The Point

DECEMBER 11, 2018

Is ABM a fit for our company, our product, and our audience? ABM can be a highly effective way to navigate a long, complex sales cycle, but the marketer who thinks that an ABM program is going to convert cold names to pipeline opportunities in a few short weeks is destined for disappointment. The hype around ABM has subsided.

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

MARCH 22, 2019

Here are 3 key reasons why lead scoring is still relevant: Increased Sales Productivity – effective lead scoring helps sales (and especially BDR teams) focus their time and energy on leads that merit attention, avoiding leads that aren’t worth the effort. Faster lead velocity means shorter sales cycles.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

APRIL 22, 2020

If your average sales cycle is 6 months, don’t expect content syndication leads to magically convert to opportunities in a matter of days. Note: it is not sufficient to simply dump these leads into your regular nurture stream, even one that’s persona- or product-specific. Set appropriate thresholds for sales follow-up.

Lead Ranking 162

Lead Ranking Lead Scoring Cost per Lead CPL 162

The Point

APRIL 19, 2017

Does the topic help to qualify the prospect as someone suffering from a problem or pain point your product/service can solve? Does that same issue translate inherently into someone who could ultimately use your product, whether or not he/she realizes it yet? What’s the problem or challenge that your content purports to help address?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

NOVEMBER 27, 2018

If a buyer is shown to be engaging (clicking, liking, sharing) mid-funnel (MOFU) content such as case studies or product tutorials, for example, those actions can contribute to an overall lead score that determines sales-readiness. Another way to leverage social media is through lead scoring. HS) Thanks Daniel!

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Ranking 203

The Point

AUGUST 11, 2015

But that does that mean that every buyer, for every product, conducts 67 percent of his/her research online? If Joe Prospect downloads a case study, is Joe further along in the sales cycle? For example, per SiriusDecisions, that 67 percent of that buyer’s journey now takes place online. If he visits 5 Web pages? Sorry, but no.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

JANUARY 13, 2017

Smart technology marketers look to capture buyers early on in the sales cycle, then engage them in a consistent nurture campaign to build credibility, trust, and to position their solution favorably for when the buyers are ready to engage with sales. Conversely, early-stage prospects may be far from evaluating solutions.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JULY 18, 2014

In particular, she notes that “… 80% of the companies were primarily focused on themselves, with information on products and features but little in regard to the issues their customers might be facing.”. Companies pay lip service to this reality, but then in practice pump out content that is mostly product collateral in sheep’s clothing.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

MAY 9, 2017

Let’s face it, the color of a brand logo has little impact on sales results, but a brand’s positioning is critical. The purpose of branding is to ensure your product or service is the preferred choice in the minds of buyers. What could be more fundamental to sales results?

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Ranking 206

The Point

SEPTEMBER 30, 2013

If you want nurturing to mean more than just simply “staying in touch,” and if shorter sales cycles, better qualified leads, and higher sales productivity could all make a tangible difference to your bottom line, then marketing automation is worth the plunge.”

Lead Nurturing 100

Lead Nurturing Demand Generation Agencies Marketing Automation Services Sales Qualified Leads 100

The Point

OCTOBER 25, 2016

By “good content” I mean information of value that speaks to your audience’s pain, problems, and challenges and not content that simply sings the praises of your product. It builds credibility and moves prospects along the sales cycle. Good content sparks engagement and dialogue.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

FEBRUARY 4, 2011

Increased sales productivity due to better identification of sales-ready leads. Marketing automation automatically identifies “better” leads utilizing both demographic and behavioral criteria, and flags those leads that truly merit sales follow-up.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

OCTOBER 22, 2013

In the long run, it pays to extend the reach of your demand generation campaign to include not only those prospects ready to buy, but also anyone else that might be facing the specific issue or problem that your product or service can solve. Occasionally, however, other factors demand a more targeted, aggressive approach.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 100

The Point

JANUARY 24, 2013

Giving sales a voice in the process will help ensure that, as an organization, they feel they have a stake in the new lead management program and won’t feel it’s being foisted upon them by marketing. What is the range of products in which a prospective customer could express interest? From both domestic and international prospects?

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 100

The Point

SEPTEMBER 17, 2014

By introducing email tracks that spoke more directly to people further down the sales cycle, and by adjusting creative and offer strategy for specific job functions, we felt confident that the client’s message would resonate more effectively.”. Lead to MQL Conversion Rate for all leads across all product lines increased 33 percent. •

Conversion Rate 100

Conversion Rate Marketing Qualified Leads Demand Generation Agencies Lead Ranking 100

The Point

JULY 23, 2012

In an ideal world, all B2B sales leads would be pre-qualified and ready to buy. but “budgeted to buy (insert your product or service here)” – not so much. Media options abound that will enable a company to focus on specific job titles, company revenues, industries, etc.,

Demand Generation Agencies 100

Demand Generation Agencies Sales Qualified Leads Leads Lead 100

The Point

SEPTEMBER 29, 2011

Two reasons: one, they’re in a nascent space (revenue performance management) that requires a long-term, educational sales cycle, so short-term leads are few and far between. Why is Marketo’s percentage so much higher than the average? And two, more obviously: the company does a very good job nurturing slow leads.

