ViewPoint

OCTOBER 5, 2018

4,319 contacts who downloaded a white paper but may or may not be in targeted companies or have any need or authority to buy (email addresses, many bogus, no company firmographics and no telephone numbers). Read more in this white paper. 100,000 companies with up to three executive contacts in the right companies (no email addresses).

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

ViewPoint

AUGUST 11, 2015

Since the 2007 recession there have many articles, white papers, e-books, blog entries and traditional books written on Marketing ROI (see the bibliography at the end). Paper: ROI for Marketing: Balancing Accountability with Long-Term Needs by Robert S. Managing Sales Leads: Turning Cold Prospects into Hot Customers by James Obermayer.

Work Management 120

Work Management Marketing Management Wiki ROI 120

ViewPoint

JULY 16, 2013

Remember that high-quality persuasive content is not your corporate brochure or a sales pitch, thinly disguised as a white paper. A healthcare company recently received a white paper download from Dr. Kildare at the MASH Hospital Unit. And who knows if this information is accurate. Budget allocated or process for budgeting documented.

Lead Generation 120

Lead Generation Sales Qualified Leads High Quality Lead Budget Programs 120

ViewPoint

DECEMBER 1, 2016

4,319 contacts who downloaded a white paper but may or may not be in targeted companies or have any need or authority to buy (email addresses, many bogus and no company firmographics and no telephone numbers). They could choose one of the following: 200,000 targeted contacts (name and title) in the right vertical (no email addresses).

Sales Qualified Leads 120

Sales Qualified Leads Marketing Qualified Leads Lead Ranking PointClear 120

ViewPoint

JULY 31, 2012

You can read more about this in the white paper Point C: From Chaos to Kickass. In the white paper I explain this in detail, and provide a mini-case study to substantiate, the value of this step.

Sales Qualified Leads 120

Sales Qualified Leads Sales Leads Lead Ranking Marketing Qualified Leads 120

ViewPoint

MARCH 1, 2016

Read this white paper to learn more. Effective follow-up on pipeline, nurture and no-response prospects can triple the revenue from marketing campaigns. Failure to augment programs with outbound leaves significant money on the table and can keep you from meeting revenue goals.

ROI 159

ROI Lead Ranking Marketing Qualified Leads MQL 159

ViewPoint

FEBRUARY 23, 2016

Make sure your SLA doesn’t just look nice on paper. This may take time, but it will help you determine important things such as: Targets and processes. Accountability. Who you’re trying to attract. Roles and responsibilities. How to track and measure performance and success. Ensure all parties know what it takes to give your SLA some bite.

Marketing Qualified Leads 168

Marketing Qualified Leads Lead Ranking Sales Qualified Leads Lead Generation 168

ViewPoint

JUNE 6, 2013

The most sought after content are research reports, white papers, case studies and product reviews. Half of those buyers trust professional associations, online communities and industry organizations as important sources for content. Via BtoBMagazine. Only 16 Percent of B2B Consumers Prefer Live Webinars.

B2B Marketing 120

B2B Marketing PointClear B2B Trade Show 120

ViewPoint

MAY 24, 2016

For more information on documenting the cost of leads, and optimizing that cost, read the white paper “How Much Should a Lead Cost?” ( available here ). What has your organization done to document the cost of leads … and optimize that cost?

Sales Qualified Leads 174

Sales Qualified Leads Cost Lead Ranking Marketing Qualified Leads 174

ViewPoint

MAY 13, 2016

4,319 contacts who had downloaded a white paper with email addresses—but who may or may not be in targeted companies or have any need or authority to buy with email addresses, with inaccurate, incomplete or non-existent company firmographic information, and with no telephone numbers.

Allocation 174

Allocation PointClear SIC Ideal Customer Profiles 174

ViewPoint

MARCH 27, 2014

A survey of B2B buyers revealed what they want to see on vendor websites: detailed contact information, case studies, white papers and articles. A survey Of 175 B2B buyers reveals what they want to see on vendor websites.

Social Media 120

Social Media Work Management Marketing Management Media 120

ViewPoint

DECEMBER 18, 2012

The example that Anthony gives is that instead of marketing having a contact form on a landing page that automatically generates an emailed white paper, the white paper should be delivered by the sales rep with a personalized message. This simple change can help the sales rep nurture the client by making that personal connection.

