The Point

NOVEMBER 29, 2017

But targeting the right audience is more than simply defining a target account list, or key industries, or buying personas. Have you created a message deck that defines these selling points, by audience sector, to guide your agency partners, reduce creative cycles, and ensure that every sales outreach and marketing message is in sync?

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

JANUARY 27, 2016

It’s a useful reference for any marketer tasked with measuring the impact, and therefore the ROI, from lead nurturing and enabling technology like marketing automation. But, more important is having clear, precise definitions for each stage – whatever those definitions are – that both marketing and sales buy into.

Lead Nurturing 100

Lead Nurturing Lead Ranking Marketing Qualified Leads Sales Qualified Leads 100

The Point

OCTOBER 14, 2010

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. Based on first-hand impressions, however, it’s not how the vast majority of clients are employing (or even thinking of) marketing automation. I’m just not sure the rest of us are quite there yet.

Marketo 100

Marketo Impressions Demand Generation Agencies Lead Nurturing 100

The Point

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. Studies show that few companies use technology like marketing automation to its full potential. The reason?

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50