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Chairs are Dead—and Other B2B Marketing Hogwash

ViewPoint

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). 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.

What Percent of Leads Should Sales Close?

ViewPoint

There is a lot of talk today about the customer’s experience … but don’t forget the importance of your prospect’s experience. The answer to this question is a lot more complicated than it looks. There are many factors that impact the percent of leads that should be closed by sales. This blog will take you through five factors that impact lead close rate and a calculation you can use to determine the minimum close rates your product or solution requires.

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Trending Sources

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

ViewPoint

Marketing’s separation also facilitates the rise of technologically driven product and service development as opposed to customer-focused, research driven development. focusing on continually creating new customers. This saying always amuses me.

Pipeline Priorities: Don’t Leave Potential Customers Flapping in the Wind

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You’re a sales person. On Tuesday morning, 45 sales "leads" come your way through a variety of sources. Terrific!

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

There has never been more marketing channels to reach potential customers. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. The single biggest issue for B2B growth is effective lead generation: increasing lead quality and quantity.

PowerViews with Jim Dickie: Customer-centric is Key

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Jim is Managing Partner at CSO Insights, a research firm that specializes in benchmarking how companies are leveraging people, process, and technology to optimize the way they market to, sell to, and service customers. Companies need to be more customer- and solution-centric.

Why Buyers Buy

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Ultimate benefits resonate with your prospects’ or customers’ professional desires. 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.

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4 Things a CMO Should Do to Build Their Marketing Dream Team (Part One)

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While segmenting your target customers into personas is an essential marketing strategy, the true challenge in storytelling is creating compelling messages that drive revenue. In a recent interview, I sat down with Matt Heinz to pick his brain.

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

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It's about helping sales find and close business in target accounts and about developing valuable customer relationships in those accounts. I consider SiriusDecisions to be the gold standard when it comes to best practices in B2B marketing and sales processes.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with buyers.

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

ViewPoint

It’s a combined effort all the way over the finish line, and on into customer up and cross-sell, along with customer education and renewal.

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

ViewPoint

Even in companies with a TAM in the many thousands, there are key accounts and current customers that can be segmented for ABM applications while leaving the remainder of the marketplace to the normal marketing automation applications.

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

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Yes, you can customize your content, triggers and lead registration assets to focus on a particular, designed customer segment. Understanding the CEO’s role in eliminating wasted marketing spend and increasing sales results—the final of a multi-part blog series.

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Expert Panel’s Feedback on Our Lead to Revenue Calculator

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Theoretically, 100% of that sweet spot represents customers who will have a need for your product or solution at some time. A qualified lead or a qualified nurtured lead (the difference frankly escapes me) is a customer that has that need "now."

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How Much Do Your Leads Cost?

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Has a custom solution been agreed upon? Understand the price you are paying for your leads and then optimize. Document the cost per lead is the fourth of 7 Truths about Sales and Marketing that CEOs need to know.

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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. With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products.

Marketing Automation is Not Marketing Strategy

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Marketers thought that the new CRM software would solve their customer service and customer retention problems. Ruth consults on customer acquisition and retention, teaches marketing at Columbia Business School and is a guest blogger at HBR.org and Biznology.

The Why, What & How of a Lead-to-Revenue Assessment, Part 2 - The How

ViewPoint

Data quality: How clean and current is our database of prospective buyers and customers? In part one , I provided insight into the why and what of a lead-to-revenue assessment.

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The #1 Reason CEOs Should Care About Lead Generation

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It’s about uncovering pain points, gaining marketing intelligence, defining the needs of a prospect or company, and advancing the overall customer-business conversation. I often say that CEO’s don’t care about leads, they only care about revenue.

"New Sales. Simplified." A Must-Read!

ViewPoint

There’s a plethora of account managers and customer-service people filling sales roles, but “true sales hunters,” as Mike refers to them, are few and far between. Several weeks ago I sat in on the 2015 Virtual Sales Kickoff hosted by S. Anthony Iannarino and Jeb Blount.

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Does Your Sales Team Know How to Follow-Up on a Lead?

ViewPoint

He notes that the keys to success in lead follow up are: Process: Define a series of touches (telephone, voicemail, email) and design call/content templates that reps can customize.

Follow the Money: The Primary Responsibility for CMOs

ViewPoint

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability 1st Edition by James D. Measure What Matters: Online Tools for Understanding Customers, Social Media, Engagement, and Key Relationships by Katie Delahaye Paine.

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PowerViews with Michael Brenner: The Battle for Customer Attention

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At SAP, Michael’s challenge is to transform social business and content marketing to reduce cost-per-acquisition of new customers. The Battle for Customer Attention. If you’re a marketer, join a salesperson on a customer call.

