What Works - What Doesn't

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What Works - What Doesn't

While he continues to write for Computerworld and InfoWorld , his prime focus is providing marketing material including email newsletters, blog posts, and white papers for leading IT vendors including AT&T, Microsoft, BMC, F5 and Cognizant. Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

Some of the more forward-looking PR firms I work with are looking to supplement traditional PR offerings with demand generation services, using marketing automation software such as Marketo and HubSpot to track prospect’s actions to “nurture” them with additional content towards a sale. Lack of good content was cited by 32%, but that’s such blatant self-promotion I shouldn’t mention it.

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Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

The post goes on to suggest “Reach, leads and sales should be some of the tangible metrics that are measured as part of social media marketing strategies.”. I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. Which they are.   Did HubSpot shoot itself in the foot? The implied solution?

Using Online Games To Sell Complex B2B Software

What Works - What Doesn't

But is asking prospects to spend the time playing an online game good for all parts of the sales cycle? Which leads me to ask whether you should wait to offer a prospect an online game until they are willing to invest all the time required to wait for screens to load, understand the rules of the game, work through the scenarios, and cope with problems like crashing browsers?

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. 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. its role beyond lead gen. Look for.

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

You share (as SAP did) the information about which customers and prospects viewed which events with your sales force. That, of course, is the whole aim of content marketing (to help the sales force,) and if a trade show or customer conference isn’t an exercise in “content creation” I don’t know what is. Tags: Content Marketing IT Marketing B2B marketing content marketing lead generation lead nurturing readership tracking SAP virtual trade shows Not only did it focus on getting customers to talk to each other, (VS. Second, integrate the physical and virtual events.

Which Comes First: Lead Nurturing or Inside Sales?

The Point

For a long time, “ lead nurturing ” was thought of as something you did with the leads that sales didn’t want. The theory was: leads come in, the sales team gets the hot ones, and the rest go to lead nurturing. Today, of course, a comprehensive lead nurturing strategy is much more than that. The post Which Comes First: Lead Nurturing or Inside Sales?

Please Don’t Let Your Sales Reps Nurture Leads

The Point

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. A question: at this point, what kind of lead am I? By my own reckoning, I’m an MQL (Marketing Qualified Lead). Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. A sales rep should be selling, period.

To Manage Sales You Must Manage Sales Leads

ViewPoint

“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. Marketing Automation and Lead Management. They don't.".

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. 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. its role beyond lead gen. Look for.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

Tweet Ask most executives and marketers what salespeople need to sell in this economy, and they will say one thing: more leads. That’s why many marketing and lead generation programs tend to focus on quantity. Unfortunately, as little as 5 to 15% of all marketing inquiries (aka leads) turn out to be truly sales-ready opportunities. 1 challenge. You might also like.

In Industrial Lead Generation, a Lead is a Lead, Right?

Industrial Marketing Today

Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. I have no issues with that but do these companies know what a qualified lead is? by Achinta Mitra appeared first on Industrial Marketing Today.

Lead Qualification: Rethinking BANT in the Modern B2B Sales Cycle

Act-On

In today’s complex B2B sales cycle, it’s important that an organization’s sales and marketing teams create a clearly defined and agreed upon, definition of a qualified lead. Distinctly identifying where the lead handoff happens is the first step in creating a seamless transition between sales and marketing. Do your biggest sales happen on the East Coast?

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31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Tweet More often than not, there seems to be a disconnect between Marketing and Sales. How does your sales team perceive the leads Marketing produces? They complain about lead quality. They complain about lead volume. The say leads, what leads? Marketing gives us leads? Centralize the lead qualification process. Be honest. Be flexible.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. 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. its role beyond lead gen. Look for.

Why is Inside Sales So Scared of Lead Nurturing?

The Point

Recent studies tell us while the adoption of marketing automation technology continues to gain momentum, fewer than 20 percent of marketing executives say that they are fully integrating the technology into their current sales and marketing initiatives. Whatever the motivation, any “push back” from Inside Sales to marketing automation and automated lead nurturing/qualification is misplaced.