Lead Ranking 120

Lead Ranking Work Management Business Marketing Management 120

ViewPoint

AUGUST 14, 2013

If a potential customer visits your company website and downloads a white paper, one of the first things your sales team will want to know is who is connected to that potential customer on LinkedIn. The more people you’re connected to, the bigger your sales pipeline.

Social Media 120

Social Media Media Cross-Selling Salesforce.com 120

ViewPoint

FEBRUARY 4, 2014

But are they perusing your homepage, or downloading a white paper? Get these segments to your website and look at what they do when they get there. Are they dipping into your features set? Hurrah, it’s a warm lead! Don’t get excited, we may just be talking about a prospect here. Snare his/her info and keep nurturing!

Multivariate analysis 120

Multivariate analysis Top of Funnel Content Marketing BtoB 120

ViewPoint

MAY 30, 2012

Working with a wide variety of clients from tech firms to sports properties and lifestyle brands, Andrew has crafted successful campaigns built around white papers, event-based advertising and sales training materials for clients such as Major League Baseball, Canon, DuPont, SAP, Business Objects, Oracle and many others.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 120

ViewPoint

FEBRUARY 16, 2012

Do your YouTube videos or white papers reveal hidden opportunity? Are your blogs so bold they provoke action? Does your content marketing strategy show customers ways to avoid risks they don't yet know they have?

Customer Satisfaction 120

Customer Satisfaction Sample Youtube Social Media 120

ViewPoint

DECEMBER 9, 2010

For an in-depth look at the concept that sales benefits from receiving fewer, more highly-qualified leads, I encourage you to download the PointClear white paper, Why Your Sales Force Needs Fewer Marketing Leads. In the end, it means great return on program investments and higher company revenue.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 120

ViewPoint

DECEMBER 8, 2011

” “How many recipients clicked through on that link we Tweeted out and downloaded our White Paper?” ” These numbers can be measured and counted—as can the investment required to produce them.

Merchandising 120

Merchandising Clickthrough Demand Generation Agencies ROI 120

ViewPoint

JULY 26, 2012

” Service Level Agreements: Looking Nice on Paper vs. Having Teeth. Then you’re going to have a service level agreement that looks really nice on paper but it has no teeth.”

Demand 120

Demand Enterprise Management Work Management Marketing Management 120

ViewPoint

FEBRUARY 18, 2014

Don returned with a satisfied grin and thrust a piece of paper at me. Sales were up (marginally), but profits were suffering, their salespeople were not happy, and were leaving the company in spite of growth. It had coffee stains on it, was ragged and marked up, but sure enough it said ‘Marketing Plan’ right at the top.

Planning 120

Planning Marketing Plans SWOT Work Management 120

ViewPoint

JANUARY 15, 2013

On paper, a $25 lead looks like a great deal. Here are some truths you should know about selecting a partner among lead generation companies: Virtually 100% of marketing qualified leads should become sales accepted leads. We have clients that buy leads from other sources only to find out that one out of a hundred is actually qualified.

Paid Search Agency 120

Paid Search Agency Lead Generation Work Management Sales Qualified Leads 120

ViewPoint

MAY 15, 2013

Which, of course they don’t, and even if they did, they probably wouldn’t be worth the paper or the electronic ink they are printed on. Well, if it was that simple, sales training courses would offer money back guarantees. The Problem Starts at the Beginning.

Top of Funnel 120

Top of Funnel Urgency Marketing Work Management High Quality Lead 120

ViewPoint

OCTOBER 2, 2012

He notes that when they survey sellers on a hundred things marketing produces—like a data sheet, a webcast, a white paper, an event, etc.—sellers He defines this as getting the right marketing content assets to the right seller at the right time in the right place in the right format to move an opportunity forward.

Sales Qualified Leads 120

Sales Qualified Leads Lead Generation Lead Ranking Marketing Qualified Leads 120

ViewPoint

JUNE 28, 2018

In a white paper called How Much Should a Lead Cost (available for the asking), I ask and answer the question as follows: “So, how much should a lead cost? Other sources, like the syndicator, actually cost cost substantially more—as much as two to nine times more—when you consider the very small number that can be closed.

Enterprise Management 136

Enterprise Management Work Management Marketing Management Sales Qualified Leads 136

ViewPoint

JUNE 4, 2013

Last year I released a business development strategy white paper expecting most people to download it in October or November planning for the new year, but in fact found people downloading it in April, so they were planning their business development strategy for the new year, with almost a third of the year behind them.

