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Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts

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Marketing must align its B2B lead generation activities and resources with deeper-in-the-funnel outcomes. Tie B2B lead generation activity to overall revenue and profits. It’s fairly common when all is said and done to find that leads, opportunities and sales that cost more do so for a reason: they generate greater marketing ROI. Lead Generation Cost Per LeadFrankly, no.

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Is Your Lead Generation Strategy Broken?

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A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. If your lead generation strategy is broken, it’s not unreasonable to guess that your revenue goals might be difficult to attain. Lead Generation Marketing StrategyDo you have a service level agreement?

Dear CEO: The Era of Accountability Starts in 2017

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And, somehow, the cycle appears to be the following: CEO’s demand revenue; CMO’s crank up the lead generation machine; sales reps getting poor quality leads dumped on them; more leads are demanded at a lower cost per lead; the leads end up in a black hole sometimes called CRM. Lead Generation Sales Leads(Photo Courtesy of Kenny Madden). At some point it has to stop, doesn’t it?

The #1 Reason CEOs Should Care About Lead Generation

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What this means for you is that enterprise sales leads are more important than ever before, and your lead generation strategies must align with your target audience’s needs. CEO’s should care about lead generation simply because it will help them create a sustainable company. Marketing for All It’s Worth When an effective lead generation strategy is in place, everyone benefits.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]

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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? Here's the thing: Account-Based Marketing is not really about lead generation at all. It’s also more than just lead generation. Click here for part 1 , part 2 , part 3 , and part 4 ).

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]

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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? Is Account-Based Marketing the Holy Grail for lead generation or a black box solution?” If you are a devout follower of ABM, your concern isn’t with lead generation at all.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]

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Is ABM the Holy Grail to 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? I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. Click here for part 1 & part 2.). Total Number of all U.S. 5,686.

Expert Panel’s Feedback on Our Lead to Revenue Calculator

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Now, from David Hubbard of Marketing Outfield: Marketing should generate more than 50% of the company's qualified leads. During the last week of December I asked a panel of experts for feedback on our Leads to Revenue Calculator. I was surprised at the level of detailed feedback I received. Not all of it was positive, but it was all valuable. Download it here. Do they drop the ball?

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B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Bubble in the Funnel

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We generate, qualify and nurture leads using Account-Based Marketing processes. Only 42% of marketing generated leads were accepted and worked in those same years. Per Healthline Media, an air embolism, also called a gas embolism­, occurs when one or more air bubbles enter a vein or artery and block it. To date in 2016, these same territory reps have exceeded their numbers.

Proof that Account-based Marketing Works

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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. Their time and money was applied to generating leads that paid off, and included extensive nurturing across multiple buying cycles. Here’s a specific example for you. One healthcare IT solutions company with a complex solution and a finite market learned first-hand just how account-based marketing works. They recently completed a campaign that cost $49,000. More Leads.

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

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Lead scoring can definitely play an integral role in increasing the value of marketing programs and demand generation, but it needs to be implemented in a more thoughtful way that reflects the progression of intent to move toward actually buying from you. Others are making adjustments such as investing in next generation predictive lead scoring systems that address group buying (vs.

How to Leave Voicemails that Generate Results

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Done right, you can expect that 20 – 40% of the leads you generate to be the result of a call back or email reply. Have you ever scheduled a meal for you, your significant other and close friends? Did it take more than one or two phone calls, emails and texts to settle on a date, time and venue? Of course! Multi-touch, multi-media and multi-cycle processes multiply results. A wise person once asked: How many return calls do you get when you don’t leave a voicemail? Watch the video and note the advice below regarding how to leave a voicemail: A quality voicemail will never hurt you.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)

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Sales measures itself on revenue generated (and sometimes margin). Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. One of my favorite authors and speakers, Mike Weinberg, says the following about the CEO’s role in companies: “As goes the leader, so goes the organization. In his book New Sales. Simplified.

How to Set Your Outsourced Lead Generation Program Up for Success (pt 3)

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In the first 2 parts of this series we discussed the role of executives and best practices for planning and preparation when outsourcing your lead generation program. Lead GenerationNow as we wrap up, we’ll address appropriate expectations for a program and two essential components for ongoing success: a shared lead definition and accountability between marketing and sales.

How to Set Your Outsourced Lead Generation Program Up for Success (pt 2)

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What makes some lead generation programs fail and others flourish? As an outsourced lead generation company we see a wide array of scenarios, which allows us to offer insight into what clients can do to maximize results. The planning involved in setting up a lead generation program incorporates the same principle. Lead GenerationThe result? The $5 plant gets a $1 hole.

Should You Gate Your Content? Answer These Questions To Find Out.

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Lead generation today relies heavily on creating quality content aimed at addressing prospects’ pain points and questions as they go through their buyer’s journey. Lead Generation Content Marketing SEO Optimization Fantastic! Now that you, Ms. Marketer, have created all this wonderful content, an important question looms … should you gate it?

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

The Quest for Good Leads: Are You Asking the Right Questions?

