The Point

FEBRUARY 27, 2018

Failure to comply can result in fines ranging from 10 million Euros ($12 Million US) to 4 percent of a company’s global sales, a number that could reach into the billions for large corporations. At a minimum, evaluate who has access to your marketing automation or email marketing software and what levels of permissions they have.

Privacy Policies 231

Privacy Policies Marketing Automation Services B2B Marketing Marketing Management 231

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

MARCH 3, 2015

It’s always been obvious that agencies were a sensible channel for marketing automation vendors to pursue, but I’m beginning to wonder whether agencies might turn out to be the primary channel for such systems, excepting only direct sales to large enterprises. Here’s why: One reason is that agencies aren’t structured to sell software.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Paid Search Agency Advertising Agencies 100

The Point

JULY 30, 2019

I argued previously in this space that one of the primary drivers for ABM, and the frustration that sales professionals rightly feel at the inability of marketing to deliver qualified leads, is that companies are just really bad at lead nurturing. Instead, the real problem with modern demand generation is the way in which it’s practiced.

Demand Generation Agencies 140

Demand Generation Agencies Demand Generation Account Based Marketing ABM 140

The Point

SEPTEMBER 19, 2018

If marketing software is a merit badge, be an eagle scout. Spend time with sales. My first four years out of college were in sales – door to door, no less. Take a sales training class if your company offers one. If they don’t, ask to spend a day in the field, or a day on the phone, with one of your sales colleagues.

Demand Generation Agencies 165

Demand Generation Agencies Paid Search Agency Advertising Agencies Work Management 165

The Point

MAY 16, 2019

One of the real-life campaigns I included in my presentation last week – A Crash Course in B2B Email Creative – at SiriusDecisions Summit in Austin, was this Webinar invitation from Marin Software. Eliminate both the salutation (“Hi, Howard”) and “Thanks, The Marin Software Team” at the end. We’re not fooling anyone.

Webinar Metrics 100

Webinar Metrics Creativity Paid Search Agency B2B Sales 100

The Point

MAY 9, 2017

Earlier this year, he launched The B2B Content Agency to provide clients with buyer research, message strategy and insight-lead sales narratives. The power to convert leads lies in the message – not the software. In the absence of value, sales organizations default to pricing as their primary mechanism for closing deals.

Account Based Marketing 206

Account Based Marketing ABM Marketing Automation Services Lead Ranking 206

The Point

NOVEMBER 14, 2014

Research firm Software Advice have released their 2014 B2B Demand Generation Benchmark Report , a handy reference for anyone planning 2015 marketing spend. You can access the complete report on the Software Advice blog – no registration required.). (You The conclusion that most caught my eye is the one that titles this blog post.

Trade Show 100

Trade Show Demand Generation Agencies BtoB Lead Ranking 100

The Point

OCTOBER 25, 2016

But no company that I know of paved their way to marketing success solely by buying software. Issues that, alas, take more work than writing a purchase order for new software. It builds credibility and moves prospects along the sales cycle. Here are 3 problems you need to solve before investing in new marketing technology.

Buy 100

Buy Telemarketing Top of Funnel Demand Generation 100

The Point

SEPTEMBER 19, 2012

However, that doesn’t mean that your nurturing program should end just because the trial period expired and you didn’t get the sale. Depending on the response you get (particularly if the response is: “I just haven’t had the time”), you can trigger a follow-up call from inside sales.

Telemarketing 100

Telemarketing Marketing Automation Services Lead Nurturing Work Management 100

The Point

MARCH 13, 2013

Studies show that responding to new sales leads promptly, literally within minutes, can have a dramatic impact on the rate at which those leads are qualified, and the speed at which they convert to opportunities and, ultimately, deals. This article originally appeared as a guest post on Optify’s Lead Generation Software Blog.

Autoresponders 100

Autoresponders Effectiveness Trade Show Bandwidth 100

The Point

APRIL 26, 2017

For a 25-year enterprise software veteran, he exhibited more energy and excitement than many of the twenty-somethings he was addressing. How many software CEOs can pull off the “Ninja Pose of Awesomeness”?) They’re incorporating sales outreach, social media, account-targeted display ads, and even (gasp!) Again, look at ABM.

Marketo 154

Marketo Account Based Marketing Advertising Agencies Paid Search Agency 154

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. You can access the full podcast here.

Marketing Automation Services 100

Marketing Automation Services Paid Search Agency Marketing Automation Advertising Agencies 100

The Point

FEBRUARY 11, 2013

In the meantime, our CTO, Dan Appleman, had moved from the Microsoft platform to Force.com and had developed many software projects in APEX, the programming language for the Salesforce platform. BC: First, our software is complementary to marketing automation systems and Salesforce.

Marketing Automation Services 100

Marketing Automation Services Salesforce.com Campaigns Budget Programs 100

The Point

APRIL 19, 2012

On that score, there’s a lot to like about the email campaign below from CallidusCloud , a leading provider of cloud-based business software solutions. Most notably, it’s to the writer’s credit that not once in the email is there any mention of the CallidusCloud solution, or even what the company does. Here’s what else I like: 1.

Lead Ranking 100

Lead Ranking Lead Scoring Paper Verticals 100

The Point

MAY 3, 2016

No surprise here – the leading sales and marketing technology company says that investing in sales and marketing technology is a good thing. The cautionary note here is the same for all marketing technology – namely, that software alone doesn’t solve problems.

