ViewPoint

JANUARY 23, 2017

Companies that spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to marketing are using an approach that you might have heard about—account-based marketing. They recently completed a campaign that cost $49,000. Here’s a specific example for you.

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ViewPoint

FEBRUARY 8, 2016

I pitched him the question, “What makes a dream marketing team and how should a CMO build one?” Matt was one of SLMA’s 40 Most Inspiring Leaders in Sales Lead Management in 2015 , and his Seattle-based marketing company’s involvement with many CMOs around the country certainly qualifies him for this topic. Matt Heinz.

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ViewPoint

JUNE 2, 2016

Nurture leads until they’re ready to turn over to sales is the sixth 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. True Nurture Opportunities.

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ViewPoint

JANUARY 13, 2015

Ardath Albee’s new book Digital Relevance: Developing Market ing Content and Strategies that Drive Results was published by Palgrave Macmillan (January 6, 2015). Developing Marketing Content. The problem is that companies are driven by campaigns that are not in alignment with the buyers’ tempo and timing.

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Relevance Marketing & Strategy Marketing Strategy Content 120

ViewPoint

JULY 26, 2016

This means that 75% of the marketing dollars spent on lead generation are wasted. Marketing measures the sales contribution value of every campaign. Marketing will be stronger and proud of its contributions to the wealth of the company. Marketing will no longer be a variable but a fixed expense for lead generation.

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Budget Management Spending Marketing Management Budget Programs 120

ViewPoint

FEBRUARY 24, 2016

Unfortunately, as a result of this thinking, marketing spends a ton of money generating leads for sales that are never followed-up. Here are 5 things CEOs need to consider in order to fix what is broken: What is the CEO’s role as it relates to marketing and sales? What should I know about Account-Based Marketing? But it isn’t.

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

ViewPoint

NOVEMBER 29, 2012

So, what do you want from Marketing?” 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. How about the marketing department putting a little skin in the game to help us increase sales activity?

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ViewPoint

APRIL 21, 2015

My favorites are from John Ford movies, and I think each can be adapted to the circumstances sales and marketing people face each day. In spite of the accountability that CRM brings and the follow-up that marketing automation creates, B2B salespeople have to do the final step. B2B Marketing B2B Sales'

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ViewPoint

FEBRUARY 12, 2016

In a recent interview, I sat down with Matt Heinz of Heinz Marketing and picked his brain about what makes up a CMO’s marketing dream team. In part one, Matt reveals what CMOs can do to earn their company’s trust and three essential roles that round out a solid marketing dream team. See part one here.).

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CMO Planning Ad Building Work Management 149

ViewPoint

FEBRUARY 4, 2014

Never before have marketers had so much information about prospects, customers, the competition, and the markets they hope to reach. But say “Big Data” instead of “information,” and marketer smiles will turn upside down in a hurry. Marketers just need fishing hooks to find it and fish it out of the river.

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ViewPoint

MAY 1, 2013

Frank Donny is founder and CEO of Marseli , a marketing and sales analytics and performance software company. Frank''s remarkable 25-year career of driving marketing and sales operations divisions within Fortune 500 and start-up organizations is highlighted by his passion for business development and empowering others to succeed.

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Efficiency Analytics Work Management Marketing Management 120

ViewPoint

MARCH 19, 2015

On March 3, 2015, Direct Marketing Magazine’s Editor-in-Chief, Ginger Conlon, joined me on PowerViews LIVE to talk about “Where Marketing is Going … and Growing … in 2015.” A sales, marketing and customer experience expert, Ginger shares her perspective on current and future marketing trends.

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Television marketing Paid Search Agency Mobile Advertising Work Management 120

ViewPoint

APRIL 12, 2013

Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. The 7 Biggest Misconceptions of Successful B2B Marketing.

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ViewPoint

APRIL 26, 2013

Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. Amy Guarino says marketers should follow along as a prospect journeys through the company’s various channels.

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ViewPoint

SEPTEMBER 24, 2015

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. Today, in part 2, we hear from Adam New-Waterson , Chief Marketing Officer at LeanData. Account-Based Marketing is a philosophy, not a product. Buy more lists!

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ViewPoint

MARCH 12, 2013

I had the great the opportunity to interview Lori Wizdo , B2B marketing analyst at Forrester Research. Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. Some sales professionals even believe that they can't get qualified leads from marketing.

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ViewPoint

APRIL 30, 2013

I''m pleased to have as my guest today Jamie Turner, CEO and Founder of The 60 Second Marketer, an organization that provides tools, tips and tutorials on the newest techniques in marketing. Jamie was recently profiled in Advertising and Promotion , the world''s best-selling college-level marketing textbook.

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ViewPoint

MAY 23, 2011

Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. Business marketers are always suspicious of the data they are getting from list and data companies, whether its prospecting lists or data elements purchased for “append,” to fill in gaps. Will my mail be delivered?

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ViewPoint

JULY 24, 2017

Another way we differ from our industry brethren is that we believe a lead is not the only positive outcome of a multi-touch, multi-media, multi-cycle campaign. This blog talks about how to triple your return on marketing campaigns with scientific nurturing. Don’t skim leads off campaigns and disregard the rest.

