ViewPoint

APRIL 16, 2018

With the advent of new marketing automation capabilities, AI apps and other technology, marketing is inserting itself deeper in the pipeline at almost every level. SLMA Radio is one of six marketing and sales shows for at-work listeners on the Funnel Radio Channel. But is this still true?

Top of Funnel 180

Top of Funnel PointClear Work Management Sales Qualified Leads 180

ViewPoint

DECEMBER 12, 2017

As long as they worked for XYZ Company and downloaded the content they were a lead. Lower level workers give up their digital body language (score points in marketing automation) while more senior executives do not. An employee of a targeted company needed only to download some content to be qualified as a lead.

Sales Qualified Leads 189

Sales Qualified Leads Lead Scoring Lead Ranking Buy 189

ViewPoint

JULY 7, 2015

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. One of the funniest but also most illustrative responses came from The Bridge Groups’ Trish Bertuzzi who nailed it when she said: Companies are still thinking marketing automation (MA) is the silver bullet. I am invisible to you.

Lead Ranking 120

Lead Ranking Lead Scoring Ideal Customer Profiles Sales Qualified Leads 120

ViewPoint

JULY 14, 2015

We generate high quality leads, align sales and marketing, and drive revenue. We believe marketing automation has a place in the world, but we are aware that if it’s not properly utilized, it very quickly creates a whole lot of nothing. Congratulations, Lori, on working with a mix of more advanced clients. Why did we ask?

Lead Ranking 120

Lead Ranking Lead Scoring Top of Funnel Leads 120

ViewPoint

OCTOBER 1, 2015

Marketers must fully integrate with their sales colleagues combining data and processes to: Profile and prospect the right companies and the right decision makers (beyond personas—the actual people) within those companies. Develop and deliver an integrated, cross-channel communications plan. I could not agree more!].

Account Based Marketing 120

Account Based Marketing Lead Generation Sales Qualified Leads Marketing Automation Services 120

ViewPoint

MARCH 1, 2012

Lack of clarity and erroneous assumptions about demand generation, lead management and marketing automation are effectively addressed in two recent Software Advice whiteboard videos by Carlos Hidalgo, CEO, Annuitas Group , and Executive Director, Marketing Automation Institute. Not enough of the right content.

Demand Generation 120

Demand Generation Work Management Marketing Management Lead Management 120

ViewPoint

APRIL 6, 2017

And, at lot of times executives will say “I tried it and it didn’t work.” Candidly, when this kind of partnership doesn’t work it is the client’s fault in many situations, but not always. We work at scale delivering strong ROI by handling the grunt work of prospecting, qualifying, networking, and outreach.

Lead Generation 192

Lead Generation B2B Sales Sales Qualified Leads Sales Leads 192

ViewPoint

AUGUST 21, 2012

No marketing automation system. The cascading zipper effect can only be stopped by fixing the structural failure, in this case the ‘non-follow-up’ by Sales and the non-measurement of marketing successes. All marketing lead generation programs will be measured for ROI. No lead management system. Keeping It Zipped.

Work Management 120

Work Management Marketing Automation Services Marketing Management Wikipedia 120

ViewPoint

OCTOBER 6, 2015

It's a marketing strategy dictated by the sales go-to-market model. In fact, I would argue that all the broad-based demand generation work many companies are doing is the real distraction if their sales model and growth targets focus on a defined universe of accounts. I do know ABM works— when done right.

Account Based Marketing 120

Account Based Marketing Lead Generation Lead Ranking Lead Scoring 120

ViewPoint

NOVEMBER 29, 2016

I just love the simplicity of it; not to mention that it absolutely captures what is wrong with marketing in many if not most companies today. 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.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Cost per Lead 120

ViewPoint

NOVEMBER 10, 2011

Fortunately, follow-up activities can begin (and even sometimes end) with marketing automation programs. Marketing spends intellectual capital and the company’s treasure to find prospects. You lose a prospect, a customer and the sale and your competitor wins. Now I’ve done it. I’m giving away the secret.

Sales Leads 120

Sales Leads Sales Qualified Leads Leads Lead 120

ViewPoint

MARCH 12, 2013

So it’s not in their best interest to work on leads that aren’t going to close this quarter. The problem is that marketing hasn’t had the processes to do anything about that. One of the things we tell our clients is that many companies misuse marketing automation, because it's so difficult to get it right.

