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The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

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Both are working toward different, conflicting metrics. Far from being beneath them, sales and marketing conflicts need to be a top priority for CEOs, who stand to benefit in a big way by setting the stage for these two organizations to work in sync. Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series.

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4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!

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We’ll review each tip one at a time—but first, let''s see what they are: Mike Weinberg’s 4 Tips to Power Up Prospecting in 2015: Part 1: Tip #1 Believe it works. Tip 1: You have to BELIEVE prospecting works. These are the folks who conspire to tell you that prospecting doesn’t work. Earlier this year I sat in on the 2015 Virtual Sales Kickoff hosted by my friend S. Simplified.:

2014 B2B Marketing Trends That Work

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As a B2B company, it’s paramount that you stay on top of trends so you know which to adopt and which to nix. This is a standout year for B2B marketing. The Content Marketing Institute recently released the annual North American report titled B2B Content Marketing: 2014 Benchmarks, Budgets and Trends—and the findings are impressive. B2B Marketing

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Why Social Media Doesn't Work [PowerViews LIVE Highlights]

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On February 3, 2015, I had the pleasure of having leading marketing expert Jamie Turner on PowerViews LIVE to talk about “Why Social Media Doesn’t Work.” Right off the bat you may be thinking, “Social media doesn’t work? It’s everywhere!” This is true. Marketing organizations today are using social media for business purposes—more now than ever before. What’s going on?

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Content Marketing Playbook: Strategy and Roadmap

back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. relaunch while working for Group SJR, a content mar- keting agency. Everywhere I had been working felt like. death—’This magazine is going to close,’ ‘We’re working. that’s proven to work—one we’ve refined after helping. We are still working on freaking really hard.

"Marketing is too important to be left to marketers."

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To be successful, the two must work in synch to discover latent and potential needs, to track and anticipate value, and to convert this knowledge and understanding into effective demand. How can the two start working together effectively? This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood.

How to Turn Sales Leads into Revenue, Not Just Work

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Marketing’s responsibility is to work with sales to identify the challenges or pain points of their target audience and create tailored content to speak to those challenges. Post lead follow-up, sales should give marketing feedback on what content or offers worked, and what didn’t. Sales should then further the relationship and work strategically to close the deal. Sales Lead

Is Your Lead Generation Strategy Broken?

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When the two departments don’t agree on what they’re working toward, marketing will continue to accuse sales of disregarding leads, and sales will continue to accuse marketing of providing bad leads. A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. Accountability.

4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)

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All CMOs need to work towards making the company sustainable from a marketing standpoint. Successful CMOs work towards short-term and long-term success simultaneously by investing in and perfecting their lead generation machine. Before we go into detail about each role, it should be noted that these roles need to work in harmony. Matt Heinz. Build an All-Star Roster.

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Does Your Sales Team Know How to Follow-Up on a Lead?

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Another 20% of leads are ineffectively worked for mostly subjective reasons (i.e., a sales rep reports, ‘I called the prospect three times. Set dates and times for sales rep to call (or visit) based on what works best for prospect (we get some push back on this from sales, but in most cases sales reps have more flexibility in their schedule than does a busy prospect).

What Do You Sell, Who Do You Sell It To and Why Everyone Has to Have The Same Answer

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Today you’ll learn why lead definition is important and why you, as the CEO, need to be involved in building your own universal lead definition: Shortly after I started PointClear I worked with a company that blew through $100 million because marketing was selling to one audience and sales was selling to another. How to define a lead and gain agreement is the first of 7 Truths about Sales and Marketing that CEOs need to know. This post is part of a series about the CEO’s role in eliminating wasted marketing spend and increasing sales results. For whatever reason (was it beneath him?)

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Staffing and Launching Your Content Marketing Program

success was attributed to work we did months ago. work needed,” he wrote in a blog post. Playbook series—the point where the difficult work. experiences as publishers and the work we’ve done. you excited to come to work every day, pushing you to. We are still working. telling you that certain things work—we want to tell you. actual work.”

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]

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Have open, regular dialogue with sales and stakeholders on what’s working and what’s not to quickly adapt their joint efforts. Neither is using advertisements to target and retarget a group of people because they work at a company and came to your web site. There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it?

PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]

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But I have no lead score, and no one contacts me because I don’t have any activity on your website. I ask people who work for me to do the research and report back. I am invisible to you. Managing Partner at Homeport Marketing, Pam Hege , lists the top three reasons marketing has checked the “done” box on lead scoring whether it’s working or not. Part 1. Part 2 (coming up). Pam Hege.

