and about developing valuable customer relationships in those accounts. For example, in some very large existing accounts, sales has a great handle on the account and will look to partner with marketing to help drive the business and relationship. Click here for part 1 , part 2 , part 3 , and part 4 ). agree!
What Do You Sell, Who Do You Sell It To and Why Everyone Has to Have The Same Answer
MAY 13, 2016
Sales reps did not know how to prospect for new business so the 20,000 “leads” were ignored and wasted. Validation of business issues/opportunities. How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. Marketing was creating opportunities for $10,000 deals while sales was only interested in those valued $1 million plus. For whatever reason (was it beneath him?) the CEO failed to step in and act.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.
Are You Building a Company or Just Laying “Marketing Brick”?
SEPTEMBER 15, 2015
Are you laying marketing brick at $30-60 bucks an hour or building a business you can be proud of? Are you building a business with your lead generation efforts that drive sales or are you spending the company’s money on tactics that have tepid responses? There’s a quote by Charles M. Schwab that goes like this: Three men were laying brick. My question is, which are you?
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]
SEPTEMBER 24, 2015
Maybe you traditionally sell to one line of business. As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. There was so much great feedback I’ve divided the responses into a five-part blog series. Click here to read Part 1. ). Well, it’s neither. It’s with demand.
4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!
MARCH 24, 2015
The Essential Handbook for Prospecting and New Business Development. Mike is a consultant, sales coach, speaker and author on a mission to simplify sales and his specialties are New Business Development and Sales Management. The Essential Handbook for Prospecting and New Business Development became a #1 Amazon Best-Seller and spent a full year as the Top-Rated book in its category.
Q&A With Dave Stein and Steve Andersen
JUNE 24, 2016
Co-authored by sales luminaries Steve Andersen and Dave Stein, Beyond the Sales Process: 12 Proven Strategies for a Customer Driven-World upends traditional sales training conventions and provides a clear, logical roadmap for establishing productive long-term customer relationships and for creating real value in a business environment that has undergone unprecedented change. A remarkable new book is changing the way that B2B sales professionals think about, approach, and serve their customers. How did the two of you decide to collaborate on this book? A. Relationships matter.
Content Methodology: A Best Practices Report
they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.
Status quo, you know, is Latin for 'the mess we're in.'
JUNE 30, 2015
Business reply devices. This title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Here’s the problem. Salespeople consistently say that they do not get enough qualified leads. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about. The result?
4 Revenue Sources Most ROI Calculators Miss (Part 2 of 2)
MARCH 3, 2016
While many industries estimate that sales reps source 60% of their own business, the reality is that each company should provide much more support. They have too much confidence in inbound-only strategies. They devalue the importance of outbound nurturing. Outbound still supplies a majority of leads for your company (from Aberdeen Research). Comprehensive Lead/Revenue Calculator for 2016.
B2B Mobile Marketing: 15 Ideas You Can Use Today.
AUGUST 5, 2014
The good news is that B2B mobile marketing can be every bit as useful in the business marketplace as it is in the consumer marketplace. Are you interested in learning more about B2B mobile marketing? If you’re like many people, you can think of a lot of ways B2C companies use mobile marketing. B2B Marketing Mobile Marketing
Marketing Automation is Not Marketing Strategy
FEBRUARY 27, 2014
Ruth consults on customer acquisition and retention, teaches marketing at Columbia Business School and is a guest blogger at HBR.org and Biznology. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. Stevens.
Staffing and Launching Your Content Marketing Program
brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.
"New Sales. Simplified." A Must-Read!
MARCH 17, 2015
The Essential Handbook for Prospecting and New Business Development. And, the fact that it is focused on prospecting and new business development is timely. What the world needs now (in addition to love) is lots of prospecting and business development. movement harshly declare that proactive targeting and prospecting for new business is dead. Simplified.: Great!
Is Anyone Leading Lead Management?
JUNE 15, 2016
Business Intelligence. You can get a suggested outline of the business rules here. Sales Lead Management is a complicated process. It needs a leader to pull all of the competing interests and people together to work as a team. Sales lead management is a tough subject to truly get your arms around. There are dozens of outside vendors who say they manage some portion of the sales lead process and more than two dozen internal departments that contribute to the process and the decision making. Direct Marketing Agency. Digital Agencies. Telemarketing Inbound. Telemarketing Sales.
Follow the Money: The Primary Responsibility for CMOs
AUGUST 11, 2015
Managing demand – lead management is getting more attention because of the explosion of vendors now saying they’re in the business of lead management. The term ‘follow the money’ was made famous in the 1976 drama documentary All the Presidents Men , and has been used variously as the basis of journalistic articles ever since. Your duties are: Establish the Brand. Generate Demand. Lenskold.
What is the Minimum Acceptable Close Rate on Leads?
JUNE 28, 2016
Just don't beat yourself up because you have a low close rate if you knowingly go after low probability business.". "I would say over a 24-month period the close rate on such leads (across a large number of reps of varying capabilities AND a even distribution of leads across project cycles) would be 1.25-1.75 We had two clients in similar businesses that had relatively tight lead definition where one client is closing deals regularly while the other client cannot seem to harness its sales reps to show up on time and effectively work the leads. By Dan McDade. Sales Leads
B2B Marketing Trends for 2016
better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.
Most Market Share Battles Are Lost, Not Won
JUNE 23, 2015
Only people can save their way to prosperity, businesses can’t do it. Casey Stengel said, “ Most ball games are lost not won ,” and his comment seems appropriate for most marketers’ efforts in B2B companies. Every day they are in the process of losing, and are grateful when they win one out of ten or one out of four deals. I met with a prospect yesterday. No brainer right? available buyers).
Changing the Sales Conversation [PowerViews LIVE Highlights]
MAY 21, 2015
Quote from Forrester Research: “Only 15% of salespeople articulate how their solution is going to solve business problems.”. Today it’s about producing business results. Credited as the visionary and leading authority of the consultative sales movement, Linda is also a best-selling author of 10 books, including the recently released Changing the Sales Conversation. Heat Mapping.
3 Steps for Effective Sales Lead Follow Up (none are the Hail Mary)
APRIL 28, 2015
They are busy with active sales cycles, OR they operate more like farmers than hunters because they feel more comfortable tending to current and known prospects as opposed to seeking out “cold” prospects. That happens 50% of the time and does not mean anything at all—except that the decision-maker is busy and another priority came up. This time the QB ran it in for the touchdown.
PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]
JULY 14, 2015
Many larger SMBs (small to midsized businesses) are getting it right because they must get it right to benefit from all of the effort and expense to procure leads. The meetings scheduled are a leading indicator of closed/won business. But if the right stakeholders are aligned, larger businesses can execute a proof of concept in as little as 90 days. Why did we ask? Part 1.
Content Marketing Playbook: Strategy and Roadmap
to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.
5 Sales & Marketing Thought Leaders Weigh In on Inbound Marketing
APRIL 17, 2014
Several PowerViews'' alums also shared their thoughts on the subject: including AA-ISP founder Bob Perkins who said: "I will quote a dear friend, Antarctic Mike, who said, ''Finding net new business is the fuel of champions.'' I couldn’t agree more. There is something about hunting down new contacts and business that fuels the engine of top sales reps. But you need both!