BANT May Not Work in Qualifying Leads for Industrial Sales

Industrial Marketing Today

Sales people have been using BANT (Budget, Authority, Needs, and Timing/Timeframe) criteria to qualify leads and prospects for a long time ever since IBM first coined that acronym. Industrial Lead Generation BANT Industrial Marketing leads for industrial salesThis is only a content summary. Please click on the headline to read the full article.

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Deliver More Sales Qualified Leads Using Predictive Intelligence

SalesPredict

One of the biggest challenges today’s B2B marketers face is generating sales qualified leads (SQLs). While marketers might not have such a hard a time generating a large volume of leads (quantity), they are having an increasingly tough time attracting leads that convert into sales opportunities and eventually into customers (quality). Why leads aren’t qualified.

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A Simple 2-Step Technique for Improving Lead Follow Up

The Point

In an era when “demand generation” and “content marketing” are virtually synonymous, most B2B sales leads are the result of a prospect downloading or requesting content. That latter group becomes fodder for ongoing nurturing, in the hope that further education and brand awareness will ultimately result in conversion to qualified leads. There is a better way.

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Sales Lead Management Leads to a Lower Cost of Sales

ViewPoint

“Cost of sales is determined by a lot of things,” Jake said, “But lead management isn’t one of them.” And with that the sales manager slapped the table with his hand to emphasize his words. 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. Lead Management

Why Lead Nurturing Matters in Sales

Salesfusion

The post Why Lead Nurturing Matters in Sales appeared first on Salesfusion. Lead Nurture

Introduction to Lead Management

B2B Lead Generation Blog

Tweet If Sales and Marketing were a manufacturing operation starting with raw materials — leads — and ending up with 5% to 20% in deliverable product — won sales — it would soon be shut down to determine what is wrong. However, companies continue to spend untold dollars on lead generation efforts ultimately doomed to fail. 79% have not established lead scoring.

The Single Most Important Element for Increasing B2B Lead Gen and Sales

Webbiquity

A spate of articles recently have expounded on the “consumerization” of all things business: the consumerization of sales, of IT, and of business-to-business (B2B) marketing most prominently. McKinsey’s David Edelman has referred to the consumerization of B2B marketing and sales as a “massive disruption” on the horizon. A slow response creates friction.

How to Create the Three Parts for Any Sales Funnel

Webbiquity

What is a Sales Funnel? Sales funnels are everywhere. This is the power of a sales funnel that’s ultimately designed to get sales. Sales funnels today are processes that mostly occur online, with the ultimate objective of driving sales. Sales funnel are frequently intricate, however. The Lead Generator. Guest post by Katrina Manning.

What Percentage of Marketing Leads Should Be Accepted by Sales?

ViewPoint

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.

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Using Video in Sales to Identify and Prioritize Quality Leads

Vidyard

Sales has never been an easy job to automate. For every tool that pops up promising automatic follow-ups or additional data points for tracking engagement, there still needs to be a human element to the sales process. But sales teams aren’t working stacks of lead cards anymore either. Let’s take a look at some of the best ways to do this with video in sales!

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Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs

Biznology

All sales leads are not equal. I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. Of those 350,000, about half—178,000—were actual sales leads. However, those sales leads they were delivering sucked!

How Unqualified Leads Bog Down Sales Pipelines for Industrial Companies

Industrial Marketing Today

I have yet to come across a manufacturer, a distributor or an engineering firm that didn’t ask for more leads. This is understandable since the sales pipeline needs to be full and active at [.] The post How Unqualified Leads Bog Down Sales Pipelines for Industrial Companies by Achinta Mitra appeared first on Industrial Marketing Today. Industrial Marketing Industrial Marketing Automation Sales Strategies marketing automation Marketing Qualified Leads (MQLs) Sales Qualified Leads (SQL No surprise there! This is only a content summary.

How To Lead With Customer-Focused Content

Tony Zambito

The voluminous nature of marketing and sales content is making it harder for organizations to get through to customers and potential customers today. To the point whereby content marketers now have to deal with something sales have dealt with for decades. The overriding concern from many content marketers is on lead and sales conversion. As a sales pitch.