The #1 Reason CEOs Should Care About Lead Generation

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Even the best sales rep has a hard time following up with cold leads, so an understanding of what works and what doesn’t is essential to perfecting the overall company’s lead generation. I often say that CEO’s don’t care about leads, they only care about revenue. The corporate landscape has drastically changed to make businesses earn their audience's attention.

PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]

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It works like this: Inbound SDRs individually process as many as 800 leads per month. The Pretending It is Working Approach. The result: Poorly designed lead scoring systems based on intuition that just don't work. And of course, everyone has an opinion about why things aren't working the way they want them to. Why did we ask? And sales is sick of it. Here's the problem.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. their work as average, not very effective, or not. at least 25 full-time employees working on content. However, putting in the work to team up with talented creative. almighty question: Does this strategy actually work? blend of data to get the full picture of what’s working. Copyright © 2015 Contently. little.

The Quest for Good Leads: Are You Asking the Right Questions?

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We attribute it to the fact that the outbound work does much of the screening and vetting and sometimes even the first steps of selling, thereby increasing the quality of the lead. What’s a good lead rate? How much should a lead cost? These are questions stirring in the minds of executives everywhere. Just google them.) have seen inbound lead rates reported as high as 11 – 14%. Bottom line?

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]

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In fact, I would argue that all the broad-based demand generation work many companies are doing is the real distraction if their sales model and growth targets focus on a defined universe of accounts. Technology is also key to making ABM work and scale, but it’s also not hype or a distraction if marketers know why it’s being deployed. It's not a distraction. It doesn’t have to. agree!

The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)

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For example, a leading analytics firm I worked with tailored their nurturing program to 4 different verticals and multiple scenarios within each vertical. This year I've been talking a lot about Nurturing. It's a critical component in the sales and marketing process; yet, most companies aren't implementing it effectively—that is, if they are at all. The impact? The welcome email. Stay tuned!

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]

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It’s a new way of working, a pivot to higher revenue. As Account-Based Marketing continues to rise in popularity among B2B companies, I decided to pick the brains of fellow industry experts and get their input on the matter. There was so much great feedback I’ve divided the responses into a five-part blog series. Click here to read Part 1. ). Well, it’s neither. It’s with demand.

Content Methodology: A Best Practices Report

This virtuous circle is only possible when the company works to build a culture of. work,” Becker said. “We needed to prove that content can improve marketing’s. culture of content doesn’t emerge overnight, but working to build one across these. Content Methodology: A Best Practices Report A content methodology works in much the same way as a flywheel. Content. In the.

Are You Building a Company or Just Laying “Marketing Brick”?

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The second man was asked: "What are you working for?" He answered: "Five dollars a day." There’s a quote by Charles M. Schwab that goes like this: Three men were laying brick. The first was asked: "What are you doing?" He answered: "Laying some brick." The third man was asked: "What are you doing?" He answered: "I am helping to build a great cathedral.". My question is, which are you?

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4 Revenue Sources Most ROI Calculators Miss (Part 2 of 2)

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Because if you dump 742 raw MQLs on any sales force there is a better chance they will ignore all of the leads rather than work any of them. Because few sales executives are going to work leads when only one out of ninety-two are actually perceived as worth their time. They have too much confidence in inbound-only strategies. They devalue the importance of outbound nurturing.

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The sales rep said, “I never got a lead yet that turned into a sale.”

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The next day we started working on the problems to help her out. I was the marketing manager of a medical device company and we were near the end of the day’s sales meeting. Forty salespeople were in the room; I was last on the program. Instinctively, I knew this wasn’t true, but without the numbers at hand, refuting it was a losing battle in front of the whole group. We had worth.

Lead 101

The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How

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Gather the revenue influencers in your company—CEO, marketing, sales, operations, IT—to gain insight into the way your internal teams work together. In part one , I provided insight into the why and what of a lead-to-revenue assessment. If you paused but just aren’t sure where to start, the following will provide some tips on how to move forward. Step 1 – Revenue Influencer Feedback.

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Study: How Much of Your Content Marketing Is Effective?

What’s working—and what’s not—for over. working remotely. to explore what works for their particular audiences. necessarily work with content. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE?

B2B Mobile Marketing: 15 Ideas You Can Use Today.

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But if you work in the B2B world, then you might be stuck trying to come up with B2B mobile marketing ideas. Are you interested in learning more about B2B mobile marketing? If you’re like many people, you can think of a lot of ways B2C companies use mobile marketing. B2B Marketing Mobile Marketing

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Dead is Dead! (At Least in Sales and Marketing)

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This function (often the CEO’s) is to inspect leads that are rejected (did they or did they not meet the lead criteria); leads that are ignored (not rejected but not worked); and leads that are accepted but don’t move in the funnel—to assure accountability. Have you noticed how many things are dead these days? Cold calling is dead. Outbound marketing is dead. Soon after, poetry was dead.

