The Point

DECEMBER 6, 2022

Your number will depend on your business model and sales cycle, amongst other factors. The trend is towards the higher end of that range, as marketing assumes responsibility for more and more of the funnel. Use this online lead calculator to arrive at a total number of MQLs or raw leads (inquiries) required to hit your revenue number.

Budget Programs 162

Budget Programs Lead Ranking Demand Marketing Qualified Leads 162

The Point

DECEMBER 11, 2018

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. Failing to get sales sufficiently involved (planning, engagement).

Account Based Marketing 157

Account Based Marketing ABM Ideal Customer Profiles Enterprise Management 157

The Point

MAY 17, 2021

Marketers are often under pressure to evaluate lead gen programs very quickly, often within weeks, and to declare success (or failure) based on the rate at which those contacts convert to sales-ready leads and pipeline, even if the average sales cycle for their product is weeks or months longer than the window of measurement.

Marketing Management 207

Marketing Management Paid Search Agency Buying Cycle Demand Generation Agencies 207

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

OCTOBER 8, 2020

It can be tempting, as marketers working in a world of intent data and ABM and AI, to buy into the hype that any short cuts are possible, that sales cycles are made to be compressed, and that sales-ready leads can be created on demand.

Demand Generation Agencies 173

Demand Generation Agencies Paid Search Agency Advertising Agencies Marketing Agencies 1 173

The Point

MARCH 22, 2019

Faster lead velocity means shorter sales cycles. More Insightful Reporting – many companies in enterprise markets have sales cycles that are too long to make ROI (or even pipeline attribution) a practical way to measure demand generation effectiveness, at least not in a manner that allows for rapid optimization.

Lead Ranking 113

Lead Ranking Lead Scoring Sales Qualified Leads Account Based Marketing 113

The Point

DECEMBER 15, 2020

The precise amount of time before suspending or removing non-responsive leads can vary based on a company’s sales cycle, brand awareness, list source, or frequency of contact. By their nature, third-party lists offer a greater risk for spam complaints, so it pays to keep those names on a shorter leash, so to speak. *

Lead Scoring 162

Lead Scoring Lead Ranking Leads Lead 162

The Point

OCTOBER 25, 2018

The true business value of lead nurturing is how effectively it moves leads through the demand funnel, and therefore more appropriate measurements are lead velocity, reduction in sales cycle, lead-to-close rates, pipeline acceleration, and an increase in opportunities.

Lead Nurturing 178

Lead Nurturing Marketing Report Lead Scoring Lead Ranking 178

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. Here are some best practices that are often common factors when companies get the best return from their content syndication program: Set proper expectations.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

JANUARY 7, 2020

If, say, you’re marketing enterprise software and your typical sales cycle is 6-9 months, are there marketing tactics that will enable you to make your sales numbers if only executed in Q4? The cold hard reality is that successful B2B demand generation. takes time. Chances are: not likely.

Account Based Marketing 130

Account Based Marketing Top of Funnel Demand Generation Agencies Paid Search Agency 130

The Point

FEBRUARY 18, 2020

Reduced sales cycle? Lead to sale conversion rates? The most successful marketing automation deployments start with questions. What do we want this software to achieve? What are the metrics by which we will define success? Pipeline acceleration? Up-sell/cross-sell revenue? Customer retention?

Marketing Automation Services 147

Marketing Automation Services Marketing Management Marketing Automation Automation 147

The Point

MAY 16, 2015

More and more B2B marketers are now accountable for revenue targets, not just leads or even sales-ready prospects. There’s no sign that email won’t continue to be the workhorse that it is in helping to filter, qualify, cultivate and progress leads through the sales cycle. Lead Nurturing Isn’t Just Email Anymore.

Demand Generation Agencies 100

Demand Generation Agencies DemandBase Top of Funnel Demand Generation 100

The Point

NOVEMBER 27, 2018

By incorporating social engagement data into their overall lead nurture strategy, a B2B marketer will have a more precise picture of a specific buyer, and be able to deliver more relevant content to advance that buyer along the sales cycle. (HS) HS) Thanks Daniel! Photo by Marten Bjork on Unsplash.

Top of Funnel 203

Top of Funnel Demand Generation Agencies Demand Generation Lead Scoring 203

The Point

AUGUST 11, 2015

If Joe Prospect downloads a case study, is Joe further along in the sales cycle? And so we hear comments like the following: “We want our nurturing program to reach the right person, at the right time, with content that reflects that person’s stage in the sales cycle.”. If he visits 5 Web pages? If he attends a Webinar?

