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Chairs are Dead—and Other B2B Marketing Hogwash

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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.

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

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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).

Six Steps Toward Building a Successful Sales Force

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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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Successful Podcasts' Share Seven Qualities

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You may not realize it, but B2B podcasts from you and your company create multi-use content, testimonials, thought leadership, and relationships with industry leaders. Plus, podcasts create a personal brand for the host.

See the PureCloud call center in action

All cloud contact centers are not created equal. Register now for an upcoming live demo covering supervisor, admin, and agent experience in PureCloud!

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

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

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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?

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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

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

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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

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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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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!

Increase Revenue, Decrease Costs - Download the Free eBook!

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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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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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Dear CEO: The Era of Accountability Starts in 2017

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(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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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.

Why Marketing Management Must Master Deep Digital Analytics

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“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.

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.

Outsourced Tele-prospecting: 10% less cost, 90% more revenue

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Remember the old light beer tagline: “Tastes Great, Less Filling”? It was a best of both world’s brand promise, and part of a hugely successful campaign. There's another win-win value proposition that applies to outsourced tele-prospecting: “Costs Less. Generates More.” Outsourcing inside sales really does save you money while at the same time providing you the leads and revenue you need to be successful. The fact is, insourcing tele-prospecting is harder, and more expensive, than most imagine.

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We Can Do It Cheaper (and Better) Inside – 5 Reasons Why You Can’t

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The misconception that building an internal team of sales development reps gives you more control and costs less is widespread. In-house tele-prospecting costs more than outsourcing and by outsourcing you can find superior services (however, you must be careful because there is a lot of mediocrity in the lead generation space). What marketing and sales executives who object to partnering with a specialized firm fail to add up are all the costs of establishing an inside team.

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

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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.

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

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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?

How B2B Marketing is Changing in 2018

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

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.

What is Value Selling and How to Generate Leads in Companies that Buy Value

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Unless you are the low-price leader, value selling is essential to the success of your business. It's a rather straightforward proposition to sell on price only. The real challenge is to learn how to demonstrate that the extra cost of your product or service is worth it. That takes more persuasive skills, better navigation of the prospect organization, a broader understanding of strategic objectives - and frankly a likable demeanor - to convince your target of the value you offer.

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Who Owns the Pipeline, Marketing or Sales?

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Traditionally few would contest who owns the pipeline in any organization. It’s referred to as the sales pipeline and it’s owned by sales people, right? But is this still true? With the advent of new marketing automation capabilities, AI apps and other technology, marketing is inserting itself deeper in the pipeline at almost every level. I recently talked to Dan McDade with PointClear as part of a series on SLMA Radio that I’m hosting that deals with the issue of pipeline ownership.

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

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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.

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

Leads are Hard 

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A Story From Yesteryear About Reader Service (aka Bingo) Cards. According to Wikipedia: “a reader service card or bingo card" was a reply card inserted in a magazine and used by readers to request free samples and literature from businesses who advertised in the issue. Many advertisers were listed on the reply card. Readers circled the advertisers they were interested in and mailed back (or faxed back) the card to the publisher which then provided their advertisers with the appropriate leads.

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

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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.

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 3]

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

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.

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

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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]

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

Why Buyers Buy

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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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Top 3 Tips on How to Validate, Calibrate Marketing Automation

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How can you dramatically improve ROI on marketing automation investments? Read these top three tips for when and how to use marketing automation—and when not to. Save the bulk of your marketing automation efforts for lower-level executives: Senior executives are not as responsive to marketing automation as their junior counterparts: Senior execs don’t want to be treated like the human equivalent of a pinball—capturing your attention only after hitting the right bumpers and scoring enough points.

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?

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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?

Prevent Defense or Permit Offense? What a Football Argument Has to Do with B2B Sales Lead Generation

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According to Wikipedia, the Prevent Defense is a defensive alignment in American football that seeks to prevent the offense from completing a long pass or scoring a touchdown in a single play and seeks to run out the clock. Super Bowl winning coach John Madden doesn’t quite agree with this definition. He has this to say about the prevent defense: "All a prevent defense does is prevent you from winning.". As we all know, disagreement is a fact of life.

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

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

Make Better Data-driven Marketing Decisions

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

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Maximize Your ABM

Speaker: Jeff Marcoux, VP Product Strategy & Marketing at TTEC

If you are considering implementing account-based marketing, chances are you have also explored technology options. The process of buying new tools along with the massive organizational shift required for ABM can be overwhelming for even the most seasoned marketers. This session will help you start off on the right foot. Whether you've never implemented ABM, or tried before but felt unsuccessful, you can get started in the right direction. You will even be able to take advantage of the data you have coming in to utilize ABM across your entire cycle.