ViewPoint

APRIL 24, 2018

How can you dramatically improve ROI on marketing automation investments? Read these top three tips for when and how to use marketing automation—and when not to. If your targets are senior, I recommend you test a multi-touch campaign against an automated marketing effort to determine which method results in more revenue.

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Validation Marketing Automation Lead Scoring Lead Ranking 168

ViewPoint

OCTOBER 1, 2013

In recent years, many sales reps have focused on getting new business, overlooking the importance of retaining the clients you already have, says my latest guest on PowerViews, Ardath Albee, a B2B marketing strategist and chief executive officer of Marketing Interactions Inc. There has to be a strategy that helps content do its job.".

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Content Storytelling B2B Sales Linkedin 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. But it’s often the most underutilized marketing activity at a marketer’s disposal. True Nurture.

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Sales Qualified Leads ROI Lead Scoring Lead Ranking 149

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. I invite you to read our new Account-based Marketing case study where we go over the content above and much more.

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Account Based Marketing Sales Qualified Leads Buying Cycle Comparison 120

ViewPoint

MAY 18, 2016

How to drive revenue from all sources is the second 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. I developed this simple formula to illustrate the risks of overdependence on inbound marketing.

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Planning Sales Qualified Leads Top of Funnel Paid Search Agency 168

ViewPoint

JUNE 5, 2017

I recently chatted with Jonathan Farrington of Top Sales world about the transition from finger pointing to collaboration between sales and marketing. The status quo--where marketing complains about sales not following up on their leads and sales says the leads are no good--is not the place to be. Map content to audiences of one.

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Top of Funnel Sales Qualified Leads PointClear Cost per Lead 149

ViewPoint

JANUARY 13, 2017

Most marketing and sales folks I talk to agree … in theory. If you fall into this category, and are looking for actionable how-tos, take a look at the account-based marketing primer just published and available now on SlideShare. Determine which portion of your market you can reach and close most cost effectively. Dan McDade.

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Account Based Marketing PointClear ABM Cost per Lead 120

ViewPoint

AUGUST 22, 2013

Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. High Performance Marketing: It’s Not What You Think. Every CMO wants a high-performance marketing team.

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PointClear B2B Marketing Webcast Advertising Agencies 120

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. Prospects will move up and down in the funnel.

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Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 120

ViewPoint

DECEMBER 16, 2016

Should your company be all in on inbound marketing. Instead, high performers opt to hunt down "emerging" demand in the market place by getting out in front of a customer's buying process and helping to shape that customer's perception of their needs through targeted bursts of controlled insights. Short answer: no. Read more here.

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Account Based Marketing Inbound Marketing B2B Sales Tips 120

ViewPoint

JULY 22, 2014

This is a standout year for B2B marketing. The Content Marketing Institute recently released the annual North American report titled B2B Content Marketing: 2014 Benchmarks, Budgets and Trends—and the findings are impressive. B2B Marketing'

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Trends B2B Marketing B2B Advertising Benchmark 120

ViewPoint

AUGUST 5, 2016

The core idea behind this book is that marketers need to embrace and take responsibility for the entire sales funnel, not just the top half. The book covers a wide range of “full funnel marketing” areas, including technology, sales enablement, productivity best practices and more. So how do Full Funnel Marketers measure their work?

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Top of Funnel Marketing Funnels Lead Ranking Marketing Qualified Leads 120

ViewPoint

JUNE 6, 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. B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different. Via ClickZ.

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B2B Marketing PointClear B2B Trade Show 120

ViewPoint

APRIL 28, 2011

Today's guest blogger, Reg Nordman, is the Managing Partner for Rocket Builders , a Vancouver based sales and marketing consultancy for high growth companies. Is your content set up to attract the right buyers? Today, unless the bulk of your qualified leads are finding and approaching you, your content is not doing its job.

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ViewPoint

DECEMBER 27, 2016

Lead nurturing triples marketing's ROI, but only if done properly. I propose that nurturing is the most underutilized marketing activity at a marketer’s disposal. Marketing Pipeline. Advanced lead-generation programs (which include nurturing) produce an average 15% lead rate—three times higher. True Nurture Opportunities.

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Top of Funnel B2B Sales Account Based Marketing B2B Thought Leadership 189

ViewPoint

APRIL 2, 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 B2B Marketing Advantage of LinkedIn. PR Giant to Set Up New Content Marketing Unit.

