Trending Sources

What’s a “Marketing-Qualified Lead”?

Marketing Action

It’s an essential question: What is a “marketing-qualified lead,” and how exactly does marketing make that determination? Only 23% of sales professionals say marketers consistently deliver sales-ready leads. And worse: According to research from the CEB marketing Leadership Council, 49% of sales reps ignore more than half of all leads from marketing.

Why the Term “Marketing-Qualified Lead” Creates Serious Confusion – Part I

B2B Lead Generation Blog

SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. All too often, sales and marketing have very different definitions of what a “lead” is.

7 Steps to Defining a Marketing-Qualified Lead (MQL)

Marketing Action

Getting the right leads, and only the right leads, from marketing to sales is a tall order. Some organizations qualify leads in multiple stages, for example: Marketing-Qualified Leads: The prospect has demonstrated some level of interest or engagement that tells marketing this is a genuine lead. Define the qualified lead.

MQL 45

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.

How ECI Telecom Discovered the Surefire Sign that Sales and Marketing Are Aligned

B2B Lead Generation Blog

Tweet If you’re among the roughly half of B2B companies that have strong alignment between your sales and marketing teams, then congratulations! Michelle Mogelson Levy, Associate Vice President of Marketing Programs, ECI Telecom , learned this the hard way. They hammered out: A glossary to ensure everyone spoke the same sales and marketing language. Looked great on paper.

A Painless Guide to Planning a Marketing Budget

It's All About Revenue

by Brian Kardon | Tweet this I was with a group of CMOs last week, all of whom were knee-deep in developing their marketing budgets for 2012. The group was divided down the middle with half energized by the process and half dreading it as much as a root canal. But now I look forward to the marketing budget process. And I know precisely what my Marketing team has to do to hit those targets. To explain, I created a sample marketing budget below. But assuming the numbers in this sample marketing budget hold true, that’s exactly what you need to do.

SQO 72

5 Attributes of an Effective Lead Management Process

Hubspot

Inbound marketing is a powerful strategy. When we implement it for a company here at Imagine Business Development, we will typically see a 2 to 7 times increase in lead generation in the first year and a 5 to 10 times increase in future years. 2013 study identified generating high quality leads as the number one challenge for B2B marketers. Lead Management

Are you Generating Qualified Leads or Wasting Marketing Dollars?

Great B2B Marketing

If you ask a dozen marketers and sales people for their definition of a qualified lead, you might hear answers ranging from “anyone that’s breathing” to “someone ready to buy today.”  This issue often comes to a head when the marketing manager brags about all the qualified leads and the sales manager says something like, “Yes, there a bunch of leads coming in but they stink” (often expressed in more colorful terms). There are several different methods for calculating lead quality.  Implement a lead qualification/nurture process

BANT 26

Introducing: The Modern Marketer’s Guide to Video

It's All About Revenue

by Amanda Batista | Tweet this Video marketing: You know you need it. But for many marketing organizations it’s difficult to strategize. These are pesky words that often seem to crush video marketing dreams. These KPIs – among others – are indicative of prospect interest and the effectiveness of your marketing. Need More Strategic Video Marketing Tips? Metrics!

Video 107

Searching For the Elusive Net New Name

It's All About Revenue

In demand generation , we employ a myriad of tactics to grow our databases, feed our nurturing campaigns and, eventually, drive qualified sales opportunities and revenue.  That’s not to say there’s no value in programs like webinars or content promotions run through media partners your target market depends on for resources and information.  Anyone running lead guarantee programs is familiar with the traditional cost per lead calculation. by Elle Woulfe | Tweet this. But it all starts at the top of the funnel with the great, unwashed masses.  New Names, New Metrics.

Lead 11

Is sales and marketing alignment just a buzzword?

Sales Engine

Sales and marketing alignment has been overused because many B2B companies are still operating with an outdated model where marketing builds branding and awareness and sales books appointments. Sure, marketing may be generating leads , but because most of them aren’t “sales ready,” they’ll be declared DOA (dead on arrival for those of you that don’t watch detective shows).

