thePoint

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What is a B2B Lead?

thePoint

For all of us involved in selling to B2B (particularly manufacturing) prospects, answering the question – What is a lead? The short answer is one of two definitions “a new potential relationship” or “a reason to check in with an existing relationship.” You are fortunate if 10% of the leads you identify are “ready to buy” or what many in sales term “sales ready” – ready for a quote for at least what they believe they need.

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#7 Hidden Pothole – 7 things every CEO should know about marketing 

thePoint

It is time to wrap up the “7 things every CEO should know about marketing” series with our final topic, #7 – the hidden pothole that I believe you as a CEO should avoid. What pothole am I talking about? It is the martech pothole (“martech” being the common term used in the industry for marketing & sales enablement technology solutions). Currently, there are over 8,000 martech solutions available (see Figure 1).

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#6 Key Metrics – 7 things every CEO should know about marketing

thePoint

This is probably the one thing that every CEO wants to know about marketing – what are the best key metrics to use for making marketing investment decisions and then to evaluate those marketing investments. I deliberately did not make this my #1 because the previous posts cover elements that, if not addressed, will greatly influence these key metrics.

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#5 Marketing and Sales Alignment – 7 things every CEO should know about marketing

thePoint

We have arrived at the #5 thing I believe every CEO should know about marketing. In case you are new to the series, you can find #1 – #4 ( The “Ante” , Not all marketing is the same , B2B buyer journey , and B2B website purpose ) in our blog. #5 is about alignment – specifically marketing and sales alignment around one specific definition. There are certainly many areas where marketing and sales should learn to effectively understand needs and agree on desired goals and outcomes.

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#4 B2B Website Purpose – 7 things every CEO should know about marketing 

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B2B website purpose. As websites have evolve d , I am still surprised to find many B2B websites are basically all about the company and what they do or what they offer. That may sound strange to you as a CEO. After all, isn’t the purpose of your website to let people know who you are and what they can buy from you? That is true in a way, but it is more nuanced than ever today by the huge advances and usage of search engines and overall user behavior.

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#3: B2B Buyer Journey – 7 things every CEO should know about marketing

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This third blog post of the “7 things a CEO needs to know about marketing” series focuses on the B2B buyer journey. You may believe your company sells stuff to the market – like your products or services, however, that is your seller view and not a buyer view. You indeed have products and services, and you definitely engage in activities that lead to sales but the truth is people are buying what they need or want FROM you.

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#2: Not all marketing is the same – 7 things every CEO should know about marketing

thePoint

Many CEOs tell me about marketing companies that call them or email them to sell them automated nurture, or paid search, or SEO, or other services that they assure the CEO is what works. There are certainly some marketing tactics that one might consider fundamental to many business operations, but the real truth, and the #2 in my series of 7 things every CEO should know about marketing is that tactics that work for one or more companies do not necessarily work for your business.