Book Review: Hooked on Customers

ViewPoint

Driving customer advocacy is hard work. If you''re looking for some magic metric or a quick and easy fix to guaranteed success, Bob Thompson’s latest book, Hooked on Customers , is not for you.

5 Keys to Becoming a Sales First Company

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We don’t want to become a sales first company, we are a customer first company. Being a customer first company is absolutely the right goal; however, in order to truly be a customer first company, you must initially become a sales first company.

Proof that Account-based Marketing Works

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Satisfied Customers vs. Raving Fans. 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.

Make Better Data-driven Marketing Decisions

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In response to this dilemma, I wrote an article for TMCnet’s Customer Magazine entitled, “How to Get Your Head Around Data-Driven Marketing.” You can never have too much of a good thing … right?

3 Steps for Effective Sales Lead Follow Up (none are the Hail Mary)

ViewPoint

Agree on customized specific solution (that may or may not be yours). The problem is that most companies’ marketing departments start and stop at Step #1 (finding a pain or need), and most sales organizations start and stop at Step #5 (agreeing on a customized solution).

PowerViews with Matt Heinz: The Quality of Marketing Leads is Abysmal

ViewPoint

When he’s not spending time with his wife, children, cats and six chickens, Matt is the head of the Seattle-based agency that prides itself on delivering results — more customers, higher revenue, lower costs. Who has control over when a sale is complete? Is it the salesperson?

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Insights on Outbound Conference in Atlanta

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Here is what I learned: Jeb Blount – Jeb is the bestselling author of eight books, including " Fanatical Prospecting " , and among the world’s most respected thought leaders on sales, leadership, and customer experience. Sales is NOT customer service.”. 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.

Is AI impacting Inside Sales Rep Revenue? Mike Plante of InsideSales Says it Is.

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InsideSales.com enterprise customers include ADP, Microsoft and Groupon. Why it’s Important: “The companies that lag behind in adopting new ways of selling and marketing are slated for the trash heaps of failed businesses.”. At the Funnel Media Group we believe that AI is the future of sales and marketing operations. Because of this, CRM Radio and the sister program SLMA Radio, have been interviewing executives on the subjects of the marketing and sales uses of Artificial Intelligence.

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PowerViews with Lori Richardson: Small Sales Improvements Make a Profound Impact

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Lori helps her customers to dissect the sales process and find small improvements. The challenge this presents is the ability to justify investing in an expensive comprehensive CRM tool that has been customized, when in fact it’s not reflecting the true data.

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Are Your Sales Suffering Because You've Picked The Worst Times To Contact Prospects?

ViewPoint

In the digital age, more and more communication takes place via email and text messaging, but a person-to-person conversation is still the most engaging way to contact a prospect and convert him into a customer.

PowerOpinions: Making Lead Scoring a Success Part 3 [Expert Advice]

ViewPoint

A salesperson's view of the customer is often one of someone in the later stages of the buying process. Likewise, marketing doesn't have the intimate personal view of the customer that sales gets to see.

And People In Hell Also Want Ice Water

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He stands 6’5” in custom-made cowboy boots, and wears a wide-brimmed straw cowboy hat that cost as much as the boots. James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint.

Tweet Less and Talk More

ViewPoint

It won’t solve our business-development challenges, nor will it improve our relationships with our customers. So tweet less and talk more to the customers and contacts who really matter. Toss the technology. Relationships rule in sales.

PowerViews with Dave Stein: Hire the Right Salespeople

ViewPoint

Selling around insight into a customer’s organization is growing, he said. More than one in five salespeople don’t have the qualities to succeed in the field.

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What Do You Sell, Who Do You Sell It To and Why Everyone Has to Have The Same Answer

ViewPoint

A ULD clarifies what a lead is to everyone in your organization, and these leads also: Fit the profile of your ideal customer. An inquiry becomes a lead when it: Fits the target customer profile (industry, revenue, number of employees, etc.). How to define a lead and gain agreement is the first 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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Three “Lies” That Plague B2B Businesses Today (Part Two of Three)

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Here are their comments: Dave Brock: “The customer is wherever they are in their buying process. The issue is, should we be waiting until the customer is ready for us to be engaged or should be offering greater leadership by engaging earlier. But when they do that, they minimize their ability to shift the customer’s thinking, to get them to consider different points of view, to create differentiated value. They engage the customer as early as they can.

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

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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. The Three “Lies” That Plague B2B Businesses Today Are: Cold 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?

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