The Point

MAY 14, 2012

A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

FEBRUARY 4, 2011

On Focus.com , Craig Rosenberg asks: “What are the top benefits of adopting marketing automation?” My response: Based on our firm’s experience , the most common benefits of marketing automation are these: 1. Improved consistency of follow-up to all new leads independent of sales bandwidth.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

OCTOBER 26, 2010

Recently, Lauren Carlson of research site Software Advice wrote a very perceptive and timely piece entitled “ Tailwinds for Marketing Automation Software ” about the broader market trends that, in her view, are driving the increased adoption of marketing automation technology. The reason?

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. And that fact, I would propose, is a good sign for a maturing market. emphasis mine). No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

MAY 6, 2010

A couple of weeks ago our firm prepared a detailed ROI analysis for a client helping them substantiate to their management the investment in a marketing automation platform. Fortunately, and to the client’s credit, they had firm metrics for each stage through which a raw inquiry ultimately converted to a sale.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

AUGUST 23, 2011

Do you feign understanding when your CEO talks about “sales and marketing alignment”? Horrified at the responsibility of investigating marketing automation solutions for your company? In a little over 20 minutes, you’ll learn: • What makes marketing automation different from older email platforms. •

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Webinar Metrics 100

The Point

DECEMBER 5, 2023

However, remember that the threshold may also include bulk sends from sales tools like SalesLoft or Outreach. As that previous article made clear, emailing to anything but opt-in lists may be at odds with the license agreement of your marketing automation platform (MAP) or email service provider.)

Deliverability 162

Deliverability Rules Purchase Marketing Automation Services 162

The Point

APRIL 1, 2014

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.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 100

The Point

NOVEMBER 15, 2022

A client asks: “What’s the best way to market to purchased lists like ZoomInfo ? We have a debate between our marketing and sales teams on whether the best approach is marketing emails, sales outreach, or something else. connection requests, comments, shares) into the outreach cadence and sales plays.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

APRIL 29, 2021

If you’re using a shared IP address (through a marketing automation provider, for example), then your email reputation will always be subject to the behavior of other senders on that same IP, so any efforts to otherwise protect your domain will be for nought. * The post Should I Use a Separate Domain for Marketing Emails?

Domain 173

Domain Email Marketing CAN-SPAM Marketing Management 173

The Point

JANUARY 14, 2014

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. And that lack of focus can be a big mistake. Probably not.

Lead Ranking 100

Lead Ranking Marketing Automation Services Marketing Qualified Leads Sales Leads 100

The Point

MARCH 12, 2012

I’ve made the case previously in this space how one of the easiest way to gain a quick return from any investment in marketing automation is to apply the technology towards more efficient and systematic follow-up to inbound leads. It’s a win-win for both sales AND marketing. What’s the solution?

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

DECEMBER 13, 2019

It’s no longer enough to have a solid strategy around marketing automation. B2B marketers need to be really intentional about creating well-integrated tech stacks that create seamless omnichannel experiences for today’s sophisticated customer.”. I see video content taking its seat at the top.

Demand 222

Demand Ideal Customer Profiles Demand Generation Agencies Account Based Marketing 222

The Point

NOVEMBER 5, 2009

It’s no secret that I am a fervent evangelist for marketing automation, and at our agency we see the real-life benefits every day in the form of clients generating higher conversion rates, more qualified leads, and shorter sales cycles. HS) Where do you see as the greatest opportunity to improve marketing and sales processes?

Salesforce.com 100

Salesforce.com Eloqua Work Management Marketing Management 100

The Point

FEBRUARY 28, 2023

In uncertain economic times, Market Development Funds (MDF) can be a precious resource for channel partners (resellers, distributors, ISVs) looking for budget to fund sales and marketing activity. By some measures, that may add up to $15 billion of unspent marketing budget every year in the US alone. Be realistic.

Demand Generation Agencies 147

Demand Generation Agencies Advertising Agencies CMS Development Work Management 147

The Point

MAY 19, 2020

It wasn’t that long ago, when marketing automation first burst on the scene, that the height of lead nurture sophistication was the simple, automated sending of multiple, sequential emails. Today, advances in marketing technology make such “automation” seem laughably basic.

Lead Nurturing 299

Lead Nurturing Class Budget Programs Lead Scoring 299

The Point

DECEMBER 11, 2018

There was a time, not so long ago, when Marketing Automation went through a similar transition. In the giddy, early days when solutions like Marketo first arrived on the scene, the reigning view was that the technology was all a company needed to solve their lead management and email marketing woes.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

OCTOBER 8, 2015

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. I sent an email to a marketing technology firm, one with whom I was vaguely familiar, about a client campaign for which I thought their technology might be useful. By my own reckoning, I’m an MQL (Marketing Qualified Lead).

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

FEBRUARY 24, 2011

I only recently came across the results of research published late last year by Leads360 , a leading provider of hosted (SaaS) solutions for managing sales leads. In an era of marketing automation and automated lead management, you don’t have to rely solely on phone calls to follow up on leads. And therein lies my point.

