The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click
JUNE 10, 2016
Yes, you can customize your content, triggers and lead registration assets to focus on a particular, designed customer segment. But the majority of the leads you generate will still likely not be ready for your sales team, be ready to buy, or even be the type of customer you want to sell to.”. 3. Both are working toward different, conflicting metrics. summary: 1. Define a lead.
Does Your Sales Team Know How to Follow-Up on a Lead?
JUNE 7, 2016
He notes that the keys to success in lead follow up are: Process: Define a series of touches (telephone, voicemail, email) and design call/content templates that reps can customize. 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. Set sales straight—it’s a win win. Rapid identification of problems.
"Marketing is too important to be left to marketers."
JULY 28, 2015
Marketing’s separation also facilitates the rise of technologically driven product and service development as opposed to customer-focused, research driven development. Ever notice how often new products are created based on what is technically possible rather than by addressing what customers actually need or want? focusing on continually creating new customers.
4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
FEBRUARY 8, 2016
While segmenting your target customers into personas is an essential marketing strategy, the true challenge in storytelling is creating compelling messages that drive revenue. Matt differentiates between copywriters, content creation, and product planners and reminds us that customers are human, and they react very well to messages with emotion. Matt Heinz. Build an All-Star Roster.
Content Methodology: A Best Practices Report
for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.
Pipeline Priorities: Don’t Leave Potential Customers Flapping in the Wind
JANUARY 20, 2015
You’re a sales person. On Tuesday morning, 45 sales "leads" come your way through a variety of sources. Terrific! In due time, you figure out that three of them are real opportunities and want to take the next step in learning about your services, twelve of them are bogus opportunities, and the rest of them are … well … up in the air. Who wouldn’t?
The #1 Reason CEOs Should Care About Lead Generation
FEBRUARY 19, 2016
It’s about uncovering pain points, gaining marketing intelligence, defining the needs of a prospect or company, and advancing the overall customer-business conversation. I often say that CEO’s don’t care about leads, they only care about revenue. Unfortunately, unless you, as the CEO of your company, start caring about leads you are going to lose revenue and miss your number.
Q&A With Dave Stein and Steve Andersen
JUNE 24, 2016
A remarkable new book is changing the way that B2B sales professionals think about, approach, and serve their customers. Co-authored by sales luminaries Steve Andersen and Dave Stein, Beyond the Sales Process: 12 Proven Strategies for a Customer Driven-World upends traditional sales training conventions and provides a clear, logical roadmap for establishing productive long-term customer relationships and for creating real value in a business environment that has undergone unprecedented change. How did the two of you decide to collaborate on this book? A.
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
The vast majority of your leads aren’t ready to buy immediately, but if they fit your customer profile they will be ready to buy eventually. After three months of calling, 40% wanted to continue to be in the IT company’s lead nurturing program, 15% moved further along in the sales cycle and 7% converted into customers. This year I've been talking a lot about Nurturing. The impact?
Evangelizing a Content Marketing Program
percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.
What Do You Sell, Who Do You Sell It To and Why Everyone Has to Have The Same Answer
MAY 13, 2016
Brian Carroll (MECLABS) has been talking about something he calls a Universal Lead Definition (ULD) for almost a decade. A ULD clarifies what a lead is to everyone in your organization, and these leads also: Fit the profile of your ideal customer. An inquiry becomes a lead when it: Fits the target customer profile (industry, revenue, number of employees, etc.). How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. For whatever reason (was it beneath him?) the CEO failed to step in and act. Define what a lead is.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
OCTOBER 6, 2015
It's about helping sales find and close business in target accounts and about developing valuable customer relationships in those accounts. Regardless of the goal (R/A/D), the focus must be on bringing relevance to the buyer’s journey or post-sale customer lifecycle based on the goal we have for the account. Click here for part 1 , part 2 , part 3 , and part 4 ). It doesn’t have to.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]
SEPTEMBER 24, 2015
It’s a combined effort all the way over the finish line, and on into customer up and cross-sell, along with customer education and renewal. 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. Click here to read Part 1. ). Well, it’s neither. It’s with demand.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]
SEPTEMBER 29, 2015
Even in companies with a TAM in the many thousands, there are key accounts and current customers that can be segmented for ABM applications while leaving the remainder of the marketplace to the normal marketing automation applications. I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. Total Number of all U.S. 5,686.
5 New B2B Sales and Marketing Strategies
Well, the model has shifted with the customer now in control and. creates a cohesive and smooth customer journey without a marketing and sales. helps generate qualified leads, but moves customers through the buyer stages. and free exchange of ideas, because you can’t serve the customer right when. Encouraging lead alignment sessions around the customer journey with.
The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How
AUGUST 20, 2015
Data quality: How clean and current is our database of prospective buyers and customers? In part one , I provided insight into the why and what of a lead-to-revenue assessment. challenged marketing and sales leadership involved in 2016 planning to pause and consider conducting the assessment before making any decisions for next year. Step 1 – Revenue Influencer Feedback.
Make Better Data-driven Marketing Decisions
SEPTEMBER 9, 2015
In response to this dilemma, I wrote an article for TMCnet’s Customer Magazine entitled, “How to Get Your Head Around Data-Driven Marketing.” You can never have too much of a good thing … right? Earlier this year, the 2015 edition of the Marketing Technology Landscape Supergraphic was released and—are you ready for this? Marketing decision makers, rest assured. Marketing Strategy Big Data
Marketing Automation is Not Marketing Strategy
FEBRUARY 27, 2014
Marketers thought that the new CRM software would solve their customer service and customer retention problems. Ruth consults on customer acquisition and retention, teaches marketing at Columbia Business School and is a guest blogger at HBR.org and Biznology. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. But it’s only a tool.
