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Chairs are Dead—and Other B2B Marketing Hogwash

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Earlier today I was talking to my wife about the B2B marketplace. I casually said what we do, which is outbound business development for B2B companies, is not old fashioned, it is timeless. These approaches work well in both B2B and consumer marketing, covering the entire length of the lead funnel and the customer journey, respectively.”. In 2015, I wrote this blog for Sales & Marketing Magazine: Dead is Dead (in Sales & Marketing).

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

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At PointClear, we establish cadence for every prospect in every B2B sales lead generation program we execute using our proprietary SQL-based data capture and workflow tool (called PinPoint) Defined by the program management team based on 20-years of results and our technology-enhanced processes assures that cadence is optimal for each client. Lead nurture programs done well triples your B2B sales lead generation marketing ROI.

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

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B2B SalesFor 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.

How to Make Forecast If You’re Failing at the Half

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Why it Matters: “In B2B, most companies have sales cycles longer than three months. We are almost at the yearly halfway point for most companies, and for many of them it’s a sad time. The sales manager has only a few weeks to make his or her first-half numbers and if they’re behind, he or she is not sleeping. It Started With the First Month of the First Quarter.

Secrets to Successful B2B Webinars

This best practice guide covers a variety of elements surrounding successful webinar strategy and execution

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

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B2B TelemarketingRemember 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.

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

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This reach-out-and-refresh exercise confirms the value of value selling to me, as a salesperson selling PointClear’s lead generation, lead qualification and lead nurturing services to B2B companies, and as a firm serving other companies with high-value value propositions. 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.

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Dear CEO: The Era of Accountability Starts in 2017

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The current reality (according to CSO Insights): Less than 60% of B2B sales reps are hitting quota. (Photo Courtesy of Kenny Madden). This cartoon was sent to me in response to a blog I wrote a couple of weeks ago.

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Why Buyers Buy

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How are these concepts related to marketing and sales in B2B environment? B2B SalesAbraham 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.

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The Sales Enablement Handbook

the B2B world, the sales cycle can be a long drawn out process - making b2b sales. The Sales Enablement. Handbook WWW.MARKETJOY.COM Contact: +1 484-302-0110.

Leads are Hard 

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One point I made in that blog is that it is ludicrous to generalize about how much B2B leads should cost. High quality B2B teleprospecting and telequalifying are key to turning the garbage into gold. 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.

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B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #1: Should you leave a Voicemail?

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B2B Sales Prospect DevelopmentShould you leave a voicemail? One of the best responses to this question that I have seen is from a somewhat dated (2015) article in Eyes On Sales in which the author asks: “How many callbacks do you get if you DON'T leave a voicemail?”.

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How Many “Leads” Does $100,000 Buy?

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Before diving deeper, it is my opinion (after more than 35 years in direct mail marketing and B2B tele-prospecting) that there is no such thing as a good list. A senior marketing executive once got so frustrated with his sales counterpart that he offered the following choices for spending $100,000 on a lead generation campaign: Option. Quantity. Vertical Qualified. Email Addresses. Contacts (Name, Title). 200,000. Companies (Three Contacts). 100,000. Content Aggregator “Leads”. 4,319.

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Dear CEO: Find out how well your team is nurturing its B2B sales leads

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Standard B2B lead-generation programs produce an average 5% lead rate while advanced lead-generation programs (which include lead nurturing) produce an average 15% lead rate—three times higher. B2B Sales Lead NurturingWhen you and your team are focused exclusively on “lead” outcomes, immediate costs are misleading and long-term costs increase dramatically. Here is why: You have heard the expression that to a hammer everything looks like a nail.

Listen more, talk less … and drive more revenue

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This is a skill that we teach our associates, who spend their days making dials (80 to 100 a day) and engaging B2B sales prospects on behalf of our clients. 6 skills required for active listening. You’d think that the secret to having quality conversations would be being a good talker. But the opposite is true. It’s being a good listener.

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering.

The Right Cadence Creates a New Lead with a $1 Billion Healthcare System

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A typical B2B cadence includes five dials, three voicemails and three emails over a 10-day period (in this case it was nine days). One of PointClear’s business development representatives, working on behalf of a global software company, made 11 touches (calls, voicemails and emails) and his persistence paid off. He landed a huge lead for our client (with a $1 billion company).

Three “Lies” That Plague B2B Businesses Today (Part Two of Three)

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In fact, we believe just the opposite: 70% of B2B technology solution buyers want to engage with sales reps before they identify their short list. B2B Marketing B2B SalesCold calling is dead. 57 – 90% of the buying process is complete before a sales rep needs to get involved. Marketing and sales are aligned. Do you agree these are lies? In late August I asked industry experts that same question and asked them to substantiate their answers.

