The Point

APRIL 22, 2020

However, as much as it has a reputation as a way to generate “guaranteed” leads, content syndication is not a cure-all, and indeed, more than most demand generation channels, is likely to generate sales leads that gravitate towards the early stages of the buying cycle. Set appropriate thresholds for sales follow-up.

Lead Scoring 162

Lead Scoring Lead Ranking CPL Cost per Lead 162

The Point

MAY 28, 2019

The most common use case quoted for chatbots in a B2B context is increasing the rate at which Web visitors convert to actionable sales leads. engagement rates and sales conversations can increase by an astounding 10X-20X. And it’s not just about getting more Web visitors to book a meeting with sales.

Demand Generation Agencies 127

Demand Generation Agencies Demand Generation Demand Top of Funnel 127

The Point

NOVEMBER 20, 2015

Identifying target accounts either via sales input and/or predictive modeling. Predictive technology can help identify those accounts most likely to actually convert, independent of which accounts are simply on sales’ “hit list”. Here are 7 steps to developing and executing a successful ABM program: 1. – Economic Buyer.

Account Based Marketing 100

Account Based Marketing ABM Paid Search Agency Marketing Strategy 100

The Point

JULY 27, 2018

. * a consultation or meeting is a high bar offer (not only due to the time required but, like a demo or free trial, it requires that the prospect be at a stage in the sales process or otherwise is feeling enough “pain” where he/she is ready to meet with sales.).

Account Based Marketing 100

Account Based Marketing Campaigns Multi-Channel Demand Generation Agencies 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

MAY 14, 2012

The keys to marketing automation ROI lie not in features but in strategy, collaboration, metrics, and the development of more sophisticated, multi-touch, triggered campaigns. “When we implemented (marketing automation) the first time, we jumped in without planning and found that it was not the best way to drive leads to sales.”

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Marketing Report Automation 100

The Point

OCTOBER 8, 2015

Bear with me as I relate a quick story about lead nurturing: A few months back I became a sales lead. Perhaps I was an SQL (Sales Qualified Lead) at one point in the conversation, but no longer. And secondly, and more critically, these kinds of “touching base” phone calls are the worst possible use of a sales rep’s time.

Lead Ranking 100

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Lead Scoring 100

The Point

FEBRUARY 6, 2015

But there’s another side of Shark Tank that I appreciate, and that is: it’s great sales training. As someone who’s attended a few sales training classes in my day, I have yelled advice at the TV a few times during the show (often along the lines of “TAKE THE DEAL FOR PETE’S SAKE”), much to my kids’ embarrassment. Know your facts.

Tips 100

Tips Telemarketing Class Training 100

The Point

SEPTEMBER 9, 2014

On a recent conference call with a prospective client, the Vice President of Sales chimed in with a question: “How many touches do you think it takes before someone becomes a lead?”. In fairness to my VP friend, he won’t be the last to ask the question (or its close cousin, “How many touches does it take to make a sale?”)

Demand Generation Agencies 100

Demand Generation Agencies Validation Demand Generation Rules 100

The Point

SEPTEMBER 30, 2013

The biggest difference between basic ESPs and today’s modern marketing automation technology is the ability to design and deploy automated, triggered, multi-step campaigns. Ensuring that inbound sales leads are all followed up with promptly and personally, independent of sales bandwidth.

Lead Nurturing 100

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

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? Sorry, but no.

Sales Cycle 100

Sales Cycle Demand Generation Lead Nurturing Aggregators 100

The Point

AUGUST 18, 2014

Note: these strategies assume that hot leads – those prospects who specifically requested follow-up or were otherwise graded as “high priority” on the show floor, get prompt response directly from sales. Most trade show leads are routinely ignored by sales. Someone who’s attended a tradeshow may be ready to contact sales directly.

Trade Show 100

Trade Show Campaigns Tips Lead Nurturing 100

The Point

NOVEMBER 4, 2010

Our inside sales reps are fairly prompt about following up with all leads by phone. My response: Most all of our clients combine email and phone follow-up – i.e. inside sales calls combined with some kind of automated email response. Why do I need to set up automated email response as well?”. Here are the key reasons: 1.

