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Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts

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While cost-per-lead measurement has been the de facto favorite for evaluating marketing programs, we are seeing radical and positive shifts in how marketing is evaluating qualified leads. For one, there is greater recognition that marketing should deliver qualified leads that are fully vetted, closeable and likely to convert through the buyer’s journey. Cost-Per-Lead.

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Dear CEO: The Era of Accountability Starts in 2017

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While marketing technology and marketing automation software are not totally to blame, they have made it easier to get more poor quality leads to sales faster than ever before. Just 42% of marketing qualified leads are accepted and worked by sales. The #1 sales execution challenge is the lack of qualified leads. Lead Generation Sales LeadsDollars are squandered.

To Manage Sales You Must Manage Sales Leads

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“Why,” I was asked, “must you manage sales leads in order to manage sales? Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function. Lack of sales lead follow-up is the single greatest drain on revenue in a corporation. They don't.".

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #4: How Much Should Leads Cost?

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How much should a lead cost? If you want more information on understanding how much you should be paying for a lead, check out our How Much Should a Lead Cost whitepaper. Here are a few examples that will help you understand your cost per lead: Example #1 We once worked with the marketing director at a division of one of the world’s largest software companies. So we did.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #1: Should you leave a Voicemail?

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For insight on how many leads you'll need to achieve your revenue goals, click this link or on the image below. Should you leave a voicemail? One of the best responses to this question that I have seen is from a somewhat dated (2015) article in Eyes On Sales in which the author asks: “How many callbacks do you get if you DON'T leave a voicemail?”. Simplified.” and “Sales Management.

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When Bad Things Happen to Good Leads - Part 1

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There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. Most of it will be about using marketing automation to nurture leads. Lead Nurturing In and of itself, marketing automation is not a bad thing. More accurately, it’s a good thing being used badly by most companies. But that’s not what this blog is about.

What Percentage of Marketing Leads Should Be Accepted by Sales?

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The biggest disconnect between marketing and sales is the hand-off of marketing qualified leads (MQL’s) to sales and the acceptance of those leads (SAL’s) by sales. My solution to this is having a lead definition agreed upon by marketing and sales, and the establishment of a judicial branch to evaluate leads that are not accepted and passed back to marketing or dead in the funnel. That’s more than 100 percent higher performance for companies that have the rigor of sales acceptance in their lead management process. B2B Marketing B2B Sales Sales Leads

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The #1 Reason CEOs Should Care About Lead Generation

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I often say that CEO’s don’t care about leads, they only care about revenue. Unfortunately, unless you, as the CEO of your company, start caring about leads you are going to lose revenue and miss your number. What this means for you is that enterprise sales leads are more important than ever before, and your lead generation strategies must align with your target audience’s needs.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

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feel so strongly that nurturing needs to be a focus, I asked a panel of 11 experts to weigh in on the best lead nurturing programs (and processes) and what to expect in the coming year. Fact is that most organizations and even many consultants have viewed lead nurturing as a separate event (not part of an integrated Demand Generation Strategy) and in doing so, have made success elusive.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]

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Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? Click here for part 1 , part 2 , and part 3.).

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]

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Is ABM the Holy Grail to lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? When you read about ABM you often read about selling to “markets of one.” As with other technologies, automating a bad process just leads to more bad results. Absolutely right, Ardath!

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

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We recently asked top industry experts the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. Lead scoring models are: Based on assumptions. Part 1.

Bubble in the Funnel

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We generate, qualify and nurture leads using Account-Based Marketing processes. Simply put, the root cause of the problem in 2015 was that reps were forced to find their own leads—or had poor-quality “leads” dumped on them—most of which they ignored. Only 42% of marketing generated leads were accepted and worked in those same years. Their “reward”? The result?

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

The sales rep said, “I never got a lead yet that turned into a sale.”

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As I closed my part of the program by projecting an ROI (number of raw inquiries, qualified leads, and projected sales) from our new lead generation program, I innocently asked if there were any questions. Five or six hands were raised and I pointed to someone in the back of the room, asking her (regrettably) to speak up, and she said, “I never had a lead yet that turned into a sale.”

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5 Steps to Account-based Marketing Success

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You need full visibility into how many touches it takes to generate a lead, your lead rate, and your cost per lead at every stage in the funnel. You need to measure which leads are rejected and why. And you need to know at what rate your leads progress. ABM drives bigger, better deals. Most marketing and sales folks I talk to agree … in theory. Many are still trying to figure out how to put ABM principles in place. To avoid a scattershot approach to marketing (the antithesis of ABM) figure out the ideal prospect/client profile. Segment and Stratify.

Does Your Sales Team Know How to Follow-Up on a Lead?

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Nurture leads until they’re ready to turn over to sales is the sixth of 7 Truths about Sales and Marketing that CEOs need to know. In the last blog in this series we discussed lead nurturing , and how an advanced lead generation program that includes nurturing can triple your sales. Many sales reps lack insights on the best way to follow up on a lead.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]

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Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Here's the thing: Account-Based Marketing is not really about lead generation at all. It’s also more than just lead generation. It's not a distraction. It doesn’t have to.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]

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Is ABM the Holy Grail for lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? have to laugh a bit at the question. “Is Account-Based Marketing the Holy Grail for lead generation or a black box solution?” Lead generation is at its core a numbers game.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]

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Is ABM the Holy Grail to lead generation or just another black box solution destined to cost a lot of money, distract marketing and end up getting more bad leads to sales faster than ever before? Today in part 3, we hear from James Obermayer , Executive Director of the Sales Lead Management Association. Click here for part 1 & part 2.). Total Number of all U.S. 5,686.

