ViewPoint

MARCH 1, 2016

Revenue projected from the “write content and they will come” mentality is overestimated. The premise is that there is so much information available online that salespeople are thought to be unnecessary in the early stages. However, that is overly simplistic and lacks critically important metrics.

ROI 159

ROI Lead Ranking Marketing Qualified Leads MQL 159

ViewPoint

JUNE 2, 2016

The premise is that there is so much information available online that salespeople are thought to be unnecessary in the early stages. And, there are no silver bullets regarding content that should be consumed by prospects at various stages in the sales cycle—every prospect and situation is different. See more …”.

Lead Nurturing 120

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 120

ViewPoint

OCTOBER 5, 2018

20,000 companies with multiple contacts and verified technical environment information in the right verticals (no email addresses). It is interesting to note that one of sources (content aggregation) has a $23.15 So, if someone consumes six or more pieces of content (whitepaper download, webinar sign-up, blog subscribe, etc.),

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

ViewPoint

OCTOBER 3, 2017

And, there are no silver bullets regarding content that should be consumed by prospects at various stages in the sales cycle—every prospect and situation is different.

Top of Funnel 168

Top of Funnel B2B Sales Sales Leads Sales Qualified Leads 168

ViewPoint

FEBRUARY 16, 2016

Marketing’s responsibility is to work with sales to identify the challenges or pain points of their target audience and create tailored content to speak to those challenges. Post lead follow-up, sales should give marketing feedback on what content or offers worked, and what didn’t.

Sales Leads 159

Sales Leads Sales Qualified Leads Leads Lead 159

ViewPoint

FEBRUARY 3, 2015

In the session, Paul encourages marketing executives to truly get to know their buyers by uncovering their emotional triggers and creating compelling content based on psychograhic personas. He goes on to explain how this approach translates into a more productive process for both buyer and seller.

Psychographics 120

Psychographics Process Buy Webinar Metrics 120

ViewPoint

JANUARY 13, 2017

Map content to audiences of one. If you’re curious about what ABM can do for you, and how to adopt this methodology, you’ll find a lot of helpful information here in this SlideShare. Zero in on prospects with the most propensity to buy to keep you from incurring marketing/sales costs that don’t deliver return. It isn’t just inbound.

Account Based Marketing 120

Account Based Marketing PointClear ABM Cost per Lead 120

ViewPoint

APRIL 26, 2013

Online content in the sales and marketing industries is dynamic and constantly changing. Build A Content Hub That Converts. B2B marketing exec, Michael Brenner confirms that today’s B2B buyer is overwhelmed with the amount of product-centric content on the web. Report: Data, content drive email marketing. Via Marketo.

BtoB 120

BtoB PointClear B2B Marketing Lead Scoring 120

ViewPoint

MAY 17, 2018

Content Aggregator “Leads”. See this blog on market segmentation for more information. Option 3: Content Aggregator Leads. Read this blog if you want a specific example of why I am not a fan of content aggregation (though I recognize it’s a huge business). of content downloaders were with qualified companies.

Sales Qualified Leads 120

Sales Qualified Leads Buy Lead Scoring Lead Ranking 120

ViewPoint

OCTOBER 27, 2011

Dell’s clients and prospects win because Scott creates rich content. In the future, your website will be a destination providing relevant information that will unlock new marketing opportunities by allowing prospects to self-educate through organic, online sharing and interaction. Blogging is not about pushing out information.

Social Marketing 120

Social Marketing Amazon Business Social Media 120

ViewPoint

AUGUST 23, 2012

But he adds that this positive motion is facing a continuous challenge in the form of companies opting not to move forward: “The bigger challenge I do see, though, is that the ‘no decision’ threat—the threat to not do anything even though they want to squeeze you for all the information you’ve got—is looming large and only seems to be expanding.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Demand Generation High Quality Lead 120

ViewPoint

MAY 23, 2013

Online content in the sales and marketing industries is dynamic and constantly changing. B2B Email Marketers Focus on Targeting Content. Delivering relevant content was cited most often as the method that would improve email efforts, followed by lead-nurturing programs and the content''s quality and volume.

B2B Marketing 120

B2B Marketing BtoB PointClear B2B 120

ViewPoint

APRIL 25, 2011

The Tsunami of information available online has reversed that focus, only marketers have been slow to respond accordingly. What they choose to do next in response to your content and communications is a critical pivot point. Marketers need to start thinking about what comes after contact information. Your thoughts?

