ViewPoint

MARCH 8, 2011

Strategic account management and marketing automation: a marriage made in heaven or oil and water? I had the good fortune to discuss how SAM and marketing automation intersect with Bob Thompson, CEO of CustomerThink, during a recent interview about my new book, The Truth About Leads.

Marketing Automation 120

Marketing Automation Automation Lead Qualification Leads 120

ViewPoint

APRIL 16, 2018

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. 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?

Top of Funnel 180

Top of Funnel PointClear Work Management Sales Qualified Leads 180

ViewPoint

APRIL 11, 2018

Cadence Involves Analysis, Automation. We continually test the timing, the number and the type of touches so that we can optimize the process. PointClear also automates management of the process to keep associates as productive as possible, and our clients well served.

PointClear 136

PointClear Sales Qualified Leads Leads Lead 136

ViewPoint

OCTOBER 27, 2016

Laws include important elements such as an agreed upon lead definition, hand-off processes, metrics, and reporting. The judicial branch enforces the law that includes a lead acceptance process and a metric for what percent of leads should be sales accepted by sales. We will talk about the judicial branch below.

Sales Qualified Leads 120

Sales Qualified Leads High Quality Lead Marketing Automation Services Act-On 120

ViewPoint

JULY 14, 2015

We believe marketing automation has a place in the world, but we are aware that if it’s not properly utilized, it very quickly creates a whole lot of nothing. With marketing automation and data analytics, you start gathering the data needed to determine what went right or wrong. Why did we ask? Because we care about quality leads.

Lead Ranking 120

Lead Ranking Lead Scoring Top of Funnel Leads 120

ViewPoint

JANUARY 10, 2018

Marketers today receive lists of “leads” from content aggregators, web forms and hand raisers who score enough points in marketing automation to apparently warrant attention. I can’t predict what the process will look like 20-years from now. How many leads do you think a sales rep will follow-up on to get 3 – 5 real opportunities?

Sales Qualified Leads 207

Sales Qualified Leads Cost per Lead Lead Scoring Lead Ranking 207

ViewPoint

JULY 7, 2015

Marketing Automation makes it easier than ever to deliver more poor-quality leads to sales. The Processing Instead of Qualifying Approach. This forces them to process leads as opposed to qualifying opportunities. Begin by having the proper processes and strategy in place. A key to this trend is lead scoring. Rich Wilson.

Lead Ranking 120

Lead Ranking Lead Scoring Ideal Customer Profiles Sales Qualified Leads 120

ViewPoint

OCTOBER 1, 2015

Marketers must fully integrate with their sales colleagues combining data and processes to: Profile and prospect the right companies and the right decision makers (beyond personas—the actual people) within those companies. Here are 4 things that must happen or change to increase the success of an ABM program. You have to bear hug sales.

Account Based Marketing 120

Account Based Marketing Lead Generation Sales Qualified Leads Marketing Automation Services 120

ViewPoint

OCTOBER 31, 2013

Lori agreed that if marketing does have a process and they feel they’ve qualified a lead through that process, but sales doesn’t follow up, then yes, someone else should look at it and see what the issue is. Now the data has become so massive this process is becoming automated.

Lead Scoring 120

Lead Scoring Lead Ranking Cross-Selling Best Practices 120

ViewPoint

FEBRUARY 28, 2018

What they have in common are complex sales processes, and the need for outbound account-based marketing services that generate high-quality leads for sales. Automated physician scheduling that streamlines practice operations and creates a positive patient experience. An RPO specializing in customized management of talent.

PointClear 120

PointClear Work Management Marketing Management Sales Qualified Leads 120

ViewPoint

DECEMBER 8, 2016

He has a goal to streamline their global credit decision process. Prospect has multiple regions, each with their own process and nuances. Some areas are more automated than other, but it is mostly manual. The DRM has only been there a couple months, but this is a priority.

B2B Sales 120

B2B Sales Tips Account Based Marketing ABM 120

ViewPoint

MARCH 3, 2016

This is Part Two of a two-part blog (read part 1 here) about how to improve accuracy in lead/revenue projections in organizations with a complex sales process: To recap part one, simple lead generation calculators miss these four things: They don’t take critical metrics (like last year’s revenue) into account. Each year their budget is cut.

Lead Ranking 180

Lead Ranking Sales Qualified Leads ROI Lead Scoring 180

ViewPoint

JUNE 28, 2012

These new buyers leave in their wakes a large data trail of where they’ve come from and what they know already, and this behavior presents an opportunity for marketers to “capture all that big data, process it, analyze it, turn it into insights, and hopefully intercept that buyer.” There’s no question about that.”

