ViewPoint

OCTOBER 5, 2018

Yet, these are the “prospects” who score a lot of points in a marketing automation solution. So, if someone consumes six or more pieces of content (whitepaper download, webinar sign-up, blog subscribe, etc.), it’s likely they have no authority to make decisions. Pain, Priority, Process, Environment.

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Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

ViewPoint

OCTOBER 1, 2015

That’s what I set out to find when I presented this question to fellow industry experts: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months.

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ViewPoint

OCTOBER 6, 2015

First, here’s the question we’ve been asking our experts: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. It’s also more than just lead generation.

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ViewPoint

SEPTEMBER 29, 2015

This is the question I posed: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. I think we both agree this is a mistake.).

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Account Based Marketing Lead Generation Marketing Management ABM 120

ViewPoint

SEPTEMBER 11, 2012

This is the third in a series of four blogs about lead generation, marketing and sales metrics, and proverbs. That is assuming there is a filter between raw lead generation and sending those leads to sales (if not, it is more likely that too few touches would have been invested and the opportunity would have been wasted).

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ViewPoint

SEPTEMBER 15, 2011

Rachel is a global marketing and business development executive with experience growing venture-backed, PE-backed and public companies in the Internet and technology sector. Online lead generation has become a bit like the California Gold Rush. So, lead generation and lead nurturing really become inseparable.

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Online Lead Generation Lead Generation Lead Ranking Generation 120

ViewPoint

MARCH 14, 2011

The B2B lead generation and sales lead management strategies we discussed included… Shifting from a full BANT approach to focus on two areas: authority and discovering need. The five marketing activities you have to get right before you can expect marketing automation success. listen to the podcast ).

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Lead Generation Generation Leads Lead 120

ViewPoint

APRIL 16, 2018

With the advent of new marketing automation capabilities, AI apps and other technology, marketing is inserting itself deeper in the pipeline at almost every level. He maintains that technology alone doesn’t address the need for marketing to generate more leads for sales. But is this still true?

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Top of Funnel PointClear Work Management Sales Qualified Leads 180

ViewPoint

DECEMBER 14, 2010

Conventional wisdom—that something called a “lead” can and should be had at consistently lower price points where it will still deliver value—is at the root of a host of sales and marketing problems and deserves a closer look.

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Cost per Lead Sales Qualified Leads Lead Ranking Marketing Qualified Leads 120

ViewPoint

FEBRUARY 8, 2017

Qualified leads can be generated any number of ways: phone calls email, webinars, direct mail and even marketing automation if done well. Lured by the promise of easy money — "sales-ready" leads pouring in — many well intentioned b2b marketers have jumped on the "inbound marketing" bandwagon with both feet.

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B to B Cost per Lead Marketing Automation Services Inbound Marketing 120

ViewPoint

DECEMBER 12, 2017

Here, in my opinion, is what is wrong with this approach to lead generation: Lower-level workers are 2.5 Lower level workers give up their digital body language (score points in marketing automation) while more senior executives do not. Candidly, I doubt that is actually how the lead recipients feel.

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Sales Qualified Leads Lead Scoring Lead Ranking Buy 189

ViewPoint

MARCH 10, 2015

In this 5th and final installment of our series, I’ll explain why this is the case … AND why they are also substantially less likely to give up their digital body language via marketing automation. Lead Generation Lead Nurturing'

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ViewPoint

JANUARY 10, 2018

While the move to digital makes it faster to generate leads, it doesn’t make the leads better. Back during the bingo card days marketers were thrilled to get a list of “leads” and distribute them to sales. There would also be students, competitors, professional sample shoppers … even prisoners. Sound familiar?

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Sales Qualified Leads Cost per Lead Lead Scoring Lead Ranking 207

ViewPoint

FEBRUARY 26, 2016

Everywhere you look, inbound marketing is identified as the ultimate lead generation tool. While its popularity isn’t without merit, this marketing strategy is not the end-all for lead generation. The Key: An “Allbound” Marketing Approach. Marketing, not sales , should be targeting the right market(s).

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ViewPoint

MARCH 3, 2016

This is Part Two of a two-part blog (read part 1 here) about how to improve accuracy in lead/revenue projections in organizations with a complex sales process: To recap part one, simple lead generation calculators miss these four things: They don’t take critical metrics (like last year’s revenue) into account. The Lead/Revenue Assumptions.

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Lead Ranking Sales Qualified Leads ROI Lead Scoring 180

ViewPoint

JULY 7, 2015

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. One of the funniest but also most illustrative responses came from The Bridge Groups’ Trish Bertuzzi who nailed it when she said: Companies are still thinking marketing automation (MA) is the silver bullet. If not, why not?

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ViewPoint

NOVEMBER 2, 2016

The trouble is, not every company truly understands what it takes to generate that additional revenue. Here are some best practices involved with increasing sales: Lead generation, lead qualification, lead nurturing: For every dollar you have closed, you have left two dollars on the table.