Leads360 100

Leads360 Sales Leads Telemarketing Marketing Qualified Leads 100

The Point

FEBRUARY 27, 2018

Failure to comply can result in fines ranging from 10 million Euros ($12 Million US) to 4 percent of a company’s global sales, a number that could reach into the billions for large corporations. We recommend all marketers consult with legal counsel on how best to fully comply with GDPR. Let Visitors Opt-Out of Cookie Tracking.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

The Point

JUNE 18, 2013

Recently I had the opportunity to sit down with Daniel Chalef, CEO of KnowledgeTree , developers of an intriguing new solution, built for both Salesforce.com and mobile (iOS), that enables sales teams to instantly find, surface, and present the ideal content in any selling situation. We call that approach Content Selling. (HS)

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

OCTOBER 22, 2019

Let’s say you’ve set up a system that sends a lead to sales after they’ve clicked on five emails. Worst case, you could be sending a lead to sales who’s never once engaged with your marketing campaigns. Ultimately, the issue of email bots will need to be solved at a product level by the marketing automation vendors. (We

Marketing Automation Services 127

Marketing Automation Services CAN-SPAM Click Rate Trigger Marketing 127

The Point

JUNE 30, 2017

It is a strategic initiative that involves (or should involve) both sales and marketing at all levels of the organization. Target account campaigns are possible leveraging only the most basic in marketing automation and ad technology (for example, programmatic display advertising.)

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

JULY 30, 2020

Blogs are historically the province of the PR team, and so they’re not often looked at as a vehicle for driving leads, sales engagement, and revenue. This is one of the most effective ways to convert organic blog traffic to sales leads that you can then nurture over time. Make sure you can measure the blog’s contribution.

Demand 221

Demand Lead Scoring Lead Ranking Marketing Budget 221

The Point

MARCH 22, 2019

I say this based, anecdotally, on the number of B2B marketers I talk to who either 1) don’t use lead scoring at all, or 2) have a lead scoring system that clearly doesn’t work (or is completely ignored by the sales team) and have no apparent motivation to fix it. Faster lead velocity means shorter sales cycles.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

JUNE 25, 2019

Depending on the marketing automation platform (MAP) you use, this might be captured in different ways (for example: Pardot campaigns, Marketo acquisition programs). Before you can fix your reporting, you need to fix the data you’re reporting on. What do your leads and accounts look like?

Marketing Attribution 242

Marketing Attribution Work Management Marketing Management Marketing Automation Services 242

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

The Point

JUNE 29, 2009

Here’s an interesting post by Mike Damphousse of Green Leads that I found through Funnelholic (thanks Craig) on how lead nurturing impacts the effectiveness of calling campaigns designed to secure qualified sales appointments.

Lead Gen 100

Lead Gen Sales Qualified Leads Marketing Qualified Leads Leads 100

The Point

AUGUST 25, 2020

Which of the following do you have in place: CRM, Marketing Automation, Programmatic, ABM (Demandbase, Engagio, 6Sense, Terminus), Sales Enablement (SalesLoft, Outreach), Data Enrichment/CDP (ZoomInfo, DiscoverOrg, Leadspace), Conversational Marketing (Drift), Content Experience (Uberflip), Website Personalization, Attribution.

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

JUNE 5, 2018

Earlier this year, Forrester Research conducted a detailed survey of more than 150 B2B marketing decision-makers with the intent of benchmarking the maturity of B2B marketing best practices, focused on revenue marketing and marketing automation. Why do you think sales and marketing alignment is a persistent issue?

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

DECEMBER 15, 2020

Over time, an accumulation of stale, non-responsive leads can bump you to a higher pricing tier for your CRM or marketing automation license. The precise amount of time before suspending or removing non-responsive leads can vary based on a company’s sales cycle, brand awareness, list source, or frequency of contact.

Lead Scoring 162

Lead Scoring Lead Ranking Marketing Qualified Leads Leads 162

The Point

JANUARY 19, 2016

Marketing technology is a dangerous weapon in the wrong hands, and nowhere is this more evident than in the recent surge of interest in automating BDR campaigns and other sales communication. Is automation always a good thing, however? Effective sales communication requires more than just automation.

Marketing Automation Services 80

Marketing Automation Services Marketing Management Software Copywriting 80

The Point

JANUARY 19, 2021

Marketers will need to get ahead of this by incorporating credit ratings into the qualifying process.” – Sarah, Marketing Automation Specialist. “I I think a significant trend for B2B marketing and sales in 2021 will be video. Leads will need to pass “credit worthiness” before a closed/won is accepted.

Demand Generation Agencies 147

Demand Generation Agencies Demand Generation Demand Lead Ranking 147

The Point

APRIL 26, 2018

As I said earlier, buyers now have a lot of information to explore before they need to identify themselves to sales. Intent data can help marketers identify a lot of that anonymous research activity. If the marketer can also see the lead comes from a surging company, that lead can be scored accordingly and passed more quickly to sales.

Intent Data 209

Intent Data Intent Bombora Account Based Marketing 209

The Point

NOVEMBER 29, 2017

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? Create a content map – one that maps existing content by audience sector and sales stage (early, mid, late).

Demand Generation Agencies 182

Demand Generation Agencies Demand Generation Demand Generation 182

The Point

SEPTEMBER 19, 2018

Think social media management, content management, marketing automation, reporting and analytics. Spend time with sales. The best marketers I know also know how to sell. My first four years out of college were in sales – door to door, no less. Take a sales training class if your company offers one.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

JULY 17, 2017

IMPACT : Leverage marketing automation (through autoresponders, sales alerts, and other functionality) to ensure that all buyer inquiries are responded to promptly and systematically. 72% of B2B Buyers quote timely response to inquiries as a key factor in vendor selection via @spearmktg. Click To Tweet.

Paid Search Agency 241

Paid Search Agency Demand Marketing Automation Services Peer-to-peer 241