Lead Gen 120

Lead Gen Emarketing Lead Scoring Lead Ranking 120

ViewPoint

MAY 9, 2013

Online content in the sales and marketing industries is dynamic and constantly changing. Protecting your online reputation is crucial in an era when conducting searches for information is a routine part of a buyer''s research, according to Jasmine Sandler. 5 Compelling Reasons To Launch B2B Mobile Landing Pages Now. Via Marketing Land.

PointClear 120

PointClear B2B Marketing BtoB B2B 120

ViewPoint

MARCH 27, 2014

More information and links in the blog. A survey of B2B buyers revealed what they want to see on vendor websites: detailed contact information, case studies, white papers and articles. Use voicemails and emails with compelling content to generate and follow-up on leads. Voicemails work. Don’t give up after one or two voicemails.

Social Media 120

Social Media Work Management Marketing Management Media 120

ViewPoint

AUGUST 18, 2015

Invested in content generation. Content creation and usage. Once you do, you’ll have the information you need to diagnose and repair the path to conversion and sustainable revenue growth. Think about all you’ve done in 2015 to improve sales and grow revenue: Launched a new website. Increased spending on lead generation.

Lead Scoring 120

Lead Scoring Lead Ranking Top of Funnel Leads 120

ViewPoint

SEPTEMBER 22, 2015

You also can’t afford to wait until those Named Account targets happen to find your contact information and download something… Strategy first, technology second. It may be that contact information and marketing intelligence OR leads come before revenue. Inbound is great, but it’s really like waiting for the phone to ring.

Account Based Marketing 120

Account Based Marketing Lead Generation ABM Lead Scoring 120

ViewPoint

FEBRUARY 24, 2016

It’s essential to be able to inform the sales team about: our reason for existence, the direction of the company and why it’s the correct course, what we sell and why we sell it, which markets to pursue, the competitive landscape and the pricing model.". From Mike Weinberg’s book, New Sales. I whole-heartedly agree with Julie!

Lead Ranking 149

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

ViewPoint

OCTOBER 11, 2012

The core challenge is really driving that demand process through the organization which is a holistic approach of people, process, content and technology—and having marketing and sales work in a collaborative fashion in each of those areas. I can collect as much information as possible.”.

Demand 120

Demand Process Work Management Marketing Management 120

ViewPoint

SEPTEMBER 24, 2015

They produce the content and materials that help lure contacts at the company into deeper conversations with sales. When you have large ASPs, you can create tailored content for specific accounts that are even more effective than broad-based content. Want to hunt “whales”? So is Account-Based Marketing a black box solution?

Account Based Marketing 120

Account Based Marketing Lead Generation Cost per Lead Sales Qualified Leads 120

ViewPoint

OCTOBER 2, 2012

He defines this as getting the right marketing content assets to the right seller at the right time in the right place in the right format to move an opportunity forward. Be in those online communities offering advice, solving problems, and sharing information. Brian Carroll, MECLABS, talked about BANT and the Value of Warm Leads.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Ranking Marketing Qualified Leads 120

ViewPoint

MAY 14, 2013

My guest today is Michael Brenner, Vice President of Marketing and Content Strategy at SAP and Managing Editor for the SAP Business Innovation site. At SAP, Michael’s challenge is to transform social business and content marketing to reduce cost-per-acquisition of new customers.

Cost per Acquisition 120

Cost per Acquisition Peer-to-peer Top of Funnel Barriers 120

ViewPoint

FEBRUARY 26, 2016

For those that don’t already know, inbound marketing is a methodology founded on the idea of drawing people in toward your brand through the use of form-gated content. Ideally, the perceived value of the resource should be such that the individual is compelled to submit their contact information in exchange for the offer.

Inbound Marketing 149

Inbound Marketing Enterprise Management Trade Show Lead Nurturing 149

ViewPoint

JUNE 11, 2013

In marketing, teammates must ensure that website visitors and inquisitors can access the right content to assist and propel the buyers’ route. With nurturing phone calls and emails to warm-up potential buyers, marketing continues down the informational track providing more content that addresses the buyers’ problems and needs.