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

ViewPoint

MAY 30, 2012

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising and sales training materials for clients such as Major League Baseball, Canon, DuPont, SAP, Business Objects, Oracle and many others.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 120

ViewPoint

MARCH 29, 2011

Marketing automation tools are becoming increasingly important to today's lead generation efforts, but firms cannot abandon the human element of working with prospects. There are so many companies now, and rightfully so, looking at marketing automation solutions and other tools.

Marketing Automation Services 120

Marketing Automation Services Service Lead Nurturing Paid Search Agency 120

ViewPoint

MARCH 3, 2016

Because if you dump 742 raw MQLs on any sales force there is a better chance they will ignore all of the leads rather than work any of them. Because few sales executives are going to work leads when only one out of ninety-two are actually perceived as worth their time. Each year their budget is cut.

Lead Ranking 180

Lead Ranking Sales Qualified Leads ROI Lead Scoring 180

ViewPoint

JUNE 28, 2012

Traditional marketing activity—like marketing collecting and turning over trade show business cards to sales—is gone, and organizations are forced to change their processes and integrate marketing automation tools to deal with the data issue. Evaluation and deployment of marketing automation.

Marketing Automation Services 120

Marketing Automation Services Planning Allocation CMO 120

ViewPoint

DECEMBER 20, 2011

I appreciate the manner in which each has clearly presented B2B marketing and sales challenges, solutions (in the form of best-practice strategies and tactics), and results in areas like the following: Content marketing. Marketing automation. B2B marketing and sales strategies and tactics. Customer acquisition.

Blogger 120

Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

FEBRUARY 12, 2013

Not after work if hanging out socially. Review lead scripts, web content in development, webinars in development, videos in development, best practice documents in development, talk about marketing automation in their terms not marketing terms, make them part of your team, your process. Casually and formally.

Stats 120

Stats Trade Show Webinar Metrics Demand Generation 120

ViewPoint

JUNE 18, 2013

Marketing automation companies also say they do this filtering; HubSpot , for instance. Unlike Mike, I think the conversation starts with Marketing and continues with Sales. He says it starts with Sales (most of the marketing automation companies won’t agree either).

Sales Leads 120

Sales Leads Sales Qualified Leads Lead Scoring Lead Ranking 120

ViewPoint

SEPTEMBER 21, 2016

We have specialists in marketing and in sales, they need to figure out how to work, nimbly, together through the entire process with the most effective person/job doing their part at various phases of the customer journey. I’ve been observing attempts to align sales and marketing for more than 20 years.

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Cold Calling 120

ViewPoint

JUNE 8, 2012

Use Customer Voices to Prioritize Social, Mobile & Automation Investments. Click to start video at this point — Commenting on how to prioritize investments in social media, mobile and marketing automation, Ginger encourages companies to, again, understand their customers first. It should be hand-in-hand.

Marketing Automation Services 120

Marketing Automation Services Top of Funnel Paid Search Agency Mobile Marketing 120

ViewPoint

FEBRUARY 26, 2016

At best, a well-run inbound marketing campaign can realistically deliver 35% of your enterprise level sales leads. When you combine the power of inbound and outbound marketing, you will be able to account for any gaps in your predicted revenue. Where will the remaining 65% of your leads come from?

Inbound Marketing 149

Inbound Marketing Enterprise Management Trade Show Lead Nurturing 149

ViewPoint

FEBRUARY 27, 2014

We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. Marketing automation doesn’t identify your best target audiences.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Work Management Marketing Management 120

ViewPoint

APRIL 1, 2015

Here’s how I, Danmac the Magnificent, read the stars for your sign in 2015: Taurus (April 21 - May 21): You are working close to full-time trying to beat your quota in the first half of the year. Killing Q1 and Q2 will allow you to put rivalries at work into perspective. Your intentions are clear. Gemini, don’t believe it.

Cold Calling 120

Cold Calling Lead Scoring Lead Ranking Sales Qualified Leads 120

ViewPoint

MARCH 14, 2011

The five marketing activities you have to get right before you can expect marketing automation success. Stone also graciously asked me to talk about my work as chair of the Technology Association of Georgia Education Collaborative.

