Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts
AUGUST 11, 2016
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.
To Manage Sales You Must Manage Sales Leads
OCTOBER 13, 2015
“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.".
Long-Term Leads Demand Attention Now
AUGUST 9, 2016
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
Is Your Lead Generation Strategy Broken?
FEBRUARY 23, 2016
A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. Have marketing and sales decided on a shared definition for a qualified sales lead? SQL, a sales qualified lead, which is a lead that results in an closeable opportunity. Accountability.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more
The #1 Reason CEOs Should Care About Lead Generation
FEBRUARY 19, 2016
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.
PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]
JULY 7, 2015
Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. According to SiriusDecisions’ Research Brief 1 , the problem with lead scoring at many organizations is as follows: Lead scoring models are based on assumptions or inadequate sales input. Lead quality will improve after testing and resetting.
Does Your Sales Team Know How to Follow-Up on a Lead?
JUNE 7, 2016
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.
7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)
MAY 10, 2016
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.
Evangelizing a Content Marketing Program
B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.
When Bad Things Happen to Good Leads - Part 1
FEBRUARY 24, 2015
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.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]
SEPTEMBER 22, 2015
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!
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
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.
PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]
JULY 9, 2015
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.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Lead conversion (32 percent) is the most. budget can lead to more time if you’re able to hire. percent, was lead conversions and sales. ON SITE 7% OTHER 6% 32% LEAD. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. Copyright © 2015 Contently.
The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click
JUNE 10, 2016
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.
Questions to Ask Before Investing in Lead Generation
JULY 7, 2016
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
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]
OCTOBER 1, 2015
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 2]
SEPTEMBER 24, 2015
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.
Content Methodology: A Best Practices Report
industry metrics such as sales and leads, or. generation Lead generation: Create. high-quality leads. Lead conversions • Avg. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. leader with industry-leading. Content. Methodology: A Best. All rights reserved. going.
The sales rep said, “I never got a lead yet that turned into a sale.”
JULY 20, 2015
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.”
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
OCTOBER 6, 2015
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.
When Bad Things Happen to Good Leads - Part 2
FEBRUARY 26, 2015
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
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]
SEPTEMBER 29, 2015
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.
Content Marketing Playbook: Strategy and Roadmap
returned to the company after a 28-month stint leading. And it would lead to GE’s. leads through inbound marketing. “I think it’s almost. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.
Sales Lead Management Leads to a Lower Cost of Sales
APRIL 7, 2015
“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.
"Marketing is too important to be left to marketers."
JULY 28, 2015
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.
When Bad Things Happen to Good Leads - Part 3
MARCH 3, 2015
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!
The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How
AUGUST 20, 2015
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?
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 Set Your Outsourced Lead Generation Program Up for Success (pt 3)
JUNE 5, 2015
In the first 2 parts of this series we discussed the role of executives and best practices for planning and preparation when outsourcing your lead generation program. Now as we wrap up, we’ll address appropriate expectations for a program and two essential components for ongoing success: a shared lead definition and accountability between marketing and sales. Lead Generation
PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]
JULY 14, 2015
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.
What is the Minimum Acceptable Close Rate on Leads?
JUNE 28, 2016
First, here is the question as posted: "What is the minimum acceptable close rate for leads provided to sales in a complex selling situation (long sales cycle and multiple decision-makers)?". Here is a distillation of the scores of responses I received: "To what extent are the leads qualified to begin with?". Complex deals are really sold based on relationships, so the lead gets us started but is a long way from what it takes to close the deal.". Of course, lead definition (and hence, lead quality) are keys to the answer to this question. Sales Leads
Should You Gate Your Content? Answer These Questions To Find Out.
NOVEMBER 11, 2014
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?
Staffing and Launching Your Content Marketing Program
These examples may sound hyperbolic, but they get at values that lead. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. original photography as something Steve the Lead.
Status quo, you know, is Latin for 'the mess we're in.'
JUNE 30, 2015
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.