B2B Sales 120

B2B Sales B2B Marketing Sales Qualified Leads B2B 120

ViewPoint

OCTOBER 29, 2013

There’s no silver bullet in sales, he said, but one of the biggest mistakes people make is to create content — a blog, a slideshow, a video interview — and not share it wisely and effectively on social media. In the meantime, allow the information you’ll want to peruse to condense. But he didn’t completely disown it, either.

Ideal Customer Profiles 120

Ideal Customer Profiles Cold Calling Fulfillment Linkedin 120

ViewPoint

MARCH 2, 2011

Today's guest blogger, Jeff Molander, is adjunct professor of digital marketing at Loyola University business school, a content marketing speaker and author of the forthcoming book, Off the Hook Marketing: How to make social media sell. What actionable information does each interaction produce and where does that information go?

Sales Management 120

Sales Management Social Media Work Management Process 120

ViewPoint

MARCH 6, 2012

Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. She is a founding member of the Savvy B2B Marketing blog , and contributes regularly to the Content Marketing Institute blog. Champion Content Marketing.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

ViewPoint

FEBRUARY 2, 2011

Today's guest blogger, Ann Handley, is the Chief Content Officer of MarketingProfs and the co-author of the brand-new book, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Content isn’t enough. Wiley, 2011).

B2B Marketing 120

B2B Marketing Trends Marketing Management Planning 120

ViewPoint

APRIL 18, 2012

He adds that this is part of a larger, content-driven marketing trend that includes rich media. He notes this evolution is surprising given the number of challenges that are out there, and yet it makes sense given content asset trending. So a better focus is, “What’s the content that’s being shared?

Trends 120

Trends Practices Marketing Automation Services Work Management 120

ViewPoint

FEBRUARY 26, 2013

Before coming to ITMSA, Dan moderated conferences for Information Week on behalf of sponsors including IBM, Dell, HP, and Silanis. He holds an MBA in finance and research methods from Columbia Business School, with additional graduate work in statistics, data mining, and geographic information systems.

Enterprise Management 120

Enterprise Management Thought Leadership Cross-Selling Work Management 120

ViewPoint

JULY 26, 2012

He has led the research function at SiriusDecisions for more than 10 years, overseeing the creation of content including demand creation, product marketing, marketing communications, general strategy, sales training, hiring and client service. Tony is a sales and marketing thought leader with nearly 20 years of experience.

Demand 120

Demand Enterprise Management Work Management Marketing Management 120

ViewPoint

JANUARY 11, 2011

No longer will companies buy data from one vendor but rather they will create a network of data providers to deliver to them the specific information in their target markets. Great content will continue to evolve as the tool of choice for ISRs. That understanding will allow them to develop messaging that resonates.

Top of Funnel 120

Top of Funnel Ideal Customer Profiles Lead Scoring Lead Ranking 120

ViewPoint

SEPTEMBER 13, 2016

How does your content earn you the right to get some of their attention earlier – establishing trust, credibility and preference for your brand before that 57-90% of the process is done? The premise is that there is so much information available online that salespeople are thought to be unnecessary in the early stages.

B2B Thought Leadership 120

B2B Thought Leadership Cold Calling Thought Leadership Business 120

ViewPoint

MARCH 12, 2013

Lori is a senior analyst with extensive marketing, sales, and operation experience in the information systems and software industries. I would agree that senior people are less likely to give up certain information because they don’t want the callback, and they’d rather have their people get the follow-up details.

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

ViewPoint

SEPTEMBER 20, 2012

New buyers search more, are more prepared and informed, and are further along in the traditional sales process than they were five years ago—and this poses significant challenges: “You take that to a logical conclusion, and you say that if the marketing and sales response to that is just the same as it’s always been, what does that mean?”.

Work Management 120

Work Management Paid Search Agency Marketing Management B2B Sales 120

ViewPoint

JUNE 28, 2012

This implies a continuous dialog or conversation helping to guide that buyer to the right educational and information resources. He defines this as getting the right marketing content assets to the right seller at the right time in the right place in the right format to move an opportunity forward. I don’t want to be sold to.’”

Marketing Automation Services 120

Marketing Automation Services Planning Allocation CMO 120

ViewPoint

JUNE 8, 2012

Regarding leads, Ginger notes this is always a common point of contention, and there needs to be collaboration on what a qualified lead is, when it’s a warm lead, and when it’s time to give it to sales. Be in those online communities offering advice, solving problems, and sharing information.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Paid Search Agency Mobile Marketing 120