Sales Qualified Leads 100

Sales Qualified Leads Lead Ranking Lead Scoring Leads 100

The Point

MARCH 12, 2012

Here are some highlights from the original report: “The chances of reaching a new sales lead drop over 10x if you wait longer than the first hour of shown interest, and the odds of qualifying that lead decrease 6x after the first 60 minutes”. It’s a win-win for both sales AND marketing. Multiple dials or emails isn’t enough.

Top of Funnel 100

Top of Funnel Bandwidth Sales Qualified Leads Marketing Automation 100

The Point

JANUARY 13, 2015

MQLs and SQLs can be useful measures for companies with complex products and long sales cycles, because they provide a picture of campaign success more immediately than would be the case waiting for leads to enter the pipeline or close as deals. Pipeline Contribution/Influence.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

JUNE 18, 2013

DC) Today’s buyers are more educated on markets, products, and competitors than ever. This makes it critical that sales teams are seen as partners that add value to the conversation. One way they can do so is by providing content that resonates with individual prospects and advances the sales cycle. Secondly: measurement.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100

The Point

MARCH 3, 2010

product demos) because the more educational material appeals to a broader spectrum of prospective buyers and not just those further down the sales cycle. So does all this mean you should dump your white papers, research reports and educational webinars, in favor of product brochures and buying guides? In a word: no.

Lead Ranking 100

Lead Ranking Lead Scoring Lead Nurturing Webcast 100

The Point

OCTOBER 26, 2010

lengthening sales cycles during a down economy and the desire to support sales reps who are reluctant to dedicate their valuable time to nurturing buyers throughout that process. Doing otherwise dictates the terms of engagement, and buyers are having none of it.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

JANUARY 31, 2011

That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity. But the marketing team needed search to contribute more to the company’s overall lead generation goals.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JUNE 26, 2013

However, in the context of, say: lead nurturing , getting a prospect to attend the event, see your product, listen to your vision/message/expertise/thought leadership, etc. may make a real difference in moving that individual further along the sales cycle.

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 100

The Point

NOVEMBER 15, 2010

Your product may be one for which the primary benefits are the same regardless of job title. However, if inbound leads represent a mix of job functions, and your product means something very different to a CFO compared to his/her colleague in IT, your emails should reflect those differences. Product interest. Job function.

Lead Nurturing 100

Lead Nurturing Segmentation Sales Qualified Leads Campaigns 100

The Point

DECEMBER 18, 2012

And that means that 1) the decision to re-engage with your company is placed entirely in the prospect’s hands, and 2) he or she will likely only engage with you at the very tail end of the sales cycle. A free for all strategy is a roll of the dice. Furthermore, this type of model is dynamic and more flexible than the alternatives.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

MAY 6, 2010

Not everyone is able to measure the precise ratios at which sales leads currently convert to sales. Or even if the processes with which those leads are shepherded along the sales cycle are woefully inadequate, a company may not generate the volume of inquiries necessary in order for marketing automation to make a difference.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JULY 15, 2010

How much does it cost you to qualify and nurture a lead into a real sales cycle? DT: Part of SFDC’s sales technique is to come in on the ground floor and gradually grow upwards in the organization. Here’s an irony — one you’ll never hear from me about any other product: Salesforce is too easy to use.

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

JANUARY 12, 2023

Solution- and product-focused messaging has its place, particularly at the tail end of the sales cycle, but initial engagement will be built on companies connecting with audiences at a human, emotional level.”. What does the company stand for? Why do they do what they do? Who are the people behind the business?

Demand Generation Agencies 246

Demand Generation Agencies B2B Account Based Marketing Ideal Customer Profiles 246

The Point

MAY 30, 2012

If end users want your product, but their IT department makes the purchase decision, can you leverage that demand to drive IT sales leads? Our sales cycle can be months long, so we won’t know true ROI from the campaign for a while,” says Adam Stein, MobileIron’s Marketing Director.

Demand Generation Agencies 100

Demand Generation Agencies Work Management Demand Sales Leads 100

The Point

AUGUST 25, 2022

There’s the long-held perception that Webinars generate better leads than other types of content, and that Webinar leads are more qualified, based on the theory, one supposes, that Webinar attendees are more motivated and thus further along in the sales cycle, or at least more likely to engage with sales.

Webinar Metrics 52

Webinar Metrics Demand Generation Agencies Top of Funnel Paid Social Agency 52

The Point

JUNE 10, 2013

Anecdotally, I’ve been noticing a minor trend in technology marketing circles of late – namely, that a high percentage of demand generation campaigns seem to be presenting a product demo as the primary offer. One, they don’t require the resources and development cycles of a new white paper or Webinar or infographic.

Demand Generation 100

Demand Generation Demand Sales Qualified Leads Generation 100

The Point

APRIL 16, 2014

TrustRadius , an online community designed to help business software users make better product selection, implementation, and usage decisions, just released their first-ever “ Buyer’s Guide to Marketing Automation Software.”. Act-On raised $42 million and appears heading for an IPO. But don’t think the guide obsolete just yet.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100