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Sales Qualified Leads PointClear Lead Qualification High Quality Lead 149

ViewPoint

SEPTEMBER 27, 2012

My guest today is Dave Munn who has been President and CEO of ITSMA since 2000, having led ITSMA's global expansion to become the leading B2B marketing association for technology, professional services, and telecom companies. 2012 Trending: Significant Transformation for Marketing Groups. New marketing channels.

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ViewPoint

JUNE 4, 2018

It was a best of both world’s brand promise, and part of a hugely successful campaign. What marketing and sales executives who object to partnering with a specialized firm fail to add up are all the costs of establishing an inside team. Remember the old light beer tagline: “Tastes Great, Less Filling”? Generates More.”

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Cost Marketing Management Advertising Benchmark Paper 168

ViewPoint

DECEMBER 20, 2011

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. Marketing automation. B2B marketing and sales strategies and tactics. B2B marketing and sales strategies and tactics.

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Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

AUGUST 11, 2015

It happens also to be one of the four primary duties for Chief Marketing Officers. However, if you have ‘Marketing’ in your title, regardless of what it’s attached to, these are your ultimate responsibilities, and ‘following the money’ is the subsequent proof of your existence. Does Marketing wanna follow the money?

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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.

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Sales Qualified Leads Buy Lead Ranking Lead Scoring 120

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. Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation.

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Marketing Automation Services Validation Broadcasting Deliverability 149

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. Marketing and sales leaders often don’t account for all the expenses involved in building and maintaining an inside team. On the surface it might make sense.

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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. Outsourcing teleprospecting offers two, seemingly conflicting advantages: It costs less, and the results are better.

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Sales Qualified Leads Lead Generation Sales Leads Lead Ranking 149

ViewPoint

MARCH 1, 2016

Nonetheless, senior marketing and sales leaders stumble forward only to wake up and find themselves behind before they get to the end of the month or quarter. Moreover, waiting for the market to come to you can end up hurting your results. Revenue projected from the “write content and they will come” mentality is overestimated.

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ROI Lead Ranking Marketing Qualified Leads MQL 159

ViewPoint

FEBRUARY 26, 2016

Everywhere you look, inbound marketing is identified as the ultimate lead generation tool. While its popularity isn’t without merit, this marketing strategy is not the end-all for lead generation. It’s hard to find any recent marketing industry publication that doesn’t jump on the inbound marketing bandwagon.

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Inbound Marketing Enterprise Management Trade Show Lead Nurturing 149

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. Testing is extremely important if you use marketing automation. Read this blog (published by CMO by Adobe) for more information about calibrating and validating marketing automation.

Marketing Automation Services 120

Marketing Automation Services Validation Broadcasting Deliverability 120

ViewPoint

SEPTEMBER 29, 2016

By applying market segmentation techniques and testing segments you can identify and then prioritize on those segments that generate the highest return and eliminate those segments where the return is not sufficient to invest the time and money in the clean-up. Traditional Database Marketing Cleanups Miss the Mark – And The Potential.

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Lead Ranking Lead Scoring Database Marketing Budget Programs 120

ViewPoint

JANUARY 26, 2018

The top of this table summarizes the results of standard lead generation—I call these one and done campaigns. Sales will ignore these leads because they are conditioned to expect poor quality marketing leads.

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Sales Qualified Leads Work Management Marketing Management Terms and Conditions 120

ViewPoint

DECEMBER 8, 2011

Chris Selland is CMO at Terametric , a company focused on maximizing marketing ROI by helping marketers capture and measure all their channel marketing data. However, that difficulty does not absolve marketers from making an effort.

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ViewPoint

AUGUST 28, 2012

This is the second in a series of four blogs about B2B sales lead management, marketing and sales metrics, and proverbs. Something else not well understood in marketing and sales circles is the importance of certain metrics. Marketing Automation companies! Not all proverbs (or expressions or sayings) are well understood.

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Lead Management Sales Qualified Leads B2B Sales Sales Leads 120

ViewPoint

NOVEMBER 19, 2013

Campaigns flashed before our eyes, some even similar to our products. ? Market share gains of the clients under their watch, check. Knowledge of marketing automation and CRM system solid. What CRM system do you have, and when will the marketing automation system be on line? Branding check ? Digital check ? Direct check ?

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Paid Search Agency Advertising Agencies Ad Agencies Blogger 120

ViewPoint

AUGUST 14, 2012

This is the first in a series of four blogs about B2B Lead Generation marketing and sales metrics, and proverbs. Something else not well understood in many marketing and sales departments is the importance of certain metrics. Other expressions contain useful advice that you don’t really get—because you don’t understand.

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Lead Generation Sales Qualified Leads PointClear Generation 120

ViewPoint

MARCH 20, 2014

So, when marketing sent me the new inbound leads, I naturally got excited. What Was Wrong with Marketing''s Inbound Leads. I''m changing the facts of the story slightly to avoid scapegoating the responsible marketing team). Marketing employees and entrepreneurs mostly. In my case, it was a bad trend.

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