ViewPoint

FEBRUARY 8, 2016

All CMOs need to work towards making the company sustainable from a marketing standpoint. To generate short-term success, CMOs can purchase an expensive list of leads, but Matt warns against that strategy. It’s costly and marketing teams will end up depending on purchased lists to generate pipeline growth in the future.

CMO 168

CMO Planning Storytelling Ad Building 168

ViewPoint

APRIL 14, 2017

And it means Sales has to work all the leads turned over to them, fully. Here is an example: The following is an example of what takes place without substantially more accountability in the Marketing and Sales process. Worse yet, the list they provided had less than 50% of the targeted hospitals.

Lead Generation 176

Lead Generation Sales Qualified Leads Sales Leads Generation 176

ViewPoint

MAY 24, 2016

Is there a short list in place? True leads require a lot of work—and that work doesn’t come cheap. Let me give you a real-life example of this—one that is repeated over and over again in most companies. What determines that a lead will be accepted by sales? Have additional decision makers been identified?

Sales Qualified Leads 174

Sales Qualified Leads Cost Lead Ranking Marketing Qualified Leads 174

ViewPoint

JULY 20, 2016

The lead generation and qualification work we do for this client yields slightly less than a 5% lead rate. As an example of a touch cycle, an extreme one, a couple of years ago we provided our services to a global business process outsourcing company that asked us to reach the CFO at the top fifty utilities in the USA.

Media 120

Media Sales Qualified Leads Cold Calling High Quality Lead 120

ViewPoint

MAY 23, 2011

Business marketers are always suspicious of the data they are getting from list and data companies, whether its prospecting lists or data elements purchased for “append,” to fill in gaps. When B-to-B marketers want to find new prospects, they have traditionally relied on two types of lists. Is the data correct?

Resources 120

Resources B to B Work Management Marketing Management 120

ViewPoint

JANUARY 15, 2013

So many so-called lead generation companies are incapable of delivering work that elevates them to the position of partner (because of this, I am fond of saying, “we don’t get invited to the company Christmas party—but the ad agency does…”). For example, our staff averages 42.7 How long have their clients been with them? Walk around.

Paid Search Agency 120

Paid Search Agency Lead Generation Work Management Sales Qualified Leads 120

ViewPoint

MAY 13, 2016

Today you’ll learn why lead definition is important and why you, as the CEO, need to be involved in building your own universal lead definition: Shortly after I started PointClear I worked with a company that blew through $100 million because marketing was selling to one audience and sales was selling to another.

Allocation 174

Allocation PointClear SIC Ideal Customer Profiles 174

ViewPoint

FEBRUARY 19, 2013

Sales Example. No doubt he had to work hard in February to make up for the lost dollars in January, but if he had done what he was supposed to do, in the time allotted in January, life would have been easier. That may be true for many things, but it doesn’t work with accomplishing sales or even marketing goals (more about that later).

Planning 120

Planning Sales Qualified Leads Work Management High Quality Lead 120

ViewPoint

NOVEMBER 7, 2011

The intense nature of today’s competitive marketplace means companies who offer similar solutions are working hard to identify and get into both your current strategic accounts and your strategic account prospects. There may be one universal approach that does not allow for unique offers for micro-segments inside the target list.

Work Management 120

Work Management Marketing Management Sales Qualified Leads Lead Nurturing 120

ViewPoint

AUGUST 17, 2011

While this works organizationally, it requires little to no critical thinking. What works in one situation might not work in another. If Joe is your top salesperson, should he work Company A just because it’s in his territory? Note: I’m not suggesting working only the hottest opportunities!

Work Management 120

Work Management Verticals Training Sales Qualified Leads 120

ViewPoint

JULY 7, 2015

Here’s an example: I am Joe Schmo at ACME Co., I ask people who work for me to do the research and report back. As an example, for one IT security company, consumers of up to five pieces of content were much better prospects than those individuals who consumed six or more pieces of content. and I am a loser. This is insanity.