MQL 74

Define and Conquer: Tips to Improve Sales and Marketing Alignment

It's All About Revenue

by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Sam Boush, the President of Lead Lizard , a marketing automation agency based in Portland, Oregon that delivers world-class demand generation strategy, lead nurturing and lead scoring programs, lead management processes, and sales enablement programs. Brad Giles, Sr.

Lead Generation: 2 simple tips to determine cost per lead

B2B Lead Generation Blog

Tweet Getting to the heart of lead cost is not easy. In today’s B2B Lead Roundtable Blog post, I wanted to explore cost per lead by sharing a few tips and insights from the panel of industry experts that spoke on the subject at MarketingSherpa Lead Gen Summit 2013. Clearly define what a lead is for your organization. Move toward thinking of lead cost in aggregate.

Stop the Insanity; A View on Social Media ROI for Lead Generation

NuSpark

If you’re going to count the time and rates to engage, listen, and monitor social media as part of your ROI calculations, then you’d better start applying that same logic to your paid search agency, your digital agency, your ad agency, internal marketing staff, and any marketing consultants.  To go further, do you calculate the ROI of networking? So before we look at calculating ROI of social media let’s understand the following: Social media marketing IS marketing; and that means the goal is leads and sales; no argument there. Lead/Conversion Metrics.

View 62

Is Your Lead Generation Strategy Broken?

ViewPoint

A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. Have marketing and sales decided on a shared definition for a qualified sales lead? SQL, a sales qualified lead, which is a lead that results in an closeable opportunity.

Demand Generation Strategies & Lead Management Processes First

ViewPoint

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. Nonexistent lead management processes. Lack of alignment between marketing and sales.

B2B Marketing: The first step a systems integrator took to achieve Sales-Marketing alignment

B2B Lead Generation Blog

Tweet “One of the most important things you can do for your sales team is to generate qualified sales,” Kelly Harman, Vice President, Marketing, Carousel Industries, said at B2B Summit 2012. The marketing team at Carousel attended Sales’ meetings, met with Sales afterwards, and discovered they were only using 5% of the tools Marketing put together for lead generation.

The B2B Content Marketing ROI You Should Care About.

Sales Engine

Measuring content marketing’s return on investment in B2B companies can be a complex calculation, especially if your solution is expensive, requires committee-based decisions, and has long and unpredictable sales cycles. Determining that the prospect was qualified and motivated, it turned into an opportunity that was funneled through the sales process and closed.

ROI 76

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.

Lead 109

SiriusDecisions Summit 2015: The Un-Death of B2B Sales

ANNUITAS

As a passionate marketer who strives to transform demand generation each and every day, I tend to think that nothing can shock me. In fact to borrow a graphic from Jeff Lash’s post, here’s how we felt: For years (four long years to be exact) we’ve heard, read and repeated in every presentation we’ve prepared that 67% of the buying process happens online. stand corrected. Alignment.

B to B 107

How to Use Interactive Quizzes to Make Your Sales Team Smarter

Act-On

Due to the addictive nature of BuzzFeed quizzes, interactive content (with quizzes as the star performers) has been dazzling marketers since it burst onto the scene a couple of years ago. Naturally, we started integrating them into our strategic repertoire to drive awareness and leads. Content marketing is already expensive, because it takes time and resources to pull it off.

What The Boss Can Teach Us About Marketing Automation

It's All About Revenue

This time around it's Marketing Automation. WHAT SPRINGSTEEN KNEW ABOUT B2B MARKETING AUTOMATION. When Bruce Springsteen sang, “I just want someone to talk to – and a little of that human touch” he wasn’t talking about marketing automation, but he might as well have been. Think about your marketing automation systems. Marketing Automation

Universal Lead Definition: Why 61% of B2B marketers are wasting resources and how they can stop

B2B Lead Generation Blog

Tweet Confession: I wish I could flash this across every marketer’s computer screen the moment it powered up: A universal lead definition (ULD) clarifies what a lead is to everyone in your organization. Has been qualified as sales-ready. Spells out the responsibilities and accountabilities of Sales and Marketing. Makes Marketing and Sales more efficient.

