Five Ways to Avoid Getting Burned by Outsourced B2B Sales Lead Generation
APRIL 6, 2017
Based on my experience over the past almost 30-years it seems that everyone has been burned by outsourced lead generation. Often multiple times. And, at lot of times executives will say “I tried it and it didn’t work.” Many will acknowledge that the failure(s) were partially their fault. Candidly, when this kind of partnership doesn’t work it is the client’s fault in many situations, but not always.
Desperate and Fearful: Need Pipeline – Want Sales Lead Generation
APRIL 14, 2017
Last week I published a blog that provided five ways to avoid getting burned by outsourced B2B sales lead generation, qualification and nurturing. You can read the blog here. In that blog, I wrote: “When the pipeline is weak, desperation and fear take over. Sales/B2B Marketing execs feel intense need to do something, but are afraid to risk budget. So, they settle for a cheap solution—which is how mediocre sales lead generation firms survive.
Insights on Outbound Conference in Atlanta
APRIL 19, 2017
On April 13, 2017, I attended the #OutBound conference in Atlanta, GA. Remarkably, despite the road destruction in downtown Atlanta, everyone got there on time – about 400 attendees. The event was held at the Hotel Intercontinental in Buckhead and Cirrus Insight did a great job as a sponsor. The coffee was hot and the lunch was great. Thank you. The entire day was spent talking about prospecting.
Dear CEO: The Era of Accountability Starts in 2017
NOVEMBER 29, 2016
(Photo Courtesy of Kenny Madden). This cartoon was sent to me in response to a blog I wrote a couple of weeks ago. I just love the simplicity of it; not to mention that it absolutely captures what is wrong with marketing in many if not most companies today.
Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy
Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.
Why Cost per Lead is a Bad Way to Measure Your Return on Lead Generation Efforts
AUGUST 11, 2016
Shifting to Outcome-based Accountability and Revenue Metrics. While cost-per-lead measurement has been the de facto favorite for evaluating marketing programs, we are seeing radical and positive shifts in how marketing is evaluating qualified leads.
Expert Panel’s Feedback on Our Lead to Revenue Calculator
JANUARY 27, 2017
During the last week of December I asked a panel of experts for feedback on our Leads to Revenue Calculator. I was surprised at the level of detailed feedback I received. Not all of it was positive, but it was all valuable. You will hear from Matt Heinz, Dave Brock, David Hubbard and Ardath Albee.
B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #4: How Much Should Leads Cost?
DECEMBER 20, 2016
How much should a lead cost? My answer to this is, and has always been, probably more than you think, but definitely less than you are currently paying. If you want more information on understanding how much you should be paying for a lead, check out our How Much Should a Lead Cost whitepaper.
Bubble in the Funnel
OCTOBER 20, 2016
Per Healthline Media, an air embolism, also called a gas embolism, occurs when one or more air bubbles enter a vein or artery and block it. These air bubbles can travel to your brain, heart, or lungs and cause a heart attack, stroke, or respiratory failure.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
"Marketing is too important to be left to marketers."
JULY 28, 2015
This saying always amuses me. Partly because it’s true, partly because it’s funny, but also because it’s often misunderstood. It’s funny because it sounds like marketers are too stupid to be in charge of marketing. And, as a marketer, I love laughing at myself and those who do what I do.
PowerOpinions: Making Lead Scoring a Success Part 1 [Expert Advice]
JULY 7, 2015
Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring.
7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)
MAY 10, 2016
Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series. One of my favorite authors and speakers, Mike Weinberg, says the following about the CEO’s role in companies: “As goes the leader, so goes the organization.
Proof that Account-based Marketing Works
JANUARY 23, 2017
Companies that spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to marketing are using an approach that you might have heard about—account-based marketing. Here’s a specific example for you. One healthcare IT solutions company with a complex solution and a finite market learned first-hand just how account-based marketing works. They recently completed a campaign that cost $49,000.
The Quest for Good Leads: Are You Asking the Right Questions?
JUNE 16, 2015
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.) The problem is they’re not so easy to answer; few have found success; and for that matter, are they even the right questions?
