The Point

SEPTEMBER 8, 2010

If (as is likely) the concept catches on and extends in one form or another to other email clients, notably Microsoft Outlook , Priority Inbox could sound the beginning of the end for email as a lead generation tool. One, because the effectiveness of email as a tool for acquiring net new sales leads is already as bad as it’s ever been.

Lead Generation 100

Lead Generation Lead Scoring Lead Ranking Generation 100

The Point

JANUARY 9, 2015

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. B2B Marketing Cold Calling Copywriting Creative Demand Generation E-mail email marketing inside sales lead generation Offer Strategy Sales 2.0

Demand Generation Agencies 100

Demand Generation Agencies Copywriting Cold Calling Telemarketing 100

The Point

JUNE 24, 2022

Key Finding 2: Buyers leverage sales reps for information less (and later) than ever. Buyers are not only contacting sales reps less often (in this year’s survey, they dropped out of the top five most commonly used resources), but sales engagement is also being pushed later and later down the funnel.

Top of Funnel 130

Top of Funnel Cold Calling B2B Demand Generation 130

The Point

SEPTEMBER 9, 2014

On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?”. In fairness to my VP friend, he won’t be the last to ask the question (or its close cousin, “How many touches does it take to make a sale?”)

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

APRIL 22, 2009

If part of your lead generation or lead nurturing strategy involves outbound sales calls, then you already know one of the key metrics critical to sales productivity is connection rate – i.e. the percentage of dials that result in live conversations.

Marketing Management 100

Marketing Management Efficiency Telemarketing Cold Calling 100

The Point

DECEMBER 13, 2019

Additionally, we’ll see Account-Based Marketing (ABM) move on a path toward ubiquity, eventually morphing into use case strategies, tactics and best practices analogous to demand generation, inbound marketing, lead generation, and lead nurturing.”. Next year I see the lines between sales and marketing continuing to blur.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

DECEMBER 16, 2013

In fact, I’ll make almost the exact opposite prediction: “By 2015, the percentage of B2B leads that arrive via corporate Websites will shrink dramatically as marketers maintain multiple, distinct online channels that are optimized for demand generation.”. Want to guess how many of those leads arrive via our clients’ Websites?

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

APRIL 19, 2017

In broad terms, early stage content tends to work best for top-of-the-funnel lead generation, when not everyone is interested (yet) in ROI, case studies or vendor comparisons. Also, certain lead generation channels – notably native advertising like LinkedIn Sponsored Updates – need to be refreshed more quickly.

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

NOVEMBER 15, 2022

We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. More times than not, however, the best approach is a segmented strategy that combines targeted sales outreach complemented by marketing support. Curious as to your opinion?”.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

JANUARY 17, 2019

Some years ago, our firm conducted a lead management audit for a technology client who was struggling to convert raw, inbound inquiries into sales qualified leads. During the audit, it became quickly apparent that one of the major issues was at the very front end of the lead qualification process.

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

OCTOBER 29, 2021

Here are just some of the more creative ways we’re seeing clients use chatbots to increase sales engagement, shorten sales cycles, and drive revenue: 1. 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. Trial & Demo Conversions.

Account Based Marketing 350

Account Based Marketing B2B Marketing Automation Services Demand Generation Agencies 350

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing. 2) lead nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

MAY 23, 2017

Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe. You know your business.

Sales Qualified Leads 110

Sales Qualified Leads Cost per Lead High Quality Lead CPL 110

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. HS) Where do you see as the greatest opportunity to improve marketing and sales processes?

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

JULY 27, 2018

. * a consultation or meeting is a high bar offer (not only due to the time required but, like a demo or free trial, it requires that the prospect be at a stage in the sales process or otherwise is feeling enough “pain” where he/she is ready to meet with sales.). Photo by Drew Beamer on Unsplash.

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 100

The Point

OCTOBER 1, 2021

By forcing someone to comply with your process, you’re not making them more interested in doing business with your company (or talking to sales); more likely, the result is the exact opposite. Statistics from conversion optimization company Hushly indicate that only 44% of users will provide business emails when requested.

Lead Gen 297

Lead Gen Lead Scoring Lead Ranking Sales Qualified Leads 297

The Point

JANUARY 19, 2021

I think a significant trend for B2B marketing and sales in 2021 will be video. If your 2021 lead generation and content marketing plan/budget doesn’t include video, I’d advise getting creative about how to do this or risk being left out in the cold.” – Koka, VP Client Services.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand 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. Lead Generation: targeting these same companies through lead gen channels like content syndication, LinkedIn sponsored updates, and Facebook ads. (HS) Why has intent data become such a hot topic in B2B?

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

JANUARY 23, 2018

Prospects may simply not be ready to engage with sales because either 1) they don’t know such a solution exists, or 2) they may not be aware they have the problem in the first place. This requires a constant re-loading of the sales funnel with new, expensive leads. Look, I get it.