Lead Generation 120

Lead Generation Generation Leads Lead 120

ViewPoint

JULY 26, 2018

Not all radio program podcasts lend themselves to being used as case studies, but Jane notices that with a little work, this program fits the basic criteria. A new white paper is also in the works. Testimonials are important today as each is thought of as a product/service review. Case studies. Nurture material.

Thought Leadership 120

Thought Leadership PointClear Case Studies Budget Programs 120

ViewPoint

JULY 11, 2011

In a sense, three cloud application companies at a combined average of five years after going public are all spending nearly half of their revenue on sales and marketing. Could the reasons why point to similar expense paths for the marketing automation vendors looking at going public?

Enterprise Management 120

Enterprise Management Work Management Marketing Management Marketing Automation Services 120

ViewPoint

MAY 21, 2013

Some people think marketers serve at the demand of potential customers. Don’t marketers ultimately serve at the demand of the people paying their wages, the company they work for, and the sales forecast? Marketing automation is a part. Marketing is a part. But what about the sales forecast? CRM is a part.

Work Management 120

Work Management Marketing Management Planning Forecasting 120

ViewPoint

APRIL 18, 2012

Every opportunity to get your message out there and share value with the prospect is significant, and, again from a B2B perspective, a lot of companies are going to be thinking about mobile marketing in this way. The Marketing Automation Learning Curve. One isn’t working at the service of the other.”

Trends 120

Trends Practices Marketing Automation Services Work Management 120

ViewPoint

APRIL 10, 2012

The Role of Marketing Automation & Social Media. Click to start video at this point —Asked whether marketing automation and social media should be within the realm of marketing only, Jonathan affirms their value for sales. He adds that a game plan should span more than just the current year.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Automation Services Forrester 120

ViewPoint

AUGUST 20, 2015

Gather the revenue influencers in your company—CEO, marketing, sales, operations, IT—to gain insight into the way your internal teams work together. You’ll also want to pull engagement reporting out of your marketing automation platform and CRM. Step 1 – Revenue Influencer Feedback. For this step, you need to go deeper.

Marketing Qualified Leads 120

Marketing Qualified Leads Lead Ranking Sales Qualified Leads MQL 120

ViewPoint

MAY 17, 2018

To state this another way, sales was so accustomed to getting poor quality leads from marketing that they routinely allowed them to end up in the digital equivalent of the lower left-hand desk drawer. To be fair, marketing’s mandate was to generate more leads every year with shrinking budgets.

Sales Qualified Leads 120

Sales Qualified Leads Buy Lead Scoring Lead Ranking 120

ViewPoint

MAY 1, 2013

Start with focusing on the top 5-6 key performance indicators that you need to run your business and embed the collection and reporting of the data directly into your work stream. For marketing and sales leaders, your work stream is your CRM system.

Efficiency 120

Efficiency Analytics Work Management Marketing Management 120

ViewPoint

JANUARY 21, 2014

I was sitting in a meeting of marketing and operations people when I worked at Inquiry Handling Services (long ago scooped up by Harte Hanks). Just because the salespeople don’t work for you directly doesn’t mean you can’t guilt, prompt, plead and motivate them to report on the inquiries’ final disposition.

Work Management 120

Work Management Marketing Management Sales Qualified Leads CRM 120

ViewPoint

APRIL 18, 2011

He then killed the next closest rattler, one after another he worked carefully as he eased his way to the barn door and safety. For some it may mean getting their first CRM system, creating a sales process, grading leads, getting a marketing automation system, getting 100% follow-up by the sales channel, or proving the ROI.

Barriers 120

Barriers Blogger ROI Work Management 120

ViewPoint

FEBRUARY 21, 2011

The passionate creativity and vibrant expression in the work of: 16. I bet you use some of these very traits to describe a woman you know doing extraordinary work in sales and marketing today. Billie Holiday 18. Ingrid Bergman 19. Georgia O’Keeffe. The sheer joy and enthusiasm for preparing and sharing fine food of: 20.

PointClear 120

PointClear PR Lead Management Work Management 120

ViewPoint

FEBRUARY 28, 2012

It means understanding the company’s CRM system and making it work (closing all records as ‘having bought’ or ‘died’). It means having the best marketing automation system and making it work (cultivate, drip irrigation, nurture, foster, cherish or unrelentingly pursue until they buy).

Budget Programs 120

Budget Programs Work Management ROI Blogger 120