ViewPoint

JANUARY 13, 2015

The problem is that companies are driven by campaigns that are not in alignment with the buyers’ tempo and timing. There is a great example in the book about an inside sales rep pushing content that is not relevant to the buyer—simply because the campaign says so. And, they want to buy faster than they do now.

Relevance 120

Relevance Marketing Strategy Marketing & Strategy Content 120

ViewPoint

AUGUST 5, 2016

Marketers specifically, in many companies, have been so used to working the top of the funnel – focusing on Web visits and campaigns and leads – that it can be hard to see sales enablement, for example, as something in their purview. So how do Full Funnel Marketers measure their work? What’s on their scorecards?

Top of Funnel 120

Top of Funnel Marketing Funnels Lead Ranking Marketing Qualified Leads 120

ViewPoint

AUGUST 11, 2015

If Marketing wants to measure lead generation programs, it starts with: Isolating lead generation into campaigns. If you ‘wanna,’ you will find a way to get the campaign measured. Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability 1st Edition by James D. It all comes down to the ‘wanna factor.’

Work Management 120

Work Management Marketing Management Wiki ROI 120

ViewPoint

MAY 17, 2018

A senior marketing executive once got so frustrated with his sales counterpart that he offered the following choices for spending $100,000 on a lead generation campaign: Option. The frustration by the CMO stemmed from running various campaigns only to have sales either ignore the leads or complain loudly about lead quality. Guess what.

Sales Qualified Leads 120

Sales Qualified Leads Buy Lead Scoring Lead Ranking 120

ViewPoint

OCTOBER 19, 2017

Tastes great, less filling—that’s not only one of the greatest campaigns ever ( AdAge says it’s 8 th on the list), it has a corollary in the sales lead generation space. Just as Miller Lite excels in two conflicting arenas (palatability and how full it makes you feel), outsourced teleprospecting does as well.

Lead Generation 149

Lead Generation Cost PointClear Generation 149

ViewPoint

OCTOBER 20, 2017

This is the second of a 2-part series that borrows Miller Lite’s super successful Tastes Great, Less Filling campaign theme to make a point about sales lead generation.

Sales Qualified Leads 149

Sales Qualified Leads Lead Generation Sales Leads Lead Scoring 149

ViewPoint

MARCH 19, 2018

She now has a quota for raw inquiries, qualified leads, and revenue by product tied to marketing campaigns and various website stats. It is the deeper digital marketing analytics knowledge requirement, however, that has her so intensely pulled in different directions. What does it all mean and what actions should I take?”

Marketing Management 197

Marketing Management Analytics Budget Programs Marketing Automation Services 197

ViewPoint

OCTOBER 21, 2017

The bottom line is that we trashed the entire list, built them a new, accurate list (for a fee) and the campaign results were excellent. A number reported that the contact was no longer employed by the organization. Remember: Lists suck. List testing is cheap and a no brainer. Testing is extremely important if you use marketing automation.

Marketing Automation Services 149

Marketing Automation Services Validation Broadcasting Deliverability 149

ViewPoint

JANUARY 23, 2017

They recently completed a campaign that cost $49,000. Here’s a specific example for you. One healthcare IT solutions company with a complex solution and a finite market learned first-hand just how account-based marketing works.

Account Based Marketing 120

Account Based Marketing Sales Qualified Leads Buying Cycle Comparison 120

ViewPoint

JULY 26, 2016

Marketing measures the sales contribution value of every campaign. Sales Lead Management Association. But what if we have a world where: Sales follows up 100% of the inquiries (all inquiries, not just leads). I can tell you what will happen: Sales will increase in 90 days. Sales expenses will drop as average closure rates increase.

Budget Management 120

Budget Management Spending Marketing Management Budget Programs 120

ViewPoint

MAY 23, 2018

Lead nurture can triple the return on most marketing campaigns. By nurturing leads until they’re ready to turn over to sales, an organization can eliminate wasted marketing spend and increase sales results. Successful lead generation—inbound and outbound—requires nurturing.

Sales Qualified Leads 149

Sales Qualified Leads ROI Lead Scoring Lead Ranking 149

ViewPoint

FEBRUARY 4, 2014

This provides an excellent opportunity to respond in kind, with campaigns of information that directly address those needs. Then there’s optimization techniques that perfect campaigns through multivariate testing. Data flows like a river through the world, regardless of what problem it is asked to solve.

