The Point

OCTOBER 29, 2021

I can help.”) that keeps that visitor on the relevant page and accelerates the sign-up process. But chat is also about providing options, and reducing friction, and making it as easy as possible for someone to talk to sales when ready. can increase conversions AND speed time to sale. Just a quick question and I’ll get you registered.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

JUNE 23, 2020

The report’s key messages are these: * Most complex B2B buying decisions are made by a group, not an individual * Marketing and sales must adapt processes to attract, engage, and convert these buying groups * Lead-centric processes are ill-equipped to properly market to a group-buying dynamic.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

MARCH 18, 2020

But don’t communicate even a HINT of “things are bad, our service/product/solution can help.” Like inbound, well-crafted nurture programs keep your brand top of mind and help ensure that the companies looking to take that next step in the buying process think of you first. If nothing else, lead nurturing.

Demand 243

Demand Demand Generation Agencies Top of Funnel Account Based Marketing 243

The Point

APRIL 26, 2018

This leads to a much longer decision-making process and more opportunity for B2B marketers to influence their buyers over time. Two, since the buying process involves many more people, you can’t just retarget the one person who was on a webpage. Intent data can help marketers identify a lot of that anonymous research activity.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

APRIL 29, 2021

The most common business case for using a separate email domain is that doing so can help protect a company’s main Web domain (companyname.com) from spam complaints, and thus minimize the chance of that same domain being blacklisted. The set-up process for a new domain can be complicated and time-consuming.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

JULY 1, 2019

programs and hand off leads to sales at the first opportunity, but there are more incremental steps that companies can take to ensure – if buyers are indeed ready to engage earlier in the process – that they have the opportunity to do so. Now, I’m not about to advocate that we all dismantle our lead nurturing. For example: * Lead Scoring.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

DECEMBER 11, 2018

ABM is not solely a marketing initiative, and moreover, without the buy-in, advice, and active involvement of sales and sales management, starting early in the planning process, the performance of any ABM initiative is greatly compromised. ABM technologies lend efficiency, accountability, and scalability to the process.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

AUGUST 29, 2017

Answers to these questions will help define message, tone, offers/content/calls to action, and the type, sequence, and cadence of communication channels or touchpoints that make up a play. Below is a list of potential touchpoints that our team developed recently in the process of designing a cold outreach sales play for an ABM client.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

OCTOBER 25, 2018

My guess is that most marketers know that email clicks don’t tell the whole story (or anything close to it) but – as other studies have shown repeatedly – they lack the systems, processes, resources or sales discipline (for example, when it comes to consistently attributing leads to opportunities) to make such measurements accurate or even possible.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

AUGUST 25, 2020

A basic assessment will enable you to identify gaps in resources, personnel, data, and technology that in turn can help prioritize investment, research and planning. Lead Management Definitions/Processes. Filling those gaps will make you better prepared to reap maximum benefit from a fully-deployed ABM strategy.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

MARCH 22, 2019

The result, inevitably, is a lead scoring model that fails to take into account the complexity of the company’s selling process. Companies generate a mix of qualified and unqualified leads, the argument goes, and lead scoring is one tool for helping to sort the good from the bad. I would argue: no.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

DECEMBER 12, 2017

Despite this, more than a third of those surveyed cited a lack of adequate analytics tools and processes for measuring success, while more than two-thirds don’t use analytics data to help make key business decisions.

CMO 218

CMO Customer Surveys Analytics Planning 218

The Point

JUNE 5, 2018

However, when you consider that, in our model, a 5 represents the most advanced state of practice from a business theory perspective, and a 1 represents basic control and management of a process, you recognize how difficult the transition from 1 to 5 really is. Sellers have always calibrated their efforts to the customer.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JULY 17, 2017

This year’s report (download a copy here – registration required) is striking in the degree and pace of change reported, since only last year, in how B2B buyers describe their research and purchase processes. The 7 th Annual B2B Buyer’s Survey polled 283 B2B C-level executives, VPs and Directors and is published by Demand Gen Report.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241

The Point

JANUARY 7, 2020

Q4 is over, and with it, the inevitable rush to execute and scale marketing programs designed to somehow, magically, help a company makes its Q4 and year-end numbers. Here’s a free online calculator that makes the process easy, even if you don’t know your current conversion metrics.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

JUNE 30, 2017

A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? There’s only one problem: there really is no such thing as an “ABM Campaign.”.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

NOVEMBER 22, 2016

It’s when a prospect first expresses interest that nurturing can help highlight hot leads, filter out the junk, and increase the rate at leads engage with sales. In a nutshell, the process is: lead comes in, SDR contacts leads, if no response, he/she moves that lead to the nurture program.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

MAY 9, 2017

Steve Patti is a former B2B CMO, agency CEO, and CxO advisor with 30 years of international experience helping brands grow revenues. Remember, brands create preference and help people makes choices. McKesson versus United Healthcare). What could be more fundamental to sales results?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 206