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B2B Marketing Linkedin PointClear Marketing Automation Services 120

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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CMO Planning Storytelling Ad Building 168

ViewPoint

APRIL 23, 2014

Sales and marketing do get along—in organizations that foster collaboration. By Ginger Conlon, editor-in-chief, Direct Marketing News. Is it really marketing’s fault that sales can’t close deals? Is it the sales team’s fault that marketing collateral goes unused? Choose a point of contention.

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Advertising Agencies B2B Sales B2B Marketing Marketing 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

JULY 25, 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. 6 Marketing Trends to Watch in 2013: New Research. Via OpenView Labs. Via Social Media Examiner.

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PointClear B2B Marketing Trends B2B 120

ViewPoint

MAY 19, 2015

Outbound marketing is dead. Many say that even marketing as a whole is dead. The main point of the article is that the best writers read their audience, and the times, to write content that resonates with that audience—meaning that the content is not necessarily proven, it’s simply what the audience wants to hear.

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Top of Funnel Cold Calling Cost per Lead Funnel Advertising 120

ViewPoint

MAY 23, 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. B2B Email Marketers Focus on Targeting Content. billion two years ago. Via emarketer.com.

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B2B Marketing BtoB PointClear B2B 120

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

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

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. Build A Content Hub That Converts. Via B2B Marketing Insider. Staple Yourself to a Lead.

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BtoB PointClear B2B Marketing Lead Scoring 120

ViewPoint

APRIL 14, 2015

On Tuesday, March 31, 2015, Gini Dietrich and Anthony Iannarino joined me on PowerViews LIVE for a value-packed discussion on Why Thought Leadership Matters: What it Takes to be a Sales & Marketing Opinion Leader. You can’t be a thought leader unless you’re giving away your content. PowerViews Sales & Marketing Management'

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Thought Leadership Work Management Opinions Transparency 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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PointClear B2B Marketing CMO Marketing Management 120

ViewPoint

MAY 9, 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. Via Marketing Land. 5 Compelling Reasons To Launch B2B Mobile Landing Pages Now. Via eMarketer.

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PointClear B2B Marketing BtoB B2B 120

ViewPoint

NOVEMBER 12, 2013

The marketing team? But for a strategy to be consistently successful, a company’s sales and marketing teams need to be operating with shared goals — which is easier said than done, says my latest guest and longtime friend, Matt Heinz, president of Heinz Marketing. Aligning Sales and Marketing. Is it the salesperson?

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Paid Search Agency Marketing Leads Leads Lead 120

ViewPoint

APRIL 17, 2012

Marketing’s plate is full. Sales and marketing operate on different frequencies. Timothy Wise a VP at Ring2Media jumped in to say that as a lead generation company he has more issues in dealing with sales management than with marketing (the experience issue). Complicates content marketing goals. Kate Maddox.

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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. In other words: B2B marketers + social = lots of room for improvement.

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B2B Marketing Trends Marketing Management Planning 120

ViewPoint

JUNE 10, 2016

Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. Each were covered in detail, and referenced thought leadership from industry leaders. Are these truly leads?

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Sales Qualified Leads Planning Peer-to-peer Work Management 120

ViewPoint

JUNE 11, 2013

At a recent high school track meet I cheered on our team in several heats of the 4 x 100 and 4 x 400 relays and mused that we can look to track and field athletics for inspiration and tactics for marketing and sales alignment. A winning team effort and handoff from marketing to sales entails similar steps as a good relay team: Communication.

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B2B Sales B2B Marketing Sales Qualified Leads B2B 120

ViewPoint

OCTOBER 1, 2015

There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before?

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Account Based Marketing Lead Generation Sales Qualified Leads Marketing Automation Services 120

ViewPoint

NOVEMBER 29, 2011

I am deeply honored to be selected as a finalist in two categories for the 2011 Top Sales & Marketing Awards. Now in its second year, the Top Sales & Marketing Awards combine peer voting with a judging panel of industry experts to recognize leading sales and marketing books, articles, thought leaders, solutions, resources and tools.

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ViewPoint

SEPTEMBER 22, 2015

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. Account-Based Marketing (ABM) is hot right now, and the responses I received were excellent.

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Account Based Marketing Lead Generation ABM Lead Scoring 120

ViewPoint

FEBRUARY 23, 2012

Bob is the founder of Inflexion-Point Strategy Partners, a UK firm that engages with B2B companies to improve their sales and marketing strategy and drive revenue. I encourage you to visit and explore the entire post in which Hugh suggests that leaders should adopt these six sales and marketing strategies in 2012: 1.

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