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Chairs are Dead—and Other B2B Marketing Hogwash

ViewPoint

In 2015, I wrote this blog for Sales & Marketing Magazine: Dead is Dead (in Sales & Marketing). It seemed like, suddenly, a lot of things were dying: cold calling was dead; telephone prospecting was dead; outbound marketing was dead … many said that even marketing was dead. Maybe I was just sensitive. I mean, I grew up at a time when Paul McCartney was supposedly dead (he, thankfully, lives on). Poetry was dead. The theater was dead.

6 Things Good Lead Generation Vendors Do Right (That You May Be Doing Wrong)

ViewPoint

There’s plenty of mediocrity in lead generation—both in-house and outsourced. However, there are a lot of things good insourced operations and lead generation companies do well. While lead generation (or teleprospecting) is not rocket science, there are a lot of moving parts in a well-run lead generation machine. Failure to execute and coordinate all of the moving parts leads to poor results.

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Is it Fraudulent to Spend Money on Lead Gen Without an ROI?

ViewPoint

Thinking back on my career, I realized early on that marketing spending of any sort, whether for people or programs, must be rooted in my ability (and our marketing department’s ability) to justify the expense. Nothing else made sense to me then or now.

Cadence—Multi-touch, Multi-media, Multi-cycle Marketing Multiplies Results

ViewPoint

For one client, it takes 9.82 touches to engage with a prospect. The result of these touches is what we call a disposition: PointClear's term for completing contact with a decision maker or company (some programs lend themselves to dispositioning by contact and some by company). This approach yields a 5% lead rate. Our leads are equivalent to what SiriusDecisions calls a Level 4 or 5 lead—well-qualified leads. We invest about 10,000 touches to generate 50 leads.

Lead Generation Companies: How to Pick a Right One

Have you ever had a bad experience using a lead generation company? If the answer is yes, you are certainly not alone; fortunately, MarketJoy has put together 4 simple questions that you can use to judge your next potential lead gen partner.

Six Steps Toward Building a Successful Sales Force

ViewPoint

Building a successful sales force is not easy. Most sales managers will tell you it involves three fundamental steps: Hire the best-qualified candidates; train them; and compensate for results. But there is more to it than that.

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How to Blow $100,000 on a Lead Generation Campaign

ViewPoint

The CMO of a Fortune 500 company offered the CRO the following options regarding spending $100,000 on a marketing campaign. He was willing to provide the sales team one of six choices: 200,000 targeted contacts (name and title) in the right vertical (no email addresses).

If You Work for a Company that Doesn’t Believe in Marketing, Resign

ViewPoint

Economist Milton Friedman said the main purpose of a business is to maximize profits for its owners (for a publicly-traded company, it’s for the stockholders). Jim Cathcart says, the purpose of business is to “make life better for someone.”

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Scoping Qualified Prospects for B2B Lead Generation: Shotgun or Laser?

ViewPoint

A shotgun blast impacts a widely affected and less targeted area, while a laser beam is precise and accurate to its aim. Both have their place in sales and marketing. Which style works best for qualified lead generation and provides a lower cost per lead?

Why Sales Needs Fewer Leads

ViewPoint

Most sales and marketing teams are looking for ways to generate more leads. It's likely a daily discussion for most of us, but have you ever considered that your sales reps need fewer leads—or more accurately, fewer raw, unfiltered, unqualified leads.

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7 Cold Calling Tactics You Aren't Using but Should Be

Cold calling isn‘t dead; neither is it on its deathbed. In fact, it’s one of the most effective ways to increase sales and drive revenue. Learn 7 preperation strategies to lessen your stress, and to become a better closer!

From Chaos to Kickass -  Three steps to optimize sales and marketing results.

ViewPoint

Organizations that optimize sales and marketing achieve kickass results by doing just three things well. Agree on their market, media and message. Measure what matters. Deliver fewer, but better, leads to sales. Agree. Sounds simple, yes, but most B2B companies are doing just the opposite.

Reaping the Value of Long-term Leads

ViewPoint

Your sales team likes nothing better than getting leads with a high probability of closing soon. So much so that many reps often ignore every lead they don’t consider hot. Long-term leads often prove to be more valuable than those slated for a short-term decision.

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Dear CEO: The Era of Accountability Starts in 2017

ViewPoint

(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.

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What Determines Cost Per Lead

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How much should a lead cost? Understanding what goes into generating a high-quality B2B lead helps you determine whether you're getting a good deal. It takes a skilled team, a proven cadence, multiple touch points, message testing, market analysis — and plenty of perseverance —t o produce the leads that truly contribute to revenue generation. While most people wouldn't quibble with the above reality, many still measure marketing success based on the cost per lead.

