The Point

DECEMBER 21, 2021

Direct mail is still an incredibly successful channel: open rates and response rates can be 3X email and other digital media. – Jon, Business Development Director. – Lynn, Creative Director. Conversely, companies that persist in a seller-centric approach will lose ground, and quickly.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Trends 147

The Point

JANUARY 23, 2018

Response rates from tactical, sales-driven campaigns are likely to be lower (because they only attract highly qualified, late stage leads), so companies need to spend more money to generate relatively few opportunities. I understand that your CEO, the board, and your VCs want results, and they want them now.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

JANUARY 13, 2015

A campaign can generate a phenomenal open rate, an astonishing click rate, and even hundreds of leads, and yet contribute virtually nothing to the business. Opens/Open Rate. Clicks/Click Rate (CTR). Click to Open (CTO) Rate. Leads/Response Rate. Nothing else really matters. MQLs/Cost Per MQL.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

SEPTEMBER 16, 2010

I can vividly remember getting 8-10 percent response from rented lists in the early days, but even 1 percent response from a rented B2B email list today is considered wildly successful by most standards. Which means that even though the production cost of email is still attractive, the actual cost per response has skyrocketed.

Opt-out 100

Opt-out Opt-in Response Rate Demand Generation 100

The Point

NOVEMBER 25, 2013

Like so many things in today’s B2B marketing world, the question of what does or doesn’t cause business emails to be classified as spam constitutes a moving target. A typical business email marketer, however, is generally mailing to a large number of corporate domains and far fewer monolithic ISPs, so the risk is diminished.

Deliverability 100

Deliverability CAN-SPAM Lead Scoring Lead Ranking 100

The Point

DECEMBER 23, 2011

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification.

Enterprise Management 100

Enterprise Management Lead Qualification Case Studies Case Study 100

The Point

FEBRUARY 4, 2011

Most salespeople are compensated on closed business, NOT on keeping leads warm. Marketing automation systems also make it easier to track the true ROI of marketing programs, so companies can make smarter marketing investments based on more than just response rates and Cost Per Lead.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100