Book Review: Hooked on Customers
JUNE 12, 2014
Driving customer advocacy is hard work. If you''re looking for some magic metric or a quick and easy fix to guaranteed success, Bob Thompson’s latest book, Hooked on Customers , is not for you. ” Bob sets the stage by providing a brief history of Customer Relationship Management (CRM) and Customer Experience Management (CEM). B2B Growth Strategy
Study: How Much of Your Content Marketing Is Effective?
And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.
"New Sales. Simplified." A Must-Read!
MARCH 17, 2015
There’s a plethora of account managers and customer-service people filling sales roles, but “true sales hunters,” as Mike refers to them, are few and far between. Several weeks ago I sat in on the 2015 Virtual Sales Kickoff hosted by S. Anthony Iannarino and Jeb Blount. Simplified.: The Essential Handbook for Prospecting and New Business Development. Great! Mike’s style is no-nonsense.
Follow the Money: The Primary Responsibility for CMOs
AUGUST 11, 2015
Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability 1st Edition by James D. Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships by Katie Delahaye Paine. Managing Sales Leads: Turning Cold Prospects into Hot Customers by James Obermayer. Your duties are: Establish the Brand. Generate Demand.
PowerViews with Jim Dickie: Customer-centric is Key
APRIL 24, 2013
Jim is Managing Partner at CSO Insights, a research firm that specializes in benchmarking how companies are leveraging people, process, and technology to optimize the way they market to, sell to, and service customers. Companies must analyze customers'' behavior as well as background to determine what types of customers are more likely to buy their products or purchase their service.
PowerViews with Michael Brenner: The Battle for Customer Attention
MAY 14, 2013
At SAP, Michael’s challenge is to transform social business and content marketing to reduce cost-per-acquisition of new customers. The Battle for Customer Attention. Click to start video at this point — Michael sees one of the biggest challenges companies are currently facing is the “battle for customer attention.” If you’re a marketer, join a salesperson on a customer call.
Definitive Guide to Planning a New Content Initiative
customers to help them think through their strategy and the realities of what it will take for. the needs and desires of its customers rather than explicitly expressing “We want to sell. like corporate website, blogs or all-customer email newsletters. what they’re hearing from prospects and customers. Hitting Close to Home All too often, new Divvy customers struggle.
3 Steps for Effective Sales Lead Follow Up (none are the Hail Mary)
APRIL 28, 2015
Agree on customized specific solution (that may or may not be yours). The problem is that most companies’ marketing departments start and stop at Step #1 (finding a pain or need), and most sales organizations start and stop at Step #5 (agreeing on a customized solution). The term "Hail Mary" has become generalized to refer to any last-ditch effort with little chance of success.
PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]
JULY 14, 2015
salesperson's view of the customer is often one of someone in the later stages of the buying process. Likewise, marketing doesn't have the intimate personal view of the customer that sales gets to see. We asked this to top industry experts, then compiled their responses and wrote three blogs summarizing what they have to say. Why did we ask? Because we care about quality leads.
5 Keys to Becoming a Sales First Company
JULY 15, 2014
We don’t want to become a sales first company, we are a customer first company. Being a customer first company is absolutely the right goal; however, in order to truly be a customer first company, you must initially become a sales first company. By Chris Tratar, vice president of product marketing, SAVO. know what you are thinking.
How the CEO Can Enhance Sales, Marketing, and the Executive Branch
FEBRUARY 24, 2016
New business and existing customers. Someone once told me that CEOs don’t care about leads. They only care about revenue. Unfortunately, as a result of this thinking, marketing spends a ton of money generating leads for sales that are never followed-up. They go into a black hole (sometimes called CRM). It doesn’t have to be that way. Are outbound and cold calling really dead? But it isn’t.
Content Marketing Playbook: Strategy and Roadmap
customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.
Are Your Sales Suffering Because You've Picked The Worst Times To Contact Prospects?
APRIL 10, 2014
In the digital age, more and more communication takes place via email and text messaging, but a person-to-person conversation is still the most engaging way to contact a prospect and convert him into a customer. If your sales are down, perhaps you should reconsider your timing and preparation for making contacts. Why Cold Calling Still Works. Cold Call Timing. and between 4:00 and 5:00 p.m.
Tweet Less and Talk More
APRIL 3, 2014
It won’t solve our business-development challenges, nor will it improve our relationships with our customers. So tweet less and talk more to the customers and contacts who really matter. Toss the technology. Relationships rule in sales. The Internet is the most powerful, life- and business-changing tool created in generations. That’s our job. Stop Communicating, Start Connecting.
PowerViews with Matt Heinz: The Quality of Marketing Leads is Abysmal
NOVEMBER 12, 2013
When he’s not spending time with his wife, children, cats and six chickens, Matt is the head of the Seattle-based agency that prides itself on delivering results — more customers, higher revenue, lower costs. Who has control over when a sale is complete? Is it the salesperson? The marketing team? The client? Every situation is unique. The Quality of Leads is Abysmal. agree. Stay Tuned.
And People In Hell Also Want Ice Water
MARCH 25, 2014
He stands 6’5” in custom-made cowboy boots, and wears a wide-brimmed straw cowboy hat that cost as much as the boots. James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. Likeable and direct, he pointed a lot and pointing makes me uncomfortable. That stopped him.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.
The Why, What & How of a Lead-to-Revenue Assessment, Part 1 - The Why & What
AUGUST 18, 2015
Proper alignment is the result of a documented, effective, efficient and measurable process for capturing, engaging, nurturing, managing and converting leads into customers. In today’s B2B companies, marketing and sales alignment is critical to success. Unfortunately, few B2B organizations focus on creating, implementing and executing a defined marketing and sales process. Added an SDR team.