Ideal Customer Profiles 120

Ideal Customer Profiles Training Thought Leadership Bandwidth 120

ViewPoint

JANUARY 26, 2012

On your home page—and elsewhere throughout your site—add a compelling offer, such as a downloadable case study or white paper, linked to a registration form. Ask for as much data about the visitor as you need, keeping in mind that more information will likely lower the response but yield better qualified prospects.

B to B 120

B to B netFactor Media SEM 120

ViewPoint

MARCH 6, 2012

She has produced hundreds of white papers, case studies and eBooks for a range of organizations, including some of the world's leading technology companies. Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle.

Buyer Personas 120

Buyer Personas Forrester Lead Ranking Peer-to-peer 120

ViewPoint

JULY 12, 2012

I do see things like marketing getting a better sense of not just putting out a white paper and handing it to their salespeople and then saying, ‘OK, here—use this as a nurturing tool.’ Companies that are doing it well are doing it particularly well.

Marketing & Strategy 120

Marketing & Strategy Broadcasting Mobile Advertising Inbound Marketing 120

ViewPoint

JUNE 28, 2012

He notes that when they survey sellers on a hundred things marketing produces—like a data sheet, a webcast, a white paper, an event, etc.—sellers He defines this as getting the right marketing content assets to the right seller at the right time in the right place in the right format to move an opportunity forward.

Marketing Automation Services 120

Marketing Automation Services Planning Allocation CMO 120

ViewPoint

AUGUST 23, 2012

Click to start video at this point — Asked about recommendations to improve demand generation results, Tim talks about a new wave of demand generation that is “going to be sort of out with the white papers and analyst reports and all those heavy text things and in with video-oriented content.”.

Demand Generation Agencies 120

Demand Generation Agencies Work Management Demand Generation High Quality Lead 120

ViewPoint

MAY 10, 2012

” He says blogging is important because putting ideas down on paper forces clarification and deeper understanding of our topics. Another great benefit: “You get feedback from your colleagues. Just on the BtoB blog feature that we have on our website in which marketers blog, the comments really pile up.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Resource Management BtoB 120

ViewPoint

MAY 10, 2012

” He says blogging is important because putting ideas down on paper forces clarification and deeper understanding of our topics. Another great benefit: “You get feedback from your colleagues. Just on the BtoB blog feature that we have on our website in which marketers blog, the comments really pile up.

Marketing Automation Services 120

Marketing Automation Services Marketing Automation Resource Management BtoB 120

ViewPoint

SEPTEMBER 20, 2012

Not everybody can write, but there are ways to provide content to other people who are writing like input into articles and white papers. It takes time, and it’s not for everybody. So this idea of reps as part of the content generation plan is one that needs some work as well.

Work Management 120

Work Management Paid Search Agency Marketing Management B2B Sales 120

ViewPoint

AUGUST 15, 2017

These are four of 56 reasons sales could be failing as outlined in a white paper written by James Obermayer. Of course, these aren’t the only issues with quotas and quota achievement, but address these four issues and you’ll fix the majority of quota failures. Go here for. How to Tell if Your Pipeline is Failing You: A CEO’s Guide.

Forecasting 136

Forecasting Consulting Work Management Paid Search Agency 136

ViewPoint

FEBRUARY 19, 2016

Did the new white paper designed by marketing address the prospect’s challenges? Every touch point in the sales cycle represents a chance for valuable information to be shared, or not shared. That information should be constantly refined by marketing, based upon feedback from sales.

Lead Generation 174

Lead Generation Sales Qualified Leads Lead Scoring Lead Ranking 174

ViewPoint

MARCH 4, 2014

This happens when a company is using a variety of inbound methods—white papers, webinars, blogs, etc. — Worse, we see that pile of leads just sitting there at the top of the funnel, neither moving forward, nor being removed from the list. but doesn’t have a strong qualification process in place.

Inbound Marketing 120

Inbound Marketing Top of Funnel Lead Qualification Sales Qualified Leads 120

ViewPoint

MAY 5, 2015

I also see phone scripts that open with ridiculous lines like, “Did you receive our white paper?” Too often I see marketing automation systems set up with triggered emails that are irrelevant and downright annoying to the prospect. or, “I noticed you downloaded our blah, blah, blah so I am calling to find out if you have any questions.”

Lead Nurturing 120

Lead Nurturing Lead Scoring Lead Ranking Peer-to-peer 120