The Point

AUGUST 25, 2020

The following list of questions is excerpted from that workbook, and is an effective starting point for gauging how ready your organization is to fully execute on ABM. – How prepared is your organization to communicate 1:1 messaging for high-value accounts? Goals & Objectives. How will you measure success? .

Ideal Customer Profiles 147

Ideal Customer Profiles Account Based Marketing ABM Lead Ranking 147

The Point

NOVEMBER 15, 2022

Very few organizations can rely exclusively on inbound channels, particularly those companies with solutions that buyers aren’t necessarily searching for. First, let’s dispense with the inevitable question of whether so-called “cold” lists even have a role to play in today’s marketing mix. My response is a definitive: yes.

Purchase 162

Purchase Paid Search Agency Paid Social Agency Outreach 162

The Point

JUNE 30, 2017

It is a strategic initiative that involves (or should involve) both sales and marketing at all levels of the organization. Just please don’t think that one campaign, no matter how successful, is a valid test of whether ABM makes sense for your organization. So, by all means, give ABM a try. The post ABM is a Strategy, Not a Campaign.

Account Based Marketing 235

Account Based Marketing ABM Demand Generation Agencies Demand Generation 235

The Point

DECEMBER 6, 2022

If your organization is ABM-centric, many of these lead-based formulas simply won’t apply, for obvious reasons. If you outsource 100% of your programs to an agency, your people costs may be higher but (says the agency owner with no bias whatsoever) your metrics should be higher.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

JUNE 23, 2020

For those demand marketers promoting complex solutions, with long sales cycles, into large organizations, this is a must read. Even cynics like me will find the argument convincing.

Lead Ranking 264

Lead Ranking Enterprise Management Marketing Qualified Leads Account Based Marketing 264

The Point

APRIL 19, 2023

Enter Exegraphics, an entirely new way of looking at companies that allows marketers to more accurately define, and target, those organizations that are the best fit for a particular product or solution.

Ideal Customer Profiles 130

Ideal Customer Profiles Marketing AI Marketing Analytics Tools B2B Marketing 130

The Point

JUNE 5, 2018

for organization. However, respondents also indicated that they’re finding it difficult to drive that inbound traffic: only 34% said they were happy with their organic search results; only 31% were satisfied with their social media efforts; and, less than a quarter (21%) were satisfied with the impact of their blogs.

Lead Ranking 194

Lead Ranking Forrester Lead Scoring Paid Search Agency 194

The Point

MAY 28, 2020

Maintain ABM campaigns and continue to generate awareness and engagement at identified target accounts.

Demand Generation Agencies 162

Demand Generation Agencies Demand Generation Ideal Customer Profiles Lead Ranking 162

The Point

OCTOBER 15, 2019

If your organization is generating plenty of leads but those initial inquiries aren’t converting to sales qualified leads, meetings, or pipeline, a myriad of things could be at fault: 1) sales follow-up may be sub-standard in either cadence, frequency, or message. 2) lead nurturing.

Sales Qualified Leads 138

Sales Qualified Leads Work Management Marketing Management Account Based Marketing 138

The Point

JANUARY 17, 2019

Now that more and more SDR teams live within the marketing organization, there’s even less excuse for those inside sales teams to function without closely coordinated marketing support. Spoken as someone that never answers his phone, ever.).

Sales Qualified Leads 168

Sales Qualified Leads Tips Lead Nurturing Multi-Channel 168

The Point

SEPTEMBER 19, 2018

Early in your career, however, there’s a lot to be said for learning to navigate the dynamics of working in a large organization. (I At a large corporation, your responsibilities are more tightly defined and it can be more difficult to feel like you’re making a measurable difference.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

MAY 4, 2015

Organizations face a variety of security and operational challenges in the face of today’s emerging threats. In a crowded category, an effective abstract can increase lead pace and volume significantly. Here’s an example of a poorly-written abstract (names changed to protect the guilty): Acme Security Endpoint Protection 3.0

Paper 100

Paper Content Advertising Agencies Conference 100

The Point

NOVEMBER 13, 2018

If your marketing organization is 100 percent GDPR compliant (and if you are, you’re in the minority ) you may feel that your data compliance issues are behind you. Think again. The GDPR deadline may already be a waning memory, but global data privacy regulations are just getting started.

Trust Marketing 133

Trust Marketing Privacy Opt-out Opt-in 133

The Point

JUNE 7, 2017

My company provides data science consulting to sales/marketing/demand gen organizations. Anyhow – I’m reaching out because I’d like to explore partnering with Spear Marketing. We use machine learning & predictive modeling to help them win more revenue with data-driven strategies and ABM.

Best Practices 145

Best Practices Lead Ranking Sales Qualified Leads Account Based Marketing 145

The Point

FEBRUARY 8, 2012

In the post, author Jonathan Block makes a number of cogent points, but I would highlight two: “It’s clear that many B2B organizations now understand the need for marketing automation technologies, and the need for optimized processes and skills to leverage them.” emphasis mine). No, not necessarily.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

MAY 9, 2017

In the absence of value, sales organizations default to pricing as their primary mechanism for closing deals. (HS) Harvard Business School professor Frank Cespedes says “ any strategy lives or dies on the basis of its customer value proposition ” and I couldn’t agree more.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Ranking 206

The Point

DECEMBER 16, 2013

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

SEPTEMBER 23, 2015

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment.

Business Blogging 100

Business Blogging Lead Ranking Lead Scoring Generation 100

The Point

OCTOBER 29, 2014

Exploring big data with analytics is within the reach of more organizations than ever before. And it is being used by organizations today. Advances in technology now allow us to cost-effectively capture, store, share, analyze and visualize these data – things like faster CPUs, cheaper memory, and massive parallel processing.

Lead Ranking 100

Lead Ranking Analytics Lead Scoring Conversion 100

The Point

DECEMBER 11, 2018

Selecting a list of target accounts should revolve around finding those organizations that are the best fit for your solution, not simply those companies that sales wants most to penetrate. And therein lies the first mistake. Account selection is not the same as compiling a wish list. Look at your own customer data.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

JANUARY 24, 2013

Note: it’s critically important that representatives from your sales organization have a seat at the table for this initial discovery process – not just management, but the people “in the trenches” who qualify, respond to, and follow up with sales leads.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

MAY 3, 2016

I’d be curious to know, if you were to take Social PPC out of the mix, how many “high-performers” are reporting measurable success with their organic social media channels.). Question: does advertising on LinkedIn “count” as social media, or should it really be viewed as another advertising channel, i.e. Social PPC ?

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

AUGUST 8, 2011

A recent industry study on Lead Management Optimization, conducted by CSO Insights and conducted in partnership with SMEI and Marketo , sheds insight on the relative budget marketing organizations are investing in areas such as lead nurturing, social media, and lead generation. I have two major issues with the analysis: 1.

Lead Generation 100

Lead Generation Social Media Allocation Marketing Qualified Leads 100

The Point

JULY 16, 2015

No, scratch that – there’s in fact no mention of the offer whatsoever, so when the writer says “Learn how marketing organizations can drive better marketing performance …” I can’t even be sure that the white paper is my route to that knowledge.

CMO 100

CMO Paper Marketing Management Marketing Proposals 100

The Point

AUGUST 22, 2014

Earlier this month, I was interviewed by James Obermayer of the Sales Lead Management Association (SLMA) as we discussed how companies can decide when marketing automation is a fit for their organization, and how best to take the plunge. That interview is now available as a free podcast.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

OCTOBER 11, 2012

Additionally, if that domination can’t quickly or easily be achieved through organic means (via Search Engine Optimization), then at minimum the mandate is normally to ensure that the company’s search ad appears at the top of the page.

Positioning 100

Positioning Paid Search Agency Cost Google 100

The Point

SEPTEMBER 9, 2014

That means almost three-fourths of the buying process could be over before anyone in your organization has “touched” the prospect in any meaningful way. According to Sirius Decisions, 67 percent of the buying cycle is now conducted online , regardless of sales involvement.

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

MARCH 3, 2015

Most agencies are professional service organizations, staffed and optimized to sell and deliver services. Even though marketing automation is indeed a primary business driver for Spear, I’m not convinced that the particular scenario that Mr. Raab predicts is in our future. Some agencies will adapt, and be successful at it.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

JANUARY 29, 2015

For example, we could use predictive solutions to build a target list of prospective accounts, and then programmatic advertising to target those organizations online. (AN) But programmatic advertising offers the ability to target those ads based on very specific demographic and psychographic criteria, even by company name.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Demand Generation 100

The Point

JULY 14, 2015

However, many marketing organizations yield control of that initial follow up process to inside sales, and only take up the nurturing process once raw inquiries are rejected or disqualified by that group, often because the inside sales reps are simply unable to reach the prospect by phone or email.

Sales Qualified Leads 100

Sales Qualified Leads Marketing Qualified Leads Lead Ranking Top of Funnel 100

The Point

AUGUST 14, 2009

DemandGen Report just released a report detailing the results of a survey in which they heard from more than 50 executives at organizations who have implemented marketing automation solutions. You can download a complete copy of the report, sponsored by Manticore, here.) Some of the survey’s conclusions are fairly predictable.

Manticore 100

Manticore Marketing Automation Automation Marketing Management 100

The Point

JUNE 26, 2009

Conversion rates for organic traffic to a corporate Website may be as high as 10 percent or more. An average conversion rate for a B2B landing page, if you believe the people who claim to measure such things, is around 4 percent. But even at those lofty standards, fully 90 percent of Web [.].

DemandBase 100

DemandBase Landing Pages Leads Lead 100

The Point

APRIL 23, 2015

Both the title of the event (“The Many Ways …”) and the description that follows is nothing more than promotional copy for one of the sponsoring organizations.

Demand Generation Agencies 100

Demand Generation Agencies Design Advertising Agencies B2B 100

The Point

MAY 31, 2011

When you do so, you’re forcing prospects to choose whether or not they want to hear from someone in your organization. However, there are three important changes that I’d make to the current language on the form: One, and most urgently, don’t make this a Yes/No question.

Contacts 100

Contacts Lead Qualification Lead Ranking Lead Scoring 100

The Point

MARCH 27, 2013

He claimed this was an effective way to avoid campaign overlap when you have multiple parties within one organization who can all potentially launch campaigns simultaneously. What do you think? Is this a good idea?

Webinar Metrics 100

Webinar Metrics Autoresponders Lead Nurturing Sales Qualified Leads 100

The Point

FEBRUARY 13, 2013

Those benefits may be legitimate possibilities, but they carry less weight when they could apply to any organization. HS: Be wary of offering generic benefits like “increased marketing ROI” or “shorter selling cycles.” Instead, identify the most pressing sales and marketing challenges at your company, and speak to those specific issues.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

MARCH 12, 2012

Big mistake. In a ground-breaking report back in 2007, the people at InsideSales.com reported some startling statistics about just how quickly companies should follow up on Web leads, and the repercussions of not doing so.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100