When Bad Things Happen to Good Leads - Part 2

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In part 1 of this series we discussed the troubling statistic that 70 – 94% of leads generated by marketing are ignored by sales. The first type of data we’ll look at is what we call the “pipeline” disposition*. A “pipeline” disposition is a prospect that is just one or two touches away from being converted to a sales-ready lead. Lead Generation Lead Nurturing

Sales Lead Management Leads to a Lower Cost of Sales

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“Cost of sales is determined by a lot of things,” Jake said, “But lead management isn’t one of them.” First, I got Jake to agree that sales lead follow-up was low in his direct sales force, and that if follow-up increased, so would the closing ratio. Jake also agreed that the source of leads would be graded as successes or failures based on the sales representatives'' reports.

B2B Marketing Trends for 2016

distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.

How to Refine Your Sales Methodology

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thought all three were excellent, but due to my background in, and passion about, lead qualification, that was the one topic that really stood out. Bob’s view: Traditional lead qualification, such as the over simplified BANT criteria (Budget, Authority, Need and Timeframe) are inadequate to reflect the dynamics of today’s complex buying process. And, if you want to talk about why you should not use BANT or ANUM to qualify leads, let me know ( dan.mcdade@pointclear.com ) or ask a question and I will respond promptly. Lead Generation Lead QualificationOptions.

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When Bad Things Happen to Good Leads - Part 3

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There is valuable data in non-lead outcomes that, if properly nurtured, can increase marketing returns substantially. Most recently, in part 2 of this series , we discussed pipeline dispositions*—prospects that are just one or two touches away from being converted to sales-ready leads. Lead Nurturing Here in part 3, we’ll examine “nurture” dispositions. What a waste!

Is Anyone Leading Lead Management?

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Sales Lead Management is a complicated process. Sales lead management is a tough subject to truly get your arms around. There are dozens of outside vendors who say they manage some portion of the sales lead process and more than two dozen internal departments that contribute to the process and the decision making. My point is this—you need a Sales Lead Manager to pull all of the competing departments and managers together to obtain the best revenue per lead for your company. Telemarketing Outbound (qualification and lead generation). Digital Agencies.

The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How

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In part one , I provided insight into the why and what of a lead-to-revenue assessment. These include: Lead and demand generation: How are we attracting and engaging the target audience in building a consistent flow of prospective buyers? Pipeline management: What process do we have in place to ensure every lead is touched and routed to the next stage of the journey?

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Long-Term Leads Demand Attention Now

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Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every lead they don’t consider hot. In reality, long-term leads often prove to be more valuable than those slated for a short-term decision. Often hot leads are really prospective buyers that have already been sold by another vendor. This is an advantageous position to be in—and one that leads to more deals closing and a reputation as the go-to resource in your category. 2. B2B Sales Sales Training Sales Leads

"Marketing is too important to be left to marketers."

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And this leads to even greater distortion in the marketplace because competition then becomes based on image rather than substance, on choices rather than differentiation. This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood. It’s funny because it sounds like marketers are too stupid to be in charge of marketing.

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)

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That’s because in most companies: Marketing measures itself on lead quantity rather than lead quality. So today, with available technologies, marketing is now able to drive more, poor quality, leads to sales faster than ever before. And for the most part sales ignores them because they’ve been conditioned to expect poor quality leads from marketing. Simplified.

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #6: Nurturing Triples Marketing’s Return

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Lead nurturing triples marketing's ROI, but only if done properly. Nurturing programs increase the overall program leads rate significantly: Standard B2B lead-generation programs produce an average 5% lead rate. Advanced lead-generation programs (which include nurturing) produce an average 15% lead rate—three times higher. Lead NurturingNote that there are three groups of prospects that benefit from nurturing: 1. Marketing Pipeline. These are prospects with a specific planned next step to be taken within a reasonable timeframe. 2. No Response.

Questions to Ask Before Investing in Lead Generation

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About this time of the year we start to receive calls from prospects wishing to start new lead generation projects ASAP. need leads NOW!” The fact is they needed leads before now. guarantee any company promising a “rush delivery” will not be the kind of company you want generating your leads. Lead Generation Lead Management Cost Per Lead

The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

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The two organizations don’t understand each other, and often point fingers: Sales says marketing delivers bad leads; and marketing says sales doesn’t follow up. Define a lead. Brian Carroll, chief evangelist at MECLABS and Marketing Sherpa agrees : “Still, most of the companies I meet with do not have a Universal Lead Definition (ULD). Are these truly leads? summary: 1.

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Status quo, you know, is Latin for 'the mess we're in.'

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The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Salespeople consistently say that they do not get enough qualified leads. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about. Get an agreement on a qualified lead. Make a decision for lead distribution.

PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]

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This is the final installment of a three-part series in response to the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Because we care about quality leads. We generate high quality leads, align sales and marketing, and drive revenue. Why did we ask? Part 1.

Your Marketing Team Isn't As Good As They Think - Just Ask Sales

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But what if the salespeople are right—they don’t get enough qualified leads? Lead Generation Marketing Strategy Lead Qualification “If we''re going to win the pennant, we''ve got to start thinking we''re not as good as we think we are.” Casey Stengel*. Yes, it was one of Casey Stengel’s best thoughts.

Should You Gate Your Content? Answer These Questions To Find Out.

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Lead generation today relies heavily on creating quality content aimed at addressing prospects’ pain points and questions as they go through their buyer’s journey. Lead Generation Content Marketing SEO Optimization Fantastic! Now that you, Ms. Marketer, have created all this wonderful content, an important question looms … should you gate it?