The Point

JUNE 18, 2013

KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time. In your view, does that flood of new content help or hinder the average salesperson? In your view, does that flood of new content help or hinder the average salesperson? (DC) Then, apply “Survivor” rules.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

NOVEMBER 27, 2018

HS) How does Oktopost help companies capture engagement and ROI from organic social? (DK) HS) How do you recommend that B2B companies process, respond to and nurture social leads? (DK) So yes, paid social media can be an effective demand gen channel. However, given the right strategy, organic social can actually yield better results.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JUNE 8, 2016

However, a more balanced, integrated nurture program – one that incorporates other communication channels – can help accelerate the lead lifecycle and improve demand generation ROI by maximizing the chances that your nurture message reaches its intended recipient. But direct mail doesn’t have to be a “batch” process.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing 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. Once initiated, the steps are as follows: 1. Marketo sends first follow-up email. Wait 2 weeks.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

MARCH 13, 2013

There’s no concrete rule for frequency, however, so adapt and test the intervals based on your specific audience, lead source, and sales process. Integrate both early- and late-stage offers. This article originally appeared as a guest post on Optify’s Lead Generation Software Blog.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

SEPTEMBER 6, 2011

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. In order to improve the pace and rate at which raw inquiries converted to opportunities and deals, iDirect made the decision to improve both the systems used to manage leads and the processes behind them.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

NOVEMBER 5, 2009

But marketing automation can also have an impact on a more strategic level, addressing the frequent disconnect between marketing and sales, and also by helping to make marketing departments more accountable. By nature this is a very short sighted goal and this misalignment inherently impacts processes and business results. (HS)

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. Where in the current sales and marketing process will the software make a difference? How do you know where marketing automation will help?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

DECEMBER 17, 2010

Fewer companies, however, can claim to have adapted their sales process as readily. Kathleen Schaub has made a career of helping companies drive revenue, most prominently in executive roles at companies such as Sybase, Cadence, and Vanstar (formerly ComputerLand.) They engage with sales people later in the buying process.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

MAY 18, 2011

Michael is founder and CEO of the Silver Bullet Group , a firm that helps companies improve sales performance by increasing the effectiveness of messaging and deliverables such as marketing content, sales tools, collateral, and sales/channel training. (MC) That’s where firms like ours can help. (HS) MC) I’d say the big ones are: 1.

Demand Generation Agencies 100

Demand Generation Agencies Conversion Paid Search Agency Deliverability 100

The Point

MAY 16, 2015

In an era when 67 percent of the buyer’s journey occurs digitally (as we heard in Nashville) it’s incumbent on marketers to engage with prospects as early and as often in that process as possible. Lead Nurturing Isn’t Just Email Anymore.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

JULY 15, 2010

Marketing people naturally tend to think in terms of campaigns and “mass&# activities, and that’s exactly what SFDC (or any good CRM system) can help automate in a hurry. Unfortunately, the data in most CRM systems isn’t tight enough to help marketing. But they are different systems, focused on different processes.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

AUGUST 18, 2014

A 2010 study concluded that fewer than 70 percent of exhibitors have any formalized plan or process in place for how leads are followed up after the show. a white paper download, a demo request) can help uncover hot leads that might otherwise be missed, or at the very least can help sales prioritize which leads merit being called first.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

OCTOBER 30, 2013

Put another way, it’s OK if you “lose” some people in the process, because those who choose not to complete the registration form (see #2, below) probably weren’t too interested in the first place. Landing pages help drive further engagement. You’re not really asking for much.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

MAY 30, 2014

Here’s where I think today’s B2B marketing agency can best compete: • Helping clients get the most out of marketing technology. Helping clients achieve closed-loop demand generation. It’s not enough for agencies to simply know how to use systems like marketing automation. Providing fresh ideas, new insights, and proven best practices.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

FEBRUARY 4, 2011

Shortened sales cycles due to more systematic nurturing of leads through the selling process. Marketing automation helps accelerate the pace at which both cold and warm leads move along the sales cycle by providing information of value independent of sales follow-up.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

FEBRUARY 11, 2014

The key is to do this in a new way – don’t just tell marketing where they’re falling short via diagnostic tools; instead, help marketing fix the problem. How does Captora help marketers get more from that investment, and also help them gauge which content really works? [PA]

Paid Content 100

Paid Content Demand Generation Agencies Cost per Lead Lead Scoring 100

The Point

JANUARY 13, 2012

a direct link) has numerous benefits, notably that it helps enforce valid email information and makes the offer content more easily accessible at a later date. These days, it’s not enough to generate leads and then just throw them into some generic, one-size-fits all, lead follow-up process. Fulfill your offer via email.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

OCTOBER 26, 2010

* lengthening sales cycles during a down economy and the desire to support sales reps who are reluctant to dedicate their valuable time to nurturing buyers throughout that process. Marketing automation helps eliminate marketing waste. converting more existing leads over time to new, qualified opportunities.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100