The Point

FEBRUARY 18, 2020

Consultants, agencies and other service providers can help fill this void, but don’t necessarily replicate the institutional knowledge that an experienced MA user can build into a system. Reduced sales cycle? Lead to sale conversion rates? Why Is #MarketingAutomation Maturity Still Woeful? Click To Tweet.

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

NOVEMBER 27, 2018

HS) How does Oktopost help companies capture engagement and ROI from organic social? (DK) By incorporating social engagement data into their overall lead nurture strategy, a B2B marketer will have a more precise picture of a specific buyer, and be able to deliver more relevant content to advance that buyer along the sales cycle. (HS)

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

MAY 16, 2015

More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects. There’s no sign that email won’t continue to be the workhorse that it is in helping to filter, qualify, cultivate and progress leads through the sales cycle. Lead Nurturing Isn’t Just Email Anymore.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 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. Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. 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 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 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

MARCH 3, 2015

The staff, the expertise, the content, the sales cycles required to sell software effectively are very different. Here’s why: One reason is that agencies aren’t structured to sell software. Most agencies are professional service organizations, staffed and optimized to sell and deliver services. It’s a win-win-win.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

DECEMBER 16, 2013

By way of context, I happen to work for a B2B marketing agency that helps clients generate, nurture, and convert sales leads. But effective to the point that they generate 71% of all sales leads? Want to guess how many of those leads arrive via our clients’ Websites? Virtually none. I doubt it. What do you think?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

OCTOBER 30, 2013

Progressive profiling is an ideal method for capturing both additional demographic data (company size, industry) to drive campaign segmentation, and behavioral data that can help identify hot leads. Landing pages help drive further engagement.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 100

The Point

JANUARY 24, 2013

Note: it’s critically important that representatives from your sales organization have a seat at the table for this initial discovery process – not just management, but the people “in the trenches” who qualify, respond to, and follow up with sales leads. Here are the top 5 questions to ask about your current lead management process: 1.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

MARCH 12, 2012

Here are some highlights from the original report: “The chances of reaching a new sales lead drop over 10x if you wait longer than the first hour of shown interest, and the odds of qualifying that lead decrease 6x after the first 60 minutes”. It’s a win-win for both sales AND marketing. Multiple dials or emails isn’t enough.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

JANUARY 13, 2015

Improving email campaign measurement won’t generate more leads or better leads, in and of itself, but it will help accomplish both those goals by providing the data necessary to identify what’s truly working. Unless you’re measuring true email performance – no change you make to copy, design, mobile-friendliness, offer, deliverability, etc.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 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. which leads merit sales investment and which don’t.)

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

JUNE 18, 2013

This makes it critical that sales teams are seen as partners that add value to the conversation. One way they can do so is by providing content that resonates with individual prospects and advances the sales cycle. KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

SEPTEMBER 29, 2011

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. Two reasons: one, they’re in a nascent space (revenue performance management) that requires a long-term, educational sales cycle, so short-term leads are few and far between. The lesson in all this?

Sales Qualified Leads 100

Sales Qualified Leads Lead Scoring Lead Ranking Leads 100

The Point

JUNE 26, 2013

may make a real difference in moving that individual further along the sales cycle. Social links are typically thought of as a way to extend the reach of your campaign, but in the context of Webinars, they can also serve a helpful reminder to the person who registers and also shares his/her plans to attend. Add Social links.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

JANUARY 31, 2011

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. Navicure turned to their demand generation agency, Spear Marketing Group , for help.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 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. Fortunately, and to the client’s credit, they had firm metrics for each stage through which a raw inquiry ultimately converted to a sale.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

NOVEMBER 15, 2010

A tip: pose questions in a manner that implies the answer is a benefit to the reader, for example: “Help us send you more relevant information by identifying your primary areas of interest from the list below.”. It’s tempting to want your lead nurturing program to magically guide the prospect seamlessly through the sales cycle.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. Thanks Barbara!

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 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

JANUARY 12, 2023

Solution- and product-focused messaging has its place, particularly at the tail end of the sales cycle, but initial engagement will be built on companies connecting with audiences at a human, emotional level.”. What does the company stand for? Why do they do what they do? Who are the people behind the business?

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

SEPTEMBER 20, 2016

The following is an excerpt from an interview I conducted recently with the folks at TechnologyAdvice , a leading online provider of information resources to help IT professionals make informed buying decisions. What does it look like to get outside help with lead nurturing (this is one of the services Spear provides)? (HS)

Paid Search Agency 0

Paid Search Agency Demand Generation Agencies Advertising Agencies B2B Marketing 0

The Point

APRIL 16, 2014

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. Not every piece of content has to be a new, 12-page white paper, however.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100