The Point

MAY 23, 2017

There is a growing trend in the content syndication space, and among Cost Per Lead (CPL) programs in general, for media vendors to offer B2B clients the option of pre-qualified leads. However, over the long term, I’d argue that it’s almost always more cost-effective to qualify your own leads. Here’s why: First, some context.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

The Point

AUGUST 20, 2015

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. Marketing automation has helped increase lead generation effectiveness by leaps and bounds, but campaign reporting is still a weak link. Why is that?

Lead Generation 100

Lead Generation Demand Generation Agencies Lead Scoring Lead Ranking 100

The Point

AUGUST 25, 2015

It’s important to recognize that content syndication leads are not like most sales leads. If you hand off content syndication leads to your sales force without setting these expectations, your program may be doomed to fail. The post A Follow-Up Strategy for Content Syndication Leads appeared first on The Point.

Autoresponders 100

Autoresponders Leads Lead Marketing Qualified Leads 100

The Point

APRIL 1, 2014

One of the reasons for this under-utilization, and the inability of some marketers to deploy, for example, automated lead nurturing at every stage of the selling process, is resistance from the sales organization, and in particular, Inside Sales. Marketo creates task in CRM to remind BDR to call lead 1 week later. Wait 2 weeks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

AUGUST 8, 2013

When a client says “We set up lead scoring but sales doesn’t pay any attention,” it’s a sure sign that something is amiss – and more likely the problem doesn’t rest with sales. Here’s Part 2 of our discussion of the most common B2B lead scoring mistakes. For Part 1 of this post, click here.).

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Marketo 100

The Point

AUGUST 1, 2013

Lead scoring has quickly become an integral part of a demand generation marketer’s arsenal. A well-planned, well-designed, and optimized lead scoring schema can be a key contributor to sales productivity, sales engagement, and the rate at which inbound leads convert to Sales Qualified Leads, opportunities, and deals.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

NOVEMBER 14, 2014

And here’s where I think that analysis goes astray: First, demand generation effectiveness is not best measured by which channel generates the highest number of “quality” leads. Second, let’s consider what the survey respondents most likely meant by “lead quality” in this context. Far from it.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Scoring 100

The Point

MAY 17, 2021

Whatever demand gen channels you use to generate marketing leads, there’s value in always promoting a mix of content and other offers that span the entire buying cycle: early-stage, mid-stage, and late-stage. Use of very short-term metrics will almost certainly devalue those leads and the perceived ROI from the program.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

JANUARY 24, 2013

Key to designing an effective lead nurturing program is taking stock of your current lead management process. Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

AUGUST 9, 2012

A client asks: “I know I can filter our Pay-Per-Lead ( content syndication ) leads on geography and company size. Can I also limit leads to certain job titles?”. My response: To best answer the question, let’s discuss what lead filters are and how they work. What if I want to filter to specific regions or states?

Cost per Lead 100

Cost per Lead Sales Qualified Leads CPL Campaigns 100

The Point

FEBRUARY 27, 2012

In the early stages of a recent client engagement, it became apparent that the schema already in place to determine and assign lead scores was, well: broken. The basic lead scoring recipe is typically a variation on the following: * assign positive scores for desired behavior or demographics (e.g. and so on.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Leads 100

The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. Here they are, in a nutshell: 1.

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

SEPTEMBER 16, 2011

How is it that a quality white paper on a hot topic can still generate bad leads? Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” It’s got to be the media, right? It’s the offer.

Paper 100

Paper Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

DECEMBER 18, 2012

Ask a group of B2B marketers whether their Websites’ lead generation content (white papers, archived Webinars, case studies, videos, etc.) At one end of the spectrum, there are those that believe gating Web content is the most efficient way to convert Web visitors to actionable sales leads. So the question is: To gate or not to gate?

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

DECEMBER 6, 2022

Use this online lead calculator to arrive at a total number of MQLs or raw leads (inquiries) required to hit your revenue number. The calculator uses industry standard figures for conversion rates (Lead to MQL, Close Rate, etc.), The calculator uses industry standard figures for conversion rates (Lead to MQL, Close Rate, etc.),

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia. All this presents real challenges for both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

JUNE 25, 2019

The reasons for this are varied, but many of them center on the quality of the underlying data, and the degree to which information about a particular lead, or opportunity, or closed deal is captured and tracked accurately. A good starting point is a mini data audit, focused on the following questions: * Are you capturing lead sources?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

FEBRUARY 11, 2014

How to ignite your company’s growth so marketing is filling your sales pipeline with more new buyers than needed to beat your future revenue goals…AND without increasing your cost per visit and cost per lead. HS] I notice that you integrate with some of the leading marketing automation vendors, including Marketo and Act-On.