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 4]
OCTOBER 1, 2015
There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it?
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]
SEPTEMBER 22, 2015
According to a report by SiriusDecisions, 2015 State of Account-Based Marketing (ABM), more than 60 percent of companies plan to invest in technology for ABM to better align sales and marketing over the next twelve months.
4 Tips to Power Up Prospecting in 2015: #1 Believe it Works!
MARCH 24, 2015
Earlier this year I sat in on the 2015 Virtual Sales Kickoff hosted by my friend S. Anthony Iannarino (along with Jeb Blount). I was particularly impressed with the first speaker Mike Weinberg—sales coach, consultant, and author of the book New Sales. Simplified.:
5 Pillars of Marketing Automation Success
Ensure Your B2B Marketing Clients Get the Best Results
Are You Building a Company or Just Laying “Marketing Brick”?
SEPTEMBER 15, 2015
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 second man was asked: "What are you working for?" He answered: "Five dollars a day." The third man was asked: "What are you doing?"
Top B2B Marketing Blogs: Key Ingredients
OCTOBER 22, 2014
What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Why make the distinction? Consider the all American apple pie.
The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click
JUNE 10, 2016
Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series. Many challenges facing Sales and Marketing have been around since the beginning of time.
Is Your Lead Generation Strategy Broken?
FEBRUARY 23, 2016
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. More so because an improper strategy can make you miss your goals.
Flip My Funnel - Guide To B2B Account Based Marketing
As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.
4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)
FEBRUARY 8, 2016
In a recent interview, I sat down with Matt Heinz to pick his brain. I pitched him the question, “What makes a dream marketing team and how should a CMO build one?”
The Skinny on Lead Nurturing - 11 Experts Weigh In (part 1 of 2)
MAY 5, 2015
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.
When Bad Things Happen to Good Leads - Part 1
FEBRUARY 24, 2015
There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. Most of it will be about using marketing automation to nurture leads. In and of itself, marketing automation is not a bad thing. More accurately, it’s a good thing being used badly by most companies.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 5]
OCTOBER 6, 2015
I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes. So it’s with great pleasure that I conclude this series on ABM with feedback from SiriusDecisions.
7 Steps to Gain the Market Share You Deserve (& Sometimes Don't!)
SEPTEMBER 9, 2014
Similar to De Tocqueville’s famous comment, “People get the government they deserve,” I think companies get the market share they deserve based on their ability to market.
PowerOpinions: Making Lead Scoring a Success Part 2 [Expert Advice]
JULY 9, 2015
We recently asked top industry experts the following question: As we enter the second half of 2015, have companies made the adjustments necessary to utilize lead scoring or is the status quo killing results? Why did we ask?
Building an Inside Sales Lab: 10 Essential Tips for Success
SEPTEMBER 16, 2014
Why build an Inside Sales Lab in your own office? Testing is an excellent way to grow sales. Most firms with significant inside sales already test alternative scripts, lists, and/or prices, but they do so casually as part of day-to-day activities.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 2]
SEPTEMBER 24, 2015
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.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.
Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]
SEPTEMBER 29, 2015
I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies.
Should You Gate Your Content? Answer These Questions To Find Out.
NOVEMBER 11, 2014
Lead generation today relies heavily on creating quality content aimed at addressing prospects’ pain points and questions as they go through their buyer’s journey. Fantastic! Now that you, Ms. Marketer, have created all this wonderful content, an important question looms … should you gate it?
5 Steps to Account-based Marketing Success
JANUARY 13, 2017
ABM drives bigger, better deals. Most marketing and sales folks I talk to agree … in theory. Many are still trying to figure out how to put ABM principles in place. If you fall into this category, and are looking for actionable how-tos, take a look at the account-based marketing primer just published and available now on SlideShare. The deck outlines the 5 steps you need to apply the super-targeted approach to reaching out to prospects that is ABM: Identify Targets and Target Roles.
Does Your Sales Team Know How to Follow-Up on a Lead?
JUNE 7, 2016
Nurture leads until they’re ready to turn over to sales is the sixth 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.
The B2B Demand Gen Marketing Playbook
To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.