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Dear CEO: The Era of Accountability Starts in 2017

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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. (Photo Courtesy of Kenny Madden). Dollars are squandered.

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #1: Should you leave a Voicemail?

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Should you leave a voicemail? One of the best responses to this question that I have seen is from a somewhat dated (2015) article in Eyes On Sales in which the author asks: “How many callbacks do you get if you DON'T leave a voicemail?”. The following is from my favorite author (“New Sales. Simplified.” and “Sales Management. And, together, they’re twice as effective as all other touches combined.”

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Expert Panel’s Feedback on Our Lead to Revenue Calculator

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start with Matt Heinz : If we could get more sales and marketing teams to develop and agree on this model TOGETHER, we’d have a foundation for much better, more efficient and effective sales results well into 2017 and beyond. It’s about honestly and objectively understanding your best way to go to market, determining who has what role, then executing together. B2B Marketing B2B Sale

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Proof that Account-based Marketing Works

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Companies that spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to marketing are using an approach that you might have heard about—account-based marketing. One healthcare IT solutions company with a complex solution and a finite market learned first-hand just how account-based marketing works. This account-based marketing effort was laser focused on ideal prospects (right size and right criteria); and the right role (targets with the right titles). Account-Based MarketingMore Leads.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts

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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. For one, there is greater recognition that marketing should deliver qualified leads that are fully vetted, closeable and likely to convert through the buyer’s journey. Cost-Per-Lead.

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To Manage Sales You Must Manage Sales Leads

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Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function. With marketing automation it is a growing part of the job. It wastes 75-90% of the marketing budget, contributes to sales territory turnover, and makes pipeline management an oxymoron.

Bubble in the Funnel

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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. When marketing activity slows down this time of the year, executives will generally start evaluating options in January, make decisions in February and start executing on those decisions in March. Their “reward”?

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)

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Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. It’s essential to be able to inform the sales team about: our reason for existence, the direction of the company and why it’s the correct course, what we sell and why we sell it, which markets to pursue, the competitive landscape and the pricing model.”.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

5 Steps to Account-based Marketing Success

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Most marketing and sales folks I talk to agree … in theory. If you fall into this category, and are looking for actionable how-tos, take a look at the account-based marketing primer just published and available now on SlideShare. To avoid a scattershot approach to marketing (the antithesis of ABM) figure out the ideal prospect/client profile. Determine which portion of your market you can reach and close most cost effectively. Zero in on prospects with the most propensity to buy to keep you from incurring marketing/sales costs that don’t deliver return.

The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

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Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time. The two organizations don’t understand each other, and often point fingers: Sales says marketing delivers bad leads; and marketing says sales doesn’t follow up.

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Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]

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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 (ABM) is not a new concept or idea.

Top B2B Marketing Blogs: Key Ingredients

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What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Now that I’ve got you salivating, let’s begin our tasting menu of B2B marketing inspiration. B2B Marketing Guest Blogs Why make the distinction? Consider the all American apple pie.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Are You Building a Company or Just Laying “Marketing Brick”?

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Are you laying marketing brick at $30-60 bucks an hour or building a business you can be proud of? Early in my marketing career I was just laying marketing brick for a basic wage. built market share and got an increasing piece of the sales reps’ time. At the time I didn’t care very much that other marketers “didn’t see the light,” but I care very much now.

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Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]

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According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months. Account-Based Marketing (ABM) is hot right now, and the responses I received were excellent. ABM aligns marketing and sales. Account-Based Marketing

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

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Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring. 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. The No Marketing Strategy Approach. Part 1.

4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)

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pitched him the question, “What makes a dream marketing team and how should a CMO build one?” Matt was one of SLMA’s 40 Most Inspiring Leaders in Sales Lead Management in 2015 , and his Seattle-based marketing company’s involvement with many CMOs around the country certainly qualifies him for this topic. B2B Marketing Sales & Marketing ManagementMatt Heinz.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]

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I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. 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? It's a marketing strategy dictated by the sales go-to-market model.