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

JULY 18, 2011

If you market CRM software, for example, and a prospective customer has a need for that software, that prospect is more likely to download a white paper on “how to improve customer service&# than he/she is to request a brochure on your product. Benefits/Applications/ROI (including case studies, if possible).

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

NOVEMBER 15, 2010

Relevancy is one of the key factors in generating a consistent response from your lead nurturing emails: the more relevant your message to the reader’s job function, industry, interests, and stage in the selling cycle, the more likely he/she will be to respond. Lead source. Don’t dump all inbound leads into the same bucket.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

FEBRUARY 25, 2022

Marketing attribution is a good example. My advice was: if you’re only tracking clicks, track leads. If you’re only tracking leads, track MQLs (and Cost Per MQL). But conversations with enough marketers over the years tells me that most B2B organizations, big and small, struggle with some element of their marketing execution.

Class 243

Class Marketing Attribution Advertising Agencies Paid Search Agency 243

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. Want to guess how many of those leads arrive via our clients’ Websites?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

NOVEMBER 4, 2010

A client writes: “I notice you recommend both email AND phone follow-up to inbound leads from programs like content syndication. Our inside sales reps are fairly prompt about following up with all leads by phone. Our standard best practice is to have the email broadcast immediately upon the lead being imported into the CRM system.

Lead Scoring 100

Lead Scoring Lead Ranking Telemarketing Process 100

The Point

JULY 1, 2019

It’s why, for example, we marketers have assumed control for more and more of the lead funnel. There was once a time when we would generate a lead and our job would be done. Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales. Sales Alerts.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

APRIL 16, 2019

The key to determining at what point an expensive click becomes TOO expensive is understanding a few key data points: * Maximum Allowable Cost Per Lead (MACPL) * Customer Lifetime Value (LTV) * Customer Acquisition Cost (CAC). Failure to Nurture Leads Correctly. In B2B search campaigns, an effective lead nurturing.

Cost per Acquisition 235

Cost per Acquisition Paid Search Agency Campaigns Cost Per Click 235

The Point

SEPTEMBER 8, 2010

For example, messages sent from people that you typically respond to immediately will receive special attention and preferential placement, as will emails sent to you exclusively and not to others. One, because the effectiveness of email as a tool for acquiring net new sales leads is already as bad as it’s ever been.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

APRIL 19, 2017

No one question will help you create content that drives quality leads – leads that convert more readily to pipeline and revenue – more than this one. In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

NOVEMBER 15, 2022

For example, import the Tier 1 list into LinkedIn and Facebook, and run content-driven ads focused on awareness and generating initial engagement. For Tier 1 accounts, conduct targeted, personalized sales outreach, but (critically) support those efforts with marketing air cover to the same companies.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

JUNE 24, 2022

Example: consider a user or industry survey on relevant trends, to be authored or sponsored by a third-party research firm, analyst group, or publisher. The days when a marketer’s primary responsibility was simply generating raw leads to throw at sales are behind us.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

JANUARY 27, 2022

Pilot campaigns are modest in scope, and they cause companies to dabble in ABM without the lead time, personalized content, technology, research, data, and other key investments that a more thought-out strategy merits. ABM is a long-term proposition.

Account Based Marketing 204

Account Based Marketing ABM Campaigns Demand Generation Agencies 204

The Point

JANUARY 17, 2019

Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process. Click To Tweet.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

SEPTEMBER 23, 2020

At the same time, more traditional, early-stage measures like leads or conversions are mostly irrelevant in the context of an account-based strategy. For example, you may be able to show that Web visits from your target account list have increased by 50 percent. Marketing Qualified Accounts (MQAs).

Account Based Marketing 290

Account Based Marketing ABM Lead Ranking Sales Qualified Leads 290

The Point

DECEMBER 5, 2023

For example, our agency runs on a Google Workspace account but the domain is unique to us.) House lists (customers, leads, and other opted-in contacts) are not immune. This means, in effect, that you won’t know how much of your list is subject to the new rules. Yahoo’s rules are expected to be similar.

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

NOVEMBER 12, 2019

If you could layer third-party intent data into every lead gen program you run, would you do it? In other words, would you only ever want marketing leads from prospects pre-determined to be actively researching your category, solution, use case, etc.? My argument: no, you wouldn’t. . Do You Want Intent Data with That? Click To Tweet.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

FEBRUARY 14, 2018

This functionality not only generates additional insights for marketers as to just how much of their content prospects are actually reading, but also enables more sophisticated lead qualification methods, for example: granting higher lead scores when an individual prospect reads more than say, 80 percent of a white paper.

Paper 193

Paper Demand Generation Agencies Lead Scoring Lead Ranking 193