Multivariate analysis 120

Multivariate analysis Top of Funnel Content Marketing BtoB 120

ViewPoint

MAY 1, 2013

For example, you may have a marketing campaign that is delivering a substantial amount of qualified leads to sales that become opportunities in your pipeline. With conversion analytics you can quickly and easily determine which marketing campaigns and touch points work best in each stage of your sales cycle.

Efficiency 120

Efficiency Analytics Work Management Marketing Management 120

ViewPoint

DECEMBER 8, 2011

As a marketer, you almost always know your costs—how much you’re spending on those tools, consultants, services and of course the value of your own and your team’s time that is being applied to the various campaigns and ongoing initiatives you’re running.

Merchandising 120

Merchandising Clickthrough Demand Generation Agencies ROI 120

ViewPoint

MARCH 29, 2017

The bottom line is that we trashed the entire list, built them a new, accurate list (for a fee) and the campaign results were excellent. A number reported that the contact was no longer employed by the organization. Remember: Lists suck. List testing is cheap and a no brainer. Testing is extremely important if you use marketing automation.

Marketing Automation Services 120

Marketing Automation Services Validation Broadcasting Deliverability 120

ViewPoint

AUGUST 28, 2012

Unfortunately, most companies tend to dispose of anything other than leads generated from marketing campaigns meaning that the cost to qualify companies is repeated each time a new campaign is run. Companies Ignore the Potential Value Resulting from the Qualification Cost.

Lead Management 120

Lead Management Sales Qualified Leads B2B Sales Sales Leads 120

ViewPoint

FEBRUARY 24, 2016

Offer -focused campaigns. Account -focused campaigns. Primarily inbound. Primarily outbound. Person­ -centric data model. Account -centric data model. Drives pipeline creation. Supports pipeline creation. New business. New business and existing customers. Measure leads and opportunities. Measure engagement and sales productivity.

Lead Ranking 149

Lead Ranking Demand Generation Agencies Account Based Marketing Paid Search Agency 149

ViewPoint

JANUARY 26, 2018

The top of this table summarizes the results of standard lead generation—I call these one and done campaigns. The table below summarizes what I’m saying—simply that your cadence should encompass longer-term opportunities and must include sales lead generation nurturing, as well as short-term opportunities.

Sales Qualified Leads 120

Sales Qualified Leads Work Management Marketing Management Terms and Conditions 120

ViewPoint

NOVEMBER 29, 2012

It’s interesting…ask salespeople their opinions about a marketing campaign, copy, creative, or any number of marketing’s creative options and you’ll hear very little. Don’t be shy; open up and let me have it.” And that is how the conversation went with me saying very little for the next hour. We want qualified leads.”.

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Forecasting CRM 120

ViewPoint

MARCH 1, 2016

Effective follow-up on pipeline, nurture and no-response prospects can triple the revenue from marketing campaigns. Inadequate consideration of the value of outbound nurturing of inbound and outbound leads, including the residual value of marketing/sales activity from previous year. Read this white paper to learn more.

ROI 159

ROI Lead Ranking Marketing Qualified Leads MQL 159

ViewPoint

JUNE 2, 2016

Today we will discuss how lead nurturing can triple the return on most marketing campaigns: Nurturing is essential for successful lead generation—both inbound and outbound. In the last blog in this series we discussed how to keep leads from being ignored and going into a black hole by using something I call the judicial branch.

Lead Nurturing 120

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 120

ViewPoint

AUGUST 14, 2012

Our experience is that companies are killing the golden goose by focusing too much time and money on inbound marketing campaigns (and technology) and not enough time and money on outbound marketing and nurture campaigns. So, he killed the goose—opened her up and—well, you can guess the rest of the story….

Lead Generation 120

Lead Generation Sales Qualified Leads PointClear Generation 120

ViewPoint

FEBRUARY 26, 2016

At best, a well-run inbound marketing campaign can realistically deliver 35% of your enterprise level sales leads. When you become overly reliant on only one method of lead generation, you run the risk of: a reduced level of marketing ROI, an increased opportunity for your competitors to get ahead, and a jeopardized revenue backbone.

Inbound Marketing 149

Inbound Marketing Enterprise Management Trade Show Lead Nurturing 149

ViewPoint

APRIL 21, 2015

Sorry, but setting up a campaign and measuring ROI takes time.". Statements such as: "Sorry, the salespeople won’t listen to me and follow up." Sorry, I can’t prove the ROI because salespeople won’t follow up." Sorry, the salespeople won’t use the CRM system and record results." Sorry, sorry, sorry is just a bunch of sorry excuses.