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

APRIL 19, 2017

In contrast, lead nurturing content – content designed to nudge a prospect along the sales cycle – is often tailored to answer questions for those further along in the purchase process. Are the topics and stats current—no more than a year or so old?

Top of Funnel 214

Top of Funnel Demand Generation Agencies Demand Generation Paper 214

The Point

MAY 9, 2017

SiriusDecisions and IDC note that “brands unable to articulate business value experience 24% longer sales cycles and 20% deeper price discounting.” Brand positioning is a lot of work, but it produces an incredibly powerful Message Map to guide all marketing narratives: website copy, email copy, digital ads, social posts, blogs, etc.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Scoring 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

JULY 18, 2014

Sure, product-oriented content can play a role late in the sales cycle, when prospects genuinely want to know more about your solution, but in all other cases, and for the majority of the lead lifecycle, prospects don’t want to be sold. They simply want information of value.

Forrester 100

Forrester Work Management Content Marketing Demand Generation Agencies 100

The Point

OCTOBER 25, 2016

It builds credibility and moves prospects along the sales cycle. 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. Good content sparks engagement and dialogue. And no amount of technology will make a difference.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 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.

SEM 100

SEM Paid Search Agency Marketing & Strategy Sales Qualified Leads 100

The Point

JUNE 8, 2016

Email may still be the workhorse in how B2B companies build relationships, maintain awareness, qualify leads and nudge prospects along the sales cycle, but these days, it pays to think about “lead nurturing” as more just an email campaign. That’s not because email is going away any time soon.

Lead Nurturing 100

Lead Nurturing Sales Qualified Leads Account Based Marketing Leads 100

The Point

FEBRUARY 4, 2011

Shortened sales cycles due to more systematic nurturing of leads through the selling process. Marketing automation helps accelerate the pace at which both cold and warm leads move along the sales cycle by providing information of value independent of sales follow-up.

Marketing Automation 100

Marketing Automation Automation Bandwidth Cost per Lead 100

The Point

MARCH 3, 2015

The staff, the expertise, the content, the sales cycles required to sell software effectively are very different. Here’s why: One reason is that agencies aren’t structured to sell software. Most agencies are professional service organizations, staffed and optimized to sell and deliver services.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

AUGUST 4, 2009

Do a quick Web search on “lead nurturing” these days, and you’ll find plenty of high-level, strategic content on the “whys” – how nurturing can improve demand generation ROI, increase conversion rates, accelerate sales cycles, recycle long-discarded prospects, etc.

Lead Nurturing 100

Lead Nurturing Leads Lead Marketing Qualified Leads 100

The Point

DECEMBER 16, 2013

To the extent that technologies like Marketo/Insightera make the Web experience more personalized and tailored to the individual, Websites can only become more effective at generating leads and moving prospects along the sales cycle. But effective to the point that they generate 71% of all sales leads? I doubt it.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

The Point

OCTOBER 22, 2013

Perhaps you want to leverage a recent sales win by targeting other executives within that same vertical. In these scenarios, one way to accelerate the sales cycle is to present a meeting as the call to action. Or some other time-sensitive factor requires that you “get in front of” prospects as soon as possible.

Demand Generation Agencies 100

Demand Generation Agencies Demand Generation Tips Copywriting 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

OCTOBER 30, 2013

When someone completes a registration form, you can serve up a confirmation page that thanks the individual for his/her interest, and provide links to additional resources, social sharing links, or secondary, “next step” offers – a Webinar, a demo, a free trial – to move the prospect further down the sales cycle.

Lead Nurturing 100

Lead Nurturing Lead Scoring Lead Ranking Landing Pages 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”. The odds of contacting a lead if called within five minutes versus even 30 minutes are 100x greater.

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

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. Here are the top 5 questions to ask about your current lead management process: 1.

Lead Management 100

Lead Management Process Work Management Sales Qualified Leads 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 Scoring Lead Ranking Leads 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.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

JUNE 26, 2013

may make a real difference in moving that individual further along the sales cycle. 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. With that said, what can you do to reduce the no-shows?

Webinar Metrics 100

Webinar Metrics B2B Thought Leadership Lead Nurturing Telemarketing 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.

Lead Ranking 100

Lead Ranking Lead Generation Sales Qualified Leads Marketing Websites 100

The Point

JANUARY 31, 2011

Here are just some of the changes that Spear made to Navicure’s campaign: Broadened the campaign to attract prospects earlier in the sales cycle. In 12 months, lead volume increased 118 percent compared to the year previous. Improved landing page effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

JUNE 18, 2013

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. KnowledgeTree answers that challenge by helping sales teams discover the right marketing content at the right time.

Salesforce.com 100

Salesforce.com Work Management Marketing Management Content 100