ViewPoint

DECEMBER 27, 2016

Lead nurturing triples marketing's ROI, but only if done properly. I propose that nurturing is the most underutilized marketing activity at a marketer’s disposal. Marketing Pipeline. These are prospects with a specific planned next step to be taken within a reasonable timeframe. True Nurture Opportunities.

Top of Funnel 189

Top of Funnel B2B Sales Account Based Marketing B2B Thought Leadership 189

ViewPoint

FEBRUARY 16, 2017

In the search for the holy grail of marketing KPIs, we want ones that correctly emphasize ROI over lead cost, tie lead generation to overall revenue and profits, identify the most successful marketing initiatives and deliver insights that can be leveraged to run future high-return activity. Lead-to-Pipeline Conversions (MQLs-to-SALs).

Cost per Lead 189

Cost per Lead Sales Qualified Leads Cost Lead Scoring 189

ViewPoint

MAY 13, 2016

How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. Spell out the responsibilities and accountabilities of Sales and Marketing.

Allocation 174

Allocation PointClear SIC Ideal Customer Profiles 174

ViewPoint

AUGUST 20, 2018

Most sales and marketing teams are looking for ways to generate more leads. Marketing is paid, in fact rewarded for, lead quantity and not quality. Far too many companies evaluate marketing’s success by the number of leads they hand over to sales. The overall result is often wasted marketing dollars and wasted sales time.

Sales Qualified Leads 149

Sales Qualified Leads Lead Ranking Leads Lead 149

ViewPoint

OCTOBER 31, 2017

expensive) to justify without being spread across by multiple clients, i.e. strategic planning, list development, analytics, segmentation, coaching and training. And, as Finkelstein says, “change the game on competitors, operating in bold, unexpected ways that are simply better” by outsouring your marketing and B2B sales lead generation.

Paid Search Agency 159

Paid Search Agency PointClear Telemarketing Companies 159

ViewPoint

SEPTEMBER 25, 2012

We create a marketing plan every year.” Do you create a marketing plan that drives sales based on the sales forecast? Is your lead generation plan based on the forecast by product? Are you creating marketing tactics that project a specific number of inquiries by product based on the forecast? Backup Plan?

Lead Generation 120

Lead Generation Planning Sales Qualified Leads Generation 120

ViewPoint

APRIL 24, 2018

How can you dramatically improve ROI on marketing automation investments? Read these top three tips for when and how to use marketing automation—and when not to. If your targets are senior, I recommend you test a multi-touch campaign against an automated marketing effort to determine which method results in more revenue.

Validation 168

Validation Marketing Automation Lead Scoring Lead Ranking 168

ViewPoint

OCTOBER 1, 2015

There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it? 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?

Account Based Marketing 120

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

ViewPoint

AUGUST 11, 2016

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. Marketing must align its B2B lead generation activities and resources with deeper-in-the-funnel outcomes. Cost-Per-Lead.

Cost per Lead 120

Cost per Lead Sales Qualified Leads Lead Generation Cost 120

ViewPoint

AUGUST 18, 2015

In today’s B2B companies, marketing and sales alignment is critical to success. Unfortunately, few B2B organizations focus on creating, implementing and executing a defined marketing and sales process. Unfortunately, few B2B organizations focus on creating, implementing and executing a defined marketing and sales process.

Lead Scoring 120

Lead Scoring Lead Ranking Top of Funnel Leads 120

ViewPoint

MAY 23, 2018

Lead nurture can triple the return on most marketing campaigns. By nurturing leads until they’re ready to turn over to sales, an organization can eliminate wasted marketing spend and increase sales results. But it’s often the most underutilized marketing activity at a marketer’s disposal. True Nurture.

Sales Qualified Leads 149

Sales Qualified Leads ROI Lead Scoring Lead Ranking 149

ViewPoint

DECEMBER 19, 2012

As we plan for the New Year, it’s time to stop following and start leading. My advice for marketing and sales CMO and CSO managers: Marketing Management: If you don’t have one, it is never too late to create a plan with a revenue goal. Marketing Management: Teach your staff that it’s results that count.

