Lead Scoring and Process - B2B Marketing Zone

Why Lead Scoring and Personas Need To Be Connected

Digital B2B Marketing

AUGUST 23, 2012

Lead scoring and personas are popular topics in B2B marketing. Until B2B marketers begin talking about personas and lead scoring together they are missing an simple way to identify missed sales opportunities. Let’s look at lead scoring, personas, and the connection that needs to be made.

Lead Ranking

Lead Ranking Lead Scoring Peer-to-peer Leads

5 Steps To Improve B2B Lead Generation Program Results

Digital B2B Marketing

DECEMBER 2, 2013

You are easily spending thousands on lead generation media programs each month. You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. You can increase the value you get by changing how you run each of your programs. But you are still leaving money on the table.

Lead Generation

Lead Generation Budget Programs Lead Scoring Lead Ranking

4 Metrics You Need To Track In B2B Lead Generation Programs

Digital B2B Marketing

NOVEMBER 19, 2013

Businesses needs to drive growth and lead generation is a key way the business expects marketing to contribute. It can take months, even years, before marketing is able to prove the value of lead generation efforts with revenue. Measuring B2B Publisher Lead Generation Programs. Enterprise B2B marketers face a conundrum.

Lead Generation

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking

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Sales & Marketing Alignment: How to Synergize for Success

How to Leverage Behavioral Science Insights for Direct Mail Success

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Getting Out of the B2B Lead Generation Trap

Digital B2B Marketing

MARCH 5, 2013

Most B2B marketing organizations start with a goal that looks like “deliver 18,000 leads to sales.” ” The lead goal was determined by the new revenue goal, the number of leads sales will need to reach the goal, and the portion of leads that marketing will need to contribute. It is easier said than done.

Lead Generation

Lead Generation Lead Scoring Lead Ranking Generation

Three B2B Marketing Fundamentals to Master

Digital B2B Marketing

JULY 31, 2012

Sales cycles are long, measurement can be convoluted, and segmentation, lead scoring and sales and marketing alignment take traditional marketers into uncomfortable spaces. Creating Demand Today, too many marketers are focused on a lead, or a contact record in their database that meets certain criteria. B2B marketing is complex.

B2B Marketing

B2B Marketing Planning B2B Demand Generation

B2B Marketing Has a Perception Problem

Digital B2B Marketing

NOVEMBER 6, 2012

Do you care if potential prospects see your services as high value or a complete rip-off? However, in B2B, the value of perceptions have been set aside, in favor of the new holy grail of B2B marketing: lead generation. In a recent logistics magazine, 60% of the full page ads are lead generation focused. Of course you do.

B2B Marketing

B2B Marketing Bundling B2B Marketing Proposals

5 Metrics Every B2B Marketer Should Track

Digital B2B Marketing

AUGUST 20, 2013

You have a lead generation program. As you do a better job of reaching the right people, the percentage of contacts that become marketing qualified leads will increase. See the SiriusDecisions waterfall for a useful model of various lead stages. Is Your Sales Process Working. An influencer program. Just Get Started.

Lead Ranking

Lead Ranking Marketing Qualified Leads B2B Marketing Sales Qualified Leads

Just Say No to Marketing Advice

Digital B2B Marketing

NOVEMBER 17, 2011

Here are examples of marketing advice I have recently come across (or even written): According to SiriusDecisions, by 2015 71% of all marketing leads will be from inbound marketing. More than two-thirds of IT buyers use social media during the purchase process. If you are not already, you need to develop an inbound marketing program.

Planning

Planning Curation Marketing & Strategy Inbound Marketing

Just Say No to Marketing Advice

Digital B2B Marketing

NOVEMBER 17, 2011

Here are examples of marketing advice I have recently come across (or even written): According to SiriusDecisions, by 2015 71% of all marketing leads will be from inbound marketing. More than two-thirds of IT buyers use social media during the purchase process. If you are not already, you need to develop an inbound marketing program.

Planning

Planning Curation Marketing & Strategy Inbound Marketing

B2B Marketing’s Measurement Problem

Digital B2B Marketing

APRIL 2, 2013

The buying process may take 12 to 18 months. It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead? Beyond cold, these leads may frozen solid. 20 different people may be involved in the decision. Sweeping up late stage contacts.

