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.
"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 Your Lead Generation Strategy Broken?
FEBRUARY 23, 2016
Note: while MQL, SQL, and SAL are common terms to describe your leads and their stage in the sales pipeline, different terms might be more appropriate for your business.). 2. A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. Do you have a service level agreement?
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.
4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
FEBRUARY 8, 2016
An effective marketing technologist will be able to explain how certain technologies can impact specific business objectives, like using LinkedIn sponsored posts to expand reach. In a recent interview, I sat down with Matt Heinz to pick his brain. pitched him the question, “What makes a dream marketing team and how should a CMO build one?” Matt Heinz. Build an All-Star Roster.
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.
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).
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.
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 #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.
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 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.
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
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!
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.
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.
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 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.
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.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Business And Close Deals Referrals deliver higher-quality leads, references. service to your business goals -- is the best way. business-to-business (B2B) marketing tools, with social, mobile, and the steady move to. subscription-based business models making. B2B firms must continue to demonstrate value to customers to retain their business, and keeping.
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.
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?
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.
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 Technology: 3 Solutions You Can't Live Without
CRM Platform [ 5 ] Best Practices for Using CRM: Platforms to Consider: Microsoft Dynamics is a full suite of business solutions designed to power customer. for small businesses. [ 6 ] First and foremost, as described above, you need to integrate. entire lifecycle with your business ● Defining key success metrics ● Keeping your data clean and relevant by standardizing. Whether.
"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!
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.
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.
Marketing Needs to Put Skin in the Game
MAY 20, 2016
They recommend that as a first step toward capturing these key performance indicators, clients walk through a model that breaks down typical marketing contribution and mix based on three go-to-market strategies: direct enterprise accounts, inside commercial accounts, and small-and-medium-sized business (SMB)/channel accounts. This three-tiered approach enables marketing to collaborate more effectively and efficiently with sales in a coordinated effort to push leads through to closed business.”. Measuring marketing’s contribution to revenue. Tier 2: Inside Commercial Accounts.
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.
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.
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.
How the CEO Can Enhance Sales, Marketing, and the Executive Branch
FEBRUARY 24, 2016
movement harshly declare that proactive targeting and prospecting for new business is dead. New business. New business and existing customers. Someone once told me that CEOs don’t care about leads. They only care about revenue. Unfortunately, as a result of this thinking, marketing spends a ton of money generating leads for sales that are never followed-up. But it isn’t.
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!
5 Keys to Becoming a Sales First Company
JULY 15, 2014
Becoming a sales first company is all about aligning everyone in your organization to support your sales team because they are the face of your brand and the person your customers turn to first to understand how your products and services can help them solve their toughest business challenges. By Chris Tratar, vice president of product marketing, SAVO. know what you are thinking.
4 Tips to Power up Prospecting in 2015: #2 Commit to It!
MARCH 25, 2015
The Essential Handbook for Prospecting and New Business Development. From his consulting experience, Mike has found the number one reason companies struggle to pick up new business is that the people responsible for bringing in new business just aren’t doing it. In part 1 of this series, I introduced Mike Weinberg—sales coach, consultant, and author of the book New Sales.
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.
How to Set Your Outsourced Lead Generation Program Up for Success (pt 2)
JUNE 2, 2015
We also ask that all stakeholders participate in our “Discovery Workshop” to help us get up to speed on their business. What makes some lead generation programs fail and others flourish? As an outsourced lead generation company we see a wide array of scenarios, which allows us to offer insight into what clients can do to maximize results. The result? The $5 plant gets a $1 hole. Costs.