Sales Management 253

Sales Management Sales Qualified Leads Demand Generation Agencies Lead Scoring 253

The Point

NOVEMBER 10, 2014

Secondly, the paragraph is all first person: “We’ll explain the advantages Ethernet delivers …” so it sounds like a sales pitch, versus second person: “You’ll read about the advantages Ethernet delivers …” which would imply information of value and the benefits of responding. Let me count the ways in which this campaign went off the rails: 1.

Email Campaigns 100

Email Campaigns Demand Generation Agencies Campaigns Copywriting 100

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Scoring Lead Ranking Generation 100

The Point

DECEMBER 14, 2012

One of the most frequent questions we’re hearing from clients during this planning season pertains to the balance between pure lead generation on the one hand, and lead nurturing on the other. Even the most sophisticated lead nurturing program, however, depends on a stream of new leads entering the top of the sales funnel.

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

SEPTEMBER 4, 2012

Along the way, he introduces some useful best practices like making some form fields optional, and ensuring that every field is 100% necessary to the sales process. Where Daniel lost me completely, however, is in his opening paragraph: “Friction on your lead generation landing pages is bad, because it reduces conversions.

Landing Pages 100

Landing Pages Conversion Rate Lead Qualification Peer-to-peer 100

The Point

JUNE 5, 2018

HJS: Your survey indicates that a clear majority of marketers are engaged across the lead lifecycle, including customer marketing. Is that a reflection of a larger trend, namely that marketers are no longer just responsible for front end lead generation? Why do you think sales and marketing alignment is a persistent issue?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

JULY 25, 2014

From a lead generation perspective, however, the campaign is a hot mess. Here is a content offer that purports (on the surface) to offer an honest evaluation of code vulnerability, but is in effect an invitation to a sales pitch. And indeed, it is all those things. Here’s why: First and foremost, the offer is devoid of value.

Email Campaigns 100

Email Campaigns Design Campaigns Demand Generation 100

The Point

MAY 17, 2021

Marketers are often under pressure to evaluate lead gen programs very quickly, often within weeks, and to declare success (or failure) based on the rate at which those contacts convert to sales-ready leads and pipeline, even if the average sales cycle for their product is weeks or months longer than the window of measurement.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

The Point

FEBRUARY 24, 2015

Are you trying to generate downloads, registrations, page views, sales leads, qualified leads, sales? which precise keywords are generating those actions at the lowest cost. Don’t stop tracking at clicks, because you’ll have no idea how those clicks are converting into leads.

Paid Search Agency 100

Paid Search Agency Cost Per Click SEM Adwords 100

The Point

MARCH 13, 2013

Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals. Integrate both early- and late-stage offers.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

NOVEMBER 16, 2011

I’ve written previously in this space about how corporate social media initiatives are so often in the hands of people, notably PR agencies, for whom lead generation is neither a priority nor a core competency. Put a PR agency in charge of social media, and I can pretty much guarantee you’ll generate PR, not leads.)

Social Media 100

Social Media Demand Generation Agencies Media Leads 100

The Point

JULY 1, 2013

On LinkedIn, John asks: “Does anyone have preferred content syndication channels that target sales and marketing folks? ” My response: “John, it’s very difficult but not impossible to target sales and marketing titles via content syndication. Re-title existing content if needed. Download a copy here.

Demand Generation 100

Demand Generation Paper Sales Qualified Leads Content 100

The Point

SEPTEMBER 17, 2014

Sungard AS runs a highly successful demand generation program, an integrated mix of both online and offline campaigns, to generate a consistent flow of leads to the company’s sales force. Lead to MQL Conversion Rate for all leads across all product lines increased 33 percent. • Re-posted with permission.

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. Quality content = quality leads.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JULY 23, 2012

In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. One result of that pressure can be a demand for tactical, sales-driven campaigns designed specifically to seek out hot leads, campaigns that lead with so-called “late stage” offers like demos, free trials, or even price discounts.

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

MAY 30, 2014

In theory, today’s marketing technology enables B2B companies to move prospects seamlessly from raw inquiry to qualified opportunity to paying customer, and then attribute that sale to the associated campaign. In practice, however, achieving a true, closed-loop demand generation engine requires a high degree of planning and experience.

Demand Generation Agencies 100

Demand Generation Agencies Paid Search Agency Advertising Agencies Ad Agencies 100

The Point

MAY 27, 2014

Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” ” “Can I deliver that to you this Friday?” To download your free copy, click here.

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

MAY 28, 2020

The current crisis reinforces why most B2B companies are best suited for a hybrid demand generation model that combines both ABM and more traditional, funnel-based tactics. I’ve written elsewhere in this space that one of the reasons ABM became so popular is because companies are just really bad at lead nurturing.). Absolutely.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

OCTOBER 8, 2009

Except awareness and thought leadership represent only a fraction of the potential return from social media, and in fact (I would argue) place well behind the windfall that social media makes possible in the areas of lead generation and lead nurturing. expand company’s leads database and community of followers.

Demand Generation Agencies 100

Demand Generation Agencies PR Social Media Paid Search Agency 100