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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.

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”?

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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"Marketing is too important to be left to marketers."

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It’s funny because it sounds like marketers are too stupid to be in charge of marketing. And, as a marketer, I love laughing at myself and those who do what I do. But my take on what it really means is that marketing is so important that it should be an integral part of the fabric of a company’s mindset, culture and strategy. This saying always amuses me.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

Seven Ideas to Increase Sales (Reading time: Five minutes or Less)

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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. There isn't a senior executive at any company across the globe that doesn't want more sales. The trouble is, not every company truly understands what it takes to generate that additional revenue. Download our relational segmentation article here.

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.

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.

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

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.

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.

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.

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.

What Percentage of Marketing Leads Should Be Accepted by Sales?

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The biggest disconnect between marketing and sales is the hand-off of marketing qualified leads (MQL’s) to sales and the acceptance of those leads (SAL’s) by sales. My solution to this is having a lead definition agreed upon by marketing and sales, and the establishment of a judicial branch to evaluate leads that are not accepted and passed back to marketing or dead in the funnel. When marketing, teleservices, and sales are aligned on lead definition, the SAL rate should be at or above 85 percent. B2B Marketing B2B Sales Sales Leads

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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.

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 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.

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.

Gold Calling vs. Cold Calling

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there are four primary differences between quality outbound touches and old-fashioned cold calling or “interruption marketing.”. First, gold calling requires the caller to take strategic approach to call planning, including creating a detailed playbook, identification and segmentation your market, developing lead qualification criteria, efficient reporting on your calls, effective call training, and weekly contact between the callers and the team receiving the leads. B2B Marketing B2B Sales Cold CallingI've written many blog posts on the fact that cold calling isn't dead.

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.

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.

Like Leaving Flour Out of a Cake

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If you leave laws and a judicial system out of marketing and sales departments, you have a recipe for disaster. The following is from a SiriusDecisions blog published in March of this year: “In a recent SiriusDecisions Consulting engagement, we asked our client, “Have marketing and sales agreed to the definition of a qualified lead and established an SLA for action by the sales team?” The answer from marketing was a resounding chorus of “Yes!” accompanied by pride in the fact that marketing sourced leads comprised more than 95 percent of the pipeline. How true.

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Three “Lies” That Plague B2B Businesses Today (Part Three of Three)

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Marketing and sales are aligned. The team of experts includes: Ardath Albee, Marketing Interactions , CEO and Business Strategist. Matt Heinz, Heinz Marketing , President. Today we will take on the third and final of the three lies, that marketing and sales are aligned. What it seems marketing and sales are doing is better defining the silo boundaries. In fact, alignment misdirects us, we should be looking at marketing sales integration. Matt Heinz: “Some sales & marketing teams talk about being aligned, but in practice they are not. link].

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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.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

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.

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!”.

Three “Lies” That Plague B2B Businesses Today (Part Two of Three)

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Marketing and sales are aligned. The team of experts includes: Ardath Albee, Marketing Interactions , CEO and Business Strategist. Matt Heinz, Heinz Marketing , President. In my opinion, marketing should be helping sellers get into conversations earlier. Dave Kurlan: “While prospects are certainly further along than they have been in the past, the percentages being propagated by marketing firms with something to sell has been exaggerated. Look for Part Three of this series – Sales and marketing are aligned. B2B Marketing B2B SalesPrincipal.

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A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

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.

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.

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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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.

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

Three “Lies” That Plague B2B Businesses Today (Part One of Three)

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Marketing and sales are aligned. The team of experts includes: Ardath Albee, Marketing Interactions , CEO and Business Strategist. Matt Heinz, Heinz Marketing , President. Cold calling is dead” is as big a lie as “outbound marketing is dead.” B2B marketers ignore it at their peril.”. A bit of a twist from Dave Kurlan: “Traditional cold calling has changed but few new meetings get booked without a salesperson dialing the phone. I've received cold calls from marketing tech companies, translation services firms, and event management companies, to name a few.”.

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The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

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It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. Brian Carroll , Executive Director, Revenue Optimization at MECLABS shared some very compelling statistics in his response: There are three types of lead nurturing programs that every marketer should take full advantage of: 1. The impact?

The #1 Reason CEOs Should Care About Lead Generation

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Wouldn’t you like to know how much marketing and sales is squandering on leads that are going nowhere? Aligning Marketing and Sales, Once And For All Since attracting qualified enterprise sales leads means building a certain level of trust with your prospect, there are a lot of opportunities for failure. Did the new white paper designed by marketing address the prospect’s challenges?

When Bad Things Happen to Good Leads - Part 1

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Most of it will be about using marketing automation to nurture leads. In and of itself, marketing automation is not a bad thing. There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. More accurately, it’s a good thing being used badly by most companies. But that’s not what this blog is about. Lead Nurturing

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