7 Steps to Gain the Market Share You Deserve (& Sometimes Don't!)

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Similar to De Tocqueville’s famous comment, “People get the government they deserve,” I think companies get the market share they deserve based on their ability to market. We can agree that without marketing (the ability to create demand and sell) no company succeeds, and yet so many companies fail to succeed as marketers.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]

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As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. 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? Well, it’s neither.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]

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I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. This is the question I posed: According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

The Quest for Good Leads: Are You Asking the Right Questions?

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That said, for several years the elephant in the room has been inbound marketing and inbound marketing lead rates. Many of today’s inbound pundits suffer from an over-reliance on inbound marketing (what I like to call “ inbounditis ”). They would have you believe that outbound marketing is equal to interruption marketing and is not productive. I beg to differ.

Is Your Lead Generation Strategy Broken?

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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? Do your marketing and sales teams trust each other? Lead Generation Marketing StrategyAccountability.

4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!

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Throughout the presentation, he debunks the argument of inbound marketing “experts” and social selling gurus who preach that outbound is out, and inbound is … well, in. For one thing, inbound marketing alone can never generate enough leads to work and fill a pipeline. Prospect Development Outbound Marketing Simplified.: Part 2: Tip #2 Commit to It. He is spot on. Simplified.:

Digital Relevance: Developing Marketing Content and Strategies that Drive Results

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Ardath Albee’s new book Digital Relevance: Developing Market ing Content and Strategies that Drive Results was published by Palgrave Macmillan (January 6, 2015). I was privileged to review an advanced copy this past October and absolutely loved it. Developing Marketing Content. Marketing Strategy Content Marketing Strategies that Drive Results. What Buyers Want.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

Time to Stop Making Sales & Marketing Excuses in 2015

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From my perspective, having interviewed hundreds of managers on SLMA Radio, and managed 20+ sales and marketing teams (interim management) through the years, it’s the excuses that drag down organizations. Lead Generation Sales & Marketing Management “If only I had a qualified lead!”. “I get too many leads!”. “I don’t get enough leads!”.

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How to Establish a Meaningful Lead Definition

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Walk out of your office and ask the first three marketers and the first three sales executives you encounter one question: What constitutes a lead? Generally speaking, companies define their market too broadly, resulting in wasted time and effort applied to too many prospects. Are we marketing to IT decision makers in the F100? The total addressable market was 804 and they were missing over half of those targets. Frequently, the definition of a lead is not shared by marketing and sales (or even within marketing or sales). Comments please!

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B2B Mobile Marketing: 15 Ideas You Can Use Today.

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Are you interested in learning more about B2B mobile marketing? If you’re like many people, you can think of a lot of ways B2C companies use mobile marketing. But if you work in the B2B world, then you might be stuck trying to come up with B2B mobile marketing ideas. B2B Marketing Mobile Marketing

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Your Marketing Team Isn't As Good As They Think - Just Ask Sales

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How often do we think we are good enough, or better than our competitors, and yet our market share isn’t growing, or the competitors are gaining on us? Lead Generation Marketing Strategy Lead Qualification “If we''re going to win the pennant, we''ve got to start thinking we''re not as good as we think we are.” Casey Stengel*. Yes, it was one of Casey Stengel’s best thoughts.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Marketing Automation is Not Marketing Strategy

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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. Marketers sometimes see automation as a silver bullet. Stevens.

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

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Because it has become clear that marketing automation is making it easier than ever to generate poor quality leads. recently read a quote by Jon Miller (Marketo founder and now the founder of the new company to watch called Engagio): "Demand generation [via marketing automation] is a highly efficient model for certain kinds (emphasis added) of businesses." Why did we ask? Part 1.

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #6: Nurturing Triples Marketing’s Return

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Lead nurturing triples marketing's ROI, but only if done properly. propose that nurturing is the most underutilized marketing activity at a marketer’s disposal. A new era of accountability starts in 2017 and nurturing (additional contact using multiple touches and multiple media—including phone, voicemail and email—across multiple cycles) is well worth the time and modest increase in expense. Marketing Pipeline. Nurturing programs increase the overall program leads rate significantly: Standard B2B lead-generation programs produce an average 5% lead rate. No Response.

Does Your Sales Team Know How to Follow-Up on a Lead?

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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. First and foremost, the acceptance process allows marketing to confirm that sales or partners are acting on all delivered leads.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful