ViewPoint

DECEMBER 7, 2010

From initial engagement to lead qualification and through long-term nurturing, frequent and systematic touches are essential. Our clients’ prospects need an average of 12 contacts to engage, and lead nurturing can take even more touchpoints. Multi-media : Use a smart mix of multiple media.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 120

ViewPoint

OCTOBER 2, 2012

Over the past few months I have had the pleasure of interviewing nineteen influential B2B sales and marketing leaders to discuss their views in areas like traditional and new media strategies, current and future trends, B2B lead generation, and sales lead management. Below are some highlights (a couple of minutes each).

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Ranking Marketing Qualified Leads 120

ViewPoint

FEBRUARY 9, 2012

In this three-part series, the first article on marketing analytics looked at predictive targeting best practices, and the second article cited two sales lead generation programs to show how these processes actually drive improved results. It takes about 1.6 It takes about 1.6 You can’t have one without the other!

Lead Generation 120

Lead Generation Sales Leads Sales Qualified Leads Analytics 120

ViewPoint

AUGUST 14, 2012

This is the first in a series of four blogs about B2B Lead Generation marketing and sales metrics, and proverbs. Qualified Rate includes leads, pipeline (specific action required by PointClear) and nurtures (qualified companies with no immediate pain/need or interest). greater than “cold” outbound prospecting and nurturing.

Lead Generation 120

Lead Generation Sales Qualified Leads PointClear Generation 120

ViewPoint

DECEMBER 16, 2010

” In this seven-part series, we’ve taken an in-depth look at the “processes, practices and systems” that are widely recognized as “improving an organization’s performance and efficiency” in the area of sales and marketing lead generation. Part 1: Agree on Lead Definition.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Practices SIC 120

ViewPoint

DECEMBER 9, 2010

With sales organizations facing lower numbers, it seems logical to turn to volume lead generation to fill their pipelines with more and more sales leads in hopes that some will turn into sales. After all, shouldn't more leads deliver more opportunities? In reality, just the opposite often turns out to be true.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 120

ViewPoint

JULY 10, 2012

We expect lead rates to trend down over the next two quarters (Q3 and Q4 of 2012), but not below about 7% (a relatively healthy lead rate over the past four years).

BtoB 120

BtoB PointClear Lead Generation Terms and Conditions 120

ViewPoint

JULY 20, 2016

I field a lot of questions about what I call our multi-touch, multi-media, and multi-cycle strategy. The lead generation and qualification work we do for this client yields slightly less than a 5% lead rate. Our leads are equivalent to what SiriusDecisions calls a Level 4 or 5 lead—in other words, pretty darn qualified.

Media 120

Media Sales Qualified Leads Cold Calling High Quality Lead 120

ViewPoint

DECEMBER 14, 2010

The next installment concludes the series and reviews the seven best-practice lead generation recommendations.

Cost per Lead 120

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

ViewPoint

JULY 17, 2012

Knowing the B2B lead generation market like I do, here is what I expected to see : “The inbound lead is better because outbound is dead.” I recommend that you create a dashboard for your company that includes all sources of leads and ALL costs. ” “Inbound rules. Stop interruption marketing.”

Sales Qualified Leads 120

Sales Qualified Leads Work Management Lead Ranking Marketing Management 120

ViewPoint

JANUARY 26, 2012

Ruth is also author of Maximizing Lead Generation: The Complete Guide for B2B Marketers. Let me go out on a limb and propose the top five media for your lead generation toolkit. Direct mail Direct mail, for decades the workhorse of direct response communications for lead generation, still delivers the goods.

B to B 120

B to B netFactor Media SEM 120

ViewPoint

MAY 16, 2017

When it comes time to exploring how you can increase lead generation ROI, that is, produce better leads more cost effectively, move "technology" to the bottom your to-do list. So start by engineering your processes to focus on lead quality not quantity. More about this.

Sales Leads 202

Sales Leads Process Top of Funnel Lead Scoring 202

ViewPoint

MAY 23, 2018

By nurturing leads until they’re ready to turn over to sales, an organization can eliminate wasted marketing spend and increase sales results. Successful lead generation—inbound and outbound—requires nurturing. Advanced lead-generation programs (those that encompass nurturing) produce a lead rate 3X higher, or an average of 15%.