Lead Scoring 100

Lead Scoring Lead Ranking Telemarketing 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

MAY 31, 2011

A client asks: “On every registration form, we give prospects the option to request contact from a sales rep. Currently the form reads: [Yes/No radio button] I would like to have a sales representative contact me.”. You can also trigger follow-up alerts if there’s no follow-up within a defined period.)

Contacts 100

Contacts Lead Qualification Lead Scoring 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

MAY 10, 2011

This allows you to trigger a follow-up sales call only when you know the prospect has actually read the white paper. If you use a marketing automation system, you can track when (or if) the prospect has accessed the white paper by clicking on the link you provided.

Fulfillment 100

Fulfillment Paper Lead Nurturing CAN-SPAM 100

The Point

SEPTEMBER 12, 2013

Too many images can also increase your chances of being triggered by spam filters. Using email fulfillment 1) enforces valid email addresses, 2) makes it easier for the recipient to access the content at a later date, and 3) allows you to trigger sales follow-up (or increase lead score) when he/she clicks on the link.

Email Campaigns 100

Email Campaigns Campaigns B2B Copywriting 100

The Point

FEBRUARY 24, 2011

I only recently came across the results of research published late last year by Leads360 , a leading provider of hosted (SaaS) solutions for managing sales leads. And to the extent you rely on telemarketing exclusively, your lead management will be less effective and your sales productivity will suffer. And therein lies my point.

Leads360 100

Leads360 Sales Leads Telemarketing 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. which leads merit sales investment and which don’t.) converting more existing leads over time to new, qualified opportunities. The email blast is dead.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Marketing Budget 100

The Point

NOVEMBER 24, 2009

If we offer them direct access to the content assets, we can still track their click-throughs and then trigger sales alerts or assign lead scores based on that action, and we won’t be forcing them to fill in a registration form. After all, we already know who these people are, correct? Can we do without?”.

Landing Pages 100

Landing Pages Lead Scoring Lead Ranking Lead Nurturing 100

The Point

MARCH 29, 2017

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. If your sales reps aren’t getting enough qualified leads, I’d wager that one or more of the following five reasons is to blame.

Sales Qualified Leads 50

Sales Qualified Leads Top of Funnel High Quality Lead Marketing Qualified Leads 50

The Point

DECEMBER 17, 2010

Fewer companies, however, can claim to have adapted their sales process as readily. Now as founder and principal consultant at TrellisOne Consulting , she helps B2B companies transform marketing practices, aligning them with business objectives in order to improve sales performance. They often know more than sales people.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management B2B 100

The Point

APRIL 4, 2024

That may still hold true for demo requests or “contact us” forms, but NetLine’s data suggests that, for early-stage content: ebooks, Webinars, white papers – marketers may be better off waiting as much as two days before triggering a follow-up email or sales call.

Trends 299

Trends B2B Thought Leadership B2B Content 299

The Point

JULY 21, 2016

Lead scoring is a core marketing automation functionality, and a key driver for one of the primary benefits of the technology, namely sales productivity. A well-planned, well-designed lead scoring schema ensures that sales reps are spending time with the leads that most merit the investment.

Marketing Automation Services 80

Marketing Automation Services Marketing Automation Sales Management Automation 80

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

NOVEMBER 8, 2010

. * once cookied in the manner described above, we can track that same contact’s Web activity – i.e. visits to the client’s Website or the campaign microsite – and automatically trigger sales alerts based on that activity, regardless of whether the person ever fills out a form. * and so on.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Microsite 100

The Point

AUGUST 6, 2012

The contacts that comprise your sales database represent only the tip of the iceberg. If you’re able to track which contacts share content, design a nurturing campaign that uses sharing as a “trigger event” to send follow-up information (even if just a thank you.). Social sharing buttons (Like, +1, Tweet, etc.)

Marketo 100

Marketo Social Marketing Peer-to-peer Demand Generation Agencies 100