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. Sales Structure. What SLAs existing between sales and marketing when leads or accounts reach certain stages? Lead Management Definitions/Processes. Content Library.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

APRIL 26, 2018

As I said earlier, buyers now have a lot of information to explore before they need to identify themselves to sales. Modern B2B buyers want to be helped by a salesperson only after they’ve come to a few of their own conclusions. 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

MARCH 23, 2023

CRO can be implemented at any point in the customer journey, from awareness to purchase, and can be used to improve the effectiveness of landing pages, emails, campaigns, even sales calls. Webinar) By challenging assumptions and testing new ideas, CRO helps keep demand generation efforts fresh and current.

Demand 130

Demand Landing Pages Conversion Rate Paid Social Agency 130

The Point

SEPTEMBER 21, 2017

I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. As a sales professional or as a marketer, if you engage with a qualified prospect and that prospect doesn’t convert immediately to an opportunity, there’s every reason to stay in touch with that individual over time. Click To Tweet.

Lead Nurturing 224

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 224

The Point

AUGUST 29, 2017

When designing sales plays as part of your Account-Based Marketing (ABM) strategy, it pays to start with a few key questions: 1. 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. Click To Tweet.

Touchpoints 228

Touchpoints Account Based Marketing ABM Ideal Customer Profiles 228

The Point

OCTOBER 25, 2018

The brighter news is that the other two-thirds reported that nurture programs resulted in at least a 10% increase in sales opportunities, so there’s hope yet.). A lead “returned for nurturing” implies that the lead went to sales first for qualification, was deemed unqualified, and then dumped into the nurture stream.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

The Point

JULY 1, 2019

For the last decade or more, it’s been an accepted principle – almost a key tenet – of B2B demand generation that business buyers don’t want to talk to a sales rep until the last possible moment. Now that lead has to be nurtured, educated, scored, enriched, appended and qualified before we would dare hand it off to sales.

B2B Sales 124

B2B Sales Demand Generation Agencies Top of Funnel Lead Scoring 124

The Point

DECEMBER 11, 2018

In later stages, the measuring stick is more likely to be Sales Qualified Accounts, Meetings, or Pipeline. ABM can be a highly effective way to navigate a long, complex sales cycle, but the marketer who thinks that an ABM program is going to convert cold names to pipeline opportunities in a few short weeks is destined for disappointment.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

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. Is this something you’d recommend? ”. Photo by Solen Feyissa on Unsplash. appeared first on The Point.

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

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? It is a strategic initiative that involves (or should involve) both sales and marketing at all levels of the organization.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

MARCH 22, 2019

I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system that clearly doesn’t work (or is completely ignored by the sales team) and have no apparent motivation to fix it. Faster lead velocity means shorter sales cycles. How did we get here?

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

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

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. Pipeline acceleration?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

NOVEMBER 29, 2017

And yes, these new technologies can help fuel success, to be sure, but they can also be a crutch that prevents companies from addressing the very basic, block-and-tackling tasks that form the foundation for demand generation success. Create a content map – one that maps existing content by audience sector and sales stage (early, mid, late).

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

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. Two, invest in programs like lead nurturing, Webinars, and conversational marketing (chat), designed to get existing prospects to take the next step and engage with sales.

Account Based Marketing 130

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

The Point

APRIL 19, 2017

Here are 8 simple questions to help you decide whether that content is good enough. Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve? What’s the problem or challenge that your content purports to help address? To download a free copy, click here.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MAY 28, 2019

The most common use case quoted for chatbots in a B2B context is increasing the rate at which Web visitors convert to actionable sales leads. engagement rates and sales conversations can increase by an astounding 10X-20X. And it’s not just about getting more Web visitors to book a meeting with sales.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

JUNE 25, 2019

Fortunately, there are now some excellent third-party reporting, analytics and attribution tools that can help marketers get closer to attribution nirvana. At the very least, getting a better sense of what’s possible with your existing tools can help you select the right third-party solution when you need it.