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ViewPoint

DECEMBER 20, 2011

This year, we’re honored to have published posts from twenty-seven guest marketing and sales bloggers here on ViewPoint, and I wanted to say to all of you how much I appreciate your contributions. Lead generation. Marketing automation. B2B marketing and sales strategies and tactics. Customer acquisition.

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Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

AUGUST 12, 2014

Should CMOs feel confident that these leads from marketing automation are ready for sales to close?

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Sales Qualified Leads High Quality Lead Lead Scoring Lead Ranking 120

ViewPoint

NOVEMBER 29, 2016

I just love the simplicity of it; not to mention that it absolutely captures what is wrong with marketing in many if not most companies today. While marketing technology and marketing automation software are not totally to blame, they have made it easier to get more poor quality leads to sales faster than ever before.

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Lead Ranking Marketing Qualified Leads Sales Qualified Leads Cost per Lead 120

ViewPoint

MAY 29, 2012

The new demand waterfall recognizes several new sources of opportunity: inbound AND outbound, rep generated, multi-touch nurture programs. True demand generation health is all about balance (it is not all inbound and not all outbound). Surveys generate a tremendous amount of content that can be repurposed inexpensively.

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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. Be sure to check out the complete video!

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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. Be sure to check out the complete video!

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

ViewPoint

AUGUST 19, 2014

Should CMOs feel confident that these leads from marketing automation are ready for sales to close?

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Sales Qualified Leads High Quality Lead Lead Scoring Lead Ranking 120

ViewPoint

AUGUST 21, 2012

No business rule which mandates measuring the ROI for lead generation. No marketing automation system. The cascading zipper effect can only be stopped by fixing the structural failure, in this case the ‘non-follow-up’ by Sales and the non-measurement of marketing successes. No lead management system. Keeping It Zipped.

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Work Management Marketing Automation Services Marketing Management Wikipedia 120

ViewPoint

AUGUST 26, 2014

Should CMOs feel confident that these leads from marketing automation are ready for sales to close.

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Sales Qualified Leads High Quality Lead Lead Scoring Lead Ranking 120

ViewPoint

JUNE 18, 2013

Mike says BANT is dead in lead generation and he couldn’t be further from the truth. Marketing automation companies also say they do this filtering; HubSpot , for instance. A failure of lead generation and marketing. Yes, Marketing will fail no matter how much demand they deliver if salespeople don’t follow up.

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Sales Leads Sales Qualified Leads Lead Scoring Lead Ranking 120

ViewPoint

NOVEMBER 19, 2013

Market share gains of the clients under their watch, check. Knowledge of marketing automation and CRM system solid. What CRM system do you have, and when will the marketing automation system be on line? What is the follow-up rate on the leads we will generate?”. Programs, reasonably recent. I’m smiling).

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ViewPoint

MAY 5, 2011

In a recent article on Revenue Performance Management in Marketing Automation Software Guide, Lauren Carlson does a nice job of providing a context for the RPM discussion by differentiating it from marketing automation, reviewing the factors motivating its advancement, and raising good questions.

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ViewPoint

MARCH 29, 2011

Marketing automation tools are becoming increasingly important to today's lead generation efforts, but firms cannot abandon the human element of working with prospects. There are so many companies now, and rightfully so, looking at marketing automation solutions and other tools.

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Marketing Automation Services Service Lead Nurturing Paid Search Agency 120

ViewPoint

NOVEMBER 7, 2018

The measurement tools have existed for some time and are getting easier to use year by year since the introduction of CRM and marketing automation. The barriers have been lifted; the will to be held accountable must reside in the professional marketer.

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Lead Gen ROI Spending Barriers 221

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?

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ViewPoint

MAY 17, 2018

A senior marketing executive once got so frustrated with his sales counterpart that he offered the following choices for spending $100,000 on a lead generation campaign: Option. To be fair, marketing’s mandate was to generate more leads every year with shrinking budgets. Vertical Qualified. Email Addresses.

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Sales Qualified Leads Buy Lead Scoring Lead Ranking 120

ViewPoint

FEBRUARY 24, 2016

Unfortunately, as a result of this thinking, marketing spends a ton of money generating leads for sales that are never followed-up. Here are 5 things CEOs need to consider in order to fix what is broken: What is the CEO’s role as it relates to marketing and sales? What should I know about Account-Based Marketing?

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

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?

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Lead Ranking Lead Scoring Top of Funnel Leads 120

ViewPoint

AUGUST 28, 2012

Unfortunately, most companies tend to dispose of anything other than leads generated from marketing campaigns meaning that the cost to qualify companies is repeated each time a new campaign is run. Many companies using marketing automation are slightly better off because they keep messages in front of their prospect universe.

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Lead Management Sales Qualified Leads B2B Sales Sales Leads 120

ViewPoint

OCTOBER 10, 2011

Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. A nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue. But all is not lost.

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