Forecasting 120

Forecasting Lock-In Leads Lead 120

ViewPoint

JUNE 2, 2015

In part 1 , we discussed the critical role senior executives play in setting expectations for sales and marketing within their organizations. Now let’s move on to: Part II: Participation in planning & training. The planning involved in setting up a lead generation program incorporates the same principle. Expected results.

Lead Generation 120

Lead Generation Generation Work Management Leads 120

ViewPoint

OCTOBER 12, 2017

Sales forecasts based on lead generation are predictable and repeatable as long as the marketing spend is consistent.”. Of course, if you don’t have 100% follow-up of the leads, Marketing will need to spend more money to create more leads to make up for the salespeople who aren’t executing the follow-up and doing their full job.

Forecasting 166

Forecasting Sales Qualified Leads Leads Lead 166

ViewPoint

AUGUST 29, 2017

How are these concepts related to marketing and sales in B2B environment? Perceived risk occurs when everything is fine right now, but there are factors in motion that are going to change your situation and you better make plans to defend your position. Once that level is fulfilled the next level up is what motivates us, and so on.

Buy 240

Buy Forecasting Fulfillment Lead Ranking 240

ViewPoint

MAY 28, 2015

Part II: Participation in planning & training. Part III: Expectations for ongoing success: marketing and sales accountability. Executives must set the expectations for sales and marketing to: Provide necessary materials and related data: This can vary depending on what a particular vendor needs to be successful.

Lead Generation 120

Lead Generation PointClear Generation Leads 120

ViewPoint

FEBRUARY 23, 2018

Continued engagement in the form of account-focused outreach (also referred to as Account Based Marketing) makes sure your company is on their radar when the right disruption happens to necessitate a decision, when their current solution’s weaknesses reach the boiling point, or when competition encroaches and fear sets in.

Sales Qualified Leads 120

Sales Qualified Leads Forecasting PointClear Enterprise Management 120

ViewPoint

JUNE 5, 2015

In the first 2 parts of this series we discussed the role of executives and best practices for planning and preparation when outsourcing your lead generation program. Part III: Expectations for ongoing success: marketing and sales accountability. Marketing and Sales Accountability. As we close out this series, let’s recap.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation PointClear Lead Qualification 120

ViewPoint

AUGUST 2, 2012

Ginger is editor-in-chief of Direct Marketing News. Tales of the disconnect between sales and marketing have long been told. One underexplored area that can help to increase collaboration and improve alignment among sales and marketing teams is compensation. Contact her at ginger.conlon@dmnews.com or @customeralchemy.

Sales Qualified Leads 120

Sales Qualified Leads Lead Qualification Buying Cycle High Quality Lead 120

ViewPoint

NOVEMBER 8, 2016

there are four primary differences between quality outbound touches and old-fashioned cold calling or “interruption marketing.”. Theoretical calculations of return on investment (ROI) or return on marketing investment (ROMI) are used to judge the success of the program without regard to actual results.

Cold Calling 149

Cold Calling Sales Qualified Leads ROMI High Quality Lead 149

ViewPoint

MAY 18, 2016

How to drive revenue from all sources is the second of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. I developed this simple formula to illustrate the risks of overdependence on inbound marketing.

Planning 168

Planning Sales Qualified Leads Top of Funnel Paid Search Agency 168

ViewPoint

OCTOBER 20, 2016

We generate, qualify and nurture leads using Account-Based Marketing processes. Only 42% of marketing generated leads were accepted and worked in those same years. The time to make decisions and execute plans is NOW. At the start of 2016, we were brought in to support a group of sales reps who did not make their numbers in 2015.

Top of Funnel 120

Top of Funnel Wikipedia Sales Qualified Leads Account Based Marketing 120

ViewPoint

JUNE 2, 2016

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. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. True Nurture Opportunities.

Lead Nurturing 120

Lead Nurturing Top of Funnel Sales Qualified Leads Lead Scoring 120

ViewPoint

NOVEMBER 2, 2016

Are you leaving out a null sample of prospects that do not go through marketing automation to understand what you are not scoring that you should be; OR, what you are scoring that you shouldn’t be. Account profiling: Give sales a leg up by profiling target companies as the first step in utilizing Account Based Marketing processes.

