March, 2008

Why cost-per-lead budgets fail and fewer leads are better

B2B Lead Generation

A reader asked me to explain why fewer leads are better and why “cost-per-lead” budgets fail. These are two great questions that have the same fundamental answer: quality first then quantity. The truth is that sales people care very little about the cost of the leads we generate. What they really care about is how many of those leads will actually become viable sales opportunities.

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Technology Adoption Issues

Buzz Marketing for Technology

I'm sure we can all relate to this

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eglue Links Data to Improve Customer Interactions

Customer Experience Matrix

Let me tell you a story. For years, United Parcel Service refused to invest in the tracking systems and other technologies that made Federal Express a preferred carrier for many small package shippers. It wasn’t that the people at UPS were stupid: to the contrary, they had built such incredibly efficient manual systems that they could never see how automated systems would generate enough added value to cover their cost. Then, finally, some studies came out the other way.

Latest Trends in Email Marketing: RSS and Calendar Reminders

Anything Goes Marketing

As we move into a new week there are some interesting trends and technology enhancements that will start to change the way that B2B companies use email. For those that are thinking "email is email - how can it change?", keep reading. Trend#1: The Blogletter is Coming - Actually, it's Already Here.

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The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

Persona Centric Selling®: The New Science of Selling

Tony Zambito

For many sales executives today, the world of selling in the past ten years has changed at a faster pace than anytime in the 20th century when the sales profession grew in prominence. The advent of technology and the Internet has made selling a buyer-driven adventure versus sales-driven. For instance, buyers today may spend as much as three months researching products or services before ever engaging a sales professional into the buying process.

More Trending

Podcast: A new role for sales as expert content filters

B2B Lead Generation

I just had a great interview with Robin Carey, co-founder of the Customer Collective. Salespeople have become the second choice for information among buyers who'd rather just go to the Internet. This trend actually creates an opportunity for those who think and act like trusted advisors. You can listen here. In the interview, I share how I got my start and how the Internet has shifted control away from marketers and salespeople.

Blogger: Redirecting

Buzz Marketing for Technology

Nothing focuses the sales force on sales like a quota. But what does a CEO use to focus Marketing? Can Marketing really begin to source leads for Sales? And how can you really optimize the relationship between Sales and Marketing

The Limits of On-Demand Business Intelligence

Customer Experience Matrix

I had an email yesterday from Blink Logic , which offers on-demand business intelligence. That could mean quite a few things but the most likely definition is indeed what Blink Logic provides: remote access to business intelligence software loaded with your own data. I looked a bit further and it appears Blink Logic does this with conventional technologies, primarily Microsoft SQL Server Analysis Services and Cognos Series 7.

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Email Branding Tip to Increase Open Rates

Anything Goes Marketing

This is a quick post on a great tip from Stefan Pollard in hist post: Use Brand-Recognition Elements to Combat Inbox Triage. Stefan recommends putting your company name in the "view online" link at the top of your email. For example: "BEFORE : If you can't see the images in this e-mail, please click here to view this e-mail through your Internet browser. AFTER : If you can't see the images in your edition of Browning eBlast, please click here."

Why Smoking Costs Employers More Than They Realize

Your employees are smoking, and at a cost of $7,000 per year for each employee who smokes, that adds up - fast! This free report will show you how an effective cessation program pays for itself.

Fear not! Think like a savvy investor with lead generation

B2B Lead Generation

This morning I was talking to a marketing leader about his 2008 strategy and he brought up some concerns he had about the economy and its potential impact on him and others. Can you blame him? In years past, marketing has been favorite target for cuts by CFOs and CEOs as they look to conserve cash and reinforce their balance sheets for tough times.

B2B 2.0 marketing expo by MarketingProfs

B2B Lead Generation

The gang at MarketingProfs put together conference that's worth checking out. Now here's the best part. no conference travel required. The B2B 2.0 Marketing Expo is March 5, 2008 and you can register here

Service Oriented Architectures Might Really Change Everything

Customer Experience Matrix

I put in a brief but productive appearance at the DAMA International Symposium and Wilshire Meta-Data Conference running this week in San Diego. This is THE event for people who care passionately about topics like “A Semantic-Driven Application for Master Data Management” and “Dimensional-Modeling – Alternative Designs for Slowly Changing Dimensions”. As you might imagine, there aren't that many of them, and it’s always clear that the attendees revel in spending time with others in their field.

Blogger: Redirecting

Buzz Marketing for Technology

You're about to be redirected. The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and

Lead Generation Checklist to Get Better Results Now

You spend time, energy, and money to generate demand and get leads. It's how you manage them that makes the difference between success and failure. This checklist gives you an easy way to focus on the most critical tasks to get better results now.

Blogger: Redirecting

Buzz Marketing for Technology

You're about to be redirected. The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and has not

Blogger: Redirecting

Buzz Marketing for Technology

Brand building and reputation management are two sides of a coin. What brand managers do to build their company's reputation can come crashing down overnight with the keystroke of an angry blogger. Managing a company's reputation used

Should You Still Email Your Press Releases?

Anything Goes Marketing

On B2B Online, Tricia Robinson answers the question " Any tips for using e-mail to send press releases? ". She goes on to write about not placing the whole release in the email, not including attachments and some other typical email "best practices". Here's a tip: "Don't do it". Does your whole database need to know every time you hire a new executive or win an award?

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Best of 2007: Amusing and Creative Marketing Stuff

WebMarketCentral

Sell your soul on eBay. Buy trash at Target. 404 Error" pages that are actually entertaining. A bedtime story about search engines. A rap about link building. What's going on here? It's the final—and best—installment of WebMarketCentral's Best of 2007 series.

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

WMC Interviews: Laura Ries

WebMarketCentral

I recently had the honor and pleasure of talking with best-selling author Laura Ries about her experiences and advice for marketers today.

Best of 2007: Miscellaneous Marketing Stuff

WebMarketCentral

From advertising to white paper syndication to voicemail, here are a few of the best marketing-related newsletter articles and blog posts from 2007 that simply didn't fit into any other category. Check out these stories from the penultimate entry in WebMarketCentral's Best of 2007 series.

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Best of 2007: Cool Online Tools

WebMarketCentral

Here's a list of interesting and useful tools to help you convert files, find content, promote your blog, and add content to your website, among other activities.

Takin' A Short Break

WebMarketCentral

After being part of a team launching a company this week and four new website design projects, plus my "regular" work of helping clients achieve superior online and offline marketing results, I need a short vacation getaway for some family time. So, the blog will take a brief time out. I'll be back to writing about social networking, interactive PR, SEO and SEM, and the usual stuff as soon as I make sure my clients are well taken care of for the moment.

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Pressure Points: How to Ensure Your B2B Pipeline Passes Inspection

This eBook highlights best practices for developing a pipeline management process that helps sales leaders and their team C.L.O.S.E (you’ll see what we mean in this eBook) more revenue through data-driven prospecting, stage analysis, and subsequent sales enablement.

Do Agencies Get Social Media?

WebMarketCentral

Late last week, MediaPost's Cathy Taylor wrote about the shortcomings of marketing agencies (large ones at least) when it comes to really understanding and utilizing social media on their clients' behalf—or even their own—in Blogger's Block - And Other Ways Agencies Aren't Walking The Walk Of Social Media. "