Sales Qualified Leads 120

Sales Qualified Leads B2B Sales Marketing Automation Services Blogger 120

ViewPoint

APRIL 12, 2013

Russell Glass of Marketing Profs says branding could be more important in B2B campaigns than in business-to-consumer because of the length of the purchase cycle. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.

PointClear 120

PointClear B2B Marketing CMO Marketing Management 120

ViewPoint

NOVEMBER 19, 2013

Campaigns flashed before our eyes, some even similar to our products. ? The agency came with all the right people: the creative director looked appropriately creative, the account manager appropriately agreeable, the agency founder and CEO appropriately serious and driven by a combination of the other two. Branding check ? Digital check ?

Advertising Agencies 120

Advertising Agencies Paid Search Agency Ad Agencies Blogger 120

ViewPoint

JULY 20, 2016

times more responsive to quality multi-touch campaigns than are junior executives. We find that each touch cycle reaches a point of diminishing return and that after four to six touch cycles the company or contact has been exhausted. We also find that senior executives are 2.5 However, persistence and a mix of media pays off.

Media 120

Media Sales Qualified Leads Cold Calling High Quality Lead 120

ViewPoint

APRIL 26, 2013

Adding relevant content and extracting data can revitalize the tried-and-true tactic of e-mail marketing campaigns, according to a BtoB email research report “Email Marketing: An Established Channel Evolves.” Via B2B Marketing Insider. Report: Data, content drive email marketing.

BtoB 120

BtoB PointClear B2B Marketing Lead Scoring 120

ViewPoint

SEPTEMBER 29, 2016

As a result, database marketing campaigns can only target all cleaned prospects, because the best prospects have not been identified. Traditional cleanup programs only focus on replacing dirty or absent data with fresh, correct data. They do not add the market segmentation or prioritization value needed to predict success.

Lead Ranking 120

Lead Ranking Lead Scoring Database Marketing Budget Programs 120

ViewPoint

FEBRUARY 12, 2016

Each marketer and salesperson should actively collaborate with each other to uncover what campaigns and channels are effective, what can be improved, and how to contribute towards one pipeline.

CMO 149

CMO Planning Ad Building Work Management 149

ViewPoint

MARCH 20, 2014

So tell me, what was the source of a recent inbound lead campaign that completely wasted your time? And it will be a problem that your product perfectly solves. Make your content more targeted and specific to address your customers problems. Today''s guest blog is by Ian Adams.

Marketing Management 120

Marketing Management Leads Lead Marketing Qualified Leads 120

ViewPoint

MARCH 12, 2013

I see people moving beyond campaigns. People will still do their four-step campaigns, but they might hold on to leads from marketing more while tightening up their lead scoring. You can’t fix that twice. We’re trying to create content that does that.

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

ViewPoint

OCTOBER 31, 2011

Launch a Campaign. Your subject line determines if your message gets read. Avoid sales hype and focus on business issues such as: "Quick question re: outsourcing initiative" or "Reducing product launch time.” Do 8-12 touches (via email and phone) over a 4-6 week time period, with each contact building off the previous one.

Tips 120

Tips Work Management Sales Cycle Guidelines 120

ViewPoint

MAY 30, 2012

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising and sales training materials for clients such as Major League Baseball, Canon, DuPont, SAP, Business Objects, Oracle and many others.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 120

ViewPoint

APRIL 15, 2014

I can hear it now: “Yes, the campaign sucked, but at least it was a noble effort.” One example Linkner cited was a celebration of “Failure of The Month,” because it recognizes experimentation. Naturally, this put me in mind of the first point, above, about eradicating fear. Maybe this idea is less good. Get curious.

Enterprise Management 120

Enterprise Management BtoB Paid Search Agency Startups 120

ViewPoint

MARCH 19, 2015

Ginger also touches on the concept of programmatic ad buying, which is a platform that makes it easier to manage television inventory and end-to-end programmatic television campaigns. 2) Newspapers and Magazines: We all know that newspapers and magazines are in a tailspin, but is that entirely accurate?

Television marketing 120

Television marketing Paid Search Agency Mobile Advertising Work Management 120

ViewPoint

OCTOBER 13, 2011

He has designed and built inside sales campaigns for numerous Fortune 500 companies. If I may be so bold as to paraphrase a line from MasterCard, here is what I have to say about outsourcing in general: “Building your own internal campaigns for lead gen and doing a decent job without losing focus on your core business—fair enough.

Lead Generation 120

Lead Generation Top of Funnel Generation Work Management 120