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

The Point

JUNE 7, 2017

And the qualities that make it an effective sales email are lessons for anyone embarking on a sales outreach campaign, or any rep who writes emails, for that matter. My company provides data science consulting to sales/marketing/demand gen organizations. 5 key principles to an effective sales email via @spearmktg.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

JUNE 5, 2018

HJS: You report that only 41% of companies reported marketing and sales working from a common strategy and plan. Why do you think sales and marketing alignment is a persistent issue? The answer to sales and marketing alignment has been identified: it’s the customer, stupid! LDW: Stunning, right?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

NOVEMBER 10, 2016

JW Player contacted Spear Marketing Group , a leading B2B demand generation agency , for help. Spear’s engagement began with an audit and assessment of the pilot campaign, to gauge what learnings could be gleaned from the experiment, and also to help provide baseline data on which to project Cost Per Click (CPC) and potential ROI.

SEM 222

SEM Cost Per Click Enterprise Management Paid Search Agency 222

The Point

SEPTEMBER 24, 2019

provide the option to opt out of the sale of a consumer’s personal information. A big thank you to Anne Angele, Spear’s resident compliance guru, for her help with this article. delete the personal information that a business has collected about a consumer. The post CCPA: What B2B Marketers Need to Know appeared first on The Point.

B2B Marketing 220

B2B Marketing Advertising Agencies Privacy Policies B2B 220

The Point

NOVEMBER 27, 2018

HS) How does Oktopost help companies capture engagement and ROI from organic social? (DK) If a buyer is shown to be engaging (clicking, liking, sharing) mid-funnel (MOFU) content such as case studies or product tutorials, for example, those actions can contribute to an overall lead score that determines sales-readiness.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

JULY 17, 2017

IMPACT : Leverage marketing automation (through autoresponders, sales alerts, and other functionality) to ensure that all buyer inquiries are responded to promptly and systematically. FINDING : 72% of respondents said that the timeliness of a vendor’s response to inquiries was a significant factor in selecting a winning solution.

Paid Search Agency 241

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

The Point

NOVEMBER 22, 2016

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. The post Which Comes First: Lead Nurturing or Inside Sales? appeared first on The Point.

Lead Nurturing 100

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 100

The Point

AUGUST 25, 2015

It’s important to recognize that content syndication leads are not like most sales leads. If you hand off content syndication leads to your sales force without setting these expectations, your program may be doomed to fail. Please don’t hesitate to call or email me directly if I can help in any way. I’m following up to learn: 1.

Autoresponders 100

Autoresponders Marketing Qualified Leads Leads Lead 100

The Point

OCTOBER 8, 2015

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. And secondly, and more critically, these kinds of “touching base” phone calls are the worst possible use of a sales rep’s time.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

NOVEMBER 12, 2019

However, if it’s a prerequisite for anything you ever do in demand gen, you’re doing your company and sales team a disservice by limiting engagement to only those prospects already in the more advanced stages of the buying journey. OR … I could choose to focus exclusively on those marketers shown to be researching marketing agencies.

Intent Data 149

Intent Data Demand Generation Agencies Intent Paid Social Agency 149

The Point

JANUARY 9, 2015

is more effective than: “Call me to discuss how we can help.”. I was reminded of this principle earlier today when a colleague forwarded an email received from a inside sales representative at a technology company looking to partner with our agency. So, for example: “Click to download our free white paper”.

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. We call that approach Content Selling. (HS)

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

MAY 16, 2015

Demand Generation Marketers Need to Think Sales Enablement. 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.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 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. How often does a sales lead hear from your company over time?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

AUGUST 18, 2014

Note: these strategies assume that hot leads – those prospects who specifically requested follow-up or were otherwise graded as “high priority” on the show floor, get prompt response directly from sales. Most trade show leads are routinely ignored by sales. Someone who’s attended a tradeshow may be ready to contact sales directly.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

NOVEMBER 22, 2017

If you don’t know what’s relevant to your audience, no amount of personalization will help. Define segments and buying personas. Define messages and value propositions for those segments (i.e. a message deck). Personalization doesn’t have to mean creating all new content.

Personalization 133

Personalization Lead Scoring Lead Ranking B2B 133

The Point

NOVEMBER 20, 2015

Identifying target accounts either via sales input and/or predictive modeling. Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”. Here are 7 steps to developing and executing a successful ABM program: 1. – Economic Buyer.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

APRIL 1, 2014

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

MARCH 3, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Perhaps having agencies run them is the real solution instead.”. But, actually: no.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100