Lead Scoring 120

Lead Scoring Lead Ranking Lead Qualification Validation 120

ViewPoint

MARCH 16, 2011

Ten years ago I asked an assembled 200 plus marketing managers how many knew the quotas for the salespeople/sales channels that sold their products. How can marketing/marketing communications managers know how much interest to generate if they don’t know their salespeople’s quotas? Two people raised their hands.

Planning 120

Planning Marketing Proposals Sales Qualified Leads Budget Programs 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. Allow sales to give qualitative feedback to marketing. Why did we ask? It’s what we do.

Lead Ranking 120

Lead Ranking Lead Scoring Top of Funnel Leads 120

ViewPoint

MARCH 3, 2016

We have developed the following comprehensive Lead/Revenue Calculator that factors in metrics frequently ignored in the planning process, and addresses other shortcomings often found in these sorts of tools. For example, we estimate that inbound marketing efforts will produce about 35% of the gap revenue. Each year their budget is cut.

Lead Ranking 180

Lead Ranking Sales Qualified Leads ROI Lead Scoring 180

ViewPoint

APRIL 10, 2012

I’m really pleased to introduce you to PowerViews, a new series of Q&A video interviews that are all about providing solutions to the marketing and sales challenges we face today. 2011 Marketing and Sales Trends Successes and Failures. The Role of Marketing Automation & Social Media.

Paid Search Agency 120

Paid Search Agency Work Management Marketing Automation Services Forrester 120

ViewPoint

MARCH 22, 2018

I spend a lot of time on the phone talking to prospects about the value of informed conversation; the value of an automated cadence with built-in analytics capabilities; and the value of agile lead management processes that let marketing apply learnings to do an even better job of providing the leads sales needs. Our people do as well.

Lead Scoring 189

Lead Scoring Lead Ranking Work Management Paid Search Agency 189

ViewPoint

SEPTEMBER 29, 2016

By applying market segmentation techniques and testing segments you can identify and then prioritize on those segments that generate the highest return and eliminate those segments where the return is not sufficient to invest the time and money in the clean-up. Traditional Database Marketing Cleanups Miss the Mark – And The Potential.

Lead Ranking 120

Lead Ranking Lead Scoring Database Marketing Budget Programs 120

ViewPoint

AUGUST 22, 2011

For many, the planning for 2012 starts next month, right after Labor Day. And, for many, the goal for 2012 will be to finally implement marketing automation. Unfortunately, too many marketers begin this process with the question, “Which automation tools should we look at?” Well, we’re in the dog days of August.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Buy Automation 120

ViewPoint

FEBRUARY 12, 2016

In a recent interview, I sat down with Matt Heinz of Heinz Marketing and picked his brain about what makes up a CMO’s marketing dream team. In part one, Matt reveals what CMOs can do to earn their company’s trust and three essential roles that round out a solid marketing dream team. See part one here.).

CMO 149

CMO Planning Ad Building Work Management 149

ViewPoint

APRIL 18, 2011

He was calm, he was methodical, and he had a plan, because you didn’t survive on the prairies without a plan when you were in danger. 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

JUNE 4, 2013

But let’s also remember that we still have the Top 50 Sales & Marketing Influencers list to announce in June plus of course the Top 50 Sales Blogs and the annual Top Sales Awards. JF: I’m surprised by how many companies, even large ones, don’t have a detailed plan. So a lot going on! They don’t have a business development strategy.

Ideal Customer Profiles 120

Ideal Customer Profiles Training Thought Leadership Bandwidth 120

ViewPoint

SEPTEMBER 29, 2015

I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. 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?

Account Based Marketing 120

Account Based Marketing Lead Generation Marketing Management ABM 120

ViewPoint

JANUARY 31, 2013

Millennials choose to spend time on tasks and projects they feel passionate about, explaining why they often take a different approach to their work schedules and to their customer outreach plans. As more customers deem sales calls intrusive and interruptive, companies will shrink their sales teams to better fit the market demand.

Peer-to-peer 120

Peer-to-peer Cold Calling Consulting Work Management 120

ViewPoint

OCTOBER 11, 2012

Carlos is a recognized thought leader in B2B marketing and known for his keen insights on the development and implementation of lead management processes, as well as marketing automation. He is a frequent speaker, blogger and contributor to many B2B marketing publications. marketers are ahead of salespeople.

Demand 120

Demand Process Work Management Marketing Management 120