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It also determines that the price of an inbound generated lead is 3x less than the price of an outbound generated lead, $84 versus $220. In simple terms, how far along is each of those generated leads in the pipeline and what is the value of that lead against the amount you have invested in it so far? Ask: Are the leads I generate driving revenue? Just google them.)

Questions to Ask Before Investing in Lead Generation

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About this time of the year we start to receive calls from prospects wishing to start new lead generation projects ASAP. I guarantee any company promising a “rush delivery” will not be the kind of company you want generating your leads. How many were generated? Lead Generation Lead Management Cost Per LeadIt happens every year. I need leads NOW!” Be wise and take heed.

4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!

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For one thing, inbound marketing alone can never generate enough leads to work and fill a pipeline. Earlier this year I sat in on the 2015 Virtual Sales Kickoff hosted by my friend S. Anthony Iannarino (along with Jeb Blount). I was particularly impressed with the first speaker Mike Weinberg—sales coach, consultant, and author of the book New Sales. Simplified.: Part 2: Tip #2 Commit to It.

How to Refine Your Sales Methodology

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Lead Generation Lead QualificationBob Apollo from Inflexion-Point Strategy Partners recently sent me three whitepapers to review and comment on. I thought all three were excellent, but due to my background in, and passion about, lead qualification, that was the one topic that really stood out. Bob’s view: Traditional lead qualification, such as the over simplified BANT criteria (Budget, Authority, Need and Timeframe) are inadequate to reflect the dynamics of today’s complex buying process. ADOPTED stands for: Authority. Decision Criteria. Options. Priority. Timing. Economics. Thank you!

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How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

Are You Building a Company or Just Laying “Marketing Brick”?

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Are you building a business with your lead generation efforts that drive sales or are you spending the company’s money on tactics that have tepid responses? There’s a quote by Charles M. Schwab that goes like this: Three men were laying brick. The first was asked: "What are you doing?" He answered: "Laying some brick." The second man was asked: "What are you working for?" I had no answers.

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The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

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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.”. CMOs are also tasked with growth and demand generation, while finding ways to deliver a cohesive story in a multi-channel environment. Both are working toward different, conflicting metrics. A summary: 1. Define a lead.

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4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)

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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. Successful CMOs work towards short-term and long-term success simultaneously by investing in and perfecting their lead generation machine.

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Time to Stop Making Sales & Marketing Excuses in 2015

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Lead Generation Sales & Marketing Management “If only I had a qualified lead!”. “I I get too many leads!”. “I I don’t get enough leads!”. Salespeople never close out the leads!”. “No No one likes the CRM system, so no one uses it!”. Excuses from both employees and managers can fill a book, and most are bogus.

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B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

The sales rep said, “I never got a lead yet that turned into a sale.”

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As I closed my part of the program by projecting an ROI (number of raw inquiries, qualified leads, and projected sales) from our new lead generation program, I innocently asked if there were any questions. Lead GenerationI was the marketing manager of a medical device company and we were near the end of the day’s sales meeting. The room grew quiet; the other hands dropped.

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Your Marketing Team Isn't As Good As They Think - Just Ask Sales

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Lead Generation Marketing Strategy Lead Qualification “If we''re going to win the pennant, we''ve got to start thinking we''re not as good as we think we are.” Casey Stengel*. Yes, it was one of Casey Stengel’s best thoughts. How often do we think we are good enough, or better than our competitors, and yet our market share isn’t growing, or the competitors are gaining on us?

Status quo, you know, is Latin for 'the mess we're in.'

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Lead Generation Lead QualificationThis title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Here’s the problem. Salespeople consistently say that they do not get enough qualified leads. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about.

5 Steps to Account-based Marketing Success

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You need full visibility into how many touches it takes to generate a lead, your lead rate, and your cost per lead at every stage in the funnel. ABM drives bigger, better deals. Most marketing and sales folks I talk to agree … in theory. Many are still trying to figure out how to put ABM principles in place. 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. To avoid a scattershot approach to marketing (the antithesis of ABM) figure out the ideal prospect/client profile.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

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Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy) and in doing so, have made success elusive. Rather, nurturing is a key stage in the overall progression of a holistic Demand Generation Program. This year I've been talking a lot about Nurturing. The impact? The welcome email.

How to Set Your Outsourced Lead Generation Program Up for Success (pt 1)

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As an outsourced lead generation company, one of the ways we can best serve our clients is to offer insight on what they can do to maximize the results from their program. Over ten years ago I put together a comprehensive list of the top reasons outsourced lead generation programs fail. Lead GenerationIt’s a great question. Those kinds of relationships really suck.).

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

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Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. I recently read a quote by Jon Miller (Marketo founder and now the founder of the new company to watch called Engagio): "Demand generation [via marketing automation] is a highly efficient model for certain kinds (emphasis added) of businesses." Why did we ask? Part 1.

Dead is Dead! (At Least in Sales and Marketing)

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Lead GenerationHave you noticed how many things are dead these days? Cold calling is dead. Outbound marketing is dead. Many say that even marketing as a whole is dead. I grew up during a time when it seemed like a lot of things were dead: Paul was dead. Thankfully, Sir Paul is still very much alive. Soon after, poetry was dead. Followed by chivalry. Yikes, is Batman dead? I don’t think so.