Marketing Automation Services 120

Marketing Automation Services Planning Allocation CMO 120

ViewPoint

JUNE 18, 2013

Marketing automation companies also say they do this filtering; HubSpot , for instance. You’ve heard me say that sales lead management is a system made up of a process, the software containing the elements of the process, and the people who execute the process. In this instance, we are talking about the salespeople.

Sales Leads 120

Sales Leads Sales Qualified Leads Lead Scoring Lead Ranking 120

ViewPoint

AUGUST 20, 2015

Pipeline management: What process do we have in place to ensure every lead is touched and routed to the next stage of the journey? Marketing and sales technology: Are our systems integrated and improving the efficiency and effectiveness of our lead-to-revenue process? Where is there too much brush or too many rocks?

Marketing Qualified Leads 120

Marketing Qualified Leads Lead Ranking Sales Qualified Leads MQL 120

ViewPoint

FEBRUARY 23, 2018

Because the chances are pretty low—probably 3% to 4% at best—that any of these names are bonafide opportunities if you are a B2B company with a complex sales process. PinPoint™ Platform , our automated solution that helps manage lead generation, qualification and nurturing. Let’s start by talking about agile processes.

Sales Qualified Leads 120

Sales Qualified Leads Forecasting PointClear Enterprise Management 120

ViewPoint

MAY 30, 2012

Merger & Acquisition Activity in CRM & Marketing Automation Expected to Increase. While some of these spaces are still being defined where marketing automation plays with CRM, he believes we’ll see M&A activity in 2012. Look for Greater Process Integration and Alignment in 2012.

Differentiation 120

Differentiation Tips Top of Funnel Marketing Automation Services 120

ViewPoint

NOVEMBER 19, 2013

Knowledge of marketing automation and CRM system solid. What CRM system do you have, and when will the marketing automation system be on line? We need a repeatable process. Market share gains of the clients under their watch, check. References, impressive and solid; with names and phone numbers. Programs, reasonably recent.

Advertising Agencies 120

Advertising Agencies Paid Search Agency Ad Agencies Blogger 120

ViewPoint

SEPTEMBER 21, 2016

57 – 90% of the buying process is complete before a sales rep needs to get involved. We have specialists in marketing and in sales, they need to figure out how to work, nimbly, together through the entire process with the most effective person/job doing their part at various phases of the customer journey. Do you agree these are lies?

Lead Ranking 120

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Cold Calling 120

ViewPoint

MARCH 12, 2013

Forrester does a great deal of buyer journey research on sources of influence in a lot of other dimensions: First, buyers do like to talk to vendors early in the process. We have ways to engage with customers who aren’t ready to start a buying process. The problem is that marketing hasn’t had the processes to do anything about that.

Forrester 120

Forrester Work Management Marketing Management B2B Sales 120

ViewPoint

MAY 21, 2013

Inquiries must be managed, and managing inquiries is a process; a systems-based process with a multi-step route, which if pr operly thought out and precisely executed will bring huge predictable rewards. Has anybody solved the lead management riddle and created the “process?” Marketing automation is a part. CRM is a part.

Work Management 120

Work Management Marketing Management Planning Forecasting 120

ViewPoint

DECEMBER 20, 2011

Marketing automation. The most frequently mentioned words—b2b, marketing, sales, lead, generation, demand and automation—are a nice way to summarize the areas addressed in their thought leadership contributions. Jay Hidalgo , President, The Annuitas Group 4 Things to Consider Before You Buy Marketing Automation.

Blogger 120

Blogger B2B Thought Leadership Work Management Marketing Management 120

ViewPoint

OCTOBER 10, 2011

She is a pioneer in marketing automation—first as a beneficiary of the technology and now as an advocate and expert. Even when they try to address B2B and the tools and processes required, it’s a 30-minute lecture or 2 paragraphs in a text book (which I recently saw and they had most of it wrong). But all is not lost.

CMO 120

CMO Marketing Automation Services Disintermediation Demand Generation Agencies 120

ViewPoint

OCTOBER 9, 2013

In other words, falling short of sales goals due to a lack of follow-up is caused by the attitude of managers and an increased reliance on automated inside sales platforms, which are great at generating tons of unqualified leads that won’t lead to sales. Marketing automation in the hands of a fool is still a fool’s tool.”.

Sales Qualified Leads 120

Sales Qualified Leads Marketing Automation Services Work Management Marketing Management 120

ViewPoint

APRIL 30, 2013

Click to start video at this point —When asked about marketing automation and if he felt we were returning to a one-to-many marketing approach, Jamie expressed that with the increased use of marketing automation, even on the social front, it has become somewhat depersonalized.