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How B2B Marketing is Changing in 2018

Gain exclusive insights on priorities, tactics, and challenges from SMB Marketing Leaders.

Increase Revenue, Decrease Costs - Download the Free eBook!

ViewPoint

B2B marketers are certainly aware that business marketing data degrades quickly. Most know that there is no such thing as a “good list”. Keeping data clean is critical to lead generation success. Yet, it is frequently done wrong.

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Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 1]

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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.

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

ViewPoint

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?

To Manage Sales You Must Manage Sales Leads

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“Why,” I was asked, “must you manage sales leads in order to manage sales? Sales lead management is a marketing function, isn’t it?”. It was with a slight hesitation that the sales manager added the second sentence about sales lead management being a marketing function.

Best Practices for Selling to Government Agencies

The US government spends over $235 billion on goods and services each year. Because of this, selling your product or service to a government agency can be a great way to increase profits. A government buyer also offers consistency, at least for the duration of your contract. However, there are key differences between selling to a customer or business and selling to the government. MarketJoy VP of Customer Success, Curtis Bendt, has used his vast experience in sales industry to craft a list of best practices for selling to government agencies to give you a more specific idea of what the process involves. MarketJoy also provides you with several tips on how to increase your chances of success.

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

ViewPoint

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.

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

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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.

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

ViewPoint

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.

Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]

ViewPoint

I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies.

Paradigm of Strategic Value-Based Discounting for the B2B Industry

Competition has increased to new levels of intensity and organizations have begun to look for new ways to acquire customers. Discounted pricing is a strategic tool, which when used correctly can drive a variety of business goals, from marketing through to sales strategy

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

ViewPoint

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.

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

ViewPoint

There’s no doubt that Account-Based Marketing is on the up-and-up. What are sales and marketing leaders saying about it?

5,000 Marketing Technology Tools (and Sales Execs Still Need to Find Over Half of Their Own Leads)

ViewPoint

A 2017 MARTECH TODAY infographic lists the almost 5,000 companies that are part of the marketing technology landscape, up from just 150 in 2011. Yet, according to CSO Insights , despite the new tools, the mobile devices, the potential of social, and so on, many salespeople are working harder than ever just to achieve the same old results or worse.

Why Marketing Management Must Master Deep Digital Analytics

ViewPoint

“But why,” she asked, “do I need to master deep digital analytics? I have people to do that and we get website stats. We know geo distribution, client and platform by user.”. It wasn’t an easy conversation. The director of marketing, 20 years into her career, was confronted with a bewildering cornucopia of reports, making her heretofore creative life difficult.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

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

ViewPoint

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?

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

ViewPoint

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. A key to this trend is lead scoring.

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

ViewPoint

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.

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Make Better Data-driven Marketing Decisions

ViewPoint

You can never have too much of a good thing … right?

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The Sales Enablement Handbook

In the sphere of sales, it helps to get your definitions down. You might have thought sales operations and sales enablement are the same thing - but there are important differences. Both have the objective of improving sales performance, and although there is some overlap, they do this in different ways.

Why Buyers Buy

ViewPoint

Abraham Harold Maslow (April 1, 1908 – June 8, 1970) was an American psychologist who was best known for creating Maslow's hierarchy of needs, a theory of psychological health predicated on fulfilling innate human needs in priority, culminating in self-actualization. In 1943 Maslow stated that people are motivated to achieve certain needs and that some needs take precedence over others. Our most basic need is for physical survival, and this will be the first thing that motivates our behavior.

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

ViewPoint

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?"

My Favorite 'John Wayne' Thoughts for Marketers and Salespeople

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I’m sure each of you has your favorite John Wayne movie quote. My favorites are from John Ford movies, and I think each can be adapted to the circumstances sales and marketing people face each day. Well, there are some things a man just can''t run away from.".

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

ViewPoint

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.

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Lead Gen and Engagement: Find your Marketing Sweet Spot

Speaker: Dawn Colossi, CMO, FocusVision

A shift is occurring for B2B Marketers. We were measured by the number of leads we generate. So, we put gates up on our website, we stand in trade show booths and collect business cards, and run webinars or smaller events where we get people to sign up. Over time, we’ve become much better at measuring conversion rates and lead quality. Now that recent studies have shown that 49% of companies achieve a higher ROI by focusing on engagement over acquisition, there’s a shift from lead counts, lead quality to engagement. But as a B2B Marketer, what does engagement mean? How can you get there? How do you measure it? How do you show value to the business? Where does lead gen and lead quality fit in? Dawn Colossi, CMO of FocusVision and a recognized leader in data-driven marketing strategy, has answers based on hard won experience.