Marketing 101: How to get started in lead generation

B2B Lead Generation Blog

Tweet I was recently reading your blog “ Lead Generation: Who knows the customer better – Marketing or Sales? It’s been really fascinating to me to try and figure all this sales and qualifying a lead thing out. I’ve been employed to do a tough task in a small composite company that doesn’t have the finances to employ specialists. Do you have any advice or books on how to effectively get leads and qualify them and the processes involved in doing so? Experienced lead gen marketers reading this: What did I overlook?

Not All Advice is the Right Advice

ANNUITAS

I’ve been a part of several online conversations recently that have discussed how to get more from marketing automation and improve the return on marketing’s investment.  In each of these conversations, folks have weighed in about the importance of sales and marketing working together to define a “lead”.  “If they can just do that”, so goes the refrain, “then marketing and sales will live happily ever after.”. Because there is more than one level of a “lead”. How many leads are needed in order to help sales meet their revenue goals?

Inbound Lead Conversion Tips You Need to Know

3D2B

As a B2B marketer, it’s easy for you to get caught up in lead generation. After all, you often get measured on the number of leads you generate and even the cost-per-lead. But the truth is, none of that matters unless the leads convert. Inbound leads without a strategy for conversion are like kindling and logs without a match. Qualify leads.

Can the value of lead nurturing be quantified?

Sales Engine

Most marketing and sales leaders in the business-to-business world know that nurturing leads is essential to maintain a digital connection with buyers who want to learn about a business pain, product, or service—but who are not yet interested in talking to a sales person. So why are many sales and marketing departments in B2B companies continuing to work together in a linear fashion?

Why You Can’t Do B2B Marketing Forecasting Without Attribution

bizible

Well, as far as I know, nobody has that power, but there is something that can get pretty close, and that is marketing attribution. Generally, marketing attribution is known for looking back and not into the future. It takes revenue data and marketing data, and gives revenue credit to the marketing touches that led up to the sale. Full-Funnel Data vs. Lead Data.

What Type of B2B Leads Do You Have: IQLs, MQLs, or SQLs?

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer You''ve got leads, but are you focusing on the most promising ones? One of the most important roles for B2B marketers is lead generation. Unfortunately for some companies, that’s where marketing’s job description tapers off. Just generate leads. The end goal of lead generation is customers, not leads.

MQL 82

Looking Beyond Sales and Marketing Alignment

Digital B2B Marketing

In many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. In a world of perfect sales and marketing alignment, marketing and sales have a common definition of qualified leads, the number of leads needed, when leads should be delivered and how the handoff from marketing to sales will function.

Sales 91

Rules of B2B Lead Scoring – Who’s Hot, Who’s Not

Industrial Marketing Today

Lead scoring has become very important in today’s B2B marketing. Especially now since industrial and technical buyers are relying more and more on online resources for their decision making process. Marketing’s role in interacting with prospects has expanded and goes further into the buy cycle than before. Lead scoring, a key component of lead nurturing and management, is an effective tool for aligning sales and marketing. In developing a lead scoring system, marketing has to make certain assumptions to classify prospects as hot or not.

I’m Thankful I’m Not Thankful For…

CMO Essentials

Earlier this week, thinking back on how much I have to be thankful for this past year, I also realized there are a few things that I’m actually thankful that I’m not thankful for in the world of B2B marketing. I’m sure you’ve got a few annoyances as well. Marketers who DO NOT use segmentation. Not knowing how many leads you need. Bad Hashtags. It’s ok, I’m in the same boat.

Measuring Year-End Marketing KPIs – Where’s the Data?

Act-On

Marketers are gearing up to close out the year strong with holiday marketing, a topic we covered in last month’s post about holiday marketing. The sales cycle may vary for your business but year-end marketing opportunities are still available, so make sure to check out last month’s post. Marketing Automation Tools. Leads by Source trending data. Sentiment.

Smarketing: Defining the Sales Funnel

Synecore

The sales funnel shows the progress a lead goes through and it is imperative that each company''s Smarketing team defines the stages within that funnel. The phases will vary from one company to another, but the important thing is that everyone in both sales and marketing is on the same page throughout the process. Love marketing as much as we do? Follow @Royersm87.