Top of Funnel

Top of Funnel Peer-to-peer B2B Work Management

The Importance of Woozles in B2B Marketing

Digital B2B Marketing

AUGUST 30, 2011

With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? The buying process in some businesses is clearly defined, but it is not rational. Your customer-facing team needs to understand your corporate values and adopt them as their own.

B2B Marketing

B2B Marketing Peer-to-peer B2B Touchpoints

CRM Retargeting: The Shiny New Advertising Tactic?

Digital B2B Marketing

AUGUST 14, 2012

Bring Your Lead Nurturing Program to Advertising As potential customers move through the buying process, online advertising can be tailored, delivering the most appropriate message to each potential customer. CRM Retargeting Applications for B2B Marketing The possibilities are nearly endless.

CRM

CRM Advertisements Advertising Tactics

How We Systematically Overvalue Content Consumption

Digital B2B Marketing

OCTOBER 17, 2016

We are scoring leads high if they consume a lot of content and we are optimizing our program to increase lead scores and content consumption. Well, their lead score leaves a lot to be desired… Sure, all else equal, someone consuming more specific information about your offering is a better prospect.

Lead Scoring

Lead Scoring Lead Ranking Peer-to-peer Webcast

Five Reasons Lead Generation Is On Its Last Legs

Digital B2B Marketing

MAY 5, 2011

Lead generation, for purposes of this post, is collecting registration information for content, in order to build a marketing database or deliver leads to telemarketing and then on to sales. Delivering leads for sales drives today’s B2B marketing organization. B2B marketing is all about lead generation.

Lead Generation

Lead Generation Lead Scoring Lead Ranking Generation

9 Crippling Mistakes B2B Search Marketers Make

Digital B2B Marketing

DECEMBER 3, 2013

For years paid search has been one of the most cost-effective media channels for B2B lead generation. Instead manually add just free as a negative keyword. Because broad match pulls in untargeted ads, your quality score drops, your cost increases, your performance drops, you optimize by (incorrectly) lowering your bid.

Paid Content

Paid Content Search Marketing Paid Search Agency Budget Programs

42 B2B Marketing Acronyms and Abbreviations

Digital B2B Marketing

JUNE 7, 2012

Activity intended to improve organic search rankings. CPL : Cost per Lead. Used both as a pricing model for lead generation media buys and as a performance measurement to compare the cost of leads from various sources. Calculated as cost divided by leads. MQL : Marketing Qualified Lead. PPC : Pay Per Click.

Paid Content

Paid Content Lead Ranking Cost Per Click Cost per Lead

7 Nurture Programs You Need To Have

Digital B2B Marketing

JUNE 26, 2013

Your primary goal is to increase engagement, raise lead scores and pass a more active “lead” to sales as quickly as possible. This is a good place to include direct mail as part of nurture for contacts that fit your high value firmagraphic profile. Short-Term Nurture Programs. Event Followup.

Buyer's Journey

Buyer's Journey Sales Qualified Leads Blast Campaigns Marketing Automation Services

B2B Marketing Zone

Digital B2B Marketing

Why Lead Scoring and Personas Need To Be Connected

5 Steps To Improve B2B Lead Generation Program Results

Webinars

Trending Sources

4 Metrics You Need To Track In B2B Lead Generation Programs

Webinars

Getting Out of the B2B Lead Generation Trap

Three B2B Marketing Fundamentals to Master

B2B Marketing Has a Perception Problem

5 Metrics Every B2B Marketer Should Track

Just Say No to Marketing Advice

Just Say No to Marketing Advice

B2B Marketing’s Measurement Problem

The Importance of Woozles in B2B Marketing

CRM Retargeting: The Shiny New Advertising Tactic?

How We Systematically Overvalue Content Consumption

Five Reasons Lead Generation Is On Its Last Legs

9 Crippling Mistakes B2B Search Marketers Make

42 B2B Marketing Acronyms and Abbreviations

7 Nurture Programs You Need To Have

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