Marketing Report 100

Marketing Report Planning PPC Lead Ranking 100

The Point

FEBRUARY 8, 2012

In a phone call this week I was swapping war stories with a well-known sales and marketing consultant, who, like us, works with B2B companies to improve their return on marketing automation. And that fact, I would propose, is a good sign for a maturing market.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Process 100

The Point

FEBRUARY 13, 2013

How easy is it to customize the system to our specific business model and/or sales process? How easy is it to change or modify programs if our sales process changes? Technology that was only recently regarded as “email software” is now becoming a vital component of a company’s sales and marketing infrastructure.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

JANUARY 13, 2015

To measure the type of revenue performance that I describe, you’ll need software tools that empower you to do so. First, the value of opportunities in the sales pipeline that can be shown to have originated from, or influenced by, a campaign. Pipeline Contribution/Influence. Revenue Contribution/Influence/ROI.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads ROI Sales Qualified Leads 100

The Point

JULY 18, 2011

because 1) the time commitment is minimal, and 2) white papers are perceived (not always justifiably) as information of value rather than sales collateral. Prospects are usually more likely to download or otherwise register for a white paper vs. a Webinar, free trial, etc.

Paper 100

Paper Lead Generation Sample Lead Ranking 100

The Point

MAY 6, 2010

Fortunately, and to the client’s credit, they had firm metrics for each stage through which a raw inquiry ultimately converted to a sale. Not everyone is able to measure the precise ratios at which sales leads currently convert to sales. Where in the current sales and marketing process will the software make a difference?

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Management Automation 100

The Point

SEPTEMBER 6, 2011

The company must direct end user inquiries promptly and efficiently to the sales channel, while responding to prospective partners and end users with a message tailored to iDirect’s specific experience in that company’s market. All this presents real challenges for both demand generation and lead management.

Lead Nurturing 100

Lead Nurturing Lead Scoring Sales Qualified Leads Lead Ranking 100

The Point

MAY 27, 2014

Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” ” “Can I deliver that to you this Friday?”

Copywriting 100

Copywriting B2B Demand Generation Agencies Demand Generation 100

The Point

APRIL 23, 2013

One, a white paper offer from sales tax automation company Avalara , is a plodding recitation of facts that does little to grab the reader. The other, from email marketing software provider ExactTarget , drives action by communicating the value of the content in concise, compelling language.

Email Campaigns 100

Email Campaigns Campaigns Copywriting Demand Generation 100

The Point

DECEMBER 14, 2012

Even the most sophisticated lead nurturing program, however, depends on a stream of new leads entering the top of the sales funnel. Let’s consider a couple of scenarios: Company A is a 5-year old software company marketing a solution to a very finite market – large financial institutions. Her response to a Google ad.).

Lead Nurturing 100

Lead Nurturing Demand Generation Budget Programs Demand 100

The Point

OCTOBER 10, 2017

Planning for a successful Account-Based Marketing (ABM) initiative requires much more than simply investing in new software and asking the sales team for a list of top target accounts. And that’s just the beginning.

Account Based Marketing 44

Account Based Marketing ABM Planning Demand 44

The Point

JULY 15, 2010

DT: Well, the biggest misconception about Salesforce is that it’s something Sales reps like and Marketing folks don’t. Is that a reflection on the software, or on how people use it? How much does it cost you to qualify and nurture a lead into a real sales cycle? HS: Thanks David!

Salesforce.com 100

Salesforce.com Marketing Automation Services Budget Programs Work Management 100

The Point

JANUARY 13, 2012

There’s a lot to like about the email campaign I received (image below) recently from Infusionsoft , a maker of sales and marketing automation software for small businesses. It would be better phrased as something like: “How to capture, nurture, and convert leads more efficiently, with or without sales follow-up”.

Email Campaigns 100

Email Campaigns Campaigns Practices Fulfillment 100

The Point

DECEMBER 6, 2010

Blog Makeover Nets Sales Leads for Software Company. Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best. 21 Tips & Other Impressions from the Marketo User Summit. Help Our Client Choose a Logo (Poll). Getting the Most from Salesforce.com: A Conversation with David Taber.

Lead Gen 100

Lead Gen Webinar Metrics Salesforce.com Eloqua 100

The Point

FEBRUARY 5, 2010

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. Yes, you can tailor emails to fit every possible unique combination of demographic and behavioral criteria.

Lead Nurturing 100

Lead Nurturing Rules Leads Lead 100

The Point

JANUARY 31, 2011

What does a software company do when their paid search program is working well but just not generating enough leads? 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. Improved landing page effectiveness.

Paid Search Agency 100

Paid Search Agency Demand Generation Agencies Sales Qualified Leads PPC 100

The Point

MARCH 11, 2010

The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. Build Your Inside Cloud” may be a hot topic to some, but add “with Parallels” and in an instant the invitation becomes a sales pitch. For example: 1.

Webinar Metrics 100

Webinar Metrics Demand Generation Copywriting Display 100

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

APRIL 23, 2020

Use this opportunity for a good housecleaning – at the very least, your email performance reports will be more accurate, and a smaller database may even save you money on software licenses. A well-designed, well-curated resource center can make a big difference to the rate at which Web visitors convert to actionable sales leads. (If

Budget Management 263

Budget Management Spending Work Management Marketing Management 263

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.”. The fact that marketing automation technology is simpler than ever is a double-edged sword.

Marketing Automation Services 100

Marketing Automation Services Enterprise Management Work Management Marketing Management 100

The Point

FEBRUARY 4, 2013

Optify’s suite of digital marketing software is Web-based, so they’re able to extract metrics directly from their clients’ Web activity without any selection bias, excepting any prejudice due to the type of organization with whom they do business.

Advertising Benchmark 100

Advertising Benchmark Paid Search Agency Marketing Report Demand Generation Agencies 100

The Point

MARCH 26, 2010

Published by the folks at marketing automation software company Genius.com , and authored by respected consultant, author, and blogger Ardath Albee , this is a valuable primer that would serve as a useful resource to anyone just getting started with a marketing automation system. But I’m glad I found the time.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Lead Ranking 100