Mobile Marketing 120

Mobile Marketing Lead Scoring Lead Ranking Marketing Leads 120

ViewPoint

NOVEMBER 2, 2016

Are you leaving out a null sample of prospects that do not go through marketing automation to understand what you are not scoring that you should be; OR, what you are scoring that you shouldn’t be. Account profiling: Give sales a leg up by profiling target companies as the first step in utilizing Account Based Marketing processes.

Lead Scoring 120

Lead Scoring Lead Ranking Lead Qualification Validation 120

ViewPoint

JUNE 30, 2015

However, marketing is still asking the same questions and using the same processes; therefore, they continue to fail in the eyes of the salespeople. CRM and marketing automation systems. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about. The result? Landing pages.

Sales Qualified Leads 120

Sales Qualified Leads Telemarketing Trade Show High Quality Lead 120

ViewPoint

NOVEMBER 10, 2011

Fortunately, follow-up activities can begin (and even sometimes end) with marketing automation programs. They whine about salespeople and their habits and nevertheless marketing often fails to provide the leadership which requires a marketing automation program and a good relationship with sales and sales management.

Sales Leads 120

Sales Leads Sales Qualified Leads Leads Lead 120

ViewPoint

APRIL 18, 2012

This awareness might signal a stage in their buying process, or it might signal that they have certain concerns or certain requirements. The Marketing Automation Learning Curve. For many companies, marketing automation is about a learning curve, and they are saying, “All right, let’s start there.

Trends 120

Trends Practices Marketing Automation Services Work Management 120

ViewPoint

AUGUST 21, 2012

No marketing automation system. Sales Lead Management is a process that entails departmental teamwork, with the proper tools and leadership. Marketing automation will be used to provide strength to both Marketing and Sales so that neither reaches full failure. No lead management system. Keeping It Zipped. i Wikipedia ii Dr.

Work Management 120

Work Management Marketing Automation Services Marketing Management Wikipedia 120

ViewPoint

FEBRUARY 24, 2016

Is 60-70% of the buying process over before prospects want to engage with a salesperson? Is 60-70% of the buying process over before prospects want to engage with a salesperson? From Julie Schwartz, ITSMA, January, 2016: "It’s widely believed that 60-70% of the buying process is over before prospects want to engage with a salesperson.

Lead Ranking 149

Lead Ranking Demand Generation Agencies Account Based Marketing Paid Search Agency 149

ViewPoint

MARCH 29, 2011

Marketing automation tools are becoming increasingly important to today's lead generation efforts, but firms cannot abandon the human element of working with prospects. There are so many companies now, and rightfully so, looking at marketing automation solutions and other tools.

Marketing Automation Services 120

Marketing Automation Services Service Lead Nurturing Paid Search Agency 120

ViewPoint

OCTOBER 5, 2018

Yet, these are the “prospects” who score a lot of points in a marketing automation solution. Pain, Priority, Process, Environment. Uncovering the decision process is necessary before you can say this target’s a lead. Process questions replace the budget and timeframe questions in the BANT criteria.

Sales Qualified Leads 136

Sales Qualified Leads Lead Generation Lead Scoring Lead Ranking 136

ViewPoint

FEBRUARY 16, 2011

Last month we discussed Counterfactual Reflection (CR) as it pertains to marketing automation. There were lively comments about where individuals would be if marketing automation had not been invented. This focus helps us refine the use of marketing automation and enhance the arguments for its implementation.

CRM 120

CRM Wikipedia Marketing Automation Services Marketing Management 120

ViewPoint

MARCH 22, 2018

I spend a lot of time on the phone talking to prospects about the value of informed conversation; the value of an automated cadence with built-in analytics capabilities; and the value of agile lead management processes that let marketing apply learnings to do an even better job of providing the leads sales needs. Our people do as well.

Lead Scoring 189

Lead Scoring Lead Ranking Work Management Paid Search Agency 189

ViewPoint

JULY 19, 2012

” In the questions, he continues to see a big opportunity around progression and believes BANT has to happen in the process. He says marketers should be thinking along the lines of how their customers view their own buying processes—rather than along the lines of how do we convert leads.

Lead Gen 120

Lead Gen Sales Qualified Leads Lead Scoring Lead Ranking 120

ViewPoint

AUGUST 28, 2012

The cost of the qualification process and the potential value of that process is ignored by many if not most companies. Many companies using marketing automation are slightly better off because they keep messages in front of their prospect universe. Marketing Automation companies! Want me to prove it?

Lead Management 120

Lead Management Sales Qualified Leads B2B Sales Sales Leads 120