Sales Qualified Leads 149

Sales Qualified Leads ROI Lead Scoring Lead Ranking 149

ViewPoint

JULY 24, 2017

A competitor in the teleprospecting business recently published a list of B2B companies based on how easy or hard they were to work from a lead-generation standpoint. At the bottom of the list were what they called “uncloseables,” meaning these were companies that this competitor was not able to generated leads from.

Sales Qualified Leads 149

Sales Qualified Leads PointClear Lead Qualification High Quality Lead 149

ViewPoint

DECEMBER 27, 2016

A new era of accountability starts in 2017 and nurturing (additional contact using multiple touches and multiple media—including phone, voicemail and email—across multiple cycles) is well worth the time and modest increase in expense.

Top of Funnel 189

Top of Funnel B2B Sales Account Based Marketing B2B Thought Leadership 189

ViewPoint

JANUARY 26, 2018

For more than 20 years we’ve talked about multi-touch, multi-media, multi-cycle processes that multiply results. Some people ask if voicemail and email should be part of the sales lead generation cadence. Many of the leads we generate for clients are the result of a call back or email reply.

Sales Qualified Leads 120

Sales Qualified Leads Work Management Marketing Management Terms and Conditions 120

ViewPoint

JULY 26, 2016

This means that 75% of the marketing dollars spent on lead generation are wasted. If your company is average, you are only following up 10-25% of the leads you give your salespeople which means you are wasting 75% of your lead generation budget!”. Sales Lead Management Association. Why it’s Important. “If

Budget Management 120

Budget Management Spending Marketing Management Budget Programs 120

ViewPoint

AUGUST 11, 2015

In this case I make an argument that without following the money, Marketing acts with good intention, but can’t prove that its actions have measureable results for every dollar spent on lead generation. If Marketing wants to measure lead generation programs, it starts with: Isolating lead generation into campaigns.

Work Management 120

Work Management Marketing Management Wiki ROI 120

ViewPoint

JUNE 2, 2016

Today we will discuss how lead nurturing can triple the return on most marketing campaigns: Nurturing is essential for successful lead generation—both inbound and outbound. Additional contact using multiple touches and multiple media—including phone, voicemail and email—across multiple cycles is well worth the time and expense.

Lead Nurturing 120

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 120

ViewPoint

DECEMBER 20, 2011

You’ll see from the list below that our marketing and sales bloggers are B2B lead generation and lead management thought leaders who share their expertise as business executives, strategists, consultants, speakers, authors, editors and college professors. Lead generation. Outsourcing lead generation.

Blogger 120

Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

FEBRUARY 11, 2014

Sifting through the information to siphon out the promising leads is less of an art than it is a science, said my latest guest on PowerViews, Ruth Stevens, who is an expert in customer acquisition and retention. Social media and inbound sales are like the icing on the cake, she said. How valuable are trade shows?

Trade Show 120

Trade Show Cold Calling Emarketing Sales Qualified Leads 120

ViewPoint

APRIL 25, 2011

Yet B2B marketers seem to be more focused on lead generation than the rest of the process. Let’s look at the difference between the short-term and the longer-term reality about leads: Lead Generation is a hello and a handshake. One that won't happen if marketing programs stop at "lead" generation.

Lead Gen 120

Lead Gen Emarketing Lead Scoring Lead Ranking 120

ViewPoint

JUNE 28, 2018

Just three: Agree on your market, media and message. Deliver fewer, but better, leads to sales. While marketing was touting these leads, proactive outbound prospecting, in fact, was producing the most cost-effective yet highly qualified sales opportunities. Deliver your sales force fewer, but better, leads. Not 50 things.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Sales Qualified Leads 136

ViewPoint

FEBRUARY 8, 2016

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. This largely translates into long-term failure. Build an All-Star Roster.

CMO 168

CMO Planning Storytelling Ad Building 168

ViewPoint

MAY 9, 2013

Lead Generation Poses Biggest Challenge for B2Bs. Generating more leads still tops the list of B2B marketing challenges, but reaching a target audience is on the rise, according to a BtoB survey. Via MediaPost Communications/Online Media Daily. Via ComputerWorld. Do you have a resource from your sphere to share?