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How Much Leads Cost

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Others stated that the range is between $35 – $100 for a B2B lead. Of course, it depends on what you are selling, but common sense tells you that B2B leads for a complex sale (that are worth a sales rep’s time) are probably going to cost more than $200. I review a lot of content on this topic and am amazed at what I find written about lead cost. For example: “The average cost per lead across all the companies surveyed is almost $200 ($198.44).Admittedly,

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Persistence Pays—How 42 Lead Qualification Touchpoints Won a $1 Billion Deal

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Ask me how we helped one client spend $49,000 on B2B lead generation, qualification and nurturing, instead of $172,000 – and doubled their return.). B2B Telemarketing B2B Sales Increase SalesPointClear is known for its perseverance. While some sales people stop after placing one or two calls (if they don’t get the prospect on the phone or don’t get a call back, they deem the lead no good) our sales support associates keep trying.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision.

7 Truths About Sales and Marketing (That CEOs Need to Know - Part 1)

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B2B Marketing Marketing & Sales Alignment B2B Sales Sales & Marketing ManagementUnderstanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the first of a 9 part blog series.

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #4: How Much Should Leads Cost?

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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.

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Why Don’t Companies Want to Talk to Anyone?

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B2B SalesIt’s truly strange when companies enter the stealth mode. They hide phone numbers, dial-by-name directories, and employee names, but still imply you’re important to them! I called someone I know, but had not spoken to in some months. The result pushed me over the edge in frustration. This is how it went. Them. “Hi, Hi, we’re very interested in talking with you; please press 1 for sales and 2 for customer service.” No other choices were given from the automated attendant.

2014 B2B Marketing Trends That Work

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As a B2B company, it’s paramount that you stay on top of trends so you know which to adopt and which to nix. This is a standout year for B2B marketing. B2B Marketing

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2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead

Five Ways to Avoid Getting Burned by Outsourced B2B Sales Lead Generation

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Beyond the fact that this is too long, and not well written, it was sent to PointClear, my B2B lead generation services company, that does what they purport to do. I don’t want you to be burned by an outsourced b2b lead generation company. 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.”

5 (doable) ways to drive revenue growth now

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Database Marketing Increase Sales Marketing ROI B2B Growth StrategyLooking for a simple and seemingly magical solution to a complicated problem of growing revenue? You’ve come to the wrong place. But, if you’re seeking real answers to this age-old question, we have something for you. PointClear has proven methods for driving sales—and they’re discussed in detail in a white paper available for download now.

B2B ABM: Seven Sales & Marketing Tips for 2017 - Tip #2 Should Marketing and Sales Agree on the Definition of a Lead?

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Bob recommends using ADOPTED as a highly refined methodology to guide the qualification process in today’s complex B2B sales environments. Should marketing and sales agree on the definition of a lead? They should, but mostly don’t.

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Marketing and Sales Alignment—Still Conversation Worthy in 2017

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The age-old issue of how Sales and Marketing work together (or not) is still on the table. While everyone agrees the two organizations must be in sync to meet revenue goals and scale, the finger pointing continues.

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing

For Higher B2B Sales Don’t Just Scrub Your Data

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With today’s business instability and volatility, B2B marketers are well aware that business marketing data degrades quickly. So, instead of contacting all names in the databases or tossing out every name and starting over, use segmentation and prioritization techniques to focus on the quality list segments and predict the likely success of B2B marketing programs.

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The Whole Truth - Why CEOs Need to Know What Makes Sales and Marketing Click

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An astounding 61% of B2B marketers admit to sending 'leads' directly to Sales without qualification, according to a Marketing Sherpa Marketing Benchmark Report. B2B Marketing Marketing & Sales Alignment B2B Sales Sales & Marketing Management

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Two Truths and a Lie

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I thought it might be fun to look at the truths and lies around B2B marketing. Send me your answer and your version of a B2B marketing “Two Truths and a Lie.”. In a week or so I will tally the results and publish a blog with your responses and more detail about the truths and lies in B2B marketing. Lead Generation B2B Marketing Lead Nurturing

Why would a company ever outsource anything?

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They get a cohesive team of B2B teleprospecting associates—experienced, educated and trained—who can deliver immediate results. And, as Finkelstein says, “change the game on competitors, operating in bold, unexpected ways that are simply better” by outsouring your marketing and B2B sales lead generation. B2B Telemarketing

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

Put A Judicial Branch In Place to Eliminate Wasted Leads

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B2B Marketing Marketing & Sales Alignment B2B SalesKeep leads from being ignored is the fifth 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.

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How many leads must you create to achieve sales forecasts?

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B2B SalesTo make your forecast for the new year, look at sales for the coming year in terms of units. How many units must be sold? Review the existing pipeline and your closing ratio. Now you have the number of units that will be sold in the coming months without lead generation. This is the basis for projecting the number of leads needed to make the forecast from sales leads for the new year.

Top B2B Marketing Blogs: Key Ingredients

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What makes up the perfect B2B marketing blog? First let’s establish that there are marketing blogs—and then there are B2B marketing blogs. Now that I’ve got you salivating, let’s begin our tasting menu of B2B marketing inspiration.

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Expert Panel’s Feedback on Our Lead to Revenue Calculator

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B2B Marketing B2B SalesDuring 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.

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A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth