ViewPoint

APRIL 2, 2013

For B2B Marketing, Email Should be Personalized and Targeted. Incorporating a marketing automation system makes taking the "personalized approach" easier than ever, says NetProspex Vice President of Marketing Maribeth Ross. Marketing Automation Software That Delivers the Most Data Wins.

B2B Marketing 120

B2B Marketing Linkedin PointClear Marketing Automation Services 120

ViewPoint

MARCH 19, 2018

The director of marketing, 20 years into her career, was confronted with a bewildering cornucopia of reports, making her heretofore creative life difficult. She needs a bigger picture of the marketing return on investment, which is only available by looking deeply into the digital analytics. “An

Marketing Management 197

Marketing Management Analytics Budget Programs Marketing Automation Services 197

ViewPoint

JULY 14, 2015

We generate high quality leads, align sales and marketing, and drive revenue. We believe marketing automation has a place in the world, but we are aware that if it’s not properly utilized, it very quickly creates a whole lot of nothing. Allow sales to give qualitative feedback to marketing. Why did we ask?

Lead Ranking 120

Lead Ranking Lead Scoring Top of Funnel Leads 120

ViewPoint

AUGUST 8, 2011

Jim Lenskold is President of Lenskold Group and author of Marketing ROI, The Path to Campaign, Customer and Corporate Profitability (McGraw Hill, 2003). Jim has published articles and presented internationally on the topics of marketing ROI, marketing strategies and business growth strategies.

Lead Generation 120

Lead Generation Marketing Qualified Leads Lead Ranking Sales Qualified Leads 120

ViewPoint

APRIL 30, 2013

Social is a great way to get instant feedback from your customers about their likes and dislikes. It used to be commonly thought that you couldn’t track social media, but we can now get hard numbers to learn how many visitors a campaign drove to our website and how many of those visitors were converted into customers.

Mobile Marketing 120

Mobile Marketing Lead Scoring Lead Ranking Marketing Leads 120

ViewPoint

OCTOBER 6, 2015

Here's the thing: Account-Based Marketing is not really about lead generation at all. It's about helping sales find and close business in target accounts and about developing valuable customer relationships in those accounts. It's a marketing strategy dictated by the sales go-to-market model. It's not a distraction.

Account Based Marketing 120

Account Based Marketing Lead Generation Lead Ranking Lead Scoring 120

ViewPoint

DECEMBER 20, 2011

I appreciate the manner in which each has clearly presented B2B marketing and sales challenges, solutions (in the form of best-practice strategies and tactics), and results in areas like the following: Content marketing. Customer acquisition. Marketing automation. B2B marketing and sales strategies and tactics.

Blogger 120

Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

FEBRUARY 16, 2011

Last month we discussed Counterfactual Reflection (CR) as it pertains to marketing automation. There were lively comments about where individuals would be if marketing automation had not been invented. This focus helps us refine the use of marketing automation and enhance the arguments for its implementation.

CRM 120

CRM Wikipedia Marketing Automation Services Marketing Management 120

ViewPoint

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 think we both agree this is a mistake.). Jim’s approach is absolutely on target.

Account Based Marketing 120

Account Based Marketing Lead Generation Marketing Management ABM 120

ViewPoint

MARCH 12, 2013

But that’s much more likely to happen when a vendor has an existing relationship with a customer. If they have that experience with a vendor, the customer has more trust that they’re not going to get “sold to.” Second, behavior changes depending on whether customers think they know how to buy. I’ll do more with that.”

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

ViewPoint

OCTOBER 31, 2013

The challenge this presents is the ability to justify investing in an expensive comprehensive CRM tool that has been customized, when in fact it’s not reflecting the true data. Jamie Turner, The 60 Second Marketer, Are We Returning to the Days of "One-to-Many" Marketing? However, Jamie says that this has to happen.

Lead Scoring 120

Lead Scoring Lead Ranking Cross-Selling Best Practices 120

ViewPoint

NOVEMBER 10, 2011

You lose a prospect, a customer and the sale and your competitor wins. Fortunately, follow-up activities can begin (and even sometimes end) with marketing automation programs. But the majority of the opportunities, especially in B2B still need a salesperson to show up to get the business. Now I’ve done it.

Sales Leads 120

Sales Leads Sales Qualified Leads Leads Lead 120

ViewPoint

MARCH 18, 2014

Everyone in sales recognizes that there is an unfortunate gap between marketing automation and customer relationship management (CRM). When 80 percent of marketing-qualified leads fail to convert into sales-qualified leads, it’s time for the industry to reconfigure its thinking.

Paid Search Agency 120

Paid Search Agency Sales Qualified Leads Marketing Qualified Leads Marketing Automation Services 120

ViewPoint

MARCH 18, 2014

Everyone in sales recognizes that there is an unfortunate gap between marketing automation and customer relationship management (CRM). When 80 percent of marketing-qualified leads fail to convert into sales-qualified leads, it’s time for the industry to reconfigure its thinking.

Paid Search Agency 120

Paid Search Agency Sales Qualified Leads Marketing Qualified Leads Marketing Automation Services 120

ViewPoint

JUNE 28, 2012

Traditional marketing activity—like marketing collecting and turning over trade show business cards to sales—is gone, and organizations are forced to change their processes and integrate marketing automation tools to deal with the data issue. Evaluation and deployment of marketing automation.

Marketing Automation Services 120

Marketing Automation Services Planning Allocation CMO 120

ViewPoint

JULY 11, 2011

In a sense, three cloud application companies at a combined average of five years after going public are all spending nearly half of their revenue on sales and marketing. Could the reasons why point to similar expense paths for the marketing automation vendors looking at going public? Target market challenges.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

ViewPoint

MAY 30, 2012

Merger & Acquisition Activity in CRM & Marketing Automation Expected to Increase. Click to start video at this point —Andrew expressed some surprise that last year there weren’t more mergers and acquisitions in the marketing and sales spaces. Look for Greater Process Integration and Alignment in 2012.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 120

ViewPoint

JULY 26, 2018

Because a customer was on this program, she looks for direct quotes that can be used for testimonials. There is a clear and present problem, the customer is willing to state the problem, and there is a clear and present pathway to solving the issue using their services. Testimonials. Jane will take the percentage statement as a win.

Thought Leadership 120

Thought Leadership PointClear Case Studies Budget Programs 120

ViewPoint

FEBRUARY 12, 2013

Andy Gray is a senior marketing professional with proven expertise in directing, centralizing, and strengthening how customers are acquired and retained as well as how companies are positioned through marketing strategies, demand generation, sales support and enablement programs, market research and product development.

Stats 120

Stats Trade Show Webinar Metrics Demand Generation 120

ViewPoint

MAY 12, 2015

It had to do with customers’ expectations for proposal delivery, namely: immediate versus a 3-5 day delay, in-person versus over-the-phone and web, and quantity of sales leads coming in to support the back-end requirements. Using the complete CRM/marketing automation tool set. This was why he should expect more.

Marketing Proposals 120

Marketing Proposals Paid Search Agency Sales Qualified Leads Blogger 120

ViewPoint

APRIL 18, 2013

Integrating customer relationship management and marketing automation systems can be expensive, complicated and scary, but doing so is necessary for your organization''s optimal performance, writes Justin Gray, CEO of LeadMD. Via Marketo B2B Marketing and Sales Blog. Are You Selling At Every Level?

B2B Sales 120

B2B Sales PointClear B2B Opinions 120

ViewPoint

FEBRUARY 27, 2014

We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. Marketing automation doesn’t identify your best target audiences.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

ViewPoint

MAY 21, 2013

The result is crocodile tears from Marketing when programs and people are chopped because nobody can answer the question. Some people think marketers serve at the demand of potential customers. Don’t marketers ultimately serve at the demand of the people paying their wages, the company they work for, and the sales forecast?

Work Management 120

Work Management Marketing Management Planning Forecasting 120

ViewPoint

OCTOBER 5, 2018

Yet, these are the “prospects” who score a lot of points in a marketing automation solution. A good example is a buyer worrying about their customers’ experience in dealing with their company. 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

SEPTEMBER 21, 2016

We have specialists in marketing and in sales, they need to figure out how to work, nimbly, together through the entire process with the most effective person/job doing their part at various phases of the customer journey. I don’t have time to sort through dozens of tire kickers that are not even with qualified companies.”.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Cold Calling 120

ViewPoint

MAY 15, 2012

The marketing program cost to make quota jumps, depending on sales follow-up (assumes a low cost of only $50/inquiry): 1. If you have a marketing automation system, it’s easier. i Obermayer, James, Sales and Marketing 365, Racom Communications, 2004, page 17 Number 12. 50% follow-up: the cost is $284,000 3.

Telemarketing 120

Telemarketing Sales Qualified Leads Blogger Marketing Management 120

ViewPoint

APRIL 10, 2012

The Role of Marketing Automation & Social Media. Click to start video at this point —Asked whether marketing automation and social media should be within the realm of marketing only, Jonathan affirms their value for sales. The Fight for Marketing & Sales Alignment.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Automation Services Forrester 120

ViewPoint

AUGUST 20, 2015

Data quality: How clean and current is our database of prospective buyers and customers? You’ll also want to pull engagement reporting out of your marketing automation platform and CRM. Nurturing workflows: Are our workflows based on personas and engagement triggers (email and human) that guide buyers on their journey?

Marketing Qualified Leads 120

Marketing Qualified Leads Lead Ranking Sales Qualified Leads MQL 120

ViewPoint

SEPTEMBER 15, 2011

And, marketing creates a number of other vehicles—the written word, audio, video, social/community interactions, mathematical models, etc.—to As we move beyond the initial interaction, the collaboration between marketing and sales, specifically between field marketing, pre-sales and sales is essential for success.

Online Lead Generation 120

Online Lead Generation Lead Generation Lead Ranking Generation 120

ViewPoint

MARCH 17, 2015

C-level executives aren’t likely to respond to marketing automation; however, if you approach them with something of interest to them they will talk to you almost every time. 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.

Cold Calling 120

Cold Calling B2B Sales Inbound Marketing Marketing Prospects 120

ViewPoint

MAY 17, 2018

To state this another way, sales was so accustomed to getting poor quality leads from marketing that they routinely allowed them to end up in the digital equivalent of the lower left-hand desk drawer. To be fair, marketing’s mandate was to generate more leads every year with shrinking budgets. ROI Multiplier 4.

Sales Qualified Leads 120

Sales Qualified Leads Buy Lead Scoring Lead Ranking 120

ViewPoint

APRIL 18, 2012

Every opportunity to get your message out there and share value with the prospect is significant, and, again from a B2B perspective, a lot of companies are going to be thinking about mobile marketing in this way. The Marketing Automation Learning Curve. That’s everyone’s responsibility.

Trends 120

Trends Practices Marketing Automation Services Work Management 120

ViewPoint

SEPTEMBER 19, 2011

Without a CRM the ability to manage large pipelines, prospects, and customers would be difficult. Is it the Marketing Automation system, without which 100% follow-up would be lost? And yes, the Marketing Automation system reduces the failure rate where the sales activity of follow-up lies fallow and under-performed.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation CRM Automation 120

ViewPoint

MARCH 22, 2011

an independent research and publishing firm focused on customer-centric business management, and Founder/Editor-in-Chief of CustomerThink.com , the world's largest community dedicated to customer-centric business. But based on your grungy attire it doesn't seem likely (to the banker) that you'll be a valuable customer.

Lead Scoring 120

Lead Scoring Lead Ranking Work Management Marketing Management 120

ViewPoint

FEBRUARY 24, 2016

That is because not every senior executive wants to be treated like the human equivalent of a pin ball—capturing your attention only after they have hit the right bumpers and scored enough points (this basically describes how marketing automation works). New business and existing customers. Account -centric data model.

Lead Ranking 149

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

ViewPoint

JULY 26, 2012

He adds, “That becomes much more of an account-based marketing plan where maybe the creation of leads may not be the alpha metric by which marketing is judged. Marketing and sales need to adapt the relationship that they have with one another based upon, frankly, the way the sales force and the market segmentation is set up.

Demand 120

Demand Enterprise Management Work Management Marketing Management 120

ViewPoint

SEPTEMBER 20, 2012

Bob's goal with CustomerThink is to help business leaders develop mutually beneficial customer relationships. He says reports he’s getting indicate alignment is improving, adding, “A part of it’s been a better job of this optimization, but I think another part of it clearly is that customers are driving more of this integrated approach.

Work Management 120

Work Management Paid Search Agency Marketing Management B2B Sales 120