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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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Expert Panel’s Feedback on Our Lead to Revenue Calculator

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During the last week of December I asked a panel of experts for feedback on our Leads to Revenue Calculator. I was surprised at the level of detailed feedback I received. The above graphic is a sample from our Lead to Revenue Calculator. Most people see nurtured leads as converting to a MQL/SQL--which you are already counting. Download it here. Do they drop the ball? Thank you.

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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.".

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.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure

How to Establish a Meaningful Lead Definition

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Walk out of your office and ask the first three marketers and the first three sales executives you encounter one question: What constitutes a lead? With technology it is now possible to get more poor quality leads to sales faster than ever before. Watch this brief video to learn how to establish a lead definition. Knowing the difference lets us engage the “real” leads in a meaningful and far more efficient manner. Frequently, the definition of a lead is not shared by marketing and sales (or even within marketing or sales). Most of them are a waste or wasted.

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The Quest for Good Leads: Are You Asking the Right Questions?

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What’s a good lead rate? How much should a lead cost? The lead rate for high quality, enterprise opportunity leads has been roughly flat.) That said, for several years the elephant in the room has been inbound marketing and inbound marketing lead rates. have seen inbound lead rates reported as high as 11 – 14%. Instead of: What’s a good lead rate?

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

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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.

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.

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.

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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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.

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.

How Much Do Your Leads Cost?

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Understand the price you are paying for your leads and then optimize. Document the cost per lead is the fourth of 7 Truths about Sales and Marketing that CEOs need to know. Today we will discuss how to document and then optimize the cost per lead, including the Sales Accepted Lead, the Sales Qualified Lead and Closed/Won business. Have all contacts been engaged?

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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

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.

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!

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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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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Proof that Account-based Marketing Works

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Their time and money was applied to generating leads that paid off, and included extensive nurturing across multiple buying cycles. More Leads. vs. Better Leads. Sales really does need fewer leads—as long as they’re highly qualified. Otherwise all the leads are wasted. Companies that spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to marketing are using an approach that you might have heard about—account-based marketing. Here’s a specific example for you. More than 3X as much, costing around $170,000.

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.

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.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all

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.

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?

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

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.

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.

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!

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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"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.

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 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.

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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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.

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