More Evidence That Waiting Even 5 Seconds to Contact a New Sales Lead Can Be Disastrous

The Point

In my experience, most of the mental energy and strategic thinking around the practice of lead nurturing and lead management is usually applied to the goal of accelerating prospects through the sales process – from MQL to SQL, from SQL to Opportunity, and so on. Apparently it’s no more complicated than reaching leads almost immediately upon their expressing interest.

Lead Generation: Balancing lead quality and lead quantity

B2B Lead Generation Blog

Tweet Lead generation is somewhat like a tightrope act. Generate too many leads, and the rope between Sales and Marketing breaks. If you don’t generate enough leads that turn into sales, your ROI plummets. Ultimately, the expansion also led to 65% of those leads being rejected, so while the program was generating leads, they were not high-quality leads. “It

Successful Sales and Marketing Alignment, Part 4: When to Pass a Lead to Sales

Act-On

This post is part of a series to help B2B organizations understand and implement sales and marketing alignment. Part three outlined the steps to designing a successful lead process. We’ll now outline what defines a qualified lead. The “qualified lead” definition is the point at which marketing determines that a lead is ready to be handed to sales.

5 Ways to Expand Lead Nurturing Beyond the Inbox

The Point

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. The post 5 Ways to Expand Lead Nurturing Beyond the Inbox appeared first on The Point.

3 Important Sales Trends & Predictions for 2015

Sales Prospecting Perspectives

Here are three trends I see in the sales world, paired with predictions on where those trends will take us. B2B sales and marketing leaders will need to decide whether they’re going to invest in content creation as a way to make noise or as a way to add value for customers. Sales folks can’t keep up with all of today’s promising new tools. TREND #1: Content Fatigue / Focus.

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How to Use Predictive Lead Scoring

SalesPredict

If you’re in B2B marketing, you’ve likely been hearing a lot about predictive lead scoring. If Google can guess what you’re about to search for—based on what you, and others have searched for previously—why shouldn’t your CRM and marketing automation system tell you which leads and accounts to prioritize, based on whom you’ve successfully sold to before? Smarketing”.

10 Aligned Lead Nurturing Statistics for B2B Sales and Marketing

Sales Prospecting Perspectives

Many companies aren’t utilizing the full potential of their lead nurturing campaigns. They’re passing all lead nurturing responsibilities to marketing. They’re separating the lead nurturing cycle from the sales funnel. of companies nurture leads by handing them off to marketing, who then engages and remains active with them through lead nurturing campaigns until they’re ready to buy. However, when both sales and marketing share responsibility for lead nurturing, companies experienced a significant increase in conversion rates.

[VIDEO] How to Structure a Successful Sales Team

DiscoverOrg

What we did first: Scale an SDR team – eliminate the AE role where reps were self sourcing their own leads and closing them. Creating a team mentality: Inbound SDR’s round robin leads across all teams. Want to Build a Sales Engine? Does this problem sound familiar? We spend an enormous amount of time searching for and then hiring what we think to be “A” players.

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Measure Your Way to Lead Nurturing Success

The Point

Demand Gen Report just published “ Top B2B Marketers Measure Lead Nurturing Effectiveness to Boost Performance ,” a special report in which they address the whys, whats, and how tos of measuring lead nurturing’s true impact. That, ultimately, is what lead nurturing is designed to do – move leads towards opportunity and close. percentage of MQLs that convert to SQL. …

More Sales Less Time

Your Sales Management Guru

More Sales/Less Time. -A If want to exceed your sales goals this year-read this book…. Jill Konrath has written three other sales related books and now she hits the mark again with More Sales/Less Time published by Penguin books. In this book, Jill shares a highly personal story, sharing a lot of research that ends up providing every executive, sales manager and certainly all salespeople a formula to increase productivity. Everyone in sales will buy into her story, her attempts to increase productivity, her failures, this makes her “result” all the more real.

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