PointClear 120

PointClear B2B Marketing BtoB B2B 120

ViewPoint

SEPTEMBER 18, 2012

Why it is important to nurture qualified companies that do not represent immediate opportunity—a step missed by many if not most companies leading to wasted marketing spend. How multi-touch, multi-media, multi-cycle processes multiply results. According to SiriusDecisions, average companies close just 2.89

Sales Leads 120

Sales Leads Sales Qualified Leads Leads Lead 120

ViewPoint

MAY 7, 2013

This innovation helps leading companies gain better understanding of their buyers, leading to improved lead generation and revenue performance. Tony feels that, due to social media collaboration, even the standard labels for the players are becoming a bit outdated.

Buyer Personas 120

Buyer Personas Peer-to-peer Buying Cycle Sales Qualified Leads 120

ViewPoint

AUGUST 18, 2015

Increased spending on lead generation. Hired a social media marketer. Invested in content generation. Purchased technology to score and nurture leads. Treating the symptoms of poor revenue performance is not going to make it better. Added an SDR team. Increased the size of the sales team.

Lead Scoring 120

Lead Scoring Lead Ranking Top of Funnel Leads 120

ViewPoint

JULY 12, 2012

” Social Media: Less About Lead Gen and More About Creating Relationships. That’s pure lead generation. But more than that—to really nurture those leads, to create those relationships—so that ultimately they can go on to become an actual purchase. I think that can be a part of it.

Marketing & Strategy 120

Marketing & Strategy Broadcasting Mobile Advertising Inbound Marketing 120

ViewPoint

AUGUST 28, 2012

Qualified Rate includes leads, pipeline (specific action required by PointClear) and nurtures (qualified companies with no immediate pain/need or interest). No Response means we completed a multi-touch, multi-media touch cycle without reaching the prospect or their reaching back out to us. Paying anything more than $.50

Lead Management 120

Lead Management Sales Qualified Leads B2B Sales Sales Leads 120

ViewPoint

JANUARY 12, 2012

“We’re on track for a great quarter in lead generation,” she writes. “This month we generated 1,278 leads from all sources—that’s a 30 percent gain over last year! And in spite of higher ad rates, we continue to keep our cost-per-lead under $100!

Sales Leads 120

Sales Leads Sales Qualified Leads Lead Ranking Lead Scoring 120

ViewPoint

MARCH 13, 2014

Social media and inbound sales are like the icing on the cake, she said. The cake still consists of the tried and true standby media channels. A business professor at Columbia University, Ruth is also the author of “Maximizing Lead Generation: The Complete Guide for B2B Marketers” and a guest blogger at Biznology and HBR.org.

Lead Ranking 120

Lead Ranking Social Marketing Paid Search Agency Leads 120

ViewPoint

JUNE 15, 2012

2012: Companies Lifting Off with Higher Budgets for Marketing & Lead Generation. Based on SLMA Radio interviews with 120 marketing and sales leaders and other conversations, a big change is the way companies are spending more dollars on marketing and lead generation.

Lead Management 120

Lead Management Work Management Marketing Management Direct Marketing 120

ViewPoint

SEPTEMBER 23, 2011

Elizabeth’s comment got me to thinking about the role a human voice plays in prospect development, what this contact strategy shares with digitally-based media, and how it’s different from them. At the same time, we wholeheartedly apply a variety of media both in client programs and in our own marketing and sales initiatives.

Lead Qualification 120

Lead Qualification Lead Nurturing Sales Qualified Leads Lead Scoring 120

ViewPoint

MAY 30, 2012

Prioritizing New Media: Start with What the Buyer Needs, Wants & Looks Like. Click to start video at this point — Commenting on the debate between the right outbound/inbound marketing mix, Andrew notes that the dichotomy is a bit hyped: you still need a balance that delivers multiple touches in multiple media. Stay Tuned.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 120

ViewPoint

AUGUST 30, 2012

Craig specializes in lead generation, lead qualification, and B2B marketing and sales. Social Media: Table Stakes and the Challenges Linking to ROI. He also is encouraged by hearing that “VPs of sales—when they were being interviewed in the Valley—were asking the CEO what his lead generation strategy was.

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

ViewPoint

JULY 19, 2012

Brian is Executive Director of Revenue Optimization at MECLABS where he leads business units that include Applied Research, Strategy Group, Conversion Group, Leads Group, Agency Group, Technology Group and Training Group. Brian is also CEO of InTouch and author of Lead Generation for the Complex Sale.

Lead Gen 120

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 120