Lead Ranking 120

Lead Ranking Lead Scoring Ideal Customer Profiles Sales Qualified Leads 120

ViewPoint

OCTOBER 14, 2011

As a member of the early Apple Macintosh team, an Apple evangelist and an Apple Fellow, Guy worked closely with Steve Jobs and is uniquely qualified to share these business lessons learned from him. But few, if any, of these people have been inside the tent and experienced first hand what it was like to work with him.

Pricing 120

Pricing Price Verticals Work Management 120

ViewPoint

SEPTEMBER 20, 2012

They understand about how all the different parts of their organizations work together. He notes that sales professionals who have been working in large accounts for 20 years or in an industry for a long time have seen lots of problems and solutions. To me, it’s just that the economic malaise and volatility are a bit surprising.

Work Management 120

Work Management Paid Search Agency Marketing Management B2B Sales 120

ViewPoint

SEPTEMBER 27, 2012

Click to start video at this point — Asked about what has or hasn’t surprised him in marketing and sales this year, Dave talks about the significant transformations that are occurring in marketing groups ITSMA works with. For example, they need to spot market opportunities like places where a company can expand. New marketing channels.

Organization 120

Organization Work Management Marketing Management Marketing Budget 120

ViewPoint

DECEMBER 20, 2016

Here are a few examples that will help you understand your cost per lead: Example #1 We once worked with the marketing director at a division of one of the world’s largest software companies. Example #2 A client provided 4,200 hospitals with 7,500 contacts and asked us to have a conversation with each contact on the list.

Cost 120

Cost Sales Qualified Leads Cost per Lead Account Based Marketing 120

ViewPoint

JANUARY 2, 2018

A 2017 MARTECH TODAY infographic lists the almost 5,000 companies that are part of the marketing technology landscape, up from just 150 in 2011. Let’s take lead scoring for example: the more senior the executive the less likely they are to give up their “digital body language.” That’s a quote from Bill Gates , and I agree.

Lead Scoring 217

Lead Scoring Lead Ranking Sales Qualified Leads Budget Programs 217

ViewPoint

JUNE 15, 2018

Lowering the cost of driving that revenue means finding new and better ways of getting the sales and marketing work needed done. The Fortune lists only include U.S.-based, Integrated, multi-media campaigns directed toward focused audience groups work best. based, public companies—what about large private companies?

Cost 136

Cost Forecasting Work Management Marketing Automation Services 136

ViewPoint

MAY 5, 2015

For example, a leading analytics firm I worked with tailored their nurturing program to 4 different verticals and multiple scenarios within each vertical. Develop a call list of important people daily. A more tailored approach towards providing exactly what customers and buyers seek. Send thank you notes.

Lead Nurturing 120

Lead Nurturing Lead Scoring Lead Ranking Peer-to-peer 120

ViewPoint

JULY 21, 2011

Executive work styles and late adopters. His was not a self-educating work style, and there was no way he was going to search blogs or websites to download white papers. Many agree that inbound marketing and marketing automation work best when time is not an issue. An example might be a $10,000 piece of hardware.

Sales Management 120

Sales Management Enterprise Management Work Management Marketing Management 120

ViewPoint

JUNE 27, 2011

Could you share an example of market identification activity? We leveraged our provider’s expertise in market analysis, market segmentation and list testing to pinpoint specific vertical segments and identify additional desirable qualifiers inside those verticals.

Lead Generation 120

Lead Generation Lead Ranking Marketing Qualified Leads Sales Qualified Leads 120

ViewPoint

MAY 2, 2012

For example, if I’m using email marketing, the ability that we now have to target our messages and to create effectively customized email messages according to the characteristics of the audience members we’re trying to reach—that adds significant power to your email marketing and dramatically drives up your response rates.

Social Media 120

Social Media BtoB Media Inbound Marketing 120

ViewPoint

APRIL 13, 2012

In essence, marketing is saying, “Work with us, we’re going to withhold the ones that aren’t ready,” and then—over time—marketing will provide sales with more leads worthy of rep time. Sales: Partner with marketing and you will be more relevant and compelling. Jeff Ernst's research at Forrester.

Work Management 120

Work Management Marketing Management Planning Paid Search Agency 120