Is Anyone Leading Lead Management?

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It needs a leader to pull all of the competing interests and people together to work as a team. Sales Lead Management is a complicated process. Sales lead management is a tough subject to truly get your arms around. There are dozens of outside vendors who say they manage some portion of the sales lead process and more than two dozen internal departments that contribute to the process and the decision making. My point is this—you need a Sales Lead Manager to pull all of the competing departments and managers together to obtain the best revenue per lead for your company. Digital Agencies.

Marketing Automation is Not Marketing Strategy

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In other words, marketing automation doesn’t work without strategy. We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation. In the opening paragraph she states: “Marketers sometimes see automation as a silver bullet. But it’s only a tool. Marketing automation doesn’t identify your best target audiences.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

Follow the Money: The Primary Responsibility for CMOs

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If begging and pleading doesn’t work, look at sales results to see if there is a match between the lead and a recent purchase. The term ‘follow the money’ was made famous in the 1976 drama documentary All the Presidents Men , and has been used variously as the basis of journalistic articles ever since. Its purpose is to follow the money trail to get to the root cause of an issue. Lenskold.

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Most Market Share Battles Are Lost, Not Won

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They spend the least on marketing, get the minimum return, and then complain when marketing doesn’t work for them. Casey Stengel said, “ Most ball games are lost not won ,” and his comment seems appropriate for most marketers’ efforts in B2B companies. They have a great product for the industrial marketplace (construction, mining, etc.). No brainer right? They are not marketers either.

3 Steps for Effective Sales Lead Follow Up (none are the Hail Mary)

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Exciting when it works. This will provide insight that goes beyond their work history and education. The average person doesn’t want to come off as rude; and if they miss a meeting they will try to make it up to you in some way—that’s just how it works. The term "Hail Mary" has become generalized to refer to any last-ditch effort with little chance of success. Period. Reheat.

PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]

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Our good friend— Matt Heinz , founder of Heinz Marketing—starts us off: It can be really difficult for organizations to not only measure what’s working, but to also “re-rally the team” (sales, marketing, product, or all of the above) as findings point to slight, and perhaps frequent, direction changes. Congratulations, Lori, on working with a mix of more advanced clients. Part 1.

Evangelizing a Content Marketing Program

working, and as a result, creating content people. work so you can create better content and con- tinuously build a bigger and better audience. Moye publishers 15 to 20 stories each month through a “virtual news- room,” as most of the team, including Moye, works remotely. doesn’t work in the modern media landscape. All rights reserved. Introduction 4 II. The hotel giant.

How to Set Your Outsourced Lead Generation Program Up for Success (pt 3)

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You effectively accelerate revenue by identifying better opportunities and by working them early in the cycle rather than responding to RFP’s won by a more agile competitor. But it is NOT 50% of the sales-qualified leads they work. Start by putting the heavy work in on the front end and in no time you’ll find yourself reaping the rewards of your labor. The Right Expectations.

How the CEO Can Enhance Sales, Marketing, and the Executive Branch

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That is because not every senior executive wants to be treated like the human equivalent of a pin ball—capturing your attention only after they have hit the right bumpers and scored enough points (this basically describes how marketing automation works). 4. Someone once told me that CEOs don’t care about leads. They only care about revenue. They go into a black hole (sometimes called CRM).

PowerViews with Joanne Black: No Such Thing As “Warm Calling”

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She works with teams to build measurable referrals and says she can convert referral prospects into clients more than 50 percent of the time. Cold calling has long been a staple of sales, but knowing just a little bit about a prospect is actually not much better. There is no such thing as “warm calling,” says my latest guest on PowerViews, Joanne Black. Nothing comes close to that.

4 Tips to Power up Prospecting in 2015: #2 Commit to It!

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After listening to his captivating and insightful presentation at the 2015 Virtual Sales Kickoff , I asked him if I could share his “4 Tips to Power Up Prospecting in 2015”: Part 1: Tip #1 Believe it works. Don’t let people pile extra work on you. If you have the option, work from home or find an empty conference room. It’s hard work, but the payoff is worth it.

B2B Marketing Trends for 2016

Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. get granular with marketing tactics and messages, and plan tactics based on what is likely to work in the. B2B Marketing. know which half."

What it Takes to be a Sales & Marketing Thought Leader [PowerViews LIVE Highlights]

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Thought leaders leverage failure and make it work to their advantage. On Tuesday, March 31, 2015, Gini Dietrich and Anthony Iannarino joined me on PowerViews LIVE for a value-packed discussion on Why Thought Leadership Matters: What it Takes to be a Sales & Marketing Opinion Leader. Here are some of the key points and quotes from our conversation: “Never try to be a thought leader.